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Chapter 10

Writing Persuasive Messages


on 1 April 2015

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Transcript of Chapter 10

Strategies for Persuasive Business Messages
Persuasive Communication
Know the Rules
Taking an audience-centered approach, in which you show respect for your readers and their values, should help you avoid any...etiquette missteps (p. 307).
Developing Persuasive Business Messages
Avoid Common Mistakes in
Frame, Balance, Reinforce, Anticipate...
Frame Your Arguments

Use indirect approach



Interest, Desire, Action) approach (p. 295-96)
AIDA can also be used with direct approach
AIDA has limitations

Balancing Emotional/Logical Appeals
-have to find a balance between the two appeals (p. 297)
-most business messages rely on logical appeals (p. 298)
-analyze the following here:
-actions hoping to motivate
-readers' expectations
-degree of resistance
-position in the org. structure

AVOID the following:

Using a hard sell- no need to push

Resisting compromise- give and take here

Relying only on arguments -connect here

Assuming persuasion is simple- it's a process
Chapter 10
Persuasion is
3 Step Writing Process Still Works
They usually comprise of...
Common Persuasive Business Messages
Determine the purpose

Consider the audience-

Understand their motivation
Persuasive Presentations of Ideas
Writing Persuasive Messages

Select the right medium; layering is possible

social media implications
"personal attention with technological
reach and efficiency" (p. 292)

Make messages all about the receiver

Demonstrate what gains/benefits they will receive

Limit your focus

Most often use the indirect approach
Writing Persuasive Messages

Encourage a positive response by
doing the following:

use positive/polite language

understand/ cultural differences

be sensitive to organizational cultures

take steps to establish credibility, esp. if confronting a hostile/skeptical audience; see pg. 294 for techniques

Completing Business Messages

Details matter here (wording, design elements, proofreading, distribution methods)

Self and group evaluate here, especially if an individual knows the intended audience well

Be objective throughout

Don't overestimate individual credibility
Anticipating Objections
- Address possible objections/concerns in message
**Doing so implies appreciation of and confidence in message.
-Look for potential faults in the position and address, esp.
if a hostile audience
Reinforce Your Opinion

Review position for quality and strength
Examine word choice
Consider using figurative language
Review benefits to audience
Persuasive Requests for Action
If anticipated, use direct approach, if not consider using

Thus, gain credibility, get readers to want to help meet request, close
with an easy-to-follow request to attain positive response.
Persuasive Claims and Requests for Adjustment
May want to change audience's attitudes or beliefs; awareness
"Key ingredients of a good persuasive claim are a complete and specific review of the facts and a confident and positive tone" (p. 303).
Outline problem, discuss progress, be clear, and then "give reader a good reason for granting your claim" (p. 303). Utilize appeals, close respectfully.
Assume positive outcome.
Developing Marketing and Sales Messages
Maintaining High Standards of Ethics, Legal Compliance, and Etiquette
The goal is to get your audience to "participate in a commercial transition" (p. 303).
Marketing vs. Sales Messages
Messages that usher "potential buyers through
the purchasing process without asking them
to make an immediate decision" (p. 303).
Messages that "encourage potential
buyers to make a purchase decision" immediately (p. 303).
The "copy" or wording in these messages are designed and provided by trained professionals across several disciplines.

1. Assess audience needs
- consider demographics,
pyschographics, motivation, and consider appeals

2. Analyze the competition
- survey and acknowledge the competing messages

3. Determine key selling points by prioritizing features and benefits
- highlight this company's selling points; focus on products/ideas features and advantages or benefits to readers

4. Anticipate purchase objections
- address objections before they interfere with the message to assuage concerns
Writing Conventional Marketing and Sales Messages
Within the context of AIDA, remember to,

b. Build interest - after grabbing their attention, work to keep it

c. Increase desire - facilitate interest by describing benefits to audience; layer mediums here, utilize appeals, "address...objections and minimize doubts" (p. 305)

d. Motivate action - effectively persuade audiences to act, buy

a. Get the reader's attention -what will separate this message from the rest?
Writing Promotional Messages for Social Media
Goal: Promote and facilitate online conversations

Initiate and respond to community conversations; use conversation marketing

Provide information people want about your company or products

"Be real" about online company's presence

Use marketing/sales strategies when/where appropriate
Marketing and sales messages should mutually benefit the audience and company

Demonstrate the "you" attitude to show concern for audience's needs and interests

Truthful advertising is the standard, one that is upheld by the FTC, other federal agencies, and states and their laws

Keeping current with changing regulations is necessary

Be aware of legal considerations, especially those on
p. 307
"Last Week Tonight with John Oliver: GM Ad (HBO)"
Full transcript