© 2002 south-western educational publishing 9th edition brantley & miller effective...
Post on 26-Dec-2015
219 Views
Preview:
TRANSCRIPT
© 2002 SOUTH-WESTERN EDUCATIONAL PUBLISHING
9th EditionBrantley & Miller
Effective Effective Communication Communication for Collegesfor Colleges
Persuasive MessagesPersuasive Messages
CHAPTER 7CHAPTER 7CHAPTER 7CHAPTER 7
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
2Learning ObjectivesIdentify and discuss situations when persuasion
may be necessary.Discuss the importance of ethical persuasion
and credibility in persuasive messages.Explain receiver benefits, descriptive language,
and appropriate appeals as they relate to the persuasive strategy AIDA.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
3Learning ObjectivesIdentify and discuss unique characteristics of
donation requests and sales messages and how those characteristics encourage a favorable response.
Implement the CBO approach and the persuasive strategy AIDA and incorporate the six Cs of effective messages to plan and complete persuasive messages.
Continued
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
4
Attracts the receiver’s favorable attention.
Builds the receiver’s interest.
Encourages the receiver's desire.
Requests and motivates the receiver's action.
AIDA
Persuasive Strategy AIDA
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
5Persuade EthicallyBe objective. Provide information that will
enable your receivers to make informed decisions.
Choose words that are clear and straightforward. Do not set out to trick someone.
Show knowledge or sincere concern about the subject of your message so that your audience can identify with what you are saying.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
6The CBO Approach
The CBO (Communication-by-Objectives) Approach Plan a message.Compose a draft.Complete a message.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
7Plan a Message
Identify the objective.Visualize the audience.Gather supporting information.Organize the information.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
8Organize the Information
The combination of the indirect pattern of organization and the persuasive strategy AIDA:Provides an explanation before the actual request.Attracts the receiver’s favorable attention.Builds the receiver’s interest.Encourages the receiver’s desire.Requests and motivates the receiver’s action.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
9Compose a Draft
Choose words.Construct sentences.Assemble paragraphs.Choose paragraph locations.
Continue the CBO approach by applying the AIDA strategy to:
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
10AIDA
AttentionInterestDesireAction
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
11Attract Attention
Open with:An open-ended, thought-provoking
question.An agreeable statement.A compliment.An immediate request.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
12Build Interest and Encourage Desire
Explain receiver benefits.Use descriptive, concrete words.Address receiver concerns.Choose an appropriate appeal.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
13Call for Action
Make a confident request.Make a response easy.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
14Complete a Message
Proofread.Edit.Revise.Finalize.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
15
A nonroutine request asks the receiver to do something out of the ordinary.
Requests for donations of time, money, or knowledgeRequests to support an activity or a causeRequests for cooperation in resolving an issueRequests for cooperation in collecting money
Types of Persuasive Messages
Nonroutine Requests
Examples
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
16
Apply the persuasive strategy AIDA
Requests for Donations or SupportBegin with an attention-getting statement
that encourages further reading.Choose an appropriate appeal.Lead to the main idea.Close by stating what you want; provide a
way for the receiver to respond easily.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
17Requests for Donations
Examples of Key Sentences
Create interest and desire with an appropriate appeal.
Suits Me! provides gently worn business attire for women who are trying to get their lives back on track.
Begin with an attention-getting statement.
Clean out your closet!
State what you want. Make it easy for the receiver.Please drop off your donations in the employee dining room during business hours on March 3 and 4.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
18Requests for Cooperation
Claim messagesCollection messages
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
19Apply the persuasive strategy AIDA
Claim Messages
Begin with a courteous opening that attracts the receiver’s attention.
Provide details in chronological order, accurately and calmly.
Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
20Apply the persuasive strategy AIDA
Claim Messages
Make reasonable requests, and help the receiver understand the benefits of complying.
Close with a dated action statement.
Continued
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
21Claim Message
Examples of Key Sentences
Provide details.The floral bouquet delivered to Nora Kiley on April 2 did not meet my expectations. The flowers were wilted and drooping when they arrived and had to be discarded the following day.
Make a reasonable requests, and close with a call for action.
Please send Ms. Kiley a replacement bouquet on April 23.
Begin with a courteous opening.The Flower Shop on Elm is my first choice when ordering flowers for business and social occasions.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
22Steps for Preparing an Effective Claim Message
Check message for grammar, spelling, and facts.Check message for grammar, spelling, and facts.
Consider the details.Consider the details.
Make your demands reasonable.Make your demands reasonable.
State the problem, and present the facts.State the problem, and present the facts.
Gather and organize relevant documents.Gather and organize relevant documents.
Apply the CBO approach and persuasive strategy AIDA.Apply the CBO approach and persuasive strategy AIDA.
Begin with the source of the problem.Begin with the source of the problem.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
23Collection Messages
Collection messages have two objectives:Collecting moneyMaintaining goodwill
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
24Collection Message Objectives
Assume that the receiver intends to pay.Follow the collection laws of your state.Send collection messages at regular intervals.Use a courteous but firm tone.Use an appropriate organizational pattern and
message strategy for each stage of collection.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
25Collection Message Initial Stage
Use direct pattern.Choose an appropriate format.
Brief form letterCollection cardStamped message or sticker on a
statement
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
26Collection Message Middle StageUse indirect pattern and the persuasive
strategy AIDA.Open with an attention-getting statement
that neutralizes the information that follows.
Explain objectively without accusation.Continued on next slide.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
27Collection Message Middle StagePoint out receiver benefits to complying
with the request.Offer alternate payment options if
possible.Provide a friendly ending with detailed
contact information.
Continued
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
28Middle-Stage Collection Message Examples of Key Sentences
Explain objectively. Point out receiver benefits.The balance of your account is $580 and 45 days past due. Bringing your account up to date will allow us to continue providing the communication services you need to operate your business.
Offer payment options. Provide contact information.Please use the enclosed envelope to send your check, or call Tariq Sanders at 800-555-2077 to make arrangements to use a credit card.
Open with an attention-getting statement.
Your history of prompt payments has made you a valued client.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
29Collection Message Final Stage
Use direct pattern.Begin with the main idea of nonpayment.Briefly restate details leading up to the
final collection attempt. State specific negative consequences.
End with a neutral closing.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
30Final-Stage Collection Message
Examples of Key Sentences
Briefly restate details leading up to the final collection attempt. State specific negative consequences.
Your account balance of $580 is 120 days past due. We have contacted you six times about this matter. Unless we receive full payment by May 15, your account will be turned over to LRQ Collection Agency.
End with a neutral closing.To ensure continued service and avoid involving a collection agency, send your check for $580 by May 15.
Begin with the main idea of nonpayment.Communication services that are vital to your business are in jeopardy.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
31Sales Messages
The main objective of sales messages is to persuade receivers to buy something.
Sales messages are either solicited or unsolicited.Solicited sales messages are responses to
inquiries.Unsolicited sales messages are initiated by
the sender.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
32
Sales Messages
Techniques and Writing StyleSales messages and donation requests may differ from other business messages in these ways:LengthInclusionsPrint mechanicsCasual writing style
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
33
AgeEducationOccupation
Sales Messages
Target Audience
Identify receiver characteristics to have a better understanding of how to market your product or services. Examples
Cultural backgroundInterests
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
34
Sales Messages
Gathering Information About Target AudienceConduct surveys.Purchase information.Buy mailing lists.
Effective Communication for Colleges, 9th ed. by Brantley and Miller
Chapter 7Slide
35Sales Messages OnlineUse the six Cs of effective messages.Use the AIDA strategy.Make these adjustments:
Send you-oriented messages to select customers.
Keep messages short.Give the receiver an opportunity to be
removed from the mailing list.
top related