商务交流第七章分析.pptVIP

Business Communication7eOber Persuasive messages Compose a persuasive message promoting an idea. Compose a persuasive message requesting a favor. Compose a persuasive claim. Compose a sales letter. 大学生推销自己出奇招 “福娃”喻己引人注意 有大学生用板子撑起自己的应聘书，上面5个奥运福娃显得别致有趣，下面的几行说明是一种巧妙的毛遂自荐，委婉地告诉用人单位，如果录用了自己将有多么大的价值，无论是对单位，还是对自己。鲤鱼形象的“贝贝”被喻为鲤鱼跃龙门，将前程无量。“晶晶”大熊猫是国宝，寓意自己不久的将来也将成为用人单位的宝贝。“欢欢”是一团火，寓意自己热情似火，干什么事情都有激情。“迎迎”藏羚羊寓意不害怕艰苦环境，不怕吃苦。“妮妮”小燕子寓意自己聪明敏捷。虽然简简单单一张应聘书，却被该学生搞得别出心裁，有创意，结果不少用人单位主动找到这位大学生，抛出“绣球”。 “我认为这么做有些牵强，不如把功夫用到踏踏实实做事上，这位大学生真有这么优秀吗？”现场一家用人单位的招聘负责人直言不讳地说。 Persuasive messages Persuasion is the process of motivating someone to take a specific action or to support a particular idea. All business communication involves persuasion: you want the reader to accept your perspective and believe the information you are communicating. Persuasive communication presupposes at least initial resistance to what you have to say. To succeed, tailor your message to your audience, give your readers reasons that they will find convincing, and anticipate and deflect their objections. Challenges to the Writing Purpose of Persuasive Message Using the Three-Step Writing Process for Persuasive Messages 一、Planning the Persuasive Message（一）Purpose The purpose of a persuasive message is to motivate the reader to agree with you or to do as you ask. Define your purpose clearly. Unless you are clear about the specific results you want to achieve, you will not be able to plan an effective strategy to achieve them. 1.Analyze your purpose The Importance of Analyze your audience’s needs 案例1:两个擦鞋匠的差异 “请坐，我为您擦擦皮鞋吧，又光又亮。” “约会前，请先擦一下皮鞋吧。” “为约会而擦鞋” “为擦鞋而擦鞋” 案例2:上门推销不招人厌烦的奇招 　　 凡是上门推销产品或者做广告的人都深有体会：客户是厌烦的，而且冷脸听不得你的解说。静下来从顾客的角度仔细想想：现在上门推销的数不胜数，确实让人烦不胜烦，顾客对于上门推销员的态度，几乎跟打发叫花子差不多。但是你想过没有？商家和每个人最希望什么？最不烦什么？是财神爷！中国人都对财神爷毕恭毕敬，对之奉若神明，因为每个人都有一种发财的美好愿望。　　 所以你可以找一个有富相的人，然后去演出服装店订做一套财神爷的古装，扮演成财神爷去各家推销了，如果能再找上两个童男玉女陪伴左右打着“财神到”的幌子，那效果就更好了