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Chapter 9

Chapter 9. Persuasive Messages. Learning Objective 1. Describe a persuasive message. Persuasive Messages. A request for action when you believe the receiver may be unaware, disinterested, or unwilling A communication to try to change the opinion of a receiver. Learning Objective 2.

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Chapter 9

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  1. Chapter 9 Persuasive Messages Business Communication Krizan, Merrier, Logan, & Williams

  2. Learning Objective 1 Describe a persuasive message. Business Communication Krizan, Merrier, Logan, & Williams

  3. Persuasive Messages • A request for action when you believe the receiver may be unaware, disinterested, or unwilling • A communication to try to change the opinion of a receiver Business Communication Krizan, Merrier, Logan, & Williams

  4. Learning Objective 2 List the goals of a persuasive message. Business Communication Krizan, Merrier, Logan, & Williams

  5. Goals of a Persuasive Message • To have the receiver read or listen to the entire message • To have the receiver take the requested action Business Communication Krizan, Merrier, Logan, & Williams

  6. Learning Objective 3 Describe the four elements that are encompassed in the indirect plan for persuasive messages. Business Communication Krizan, Merrier, Logan, & Williams

  7. Indirect Plan • Attention--Ensure the entire message is read or heard • Interest--Show benefits to hold the receiver’s attention • Desire--Provide proof of benefits to motivate the receiver to take action • Action--Make it easy for the receiver to take action quickly Business Communication Krizan, Merrier, Logan, & Williams

  8. Learning Objective 4 Write different kinds of persuasive messages using the indirect plan. Business Communication Krizan, Merrier, Logan, & Williams

  9. Persuasive Messages with the Indirect Plan • Complex requests • Recommendations • Special claims • Sales messages • Collection messages (some) Business Communication Krizan, Merrier, Logan, & Williams

  10. Learning Objective 5 Write messages that are used for the various stages of collection. Business Communication Krizan, Merrier, Logan, & Williams

  11. Collection Messages • Reminder--direct plan used, message is short and polite • Appeal--indirect plan used for persuasion • Warning--direct plan used – no longer concerned with maintaining goodwill Business Communication Krizan, Merrier, Logan, & Williams

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