Writing
Persuasive Messages
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 1
Three-Step
Persuasion Process
• Planning
• Writing
• Completing
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 2
Planning the Message
• Analyze the situation
• Gather the information
• Select the medium
• Organize the message
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 3
Analyze the Situation
• Clarify your purpose
• Express your purpose
• Build your case
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 4
Maslow’s
Hierarchy of Needs
• Survival (physiological)
• Safety and security
• Social
• Esteem and status
• Self-actualization
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 5
Analyze the Audience
• Demographics
• Psychographics
– Gender
– Personality
– Income
– Attitudes
– Education
– Lifestyle
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 6
Preparing the Message
• Gathering information
– Logical
– Emotional
• Selecting the medium
– Traditional
– Electronic
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Excellence in Business Communication, 7e
Chapter 9 - 7
Organizing the Message
• Direct approach
• Indirect approach
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Excellence in Business Communication, 7e
Chapter 9 - 8
Writing the Message
• Maintain a “you” attitude
• Use positive language
• Respect cultural differences
• Establish credibility
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 9
Completing the Message
• Evaluate the content
• Revise for clarify and conciseness
• Evaluate design and delivery
• Proofread the message
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 10
Developing
Persuasive Messages
• Employing the AIDA plan
• Balancing emotion and logic
• Reinforcing your position
• Dealing with resistance
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 11
The AIDA Plan
• Attention
• Interest
• Desire
• Action
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 12
Balance Logic and Emotions
• Promote action
• Understand expectations
• Overcome resistance
• Sell your point of view
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Excellence in Business Communication, 7e
Chapter 9 - 13
Examples of Faulty Logic
• Hasty generalizations
• Circular reasoning
• Attacking the opponent
• Oversimplification
• False cause and effect
• Faulty analogies
• Illogical support
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 14
Reinforce Your Position
• Powerful words
• Figures of speech
• Audience benefits
• Right timing
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 15
Anticipate Objections
• Expect resistance
• Uncover objections
• Promote participation
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Excellence in Business Communication, 7e
Chapter 9 - 16
Common Sales Mistakes
• Selling too hard up front
• Resisting compromise
• Limiting your tactics
• Using a “one shot” plan
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Excellence in Business Communication, 7e
Chapter 9 - 17
Persuasive Messages
• Action requests
• Persuasive ideas
• Claims and adjustments
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Excellence in Business Communication, 7e
Chapter 9 - 18
Requests for Action
• Gain attention
• Use facts, figures, and benefits
• Make a specific request
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Excellence in Business Communication, 7e
Chapter 9 - 19
Persuasive Presentations
• Message focus
– Support decisions
– Expedite actions
– Encourage new attitudes
– Reexamine options
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Excellence in Business Communication, 7e
Chapter 9 - 20
Claims and Adjustments
• State the problem
• Review the facts
• Motivate the reader
• Make your request
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 21
Marketing
and Sales Messages
• Analyze audience
• Study competition
• Highlight benefits
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 22
Anticipating Objections
• High price
• Poor quality
• Comparability
• Perceived risk
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Excellence in Business Communication, 7e
Chapter 9 - 23
Applying the AIDA Model
• Getting attention
• Building interest
• Increasing desire
• Motivating action
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 24
Getting Attention
News Items
Common
Ground
Product
Benefits
Personal
Appeals
Product
Samples
Inside
Information
Promise of
Savings
Problem
Solutions
Evocative
Images
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 25
Building Interest
• Support promises
• Highlight key points
• Emphasize benefits
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 26
Increasing Desire
• Use action terms
• Discuss pricing
• Support your claims
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 27
Motivating Action
• Explain the next step
• Create a sense of urgency
• Include a post script
• Apply good judgment
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 28
Maintain High Standards
• Analyze the audience
• Study the competition
• Clarify benefits
• Keep the message personal
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 29
Common Messages
• Opt-in email newsletter
• Competitive information online
©Prentice Hall, 2007
Excellence in Business Communication, 7e
Chapter 9 - 30