BUSINESS BUSINESS COMMUNICATIONCOMMUNICATION
COMMUNICATIONCOMMUNICATION
ESTABLISHES RELATIONSHIPS
MAKES HUMAN ORGANIZATION AND COOPERATION POSSIBLE
KINDS OF RELATIONSHIPSKINDS OF RELATIONSHIPS
• HARMONIOUS RELATIONSHIPS
• COOPERATIVE RELATIONSHIPS
• ADVERSARIAL RELATIONSHIPS
• HOSTILE RELATIONSHIPS
BUSINESS ORGANIZATIONSBUSINESS ORGANIZATIONS
• BENEFITS OUTWEIGH THE COSTS
• TIME AND EXPENSE
COMMUNICATION COMMUNICATION EFFECTIVENESS IN BUSINESSEFFECTIVENESS IN BUSINESS
• WHO COMMUNICATES WITH WHOM AND WHY
• THE NEEDS OF THE ORGANIZATION
• THE NEEDS AND ROLES OF ITS MEMBERS
• EXTERNAL FACTORS THAT INFLUENCE THE ORGANIZATION
COMMUNICATION PROCESSCOMMUNICATION PROCESS
Message Channel
Feedback
E DS R
P2P1
Noise
Encoding DecodingSender Receiver
Perception-1 Perception-2
Transfer of Meaning
MESSAGESMESSAGES
• SIMPLE MESSAGES
• COMPLEX MESSAGES
CHANNELSCHANNELS
• NONVERBAL1)Spacea)Between people(proxemics)b)Allocated to people(territory)2)Timea)Amountb)Kind(exclusive or shared)c)Who waits for whom
CHANNELSCHANNELS
NONVERBAL
3)Kinesics
a)Open postures and signals, inviting communication
b)Closed postures and signals, discouraging communication
4)Appearance
a)Conforming
b)Nonconforming
ORAL COMMUNICATIONORAL COMMUNICATION
• OPEN COMMUNICATION
(HARMONIOUS AND COOPERATIVE RELATIONSHIPS)
• CLOSED COMMUNICATION
(MUCH OF THE COMMUNICATION IN ADVERSARIAL AND HOSTILE RELATIONSHIPS)
WRITTEN COMMUNICATIONWRITTEN COMMUNICATION
• ADVANTAGE
PERMANENT RECORD
• DISADVANTAGE
DOES NOT PERMIT RAPID FEEDBACK
ELECTRONIC COMMUNICATIONELECTRONIC COMMUNICATION
• TELETYPE
• TV
COMMUNICATION OBJECTIVESCOMMUNICATION OBJECTIVES
BUSINESS/PRACTICAL OBJECTIVE• TO INQUIRE• TO INFORM• TO PERSUADE• TO ENTERTAIN
HUMAN OBJECTIVE• MAINTAIN AND IMPROVE RELATIONSHIP
BETWEEN THE SENDER AND THE RECEIVER
SUCESSFUL MESSAGESSUCESSFUL MESSAGES
DO NOT ACCUSE PEOPLE OF SHORTCOMINGS
DO NOT EXPRESS PERSONAL FRUSTRATION OR ANGER
BUSINESS MESSAGES SHOULD IMPROVE BUSINESS
BEST:COMMUNICATION CAN CONVERT AN ADVERSARIAL OR HOSTILE RELATIONSHIP INTO ONE OF HARMONY OR COOPERATION
SUCESSFUL MESSAGESSUCESSFUL MESSAGES
• WORST:COMMUNICATION CAN CREATE HOSTILITY WHERE NONE EXISTED PREVIOUSLY
DEVELOPING BUSINESS DEVELOPING BUSINESS WRITING SKILLSWRITING SKILLS
• A)LANGUAGE
• B)GRAMMAR
• 1)NounsProper NounsCommon NounsAbstract/Concrete Nouns
WRITING SKILLSWRITING SKILLS
• 2)PronounsPersonal PronounsRelative PronounsInterrogative PronounsDemonstrative PronounsIndefinite PronounsCompund Personal Pronouns
GRAMMARGRAMMAR
Pronouns have different cases• a)Nominative CaseIYouHe/sheItWeYouThey
GRAMMARGRAMMAR
• b)Objective Case:• Me• You• Him/her• It• Us• You• Them
GRAMMARGRAMMAR
• C)Reflexive Case• Myself• Yourself• Himself/herself• Itself• Ourselves• Yourselves• Themselves
GRAMMARGRAMMAR
• D)Possessive case• My/mine• Your/yours• His/her• Its• Our/ours• Your/yours• Their/theirs
GRAMMARGRAMMAR
• 3)VERBS
• A)Transitive
• B)Intransitive
Linking verb
4)Voice
• Active/Passive Voice
• 5)Tense(Use simple tenses!)
GRAMMARGRAMMAR
• 6)AdjectivesPositive/Comparative/Superlative
• 7)AdverbsLimiting adverbs
• 8)ConjunctionsCoordinate/correlative/subordinate
GRAMMARGRAMMAR
• 9)Prepositions
• 10)Interjections
SENTENCESSENTENCES
• 1)Subject and predicateA predicate adjective
• 2)Complements (direct objects,indirect objects, subject complements)
• 3)Phrases Prepositional phraseVerbal Phrase (Gerund, infinitive,participial
phrase)
SENTENCESSENTENCES
• 4)Clauses (Main clause,subordinate clause)
Restrictive Clauses/Phrases
5)Kinds of Sentences
(Simple, complex,compound,compund-complex sentence)
PROBLEMS OF USAGEPROBLEMS OF USAGE
• 1)Misspelling• 2)Subject and verb agreement• 3)Sentence fragment• 4)Run-on sentence• 5)Progression of verb tenses• 6)Parallelism• 7)Comma splice• 8)Pronoun and Antecedent Agreement• 9)Mismodification
PUNCTUATIONPUNCTUATION
• 1)Period• 2)Comma• 3)Question Mark• 4)Exclamation Point• 5)Semicolon• 6)Colon• 7)Dash• 8)Parantheses
PUNCTUATIONPUNCTUATION
• 9)Underscore
• 10)Question Marks
CAPITALIZATION
WRITTEN COMMUNICATIONWRITTEN COMMUNICATION
• Advantages of writing:• 1)Permanent record• 2)Proof of agreement• 3)Emphasis on logic• 4)Convenience• Disadvantages of writing:• Lack of warmth and clarity• No immediate feedback
COSTS OF ORAL COSTS OF ORAL COMMUNICATIONCOMMUNICATION
• Misunderstanding
• Waste of time (missed phone calls, interrupted meetings and personal conversations during business time)
Letter is most cost-effective
SUCESS OF A MESSAGESUCESS OF A MESSAGE
• 1)THE COMMUNICATION CONTEXT• 2)THE WRITING STYLE OR LANGUAGE
USAGEClarity(specific and concrete language,
explicity, short and simple sentences with active voice,paragraphing, logical structure,unity, coherence, transition, timing,readability), courtesy(the you-attitude,cooperation of equals),conciseness(avoiding wordy expressions), positiveness, naturalness
SUCESS OF A MESSAGESUCESS OF A MESSAGE
• 3)THE PURPOSE OF THE MESSAGE
• 4)THE APPEARANCE OF YOUR MESSAGE
THE PROCESS OF WRITINGTHE PROCESS OF WRITING
1)PLANNING
• PROBLEM SOLVING
THE LETTER’S PURPOSE
YOUR READER’S POINT OF VIEW
TECHNIQUES OF EFFECTIVE COMMUNICATION(CLARITY, COURTESY, CONCISENESS, NATURALNESS,POSITIVE TONE)
THE PROCESS OF WRITINGTHE PROCESS OF WRITING
• COMBINING PURPOSE,PLAN AND CONTENT
EMPHASIS ON THE MAIN PURPOSESECONDARY PURPOSESTHE READER’S POINT OF VIEWENOUGH INFORMATION FOR CLARITYCOURTEOUS TONE CONCISE
THE PROCESS OF WRITINGTHE PROCESS OF WRITING
• MECHANICALLY,GRAMMATICALLY AND FACTUALLY CORRECT
• CONFIDENCE IN THE READER
• PLEASANT, CONVERSATIONAL TONE
• READER’S BENEFIT FROM YOUR MESSAGE
THE PROCESS OF WRITINGTHE PROCESS OF WRITING
• 2)ARRANGING
MESSAGE STRUCTURES(INDUCTIVE/DEDUCTIVE, DIRECT MESSAGES/INDIRECT MESSAGES, THE PRIMARY ELEMENT, THE SECONDARY ELEMENTS, THE CLOSING ELEMENT, MULTIPURPOSE MESSAGES)
THE PROCESS OF WRITINGTHE PROCESS OF WRITING
• 3)COMPOSING
• GENERAL PREPARATION FOR WRITING SHOULD INCLUDE:
• BASIC WRITING SKILLS
• THE COMMUNICATION PROCESS
• THE TECHNIQUES OF EFFECTIVE BUSINESS COMMUNICATION
THE PROCESS OF WRITINGTHE PROCESS OF WRITING
• 4)REWRITING
ADDING
DELETING
CHANGING
REARRANGING
POTENTIAL LEGAL PROBLEMSPOTENTIAL LEGAL PROBLEMS
• DEFAMATION
• FRAUD
• DISCRIMINATION
• COERCION
• UNMAILABLE AND UNORDERED ITEMS
• USE OF COPYRIGHTED MATERIALS
LETTERSLETTERS
• PARTICULAR FORMAT:
• NEATNESS
• FREEDOM FROM TYPHOGRAPHICAL ERRORS
• STRIKEOVERS
• SMUDGES
• STATIONARY(QUALITY, SIZE,WATERMARK,WEIGHT,COLOR)
LETTERSLETTERS
• LETTER LAYOUT• PARTS OF THE
LETTER(LETTERHEAD,DATE,INSIDE ADDRESS,ATTENTION LINE, SALUTATION,SUBJECT LINE,BODY,COMPLIMENTARY CLOSE,COMPANY SIGNATURE,WRITER’S SIGNATURE,TYPEWRITTEN SIGNATURE AND THE TITLE OF THE WRITER,REFERENCE INITALS,COPY NOTATIONS, BLIND COPY NOTATIONS
LETTERSLETTERS
• PARTS OF THE LETTER(…MAILING OR ADRESSEE NOTATIONS,POSTSCRIPT,THE SECOND PAGE)
LETTERSLETTERS
• PUNCTUATION STYLES(OPEN/MIXED PUNCTUATION)
• LETTER FORMATS(BLOCK,MODIFIED BLOCK,SIMPLIFIED,PERSONALIZED SPECIALTY, AMS FORMAT)
ENVELOPESENVELOPES
• MAILING ADDRESS
• MAILING NOTATIONS
MEMOSMEMOS
• APPEARANCE
• HEADINGS
PLACING ORDERS,ASKING PLACING ORDERS,ASKING QUESTIONSQUESTIONS
• GENERAL STRUCTURE OF DIRECT REQUESTS:
• 1)DIRECT OPENING
• 2)EXPLANATION
• 3)SECONDARY MATTERS
• 4)WHO DOES WHAT NEXT
ORDERSORDERS
• 1)BEST BEGINNING: “PLEASE SEND ME…”• 2)SPECIFY THE GOODS(QUANTITIY,
CATALOG NUMBER OR ISSUE, NAME OF THE PRODUCT, PRICE AND OTHER DETAILS FOR EACH PARTICULAR ITEM SUCH AS COLOR,SIZE,GRADE,MACHINE OR PART NUMBER, PATTERN, FINISH, STYLE, WEIGHT)
ORDERSORDERS
• SPECIFY HOW YOU INTEND TO PAY
• SPECIFY WHERE,WHEN AND HOW YOU INTEND TO PAY
INQUIRIESINQUIRIES
• ASKING ABOUT GOODS AND SERVICESOPENING QUESTION SHOULD BE
SPECIFICIT MUST BE FOLLOWED BY ALL SPECIFIC
QUESTIONS AND NECESSARY EXPLANATIONS
THE MOST IMPORTANT QUESTION IS NEVER COST(USE A QUESTION RELATED TO VALUE INSTEAD)
INQUIRIESINQUIRIES
• EXPLANATION(NUMBERED LIST/SEPARATE PARAGRAPHS)
• DEADLINE
• DO NOT THANK IN ADVANCE
ASKING ABOUT PEOPLEASKING ABOUT PEOPLE
• STATE WHETHER THE PERSON BEING INQUIRED ABOUT AUTHORIZED YOUR REQUEST FOR INFORMATION
• STATE WHETHER THE PERSON BEING INQUIRED HAS WAIVED THE RIGHT OF ACCESS TO THE REPLY
• STATE WHETHER YOU WILL KEEP THE INFORMATION CONFIDENTIAL
• SHOW YOUR READER THAT YOU ARE ASKING FOR THE INFORMATION BECAUSE YOU HAVE A LEGITIMATE INTEREST TO PROTECT
• IF YOUR INQUIRY CONCERNS EMPLOYMENT, ASK QUESTIONS ONLY ABOUT THE PERSON’S ABILITY TO HANDLE THE JOB BEING APPLIED FOR
INVITATIONSINVITATIONS
• PERSUASIVE REQUEST/DIRECT REQUEST
• STATE THE MAIN IDEA, INVITATION FIRST
• BE SURE TO COVER FIVE W’s
DIRECT CLAIMSDIRECT CLAIMS
• REQUESTS FOR REFUNDS, REPLACEMENTS AND ADJUSTMENTS ON GOODS OR SERVICES ARE USUALLY DIRECT MESSAGES
• SHOW CONFIDENCE IN THE READER
• BE SPECIFIC
CONVEYING POSITIVE CONVEYING POSITIVE INFORMATIONINFORMATION
• HUMAN OBJECTIVE IS NOT CRITICAL IN POSITIVE MESSAGES
• CONVEY THE INFORMATION CLEARLY,
• CONCISELY AND COMPLETELY.
• GENERAL STRUCTURE:
• 1)DIRECT OPENING(SPECIFIC COMMUNICATION CONTEXT)
• 2)EXPLANATION(SECONDARY)
POSITIVE INFORMATIONPOSITIVE INFORMATION
• 3)SECONDARY MATTERS
• 4)POSITIVE CLOSE(RESALE&NEW SALES)
ACKNOWLEDGEMENTSACKNOWLEDGEMENTS
• READER-INITIATED MESSAGES
• ACKNOWLEDGE WITH A CAREFULLY PREPARED FORM:
• 1)LET THE READER KNOW THAT THE CORRECT MERCHANDISE IS ON ITS WAY BY SPECIFYING THE ITEMS SHIPPED AND THE METHOD OF SHIPMENT
ACKNOWLEDGEMENTSACKNOWLEDGEMENTS
• 2)EXPRESS APPRECIATION FOR THE READER’S BUSINESS
• 3)SUGGEST POSSIBILITIES FOR FUTURE BUSINESS TRANSACTIONS
• YOU-ATTITUDE AS MUCH AS POSSIBLE
ACKNOWLEDGEMENT OF ACKNOWLEDGEMENT OF REQUESTSREQUESTS
• THOSE THAT GIVE YOU THE OPPORTUNITY TO SELL YOUR GOODS OR SERVICES TO YOUR READER
• THOSE THAT EMPHASIZE POSITIVE INFORMATION BUT MAY INCLUDE SOME SALES MATERIAL
• THOSE THAT SHOULD CONTAIN NO SALES MATERIAL
ACKNOWLEDGEMENTSACKNOWLEDGEMENTS
• GENERAL PROCEDURES:
• A POSITIVE ANSWER PLACES THE MESSAGE IN A SPECIFIC COMMUNICATION CONTEXT AND APPEAL TO THE READER
• ANSWER ALL THE QUESTIONS
• BE SPECIFIC IN SUPPLYING INFORMATION
ACKNOWLEDGEMENTSACKNOWLEDGEMENTS
• YOUR CLOSING SHOULD BE FORWARD LOOKING AND POSITIVE
ANNOUNCEMENTSANNOUNCEMENTS
• THE DIFFERENCE BETWEEN AN ANNOUNCEMENT AND INVITATION:
INVITATION ALWAYS CONTAINS AN EXPLICIT PLEASE ATTEND,
ANNOUNCEMENT MERELY ANNOUNCES THE EVENT AND SUGGESTS THE READER SHOULD ATTEND BECAUSE OF THE BENEFITS SHE/HE WILL RECEIVE
ANNOUNCEMENTSANNOUNCEMENTS
• AVOID MESSAGE OVERLOADANNOUNCE ONLY TRULY
IMPORTANT EVENTSCOLOR-CODE YOUR
ANNOUNCEMENTS FOR INSTANT RECOGNITION
DO NOT SEND TOO MANY
SPECIAL GOODWILL MESSAGESSPECIAL GOODWILL MESSAGES
• MESSAGES OF CONGRATULATION
• MESSAGES OF APPRECIATION
• MESSAGES CONVEYING SEASON’S GREETINGS
• MESSAGES OF SYMPATHY
APOLOGIESAPOLOGIES
• IF YOU CAN NOT SOLVE THE PROBLEM APOLOGIZE
WHEN YOU HAVE TAKEN TOO LONG TO ANSWER A LETTER
WHEN YOU TRIED TO SOLVE THE READER’S PROBLEM ONCE AND FAILED, THE READER HAD TO ASK A SECOND TIME
APOLOGIESAPOLOGIES
A DEFECT IN YOUR PRODUCT INJURED A CUSTOMER(FOR LEGAL REASONS AVOID ADMITTING GUILT)
A REPRESENTATIVE OF YOUR COMPANY WAS RUDE TO SOMEONE
A DEFECT IN YOUR PRODUCT WAS OF SUCH A NATURE THAT THE CUSTOMER WILL NOT BE INTERESTED IN A CORRECTION
APOLOGIESAPOLOGIES
A PROBLEM IN YOUR BUSINESS OPERATIONS HAS COST SOMEONE ELSE TIME, MONEY AND EXASPERATION
• PUT THE APOLOGY FIRST IN THE MESSAGE• NEVER APOLIGIZE AT THE END OF THE
MESSAGE• PROVIDE FULL, POSITIVE EXPLANATION OF
THE PROBLEM(SECONDARY ELEMENTS)• THE CLOSING ELEMENT SHOULD LOOK
FORWARD TO A POSITIVE, CONTINUING BUSINESS RELATIONSHIP
TRANSMITTALSTRANSMITTALS
• A REPORT, RESUME OR SOME OTHER ENCLOSURE THAT TRANSMITS MESSAGE
CONVEYING NEGATIVE CONVEYING NEGATIVE MESSAGESMESSAGES
• READER’S RESPONSE DETERMINES WHETHER A MESSAGE IS NEGATIVE
• PLACE GREATER EMPHASIS ON THE HUMAN OBJECTIVE
• NEVER APOLOGIZE AND IMPLY THAT YOU COULD HAVE DONE OTHERWISE
NEGATIVE MESSAGESNEGATIVE MESSAGES
• GENERAL STRUCTURE:• 1)INDIRECT OPENING• 2)EXPLANATION• 3)SUBORDINATED
REFUSAL(REASONS FOR REFUSAL, SUGGEST ALTERNATIVES,OMIT AN EXPLICIT STATEMENT OF REFUSAL,PASSIVE VOICE)
• 4)POSITIVE CLOSE
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
IF NEGATIVE REPLY IS THE ONLY POSSIBLE REPLY, THEN:
• 1)WORK TO MAINTAIN POSITIVE HUMAN AND BUSINESS RELATIONSHIP
• 2)MAKE CERTAIN THAT THE READER UNDERSTANDS THE REASONS FOR YOUR DECISION AND KNOWS WHAT OTHER COURSES OF ACTION ARE POSSIBLE
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• DELAYED OR DECLINED ORDERS:• FOR E.G DELAYS IN SHIPMENT• 1)CAREFUL, POSITIVE WORDING OF A
REQUEST FOR THE MISSING INFORMATION
• 2)INCLUSION OF RESALE MATERIAL• 3)A REQUEST FOR SPECIFIC, PROMPT
ACTION ON THE PART OF THE READER
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• LETTERS ANNOUNCING A DELAY CAUSED BY THE WRITER’S COMPANY SHOULD AIM TO KEEP THE ORDER IN SPITE OF THE NEGATIVE CONTENT OF THE MESSAGE
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• LETTER TO REFUSE A CUSTOMER WHO HAS ORDERED DIRECTLY THROUGH MAIL:
• 1)INDIRECT OPENING(FIND A POSITIVE OPENING)
• 2)EXPLANATION(BENEFITS)
• 3)RESALE
• 4)POSITIVE CLOSE
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• DECLINING AN ORDER FROM A DEALER MIGHT DERIVE BECAUSE:
• 1)OF INSUFFICIENT CREDIT• 2)OF HAVING ALREADY AN EXCLUSIVE
DEALER IN THE AREA(THEN, LIMIT POSITIVE CLOSE TO SIMPLE GOODWILL, AVOID RESALE,NEW SALES AND POSITIVE ALTERNATIVES)
• 3)THE DEALER DOES NOT MEET YOUR REQUIREMENTS
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• NEGATIVE REPLIES TO REQUESTS:
• THE REFUSAL SHOULD BE SUBORDINATED AS MUCH AS POSSIBLE WITHOUT SACRIFICING CLARITY
• USUALLY MORE THAN ONE BUSINESS OBJECTIVE
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• NE
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• NEGATIVE REPLIES TO CLAIMS:
• PRINCIPAL OBJECTIVE:
• TO RESELL THE PRODUCT OR SERVICE IN QUESTION AND TO SHOW CONFIDENCE, SELL A NEW SERVICE OR PRODUCT AT THE SAME TIME
• HUMAN OBJECTIVE:RETAIN THE READER’S GOODWILL
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• CREDIT REFUSALS:
• MORE A PERSUASIVE MESSAGE THAN A NEGATIVE MESSAGE SINCE THE AIM IS TO OBTAIN THE CUSTOMER’S BUSINESS ON A CASH BASIS RATHER THAN REFUSAL OF CREDIT
NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS
• STRUCTURE OF CREDIT REFUSALS:
• 1) INDIRECT OPENING
• 2)EXPLANATION
• 3)REFUSAL
• 4)POSITIVE ALTERNATIVES
• 5)POSITIVE CLOSE
NEGATIVE ANNOUNCEMENTSNEGATIVE ANNOUNCEMENTS
• IF IT IS A REPLY TO STG. THE READER HAS REQUESTED, START WITH A LOGICAL POINT
• PERSONALIZATION DIFFICULT SINCE THEY ARE PREPARED AS FORM LETTERS
• OFFER THE READER STG. OF VALUE
NEGATIVE ANNOUNCEMENTSNEGATIVE ANNOUNCEMENTS
• THE STRUCTURE OF LETTERS OF REPRIMAND:
• 1)REVIEW THE FACTS
• 2)STATE THE EXPECTED BEHAVIOR
• 3)OFFER TO HELP
APOLOGIESAPOLOGIES
• APOLOGIES FOR NEGATIVE ANNOUNCEMENT SHOULD BE DELAYED UNTIL AFTER THE REASON HAS BEEN PRESENTEDINDIRECT STRUCTURE
• DO NOT BEGIN WITH I’M SORRY
THE STRUCTURE OF APOLIGIESTHE STRUCTURE OF APOLIGIES
• 1)INDIRECT OPENING
• 2)EXPLANATION
• 3)NEGATIVE ASPECT
• 4)APOLOGY
• 5)POSITIVE ALTERNATIVES
• 6)GOODWILL CLOSE
PERSUASIONPERSUASION
• INFLUENCE BEHAVIOR AND THINKING
• INDIRECT STRUCTURE(FOCUS ON THE HUMAN OBJECTIVE FIRST)
• OFFER THE AUDIENCE REAL BENEFITS OR POSITIVE INFORMATION
• YOUR ABILITY TO PERSUADE DEPENDS HEAVILY ON YOUR CERDIBILTY
PERSUASIONPERSUASION
• CREDIBILTY:LONG-TERM CREDIBILTYSHORT-TERM CREDIBILTYCARRY-OVER CREDIBILTYOFFICIAL CREDIBILTY
PERSUASIONPERSUASION
• CREDIBILTYCHARACTER
• IMPROVING CREDIBILTY:
• 1)BE SURE THAT YOU ARE AUTHORITATIVE
• 2) YOU WILL BE PERCEIVED AS MORE CREDIBLE IF YOU ARE FRIENDLY, WARM AND OPEN
PERSUASIONPERSUASION
• KEEP THE READER’S INTEREST IN THE SUBJECT
(YOU CAN NOT PERSUADE ALL THE PEOPLE ALL THE TIME)
• CHOOSE THE CONTENT OF THE MESSAGE ACCORDING TO THE PERCEPTION OF YOUR READER’S WANTS AND NEEDS
PERSUASIONPERSUASION
• ADOPT A YOU-ATTITUDE
PERSUASIONPERSUASION
• THE REASONS FOR RESISTANCE TO PERSUASION :
• 1)NEGATIVE PREVIOUS EXPERIENCE
• 2)TIME
• 3)MONEY
• 4)BELIEF SYSTEMS
PERSUASIONPERSUASION
• APPEAL TO READER’S SELF-INTERESTMAKE YOUR APPEALS PRACTICAL AND
SPECIFICBASE YOUR APPEALS ON PEOPLE’S
NEEDS FOR HEALTH,WEALTH, PLEASURE, AND CURIOSITY
• HUMAN NEEDS: PSYCHOLOGICAL NEEDS, SAFETY AND SECURITY NEEDS, SOCIAL NEEDS, EGO NEEDS, SELF-ACTUALIZATION NEEDS)
PERSUASIONPERSUASION
• POSITIVE APPEALS AND NEGATIVE APPEALS
• EMOTIONAL APPEALS AND RATIONAL APPEALS
• EMOTIONAL APPEALS:• 1)USE EMOTIONALLY LADEN WORDS• 2)USE EXPLICIT AND IMPLIED ANALOGIES
AS PROOF• 3)APPEAL TO PHYSICAL SENSES
PERSUASIONPERSUASION
• 4)OMIT STEPS REQUIRED BY LOGIC
• EMOTIONAL APPEALS TEND TO MANIPULATE THE READER
• THE BEST APPROACH IS TO COMBINE EMOTIONAL APPEALS WITH MORE LOGICAL ARGUMENTS
PERSUASIONPERSUASION
• THE GENERAL STRUCTURE:
• 1)ATTENTION
• 2)INTEREST
• 3)CONVICTION
• 4)ACTION
MESSAGE DEVELOPMENTMESSAGE DEVELOPMENT
• SUCESSFUL PERSUASION REQUIRES:
• VERY SKILFULL AUDIENCE ANALYSIS,CAREFUL APPLICATION OF THE PRINCIPLES OF PERSUASION IN AN ARTFULLY CONSTRUCTED MESSAGE
• CONTROL READER’S PERCEPTION BY IMAGE BUILDING
MESSAGE DEVELOPMENTMESSAGE DEVELOPMENT
• THE GENERAL STRUCTURE FOR PERSUASIVE MESSAGES(ATTENTION, INTEREST, CONVICTION, ACTION) AND THE CATEGORIES OF APPEALS(HEALTH, WEALTH, PLEASURE,AND CURIOSITY)PROVIDE THE BASIS FOR IMAGE BUILDING
• CHANGE YOUR IMAGE STEP BY STEP
MESSAGE DEVELOPMENTMESSAGE DEVELOPMENT
• TYPICAL BEGINNING IMAGES :
• 1)A PROBLEM THAT NEEDS SOLVING
• 2)A WELL-ESTABLISHED CULTURAL IMAGE
• 3)A SPECIFIC BENEFIT
• 4)A DESIRED BENEFIT
MESSAGE DEVELOPMENTMESSAGE DEVELOPMENT
• MOVE THE READER FROM THE STARTING POINT TO YOUR GOAL:
• 1)MAKE SURE THAT THE OPENING IMAGE IS APPROPRIATE FOR YOUR MESSAGE
• 2)SUBORDINATE PHYSICAL DESCRIPTION AND EXPLANATIONS TO THE ACCOMPANYING READER BENEFITS(FOCUS ON VALUE)
MESSAGE DEVELOPMENTMESSAGE DEVELOPMENT
• 3)FOCUS ON ONE MAIN APPEAL AND DEVELOP IT FULLY
• SECURE ACTIONPUSH THE READER GENTLYUSE A LANGUAGE STRONG
ENOUGH
AUDIENCE AND APPEALSAUDIENCE AND APPEALS
• PERONALIZE MESSAGES• IDENTIFY THE READER BY GROUP
MEMBERSHIP• ADDRESS YOUR READERS ONE AT A TIME• TO PREVENT YOUR MESSAGE FROM BEING
PERCEIVED AS A FORM, DESIGN YOUR MESSAGE FOR EASY READABILTY AND MENTION YOUR BENEFIT EARLY
AUDIENCE AND APPEALSAUDIENCE AND APPEALS
• USE MECHANICAL TECHNIQUES SUCH AS COLOR, NARROW COLUMNS OF TYPE, PARAGRAPHS OF VARYING WIDTHS AND LENGTHS, AND NUMBERED AND UNNUMBERED LISTS) TO INCREASE READER’S TTANETION WHEN NECESSARY
AUDIENCE AND APPEALSAUDIENCE AND APPEALS
• EACH COMMUNICATION SITUATION (ESPECIALLY PERSUASIVE MESSAGES) CALLS FOR AN INDIVIDUAL APPROACH.
HOMEWORK IHOMEWORK I
• You are the director of customer services of Özdilek Towels. One of your customers ordered 1000 pieces of towels but neglected to tell the color and the size. Write a letter indicating that the order will be delayed.
WRITING PERSUASIVE WRITING PERSUASIVE MESSAGESMESSAGES
• TYPES OFPERSUASIVE REQUESTS:
• 1)REQUESTS FOR FAVORS
• 2)ADJUSTMENTS
• 3)CREDIT
• 4)FUND-RAISING LETTERS
PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR FAVORSFAVORS
THE REASON YOU ARE WRITING FOR
READER BENEFIT(HEALTH,WEALTH, PLEASURE,OR CURIOSITY)
KEEP THE READER IN THE PICTURESPECIFIC COMMITMENT BY A
SPECIFIC DATEDO NOT OVERDO THE PERSUASIVE
CONTENT
PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR FAVORSFAVORS
• COMPONENTS OF PERSUASIVE REQUESTS:
• ATTENTION
• INTEREST
• CONVICTION
• ACTION
PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR ADJUSTMENTSADJUSTMENTS
• DIRECT STRUCTURE
• APPEAL TO:
• 1)SENSE OF FAIR PLAY
• 2)DESIRE FOR CUSTOMER GOODWILL
• 3)NEED FOR A GOOD REPUTATION
• 4)SENSE OF LEGAL OR MORAL RESPONSIBILITY
PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR ADJUSTMENTSADJUSTMENTS
• PRESENT YOUR CASE IN A CALM, LOGICAL MANNER
• BUT YOU CAN PRESENT YOUR DISAPPOINTMENT WITH THE PRODUCTS, POLICIES OR SERVICES PROVIDED BY THE READER
PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR CREDITCREDIT
• MUST BE BASED ON CIRCUMSTANCES THAT WARRANT THE EXTENSION OF CREDIT
• COVER THE FOLLOWING POINTS:
• 1)ATTENTION
• 2)INTEREST
• 3)CONVICTION
• 4)ACTION
PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR FUNDSFUNDS
• ORGANIZATIONAL PATTERN:
• 1)ACTION
• 2)INTEREST
• 3)CONVICTION
• 4)ACTION
SALES LETTERSSALES LETTERS
• 1)UNSOLICITED SALES LETTERS
• 2)SOLICITED SALES LETTERS
• 3)SOFT-SELL LETTERS
UNSOLICITED SALES LETTERSUNSOLICITED SALES LETTERS
USE AN ENVELEOPE TEASER ADDRESS WHO WILL HAVE A REAL
INTEREST IN YOUR PRODUCT OR SERVICE TO BUY IT
SUCESSFUL SALES LETTERS:
• 1)EMPHASIZE THE BENEFITS
• 2)USE ACTIVE VOICE AND PERSONALIZE
SUCESSFUL SALES LETTERSSUCESSFUL SALES LETTERS
• 3)FOCUS ON ONE MAIN APPEAL
• 4)SUBORDINATE THE PRICE
• 5)USE ENCLOSED BROCHURES
• 6)ARE SPECIFIC IN THEIR REQUEST FOR ACTION
SOLICITED SALES LETTERSSOLICITED SALES LETTERS
SHOULD BE PREPARED INDIVIDUALLY
• THE STRUCTURE:
• 1)ATTENTION
• 2)INTEREST
• 3)CONVICTION
• 4)ACTION
SOFT-SELL LETTERSSOFT-SELL LETTERS
• SPECIAL GOODWILL LETTERS INTENDED TO REMIND THAT YOUR FIRM PROVIDES A PARTICULAR PRODUCT OR SERVICE
LETTERS THAT SELL IDEASLETTERS THAT SELL IDEAS
• STRUCTURE:• 1)ATTENTION• NOT ONLY BEGIN WITH A PROBLEM OF
INTEREST TO YOUR READER, BUT ALSO MUST BEGIN WITH A PREMISE YOUR READER READILY ACCEPTS
• 2)INTEREST• 3)CONVICTION• RELY ON TRUTH AND LOGIC• 4)ACTION
COLLECTION LETTERSCOLLECTION LETTERS
• REMINDERS OF OVERDUE BILLS• CONSIST OF:• 1)DUPLICATE COPIES OF THE ORIGINAL
BILL• 2)DUPLICATE COPIES OF THE BILL
STAMPED REMINDER OR PAST DUE• 3)A SHORT NOTE(USUALLY A FORM)
SPECIFIYING THE AMOUNT DUE, THE DUE DATE, LATE CHARGES, AND THE ACCOUNT NUMBER
COLLECTION LETTERSCOLLECTION LETTERS
• INQUIRIES:
• SIMPLE INQUIRES
• INQUIRES THAT CONTAIN AN APPEAL FOR A PROMPT PARTIAL PAYMENT AND SOME SUGGESTIONS FOR TAKING CARE OF THE OBLIGATION IN WAYS OTHER THAN THE ORIGINAL AGREEMENT CALLED FOR.
COLLECTION LETTERSCOLLECTION LETTERS
• APPEALS:
• BEGIN WITH AT LEAST ONE POSITIVE APPEAL SUCH AS AN APPEAL TO COOPERATION, FAIR PLAY, OR PRIDE.
• GIVE A GOOD REASON FOR PAYING
• APPEAL DIRECTLY TO READER’S INTEREST
COLLECTION LETTERSCOLLECTION LETTERS
• THE READER SHOULD BE TOLD THAT, BY NOT PAYING, SHE OR HE IS LIKELY TO LOSE THE FOLLOWING:
• 1)CREDIT PRIVILEGES• 2)THE GOODS OR SERVICES NOT
PAID FOR• 3)ADDITIONAL MONEY OR PROPERTY• 4)GOOD REPUTATION AND SELF-
RESPECT
COLLECTION LETTERSCOLLECTION LETTERS
• ULTIMATUM
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