BusCom09.ppt 573KB Mar 29 2010 04:55:17 AM

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Prentice Hall , 2003

Business Communicat ion Today

Chapter 9 - 1

Writing

Persuasive

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Chapter 9 - 2

Three-Step Persuasion

Process

Completing

Completing

Audience

M

e

s

a

g

e

M

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a

g

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Writing

Planning

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Chapter 9 - 3

Determining the Purpose

Competing

Competing

Messages

Written

Formats

Audience

Attitudes

Appropriateness

Necessity

Clarity

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Chapter 9 - 4

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Chapter 9 - 5

Physiological

Food, shelter, air, water,

and sleep

Safety and Security

Job security, stability, and

protection

Social

Affection, group ties, friends, and acceptance

Status and Esteem

Uniqueness, self-worth, respect, and

recognition

Self-Actualization

Self-realization, creativity, wisdom, and

fulfillment

Maslow’s Hierarchy of Needs

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Chapter 9 - 6

Considering

Cultural

Differences

Individual

Differences

Organizational

Differences

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Chapter 9 - 7

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Chapter 9 - 8

Setting Ethical

Standards

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Provide information

•

Boost understanding

•

Promote free choice

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Chapter 9 - 9

Sequencing the Message

Direct Approach

(Deductive)

Direct Approach

(Deductive)

Indirect Approach

(Inductive)

Indirect Approach

(Inductive)

Define the Main Idea

Define the Main Idea

Limit the Scope

Group Major Points

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Chapter 9 - 10

Completing the

Message

Evaluate

the Content

Revise for Clarity

and Conciseness

Evaluate Design

and Delivery

Proofread

the Message

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Chapter 9 - 11

Developing Persuasive

Messages

Employing the AIDA Plan

Balancing Emotion and Logic

Reinforcing Your Position

Dealing With Resistance

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Chapter 9 - 12

Interest

Attention

Desire

Action

AIDA PLAN

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Chapter 9 - 13

Balance Logic and

Emotions

Feelings

Feelings

Sympathies

Needs

Analogy

Induction

Deduction

Promote Action

Understand Expectations

Overcome Resistance

Sell Your Point of View

Emotions

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Chapter 9 - 14

•Hasty Generalizations_{Hasty Generalizations}

•Begging the Question_{Begging the Question}

•Attacking the Opponent_{Attacking the Opponent}

•Oversimplification_{Oversimplification}

•Assuming a False Cause_{Assuming a False Cause}

•Faulty Analogies_{Faulty Analogies}

•Illogical Support_{Illogical Support}

Examples of

Faulty Logic

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Chapter 9 - 15

Connotations

Denotations

Abstractions

Understanding

Semantics

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Chapter 9 - 16

Be Moderate

Be Moderate

Use Simple Language

Anticipate Opposition

Provide Support

Focus on the Goal

Strengthen

Your Position

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Chapter 9 - 17

Be Specific

Be Specific

Use the Right Timing

Employ Metaphors

Use Anecdotes

and Stories

Create a win-win

Situation

Strengthen

Your Position

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Chapter 9 - 18

Deal With

Resistance

Deal With

Resistance

Anticipate

Objections

Use “What If”

Scenarios

Involve Your

Audience

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Chapter 9 - 19

Common Mistakes

Selling Too Hard Up Front

Resisting Compromise

Relying Solely On Great Arguments

Using a “One Shot” Sales Technique

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Chapter 9 - 20

Action

Requests

Claims and

Adjustments

Sales and

Fundraising

Persuasive

Messages

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Chapter 9 - 21

Requests for Action

Action

Action

Written Request

Gain Attention

Use Facts,

Figures and Benefits

Use Facts,

Figures and Benefits

Make a

Specific Request

Make a

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Chapter 9 - 22

Claims and Adjustments

Claim or Adjustment

Claim or Adjustment

Written Request

State the Problem

Review the Facts

Motivate the Reader

Make Your Request

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Chapter 9 - 23

Sales and Fundraising

Messages

For-Profit Companies

For-Profit Companies Non-Profit OrganizationsNon-Profit Organizations

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Chapter 9 - 24

Sales Message

Strategies

Selling Points

Benefits

Legal Issues

The AIDA Plan

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Chapter 9 - 26

The Central

Selling Point

Building Interest

The Central

Selling Point

Building Interest

Study the

Competition

Know

the Product

Analyze

the Audience

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Chapter 9 - 27

Increasing Desire

Use Action Terms

Discuss Pricing

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Chapter 9 - 28

Motivating Action

Explain the Next Step

Create a Sense of Urgency

Include a Post Script

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Chapter 9 - 29

Writing

Fundraising

Messages

Writing

Fundraising

Messages

Analyze the

Audience

Analyze the

Audience

Study the

Competition

Study the

Competition

Clarify Benefits

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Chapter 9 - 30

Strengthening

Fundraising Messages

 _{Interest your readers}_{Interest your readers}  _{Use simple language}_{Use simple language}  _{Offer an opportunity}_{Offer an opportunity}  _{Make it hard to refuse}_{Make it hard to refuse}

 _{Clarify your needs}_{Clarify your needs}  _{Write concisely}_{Write concisely}

 _{Include a reply form}_{Include a reply form}