Effective
Communication
for Colleges
9th Edition
Brantley & Miller
CHAPTER 7
Persuasive Messages
© 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING
Learning Objectives
Chapter 7
Slide
2
 Identify and discuss situations when persuasion
may be necessary.
 Discuss the importance of ethical persuasion
and credibility in persuasive messages.
 Explain receiver benefits, descriptive language,
and appropriate appeals as they relate to the
persuasive strategy AIDA.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Continued
Learning Objectives
Chapter 7
Slide
3
 Identify and discuss unique characteristics of
donation requests and sales messages and how
those characteristics encourage a favorable
response.
 Implement the CBO approach and the
persuasive strategy AIDA and incorporate the
six Cs of effective messages to plan and
complete persuasive messages.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Persuasive Strategy
AIDA
Attracts the receiver’s favorable attention.
Chapter 7
Slide
4
A
Builds the receiver’s interest.
I
Encourages the receiver's desire.
D
Requests and motivates the receiver's action. A
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Persuade Ethically
Chapter 7
Slide
5
 Be objective. Provide information that will
enable your receivers to make informed
decisions.
 Choose words that are clear and
straightforward. Do not set out to trick
someone.
 Show knowledge or sincere concern about the
subject of your message so that your audience
can identify with what you are saying.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
The CBO Approach
Chapter 7
Slide
6
The CBO (Communication-by-Objectives) Approach
Plan a message.
Compose a draft.
Complete a message.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Plan a Message
Identify the objective.
Visualize the audience.
Gather supporting information.
Organize the information.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
7
Organize the Information
Chapter 7
Slide
8
The combination of the indirect pattern of
organization and the persuasive strategy AIDA:
Provides an explanation before the actual request.
Attracts the receiver’s favorable attention.
Builds the receiver’s interest.
Encourages the receiver’s desire.
Requests and motivates the receiver’s action.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Compose a Draft
Chapter 7
Slide
9
Continue the CBO approach by applying
the AIDA strategy to:
Choose words.
Construct sentences.
Assemble paragraphs.
Choose paragraph locations.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
AIDA
Attention
Interest
Desire
Action
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
10
Attract Attention
Open with:
 An open-ended, thought-provoking
question.
 An agreeable statement.
 A compliment.
 An immediate request.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
11
Build Interest and
Encourage Desire
Explain receiver benefits.
Use descriptive, concrete words.
Address receiver concerns.
Choose an appropriate appeal.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
12
Call for Action
Make a confident request.
Make a response easy.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
13
Complete a Message
Proofread.
Edit.
Revise.
Finalize.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
14
Types of Persuasive Messages
Nonroutine Requests
Chapter 7
Slide
15
A nonroutine request asks the receiver to do
something out of the ordinary.
Examples
Requests for donations of time, money, or knowledge
Requests to support an activity or a cause
Requests for cooperation in resolving an issue
Requests for cooperation in collecting money
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Apply the persuasive strategy AIDA
Requests for
Donations or Support
Chapter 7
Slide
16
 Begin with an attention-getting statement
that encourages further reading.
 Choose an appropriate appeal.
 Lead to the main idea.
 Close by stating what you want; provide a
way for the receiver to respond easily.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Requests for Donations
Examples of Key Sentences
Chapter 7
Slide
17
Begin with an attention-getting statement.
Clean out your closet!
Create interest and desire with an appropriate appeal.
Suits Me! provides gently worn business attire for women who are
trying to get their lives back on track.
State what you want. Make it easy for the receiver.
Please drop off your donations in the employee dining room during
business hours on March 3 and 4.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Requests for
Cooperation
Claim messages
Collection messages
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
18
Apply the persuasive strategy AIDA
Claim Messages
Chapter 7
Slide
19
Begin with a courteous opening that
attracts the receiver’s attention.
Provide details in chronological order,
accurately and calmly.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Continued
Apply the persuasive strategy AIDA
Claim Messages
Chapter 7
Slide
20
Make reasonable requests, and help
the receiver understand the benefits of
complying.
Close with a dated action statement.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Claim Message
Examples of Key Sentences
Chapter 7
Slide
21
Begin with a courteous opening.
The Flower Shop on Elm is my first choice when ordering flowers for
business and social occasions.
Provide details.
The floral bouquet delivered to Nora Kiley on April 2 did not meet
my expectations. The flowers were wilted and drooping when they
arrived and had to be discarded the following day.
Make a reasonable requests, and close with a call for action.
Please send Ms. Kiley a replacement bouquet on April 23.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
22
Steps for Preparing an
Effective Claim Message
Check message for grammar, spelling, and facts.
Consider the details.
Make your demands reasonable.
State the problem, and present the facts.
Gather and organize relevant documents.
Apply the CBO approach and persuasive strategy AIDA.
Begin with the source of the problem.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Messages
Chapter 7
Slide
23
Collection messages have two objectives:
Collecting money
Maintaining goodwill
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Message
Objectives
Chapter 7
Slide
24
Assume that the receiver intends to pay.
Follow the collection laws of your state.
Send collection messages at regular intervals.
Use a courteous but firm tone.
Use an appropriate organizational pattern and
message strategy for each stage of collection.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Message
Initial Stage
Use direct pattern.
Choose an appropriate format.
 Brief form letter
 Collection card
 Stamped message or sticker on a
statement
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
25
Chapter 7
Slide
26
Collection Message
Middle Stage
Use indirect pattern and the persuasive
strategy AIDA.
Open with an attention-getting statement
that neutralizes the information that
follows.
Explain objectively without accusation.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Continued
Collection Message
Middle Stage
Chapter 7
Slide
27
Point out receiver benefits to complying
with the request.
Offer alternate payment options if
possible.
Provide a friendly ending with detailed
contact information.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Middle-Stage Collection Message
Examples of Key Sentences
Chapter 7
Slide
28
Open with an attention-getting statement.
Your history of prompt payments has made you a valued client.
Explain objectively. Point out receiver benefits.
The balance of your account is $580 and 45 days past due. Bringing
your account up to date will allow us to continue providing the
communication services you need to operate your business.
Offer payment options. Provide contact information.
Please use the enclosed envelope to send your check, or call Tariq
Sanders at 800-555-2077 to make arrangements to use a credit card.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Collection Message
Final Stage
Chapter 7
Slide
29
 Use direct pattern.
 Begin with the main idea of nonpayment.
 Briefly restate details leading up to the
final collection attempt. State specific
negative consequences.
 End with a neutral closing.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Final-Stage Collection Message
Examples of Key Sentences
Chapter 7
Slide
30
Begin with the main idea of nonpayment.
Communication services that are vital to your business are in jeopardy.
Briefly restate details leading up to the final collection
attempt. State specific negative consequences.
Your account balance of $580 is 120 days past due. We have contacted
you six times about this matter. Unless we receive full payment by May
15, your account will be turned over to LRQ Collection Agency.
End with a neutral closing.
To ensure continued service and avoid involving a collection agency,
send your check for $580 by May 15.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Chapter 7
Slide
31
The main objective of sales messages is to
persuade receivers to buy something.
Sales messages are either solicited or
unsolicited.
 Solicited sales messages are responses to
inquiries.
 Unsolicited sales messages are initiated by
the sender.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Techniques and
Writing Style
Chapter 7
Slide
32
Sales messages and donation requests may
differ from other business messages in these
ways:
Length
Inclusions
Print mechanics
Casual writing style
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Target Audience
Chapter 7
Slide
33
Identify receiver characteristics to have a
better understanding of how to market your
product or services.
Examples
Age
Education
Occupation
Cultural background
Interests
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Sales Messages
Gathering Information
About Target Audience
Conduct surveys.
Purchase information.
Buy mailing lists.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
34
Sales Messages Online
Use the six Cs of effective messages.
Use the AIDA strategy.
Make these adjustments:
 Send you-oriented messages to select
customers.
 Keep messages short.
 Give the receiver an opportunity to be
removed from the mailing list.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7
Slide
35