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Writing persuasive message

Managerial communication

Persuasive messages:
Convincing your boss/colleague/customers
Persuasion is an attempt to change someones attitudes, beliefs, or actions.
Not enough to have a just great idea/product, also need persuasion
A common mistake in persuasive messages :failing to clarify your purpose
To persuade successfully: consider both the positive and
negative aspects of your proposed solution.
Most persuasive communicators assume that their audiences have
prioritized their own needs and desires.
To know the audience needs:
Demographics characteristics: age, gender, occupation, income, education.
Psychographics characteristics: personality, attitudes lifestyle.

Persuasion

Asking for something of value i.e. product,service(waiwai,Toshiba TV)


Asking audience to take action
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Developing Persuasive Messages


A. Get your readers attention.
Open with an audience benefit, a stimulating question, a problem, or an unexpected
statement.
Discuss something your audience can agree with (establishing common ground).
Show that you understand the audiences concerns.
B. Build your readers interest.
Expand and support your opening claim or promise.
Emphasize the relevance of your message to your audience.

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C. Increase your readers desire.


Make audience members want to change by explaining how the change will benefit them.
Back up your claims with relevant evidence.
D. Motivate your reader to take action.
Suggest the action you want readers to take.
Stress the positive results of the action.
Make the desired action clear and easy.
E. Balance emotional and logical appeals.
Use emotional appeals to help the audience accept your message.
Use logical appeals when presenting facts and evidence for complex ideas or
recommendations.
Avoid faulty logic.

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F. Reinforce your position.


Provide additional evidence of the benefits of your proposal and your own credibility in
offering it.
Use abstractions, metaphors, and other figures of speech to bring facts and figures to life.

G. Anticipate objections.
Anticipate and answer potential objections.
Present the pros and cons of all options if you anticipate a hostile reaction.

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The Three-Step Process


1.Planning

A. Analyze Situation

2.Writing

Adapt to
the Audience

3.Completing

Revise

B. Gather Information

Produce Message

C. Select Medium

Proofread Message

D. Get Organized

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Compose
the Message

Distribute Message

1.Plan the Message


A. Analyze your situation
B. Gather information
C. Select the medium
D. Organize your information

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A. Analyze the Situation


1. Audience

2. Purpose

Demographics

Request action

Psychographics

Prompt decisions

Motivation

Change attitudes

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B.Gather Information
Knowledge
Beliefs
Emotions

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C.Select the Medium


Electronic mail
Social media
Personal attention
Technological reach

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D.Organize the Message


Direct or indirect approach
Audience focus
Limited scope/reach

Audience reaction
Power and expertise

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2.Write the Message


A. Use positive, polite language
B. Respect cultural differences
C. Understand corporate cultures
D. Establish your credibility

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Enhance Your Credibility


Using simple language.
Supporting your message with facts.
Identifying your sources
Being an expert (or finding one to support your message)
Establishing common ground.
Being objective.(present fair and logical arguments)
Displaying your good intentions.

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3.Completing the Message


A. Evaluate the content
B. Critique design elements
C. Proofread the message
D. Select the delivery method

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Persuasive Messages
Four essential strategies
1. Frame your arguments (AIDA Model)
2. Balancing Emotional and Logical Appeals

3. Reinforce your position


4. Anticipate objections (bring up their objection before they bring them up)

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1.Using the AIDA Model


Attention
Interest
Desire
Action

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2.Write Balanced Messages


Emotions

Logic

Feelings

Analogy(correlation)

Sympathies

Induction

Needs

Deduction

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Avoiding Faulty Logic

Hasty generalizations
Circular reasoning
Attacking the opponent
Oversimplification
Cause and effect assumptions
Faulty analogies
Illogical support

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3.Reinforce Your Position


Powerful words
Figures of speech
Right timing

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4.Anticipate Objections
Bring up possible customers objection
Test your theories
Ask the audience
Present all sides

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Types of Persuasive Messages


Requests for action
Presentation of ideas
Requests for claims or adjustments

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Marketing and Selling


Marketing messages
Information
Goodwill

Sales messages
Action
Purchase

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Applying the Strategies


1. Assess audience needs
2. Analyze the competition
3. Determining Key Selling Points and Benefits

4. Anticipating Purchase Objections


5. Applying the AIDA Model
6. Maintaining High Standards of Ethics, Legal
Compliance, and Etiquette
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Determining Key Selling Points and Benefits

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Our easy financing plan includes no money down, no interest, and no payments for
24 months.
Our marketing communication audit accurately measures the impact of your
advertising and public relations efforts.

The spools in our fly fishing reels are machined from solid blocks of aircraft-grade
aluminum.

You can buy what you want right now, even if you have limited cash on
hand.
You can find out whether your message is reaching the target audience
and whether youre spending your marketing budget in the best
possible manner.
Go fishing with confidence: These lightweight reels will stand up to the
toughest conditions.
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4.Anticipating purchase Objections


High price
Poor quality
Compatibility
Perceived risk

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4.Applying the AIDA Model


A. Getting attention
B. Building interest
C. Increasing desire
D. Motivating action

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A.Getting Attention
Product Benefits

Common Ground

Genuine News

Personal Appeals

Inside Information

Promised Savings

Product Samples

Problem Solutions

suggestive Images

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A piece of genuine news. Take entertainment to a whole new place (for Verizons
V Cast service, which lets people download a variety of entertainment services to their
mobile phones).
A point of common ground with the audience. An SUV adventurous enough to accommodate
your spontaneity and the gear that comes with it.
A personal appeal to the readers emotions and values. The only thing worse than
paying taxes is paying taxes when you dont have to.
The promise of savings. Right now, you can get huge savings on a new camera phone.
A sample or demonstration of the product. Heres your free sample of the new Romalite
packing sheet.
A solution to a problem. This backpacks designed to endure all a kids dropping and
dragging.

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B.Building Interest
Build intrigue
Support promises
Highlight benefits

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C.Increasing Desire
Focus on the audience
Emphasize the benefits
Support your claims

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D.Motivating Action
The next step
A sense of urgency
Professionalism

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6.Maintaining High Standards of Ethics,


Legal Compliance, and Etiquette
Business ethics
Legal compliance
Business etiquette

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