Chapter 10Sales and Persuasive Messages.ppt

Chapter 10Sales and Persuasive Messages Mary Ellen Guffey, Business Communication: Process and Product, 5e Copyright ? 2006 Applying the 3-x-3 Writing Process Analyzing purpose What do you want the receiver to do or think? Anticipating reaction Does the receiver need to be persuaded? Adapting to the audience How can you adapt your message to appeal to this receiver? Applying the 3-x-3 Writing Process Researching data What information do you need? Where can you locate it? Organizing data What strategy is best – direct or indirect? The Indirect Pattern for Persuasion Gain attention Build interest Reduce resistance Motivate action Making Persuasive Requests Gaining Attention In requesting favors, begin with a compliment, unexpected fact, stimulating question, reader benefit, summary of the problem, or candid plea for help. For claims, consider opening with a review of action you have taken to resolve the problem. Building Interest Prove the accuracy and merit of your request with facts, figures, expert opinion, examples, and details. Avoid sounding high-pressured, angry, or emotional. Suggest direct and indirect benefits for the receiver. Building Interest Direct Benefit: If you accept our invitation to speak, you will have an audience of 50 potential customers for your products. Indirect Benefit: Your appearance would prove your professionalism and make us grateful for your willingness to give something back to our field. Reducing Resistance Identify possible obstacles; offer counter arguments. Demonstrate your credibility by being knowledgeable. In requesting favors or making recommendations, show how the receiver or others will benefit. Reducing Resistance Example: Although your gift to the Neonatal Center is not tax deductible, it would help us purchase an Intensive Care Ventilator that would be put to use immediately in caring for critically ill and premature newborn infants. Motivating Action Ask for specific action confidently. I