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Excellence in business communication 12e by vthill and brovee chapter 10

Copyright © 2017 Pearson Education, Inc.


Excellence in
in
Excellence
Business Communication
Communication
Business
Chapter 10
Writing Persuasive Messages

Copyright © 2017 Pearson Education, Inc.


Learning Objectives

1.
2.

(1 of 2)


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

Copyright © 2017 Pearson Education, Inc.

Chapter 10 - 3


Learning Objectives

3.

(2 of 2)

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 © 2017 Pearson Education, Inc.

Chapter 10 - 4


Using the
the Three-Step
Three-Step Process
Process for
for Persuasive
Persuasive
Using
Messages
Messages

(LO 1) Apply the three-step writing process to persuasive
messages.

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Chapter 10 - 5


Step 1: Planning
Persuasive Messages

Analyze the Situation

Select the Medium

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Gather the Information

Organize the Message

Chapter 10 - 6


Analyzing the Situation

Gauging Audience Desires and Interests

Demographic Information

Psychographic Information

Audience’s Level of Motivation
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Chapter 10 - 7


Gathering Information

Persuasive
Persuasive and
and Compelling
Compelling

Business Messages

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Marketing
Marketing
Messages
Messages

Sales Messages

Chapter 10 - 8


Selecting the Right Combination of Medium
and Channel

Nature of Persuasive Messages

Range of Consumer Attitudes

Variety of Communication Media
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Chapter 10 - 9


Organizing Your Information

The Direct or the Indirect Approach?

What Is Your Relationship with

What Is the Extent of Your Power,

the Audience?

Authority, or Expertise?

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Chapter 10 - 10


Step 2: Writing
Persuasive Messages

Use Positive and Polite

Respect Cultural Differences

Language

Understand Culture

Establish Your Credibility

in Organizations

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Chapter 10 - 11


Building Your Credibility

Providing Objective Evidence

Identifying Your Source Materials

Focusing on the Audience’s Interests

Establishing Common Ground
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Chapter 10 - 12


Step 3: Completing
Persuasive Messages

Evaluate Your Content

Proofread Your Message

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Produce Your Message

Distribute Your Message

Chapter 10 - 13


Developing Persuasive
Persuasive
Developing
Business Messages
Messages
Business
(LO 2) Describe an effective strategy for developing persuasive
business messages, and identify the three most common
categories of persuasive business messages.

Copyright © 2017 Pearson Education, Inc.

Chapter 10 - 14


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

Copyright © 2017 Pearson Education, Inc.

Chapter 10 - 15


Balancing Emotional and Logical
Appeals

(1
(1 of
of 2)
2)

Emotional Appeals

Logical Appeals

Feelings

Analogy

Emotions

Induction

Sympathies

Deduction

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Chapter 10 - 16


Balancing Emotional and Logical
Appeals

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(2
(2 of
of 2)
2)

Chapter 10 - 17


Avoiding Faulty Logic








Hasty generalizations
Circular reasoning
Attacking an opponent
Oversimplifying a complex issue
Mistaken cause-effect assumptions
Faulty analogies

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Chapter 10 - 18


Reinforcing Your Position

Believable

Powerful

Evidence

Words

Metaphors

Audience

and Stories

Benefits

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Chapter 10 - 19


Anticipating Objections

CounterNegative
NegativeElements
Elements
Counter

Focuson
onPositive
PositiveCommunication
Communication
Focus

PresentAll
AllSides
Sidesof
ofthe
theSituation
Situation
Present
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Chapter 10 - 20


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
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Chapter 10 - 21


Common Categories of Persuasive
Messages

Requests for Action

Presentation of Ideas

Claims and Requests for Adjustment
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Chapter 10 - 22


Persuasive Requests
for Action

Direct
Direct Approach
Approach to
to

Indirect
Indirect Approach
Approach to
to

Persuasion
Persuasion

Persuasion
Persuasion

Anticipated Request
Unanticipated Request

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Chapter 10 - 23


Persuasive Presentation
of Ideas
Consider a New Idea
Changing
Attitudes or
Beliefs About

Reexamine Opinions

a Topic
Reconsider Ways of Thinking

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Chapter 10 - 24


Persuasive Claims and Requests for
Adjustment
Review the Facts in a Positive Tone

Outline the Problem and Its Status

Give Reasons for Granting the Claim

Close on a Respectful Note
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Chapter 10 - 25


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