Business Communication Unit 12

Business Communication Today
Thirteenth Edition
Chapter 12
Writing
Persuasive
Messages
Copyright © 2016, 2014, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
12.1 Apply the three-step writing process to persuasive
messages.
12.2 Describe an effective strategy for developing
persuasive business messages and identify the most
common categories of persuasive business messages.
Learning Objectives (2 of 2)
12.3 Describe an effective strategy for developing marketing
and sales messages and explain how to modify your
approach when writing promotional messages for social
media.
12.4 Identify steps you can take to avoid ethical lapses in
marketing and sales messages.
Using the Three-Step Writing Process
for Persuasive Messages
LO 12.1 Apply the three-step writing process to persuasive
messages.
Step 1: Planning Persuasive Messages
• Analyze the Situation
• Select the Medium
• Gather the Information
• Organize the Message
Analyzing the Situation
Gauging Audience Desires and Interests
• Demographic Information
• Psychographic Information
• Motivational Levels of the Audience
Gathering Information
Persuasive and Compelling
• Business Messages
• Marketing Messages
• Sales Messages
Selecting the Right Combination of
Media and Channel
• Variety of Communication Media
• Nature of Persuasive Messages
• Range of Consumer Attitudes
Organizing Your Information
• Message
– Audience
– Scope
– Approach
– Authority
Step 2: Writing Persuasive Messages
• Use Positive and Polite Language
• Respect Cultural Differences
• Understand Culture in Organizations
• Establish Your Credibility
Building Your Credibility (1 of 2)
• Using Simple Language
• Providing Objective Evidence
• Identifying Your Source Materials
• Establishing Common Ground
Building Your Credibility (2 of 2)
• Being Objective, Fair, and Logical
• Focusing on the Audience’s Interests
• Using Logic, Evidence, and Narratives
• Building Credibility Before Presenting
Step 3: Completing Persuasive
Messages
• Evaluate Your Content
• Produce Your Message
• Proofread Your Message
• Distribute Your Message
Summary of Discussion (1 of 6)
• In this section, we discussed the following:
– Step 1: Planning Persuasive Messages
– Analyzing the Situation
– Gathering Information
– Selecting the Right Combination of Media and Channel
– Organizing Your Information
– Step 2: Writing Persuasive Messages
– Building Your Credibility
– Step 3: Completing Persuasive Messages
• The next section will cover Developing Persuasive
Business Messages.
Developing Persuasive Business
Messages
LO 12.2 Describe an effective strategy for developing
persuasive business messages and identify the three most
common categories of persuasive business messages.
Framing Your Arguments(the AIDA
Model)
Attention Catch the Audience’s Attention
Interest Provide Additional Details or Benefits
Desire Explain Benefits, Address Objections
Action Suggest Specific Audience Action
Balancing Emotional and Logical
Appeals
Selecting Types of Appeals
• Emotional Appeals
– Feelings Emotions Sympathies
• Logical Appeals
– Analogy Induction Deduction
Avoiding Faulty Logic
• Avoid These Mistakes in Logic
– Hasty Generalizations
– Circular Reasoning
– Attacking an Opponent
– Oversimplification
– False Cause-Effect
– Faulty Analogies
– Illogical Support
Reinforcing Your Position
• Believable Evidence
• Powerful Words
• Metaphors and Stories
• Audience Benefits
Anaticipating Objections
• Anticipate Potential Objections
• Develop Solutions to the Objections
• Present All Sides of the Situation
Avoiding Common Mistakes in
Persuasive Communication
• Common Mistakes
– Using a Hard Sell Approach
– Being Resistant to Compromise
– Relying Solely on Great Arguments
– Using a “One-Shot” Approach
Common Examples of Persuasive
Business Messages
• Requests for Action
• Presentations of Ideas
• Claims and Requests for Adjustments
Persuasive Requests for Action
Anticipated Request Unanticipated Request
• Direct Approach to • Indirect Approach to
Persuasion Persuasion
Persuasive Presentation of Ideas
• Changing Attitudes or Beliefs About a Topic
– Consider a New Idea
– Reexamine Opinions
– Reconsider Ways of Thinking
Persuasive Claims and Requests
for Adjustments
• Review the Facts in a Positive Tone
– Outline the Problem and Its Status
– Give Reasons for Granting the Claim
– Close on a Respectful Note
– Framing Your Arguments
– Balancing Emotional and Logical Appeals
– Selecting Types of Appeals
– Avoiding Faulty Logic
– Reinforcing Your Position
– Anticipating Objections
– Avoiding Common Mistakes in Persuasive
Communication
– Common Examples of Persuasive Messages
– Persuasive Requests for Action
– Persuasive Presentation of Ideas
– Persuasive Claims and Requests for Adjustments
• The next section will cover Developing Marketing and
Sales Messages.
Developing Marketing and Sales
Messages
LO 12.3 Describe an effective strategy for developing
marketing and sales messages and explain how to modify
your approach when writing promotional messages for social
media.
Planning Marketing and Sales
Messages
• Audience Needs
• Competition
• Selling Points and Benefits
• Purchase Objections
Writing Conventional Marketing and
Sales Messages
• Using the AIDA Model
– Getting Attention
– Building Interest
– Increasing Desire
– Motivating Action
Writing Promotional Messages for
Social Media (1 of 2)
• Get Involved in Online Conversations
• Facilitate Community Building
• Listen as Much as You Talk
• Initiate and Respond to Conversations
Writing Promotional Messages for
Social Media (2 of 2)
• Provide Information People Want
• Identify and Support Your Champions
• Be Real, Open, and Conversational
• Integrate Conventional Strategies
Creating Promotional Messages for
Mobile Devices
• Promotional Messages
– Keep Promotional Messages Short and Simple
• The Mobile Experience
– Keep the Mobile Experience Fast and Straightforward
– Planning Marketing and Sales Messages
– Writing Conventional Marketing and Sales Messages
– Writing Promotional Messages for Social Media
– Creating Promotional Messages for Mobile Devices
• The next section will cover Maintaining High Standards
of Ethics, Legal Compliance, and Etiquette.
Maintaining High Standards of Ethics,
Legal Compliance, and Etiquette
LO 12.4 Identify steps you can take to avoid ethical lapses in
marketing and sales messages.
Promotional Messages
• Federal Laws and Regulations
• State Laws and Regulations
• International Laws and Regulations
Legal Considerations for Marketing
and Sales Efforts
• Be truthful and non-deceptive.
• Back up claims with evidence.
• Don’t use “bait and switch” tactics.
• Obey rules when marketing to children.
• Respect contractual obligations.
• Respect the rights of individuals.
Avoiding Etiquette Missteps
• Audience-Centered Approach
• Sensitivity to User Needs
– Promotional Messages
– Legal Considerations for Marketing and Sales Efforts
– Avoiding Etiquette Missteps
• This concludes our discussion of Chapter 12: Writing
Persuasive Messages.
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Business Communication Today

Attention Catch the Audience’s Attention

Interest Provide Additional Details or Benefits

Desire Explain Benefits, Address Objections

Action Suggest Specific Audience Action

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