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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 1

WritingWriting

PersuasivePersuasiveMessagesMessages

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 2

Three-Step WritingThree-Step Writing

ProcessProcess1

Planning

3

Completing

2

Writing

Analyze theSituation

Investigate theTopic

Adapt to theAudience

Organize theMessage

Compose theMessage

Revise theMessage

Produce theMessage

Proofread theMessage

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 3

Analyze Your PurposeAnalyze Your Purpose

Clear

Necessary

Appropriate

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 4

Gauge the AudienceGauge the Audience

AttitudesAttitudes

AttitudesAttitudes

PersonalityPersonality

PersonalityPersonality

LifestyleLifestyle

LifestyleLifestyle

Other FactorsOther Factors

Other FactorsOther Factors

PsychographicsPsychographics

PsychographicsPsychographics

IncomeIncome

IncomeIncome

GenderGender

GenderGender

EducationEducation

EducationEducation

Other FactorsOther Factors

Other FactorsOther Factors

DemographicsDemographics

DemographicsDemographics

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 5

Consider

Cultural Differences

IndividualIndividual

DifferencesDifferences

OrganizationalOrganizationalDifferencesDifferences

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 6

Establish CredibilityEstablish Credibility

SourcesSources

SourcesSources

EnthusiasmEnthusiasm

EnthusiasmEnthusiasm

TrustTrust

TrustTrust

ExpertiseExpertise

ExpertiseExpertise

ObjectivityObjectivity

ObjectivityObjectivity

GoodGood

IntentionsIntentions

GoodGood

IntentionsIntentions

FactsFacts

FactsFacts

CommonCommon

GroundGround

CommonCommon

GroundGround

SinceritySincerity

SinceritySincerity

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 7

Strive for HighStrive for High

Ethical StandardsEthical Standards Provide information

Boost understanding

Promote free choice

Avoid manipulation

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 8

Writing PersuasiveWriting Persuasive

MessagesMessages

Define the Main IdeaDefine the Main Idea

Group Major PointsGroup Major Points

Limit the ScopeLimit the ScopeDirect

ApproachIndirect

Approach

Power orPower or

ExpertiseExpertise

Audie

nce

Audie

nce

Purpose

Purpo

se

OrganizationalOrganizational

CultureCulture

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 9

Completing theCompleting the

MessageMessage

EvaluateEvaluatethe Contentthe Content

EvaluateEvaluate

the Contentthe Content Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Revise for ClarityRevise for Clarity

and Concisenessand Conciseness

Evaluate DesignEvaluate Designand Deliveryand Delivery

Evaluate DesignEvaluate Designand Deliveryand Delivery

ProofreadProofreadthe Messagethe MessageProofreadProofread

the Messagethe Message

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 10

Logic and EmotionsLogic and EmotionsThe MessageThe Message

FeelingsFeelings

SympathiesSympathies

NeedsNeeds

AnalogyAnalogy

InductionInduction

DeductionDeduction

EmotionsEmotions LogicLogic

Promote ActionPromote Action

Understand ExpectationsUnderstand Expectations

Overcome ResistanceOvercome Resistance

Sell Your Point of ViewSell Your Point of View

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 11

InterestInterestAttentionAttention

DesireDesireActionAction

AIDA PLANAIDA PLAN

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 12

ActionActionRequestsRequestsActionAction

RequestsRequests

Claims andClaims and

AdjustmentsAdjustments

Claims andClaims and

AdjustmentsAdjustments

PersuasivePersuasive

RequestsRequests

Types of MessagesTypes of Messages

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 13

Requests for ActionRequests for Action

ActionActionWritten

Request

Written

Request

Gain

Attention

Gain

Attention

Use Facts,

Figures and Benefits

Use Facts,

Figures and Benefits

Request Some

Specific Action

Request Some

Specific Action

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 14

Claims andClaims and

AdjustmentsAdjustments

Claim or

Adjustment

Claim or

AdjustmentWritten

Request

Written

Request

State the ProblemState the Problem

Review the FactsReview the Facts

Motivate the ReaderMotivate the Reader

Make Your RequestMake Your Request

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 15

LowLow

Non-ProfitNon-ProfitOrganizationsOrganizations

For-ProfitFor-Profit

OrganizationsOrganizations

LowLowHighHigh

Perso

nalConsu

mptio

n

PersonalC

onsumptio

n

HighHigh

He

lping

Ot

hers

He

lpi n

g

Others

Sales and FundraisingSales and Fundraising

MessagesMessages

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 16

Sales MessageSales Message

StrategiesStrategiesEmphasizingEmphasizing

Selling PointsSelling Points

Stressing BenefitsStressing Benefits

RememberingRemembering

Legal IssuesLegal Issues

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 17

Sales MessageSales Message

StrategiesStrategiesUsing ActionUsing Action

TermsTerms

TalkingTalking

About PriceAbout Price

SupportingSupporting

Your ClaimsYour Claims

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 18

FeaturesFeaturesand Benefitsand Benefits

Stories andStories and

IllustrationsIllustrations

SolutionsSolutions

News ItemsNews Items

NumbersNumbers

or Questionsor Questions

SharedShared

TraitsTraits

EmotionsEmotionsor Valuesor Values

ProductProduct

SamplesSamples

ChallengesChallenges

GettingGettingAttentionAttention

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 19

The CentralThe Central

Selling PointSelling Point

Building InterestBuilding Interest

The CentralThe Central

Selling PointSelling Point

Building InterestBuilding Interest

Study theStudy the

CompetitionCompetition

KnowKnowthe Productthe Product

AnalyzeAnalyze

the Audiencethe Audience

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 20

Increasing DesireIncreasing Desire

Stress theMain Benefit

Refer toOther Benefits

ProvideEssential Details

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 21

Motivating ActionMotivating Action

Explain the Next Step

Create Urgency

Use a Post Script

Apply Good Judgment

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Prentice Hall, 2004 Business Communication Essentials Chapter 9 - 22

WritingWriting

FundraisingFundraisingMessagesMessages

WritingWriting

FundraisingFundraisingMessagesMessages

Analyze theAnalyze the

AudienceAudienceAnalyze theAnalyze the

AudienceAudience

Study theStudy the

CompetitionCompetitionStudy theStudy the

CompetitionCompetition

Clarify BenefitsClarify BenefitsClarify BenefitsClarify Benefits

Keep theKeep the

Message PersonalMessage PersonalKeep theKeep the

Message PersonalMessage Personal