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© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 1
Writing Writing Persuasive Persuasive MessagesMessages
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 2
Three-Step Three-Step Persuasion ProcessPersuasion Process
• Planning
• Writing
• Completing
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 3
Analyze Your PurposeAnalyze Your Purpose
• Clear
• Necessary
• Appropriate
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 4
Gauge the AudienceGauge the Audience
• Demographics
– Age
– Gender
– Occupation
– Income
– Education
• Psychographics
– Personality
– Attitudes
– Lifestyle
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 5
Considering Considering Cultural DifferencesCultural Differences
• France- Avoid aggressive, hard-sell
techniques
• Germany- Verify figures and make
them exact
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 6
Establishing CredibilityEstablishing Credibility
• Facts
• Sources
• Expertise
• Common ground
• Enthusiasm
• Objectivity
• Sincerity
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 7
Setting Ethical Setting Ethical StandardsStandards
• Provide information
• Aid understanding
• Promote free choice
• Avoid manipulation
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 8
Writing Persuasive Writing Persuasive MessagesMessages
• Approach
– Direct (deductive)
– Indirect (inductive)
• Important Elements
– Define the main idea
– Limit the scope
– Group major points
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 9
Completing the MessageCompleting the Message
• Evaluate the content
• Revise for clarity and conciseness
• Evaluate design and delivery
• Proofread the message
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 10
Balance Logic and Balance Logic and EmotionsEmotions
• Know action to motivate
• Understand expectations
• Evaluate resistance
• Degree of empowerment to sell your
point of view
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 11
Appeals Appeals
• Emotional– Base on audience
feelings– Be subtle
• Logical– Analogy– Induction– Deduction
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 12
The AIDA PlanThe AIDA Plan
• Attention
• Interest
• Desire
• Action
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 13
Persuasive RequestsPersuasive Requests
• Action requests
• Claims and adjustments
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 14
Requests for ActionRequests for Action
• Gain attention
• Use facts, figures, and history
• Request some specific action
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 15
Claims and AdjustmentsClaims and Adjustments
• State the problem
• Review the facts
• Motivate the reader
• Make your request
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 16
Sales and Fundraising Sales and Fundraising MessagesMessages
• Sales: For-profit organizations
– To spend money on something
• Fundraising: Not-for-profit
organizations
– To donate money or time
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 17
Sales Message Sales Message StrategiesStrategies
• Know your product
• Know your audience
• Determine selling points
• Stress benefits
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 18
Sales Message Sales Message StrategiesStrategies
• Use action terms
• Talk about price
• Support your claims
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 19
AttentionAttention
• Motivate listening
• Write strong opening sentence
• Find common ground
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 20
InterestInterest
• Explain relevance
• Paint word pictures
• Stimulate thought
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 21
DesireDesire
• Stress the main benefit
• Refer to other benefits
• Answer possible questions
• Back up claims
• Show relevance
• Provide essential details
© Pearson Education Canada, 2005
Business Communication Essentials, Canadian Edition
Chapter 9 - 22
ActionAction
• Urge action
• Remind readers of benefits
• Make action easy
• Include deadline if possible