© prentice hall, 2005 business communication today 8echapter 9 - 1 writing persuasive messages
TRANSCRIPT
© Prentice Hall, 2005 Business Communication Today 8e Chapter 9 - 1
Writing Writing Persuasive Persuasive MessagesMessages
© Prentice Hall, 2005 Business Communication Today 8e Chapter 9 - 2
Three-Step Writing Three-Step Writing ProcessProcess
Step 1 Step 3Step 2
Planning Writing Completing
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Planning the Planning the MessageMessage
Analyze the situationAnalyze the situation
Gather the informationGather the information
Select the mediumSelect the medium
Organize the messageOrganize the message
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Analyze the Analyze the SituationSituation
Audience Members
Decision Makers
Alternative Positions
Corporate Culture
Points ofResistance
DesiredActions
Clarify Your PurposeClarify Your PurposeClarify Your PurposeClarify Your Purpose
Build Your CaseBuild Your CaseBuild Your CaseBuild Your Case
Express Your PurposeExpress Your PurposeExpress Your PurposeExpress Your Purpose
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Physiological
Food, shelter,air, water, and sleep
Safety andSecurity
Job security, stability, and
protection
Social
Affection, group ties, friends,
and acceptance
Status andEsteem
Uniqueness, self-worth,
respect, and recognition
Self-Actualization
Self-realization, creativity,
wisdom, and fulfillment
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
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Analyze the Analyze the AudienceAudience
IncomeIncomeIncomeIncome
GenderGenderGenderGender
EducationEducationEducationEducation
Other FactorsOther FactorsOther FactorsOther Factors
DemographicsDemographicsDemographicsDemographics
AttitudesAttitudesAttitudesAttitudes
PersonalityPersonalityPersonalityPersonality
LifestyleLifestyleLifestyleLifestyle
Other FactorsOther FactorsOther FactorsOther Factors
PsychographicsPsychographicsPsychographicsPsychographics
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Preparing the MessagePreparing the Message
GatheringGatheringInformationInformationGatheringGathering
InformationInformationSelecting Selecting
the Mediumthe MediumSelecting Selecting
the Mediumthe Medium
LogicalLogicalLogicalLogical
EmotionalEmotionalEmotionalEmotional
TraditionalTraditionalTraditionalTraditional
ElectronicElectronicElectronicElectronic
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Organizing the Organizing the
MessageMessageDirect Approach
(Deductive)Direct Approach
(Deductive)Indirect Approach
(Inductive)Indirect Approach
(Inductive)
Define the Main IdeaDefine the Main Idea
Limit the ScopeLimit the Scope
Group Major PointsGroup Major Points
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Writing the MessageWriting the Message
Maintain a “you” attitudeMaintain a “you” attitude
Use positive languageUse positive language
Respect cultural differencesRespect cultural differences
Establish credibilityEstablish credibility
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Completing the Completing the MessageMessage
EvaluateEvaluatethe Contentthe Content
EvaluateEvaluatethe Contentthe Content
Revise for ClarityRevise for Clarityand Concisenessand Conciseness
Revise for ClarityRevise for Clarityand Concisenessand Conciseness
Evaluate Design Evaluate Design and Deliveryand Delivery
Evaluate Design Evaluate Design and Deliveryand Delivery
ProofreadProofreadthe Messagethe Message
ProofreadProofreadthe Messagethe Message
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Developing Developing Persuasive MessagesPersuasive Messages
Employing the AIDA PlanEmploying the AIDA Plan
Balancing Emotion and LogicBalancing Emotion and Logic
Reinforcing Your PositionReinforcing Your Position
Dealing With ResistanceDealing With Resistance
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