9.1 to accompany excellence in business communication, 5e, thill and bovée © 2002 prentice-hall...
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9.1
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Chapter 9Writing Persuasive
Messages
9.2
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Chapter 9 Objectives
Discuss the planning tasks that need extra attention when preparing persuasive messages.
Distinguish between emotional and logical needs and how to balance them.
Describe the AIDA plan. Explain how to overcome resistance to your
message and list four common mistakes. Compare sales and fundraising messages. List eight guidelines that will help you
strengthen your fundraising messages.
9.3
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Writing Persuasive Messages
Persuasion is the attempt to change an audience’s attitudes, beliefs, or actions.
Following the three-step writing process helps you make your persuasive messages more effective.
Persuasive messages differ from routine positive messages in numerous ways: They target audiences who are inclined to
resist. They are generally longer. They are usually more detailed. They often depend heavily on strategic
planning.
9.4
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 1: Planning
When planning persuasive messages (Step 1), you must Make sure your message is clear,
necessary, and appropriate for written media
Delve more deeply when analyzing your audience
Pay extra attention to your credibility Make sure your ethics are above
reproach
9.5
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 1: Planning
Persuasive messages (especially external ones) can be difficult because People in your audience are busy and
reluctant to take on anything new Competing requests are plentiful Everyone’s needs differ, so everyone
responds differently to any given message
9.6
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 1: Planning
When analyzing your audience, ask yourself these important questions: Who are the members of my audience? What are their needs? What do I want them to do? How might they resist? Are there alternative positions I need to
examine? What does the decision-maker consider the
most important issue? How might the organization’s culture influence
my strategy?
9.7
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 1: Planning
Abraham Maslow’s hierarchy of needs is based on the belief that needs have priority and that the most basic needs must be satisfied first:
1. Survival (physiological) needs: Air, food, water, sleep, shelter
2. Safety and security needs: Personal confidence, stability, protection from enemies
3. Social needs: Affection, friendship, group ties4. Esteem and status needs: Self-worth,
uniqueness, respect, community5. Self-actualization needs: Creativity, self-
realization, wisdom, vocation
9.8
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 1: Planning
Once you’ve analyzed the need that is motivating your audience, you can craft an appeal that will interest audience members in taking the action you propose.
To assess needs, you can refer to specific information, such as Demographics: Your audience’s age, gender,
occupation, income, and education Psychographics: Your audience’s personality,
attitudes, and lifestyle Demographics and psychographics are strongly
influenced by cultural expectations and practices.
9.9
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 1: Planning
To persuade a skeptical or hostile audience, you must convince people that you know what you’re talking about and that you’re not trying to mislead them.
Credibility is your capability of being believed because you’re reliable and worthy of confidence.
9.10
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Establishing Credibility
Support your message with facts.Name your sources.Be an expert.Establish common ground.Show enthusiasm.Be objective.Show sincerity.Be trustworthy.Indicate good intentions.
9.11
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 1: Planning
The best businesspeople make persuasion a positive (rather than a negative) activity, influencing audience members by Allowing audiences the freedom to
choose Providing information and aiding
understanding Informing audiences of the benefits of an
idea, a product, a donation, a firm, and so on
9.12
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 2: Writing
When writing persuasive messages, you need to Define your main idea Limit the scope of your message Group your points in a meaningful way Chose the direct or the indirect approach
9.13
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Writing Persuasive Messages
Most persuasive messages use the indirect approach – explaining reasons and building interest before revealing the purpose.
Your choice between the direct and the indirect approach is influenced by Your audience’s probable reaction Your audience’s and your organization’s
preferences Your authority, expertise, or power in the
organization.
9.14
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Step 3: Completing
When completing persuasive messages, you must make sure that you Judge your argument objectively Seriously appraise your credibility Carefully match the purpose and organization
to audience needs Design your message to complement your
argument Choose a delivery method that fits your
audience’s expectations Proofread for any mechanical or spelling
errors that would weaken your argument
9.15
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Sending Persuasive Messages
In persuasive messages, you must communicate your main idea and reasons, but you must also motivate your audience to do something.
Four strategies for persuasive messages are Balancing emotional and logical appeals Framing your arguments Reinforcing your position Dealing with resistance
9.16
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Appeals for Persuasion
A balance between two types of appeals, the logical appeal and the emotional appeal, depends on these factors:
Actions you wish to motivate Reader’s expectations Degree of resistance you must overcome Your authority in selling your point of view
9.17
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Appeals for Persuasion
Lean toward logic and keep your emotional appeal subtle when you want someone to Accept a complex idea Take a serious step Make an important decision
Rely a bit more heavily on emotion when you want someone to Purchase a product Join a cause Make a donation
9.18
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Logical Appeals
A logical appeal calls on human reason, basing the argument on making a claim and then supporting that claim with reasons or evidence.
When using logical appeals, you might use three types of reasoning: Analogy: Reasoning from specific evidence to
specific evidence Induction: Reasoning from specific evidence
to a general conclusion Deduction: Reasoning from a generalization
to a specific conclusion
9.19
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Guidelines for a Logical, Sound Argument
Avoid hasty generalizationsAvoid hasty generalizations
Avoid begging the questionAvoid begging the question
Avoid attacking your opponentAvoid attacking your opponent
Avoid oversimplifying a complex opponentAvoid oversimplifying a complex opponent
Avoid assuming a false causeAvoid assuming a false cause
Avoid faulty analogiesAvoid faulty analogies
Avoid illogical supportAvoid illogical support
9.20
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
AIDA Plan
When framing a persuasive argument, effective businesspeople use the AIDA plan: Attention: Your opening does more than
simply serve as a buffer, it grabs your audience’s attention.
Interest: Your explanation does more than present reasons, it incites your audience’s interest.
Desire: Your continued explanation does more than present benefits, it changes your audience’s attitude.
Action: Your close does more than end on a positive note, it emphasizes reader benefits and motivates readers to take specific action.
9.21
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
How to Strengthena Persuasive Message
Use semantics effectively. Be moderate. Focus on your goal. Use simple language. Anticipate opposition. Provide support. Be specific. Create a win-win situation. Time your message to be effective. Speak metaphorically and use anecdotes.
9.22
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Audience Resistance
The best way to deal with audience resistance is to eliminate it by Presenting all sides Uncovering audience objections through
“What if?” scenarios Asking audience members for their
thoughts on the subject before building your argument
Perhaps even turning problems into opportunities
9.23
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Good Persuasive Messages
Don’t use a hard-sell.
Don’t resist compromise.
Don’t rely solely on great arguments.
Don’t try to persuade audiences in a one-shot effort.
9.24
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Persuasive Requests for Action
Use the AIDA plan to frame your message:
1. Show readers that you know about their concerns.
2. Show that you know about the situation you’re requesting action on by using facts and figures. Explain to your readers that helping you will help solve a significant problem.
3. Close with a request for a specific action.
9.25
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
Strategies for Sales Messages
Determine your selling point and benefits
Keep in mind legal aspects of your message
Be liberal in your use of action words
Be careful when talking about price
Support your claims
9.26
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
How to Grab Your Audience’s Attention
Provide a piece of genuine news. Appeal personally to the reader’s emotions. Tout your product’s most attractive feature. Provide some intriguing numbers. Include a sample of the product. Reinforce a concrete illustration with some story
appeal. Share a specific trait with the audience. Issue a challenge. Provide a solution to a problem.
9.27
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
How do emotional appeals differ from logical appeals?
What is the AIDA plan, and how does it apply to persuasive messages?
What are four common mistakes to avoid when developing a persuasive message to overcome resistance?
What are the similarities and differences between sales messages and fundraising messages?
Let’s Discuss
Test Your Knowledge
9.28
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
What are some questions to ask when gauging the audience’s needs during the planning of a persuasive message?
What role do demographics and psychographics play in audience analysis during the planning of a persuasive message?
What are four ways you can build credibility with an audience when planning a persuasive message?
Let’s Discuss
Test Your Knowledge continued
9.29
To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall
What three types of reasoning can you use in logical appeals?
How can semantics affect a persuasive message?
How do benefits differ from features?
Let’s Discuss
Test Your Knowledge continued
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