Chapter 8 Delivering Persuasive Messages

1. Chapter 8Delivering Persuasive Messages Business Communication, 14e Lehman and DuFrene

2. Chapter 8 Planning a Persuasive Message • Know the product/service/idea well • Use knowledge of receiver to identify an appeal that focuses on receiver benefits • Anticipate and address possible resistance • Know precisely what action you want the receiver to take

3. Chapter 8 Principles for Effective Persuasion • Keep paragraphs short • Use concrete nouns and active verbs • Use specific language • Keep the spotlight on the receiver • Stress a central selling point or appeal • Use an inductive outline

4. Chapter 8 A I D A Persuasive Outline:When The Receiver Must Be Persuaded Begin with an attention-getter related to the receiver’s needs Introduce the product, service, or idea and create interest by stating specific reader benefits Create desire to respond positively by presenting convincing evidence of the value to be gained Encourage action by making it easyand restating the main benefit

5. Chapter 8 Attention Getters Should . . . • Introduce a relationship between the receiver and the product, service, or idea • Focus on a central selling feature that addresses the receiver’s needs • Use an original approach

6. Chapter 8 Introduction Section Should . . . • Transition logically from the attention getter • Use action-oriented language that helps the receiver sense benefits to be gained from product, service, or idea • Stress a central selling point that addresses the receiver’sneeds

7. Chapter 8 Convincing Evidence Adds Credibility by . . . • Presenting and interpreting factual evidence • Using objective language • Including testimonials, guarantees, and enclosures

8. Chapter 8 Techniques for Subordinating Price • Introduce price only after creating a desire • Use figures to illustrate price is reasonable or results in savings • Invite comparison of like items • Include the central selling point in the sentence that introduces the price

9. Chapter 8 Action Ending Should . . . • Make the action clear and simple to complete • Restate the reward for taking action (central selling point) • Provide an incentive forquick action • Ask confidently for action

10. Chapter 8 E-mail — New Wave of Persuasive Communication • “Opt-in” behavior invites e-mail contact • E-commerce marketer seeks a consumer’s permission to send e-mail communications • Goal is to develop relationships with customers who want to hear about the company’s products, services, or information