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Business communication building critical skill 3rd by locker module 12

PPT
PPT

Module
Module 12
12
Persuasive
Persuasive
Messages
Messages

McGraw-Hill/Irwin

©2007, The McGraw-Hill Companies, All Rights


12-2

Persuasive
Persuasive Messages
Messages

 To learn how to
 Choose and implement a persuasive
strategy.
 Write effective subject lines for
persuasive messages.
 Organize persuasive messages.
 Identify and overcome objections.


12-3

Persuasive
Persuasive Messages
Messages
 To learn how to
 Write common kinds of persuasive
messages.
 Continue to analyze business
communication situations.


12-4

Persuasive
Persuasive Messages
Messages
Start by answering these questions:
 What is the best persuasive strategy?
 What is the best subject line for a
persuasive message?
 How should I organize persuasive
messages?
 How do I identify and overcome
objections?


12-5

Persuasive
Persuasive Messages


Messages
Start by answering these questions:
 What other techniques can make my
messages more persuasive?
 What are the most common kinds of
persuasive messages?
 How can PAIBOC help me write
persuasive messages?


12-6

Kinds
Kinds of
of Persuasive
Persuasive Messages
Messages
 Orders and Requests
 Proposals and Recommendations
 Sales and Fund-Raising Letters
 Job Application Letters
 Reports (if they recommend
action)


12-7

Persuasive
Persuasive Messages
Messages
 Primary Purposes
 To have the reader act.
 To provide enough information so
the reader knows exactly what to do.
 To overcome any objections that
might prevent or delay action.


12-8

Persuasive
Persuasive Messages
Messages continued
continued
 Secondary Purposes
 To build a good image of the writer.
 To build a good image of the writer’s
organization.
 To cement a good relationship
between the writer and reader.
 To reduce or eliminate future
correspondence on the same matter.


12-9

Direct
Direct Requests
Requests
 Use when
 The audience will do as you ask
without resistance.
 You need a response only from
people willing to act.
 The audience is busy and may not
read all messages.
 Your organization’s culture prefers
them.


1210

Direct
Direct Requests
Requests continued
continued
 Follow this pattern.
 Consider asking immediately for the
information or service you want.
 Give readers all the information and
details they need to act on the
request.
 Ask for the action you want.


1211

Problem-Solving
Problem-Solving Messages
Messages

 Use when
 The audience is likely to object.
 You need action from everyone.
 You trust the audience to read the
entire message.
 You expect logic to be more
important than emotion in the
decision.


Problem-Solving
Problem-Solving Messages
Messages
continued
continued

 Follow this pattern
 Describe the problem you both share.
 Give the details of the problem.
 Explain the solution to the problem.
 Show that any negative elements are
outweighed by advantages.
 Summarize any additional benefits.
 Ask for the action you want.

1212


1213

Overcoming
Overcoming Objections
Objections
 Specify how much time/money is
required.
 Put the time/money in the context
of the benefits they bring.
 Show that money spent now saves
money later.
 Show benefits to another group or
cause.


1214

Overcoming
Overcoming Objections
Objections continued
continued
 Show that sacrifice is needed for a
higher goal.
 Show that advantages outweigh
disadvantages.
 Turn a disadvantage into an
opportunity.



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