Business Communication

Business Communication
Today
Today
Chapter 12
Writing Persuasive Messages

Copyright 2016 Pearson Education Limited Chapter 12 1

 Learning Objectives
1. Apply the three-step writing
process to persuasive messages.
2. Describe an effective strategy for
developing persuasive business
messages and identify the most
common categories of persuasive
business messages.

Copyright 2016 Pearson Education Limited Chapter 12 2

 Learning Objectives
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.
4. Identify steps you can take to
avoid ethical lapses in marketing
and sales messages.
Copyright 2016 Pearson Education Limited Chapter 12 3
Using the
Using the Three-Step
Three-Step
Writing Process
Writing Process for
for
Persuasive Messages
Persuasive Messages
(LO 12.1) Apply the three-step writing
process to persuasive messages.

Copyright 2016 Pearson Education Limited Chapter 12 4

 Step 1: Planning
Persuasive Messages
Analyze the Gather the
Situation Information

Select the Organize the

Medium Message

Copyright 2016 Pearson Education Limited Chapter 12 5

 Analyzing the
Situation
Gauging Audience Desires and
Interests
Demographic Information

Psychographic Information
Motivational Levels of the
Audience
Copyright 2016 Pearson Education Limited Chapter 12 6
 Gathering Information

Persuasive
Persuasive and
and
Compelling
Compelling

Business Marketing
Marketing Sales
Messages Messages
Messages Messages

Copyright 2016 Pearson Education Limited Chapter 12 7

 Selecting the Right
Combination of Media
and Channel
Variety of Communication
Media
Nature of Persuasive
Messages

Range of Consumer Attitudes

Copyright 2016 Pearson Education Limited Chapter 12 8
 Organizing Your
Information

Audience Scope
Messag
e
Approach Authority
Copyright 2016 Pearson Education Limited Chapter 12 9
 Step 2: Writing
Persuasive Messages
Use Positive and Respect Cultural
Polite Language Differences

Understand Establish Your

Culture Credibility
in Organizations
Copyright 2016 Pearson Education Limited Chapter 12 10

 Building Your
Credibility
Using Simple Language

Providing Objective Evidence

Identifying Your Source

Materials

Establishing Common Ground

Copyright 2016 Pearson Education Limited Chapter 12 11

 Building Your
Credibility
Being Objective, Fair, and
Logical
Focusing on the Audiences
Interests
Using Logic, Evidence, and
Narratives
Building Credibility Before
Presenting
Copyright 2016 Pearson Education Limited Chapter 12 12

 Step 3: Completing
Persuasive Messages
Evaluate Your Produce Your
Content Message

Proofread Your Distribute Your

Message Message

Copyright 2016 Pearson Education Limited Chapter 12 13

Summary of Discussion
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
(Continued on Next Slide)
Copyright 2016 Pearson Education Limited Chapter 12 14

Summary of Discussion
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.
Copyright 2016 Pearson Education Limited Chapter 12 15

Developing Persuasive
Developing Persuasive
Business Messages
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.
Copyright 2016 Pearson Education Limited Chapter 12 16

 Framing Your
Arguments
(the AIDA Model)
Attentio
Catch the Audiences Attention
n
Provide Additional Details or
Interest
Benefits
Explain Benefits, Address
Desire
Objections
Suggest Specific Audience
Action
Action
Copyright 2016 Pearson Education Limited Chapter 12 17

 Balancing Emotional
and Logical Appeals
Logic Actions
Actions

Expectations
Expectations
Balance
Balance
Resistance
Resistance

Emotion Empowerment
Empowerment
Copyright 2016 Pearson Education Limited Chapter 12 18

 Selecting Types of
Appeals
Emotional
Logical Appeals
Appeals

Feelings Analogy
Emotions Induction
Sympathies Deduction
Copyright 2016 Pearson Education Limited Chapter 12 19

 Avoiding Faulty Logic
Hasty
Generalizations
Circular Reasoning
Avoid Attacking an
These Opponent
Mistakes in Oversimplification
Logic False Cause-Effect
Faulty Analogies
Illogical Support
Copyright 2016 Pearson Education Limited Chapter 12 20

 Reinforcing Your
Position
Believable Powerful
Evidence Words

Metaphors Audience
and Stories Benefits

Copyright 2016 Pearson Education Limited Chapter 12 21

 Anticipating
Objections
AnticipatePotential
Anticipate PotentialObjections
Objections

DevelopSolutions
Develop Solutionstotothe
the
Objections
Objections
PresentAll
Present AllSides
Sidesof
ofthe
the
Situation
Situation
Copyright 2016 Pearson Education Limited Chapter 12 22

 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
Copyright 2016 Pearson Education Limited Chapter 12 23

 Common Examples of
Persuasive Business
Messages
Requests for
Requests for Action
Action

Presentations of
Presentations of Ideas
Ideas

Claims and
Claims and Requests
Requests for
for
Adjustments
Adjustments
Copyright 2016 Pearson Education Limited Chapter 12 24

 Persuasive Requests
for Action

Direct Indirect
Approach to Approach to
Persuasion Persuasion

Anticipated Request
Unanticipated Request

Copyright 2016 Pearson Education Limited Chapter 12 25

 Persuasive
Presentation
of Ideas
Consider a New Idea
Changing
Attitudes or
Reexamine Opinions
Beliefs About
a Topic
Reconsider Ways of Thinking

Copyright 2016 Pearson Education Limited Chapter 12 26

 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
Copyright 2016 Pearson Education Limited Chapter 12 27

Summary of Discussion
In this section, we discussed the
following:
Framing Your Arguments
Balancing Emotional and Logical
Appeals
Selecting Types of Appeals
Avoiding Faulty Logic
Reinforcing Your Position
(Continued on Next Slide)
Anticipating Objections
Copyright 2016 Pearson Education Limited Chapter 12 28

Summary of Discussion
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
Copyright 2016 Pearson Education Limited Chapter 12 29

Developing Marketing
Developing Marketing
and Sales
and Sales Messages
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.
Copyright 2016 Pearson Education Limited Chapter 12 30

 Planning Marketing
and Sales Messages
Audience
Audience Competition
Competition
Needs
Needs

Selling Points
Selling Points Purchase
Purchase
and Benefits
and Benefits Objections
Objections

Copyright 2016 Pearson Education Limited Chapter 12 31

 Writing Conventional
Marketing and Sales
Messages
Getting Attention
Using the Building Interest
AIDA
Model Increasing Desire
Motivating Action

Copyright 2016 Pearson Education Limited Chapter 12 32

 Writing Promotional
Messages for Social
Media
Get Involved in Online
Get Involved in Online
Conversations
Conversations
FacilitateCommunity
Facilitate CommunityBuilding
Building

Listenas
Listen asMuch
Muchas
asYou
YouTalk
Talk
Initiateand
Initiate andRespond
Respondtoto
Conversations
Conversations
Copyright 2016 Pearson Education Limited Chapter 12 33

 Writing Promotional
Messages for Social
Media
ProvideInformation
Provide InformationPeople
PeopleWant
Want
Identifyand
Identify andSupport
SupportYour
Your
Champions
Champions
BeReal,
Be Real,Open,
Open,and
and
Conversational
Conversational
IntegrateConventional
Integrate ConventionalStrategies
Strategies
Copyright 2016 Pearson Education Limited Chapter 12 34

 Creating Promotional
Messages for Mobile
Devices
Promotion Keep Promotional
al Messages Short and
Messages Simple
The
Keep the Mobile
Mobile
Experience Fast and
Experienc
Straightforward
e
Copyright 2016 Pearson Education Limited Chapter 12 35

Summary of Discussion
In this section, we discussed the
following:
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
Copyright 2016 Pearson Education Limited Chapter 12 36

Maintaining High
Maintaining High Standards
Standards
of Ethics,
of Ethics, Legal
Legal Compliance,
Compliance,
and Etiquette
and Etiquette
(LO 12.4) Identify steps you can take
to avoid ethical lapses in marketing
and sales messages.

Copyright 2016 Pearson Education Limited Chapter 12 37

 Promotional Messages

Federal Laws
Federal Laws and
and Regulations
Regulations

State Laws
State Laws and
and Regulations
Regulations

International Laws
International Laws and
and
Regulations
Regulations
Copyright 2016 Pearson Education Limited Chapter 12 38

 Legal Considerations
for Marketing and
Sales Efforts
Be truthful and non-deceptive.
Back up claims with evidence.
Dont use bait and switch tactics.
Obey rules when marketing to
children.
Respect contractual obligations.
Respect the rights of individuals.
Copyright 2016 Pearson Education Limited Chapter 12 39

 Avoiding Etiquette
Missteps

Audience-
Sensitivity to
Centered
User Needs
Approach

Copyright 2016 Pearson Education Limited Chapter 12 40

Summary of Discussion
In this section, we discussed the
following:
Promotional Messages
Legal Considerations for Marketing and
Sales Efforts
Avoiding Etiquette Missteps
This concludes our discussion of
Chapter 12: Writing Persuasive
Messages.
Copyright 2016 Pearson Education Limited Chapter 12 41

Business Communication
Business Communication
Today
Today
Chapter 12
Writing Persuasive Messages

Copyright 2016 Pearson Education Limited Chapter 12 42