PPT PPT Module Module 12 12 Persuasive Persuasive Messages Messages McGraw-Hill/Irwin ©2007, The McGraw-Hill Companies, All Rights 12-2 Persuasive Persuasive Messages Messages To learn how to Choose and implement a persuasive strategy Write effective subject lines for persuasive messages Organize persuasive messages Identify and overcome objections 12-3 Persuasive Persuasive Messages Messages To learn how to Write common kinds of persuasive messages Continue to analyze business communication situations 12-4 Persuasive Persuasive Messages Messages Start by answering these questions: What is the best persuasive strategy? What is the best subject line for a persuasive message? How should I organize persuasive messages? How I identify and overcome objections? 12-5 Persuasive Persuasive Messages Messages Start by answering these questions: What other techniques can make my messages more persuasive? What are the most common kinds of persuasive messages? How can PAIBOC help me write persuasive messages? 12-6 Kinds Kinds of of Persuasive Persuasive Messages Messages Orders and Requests Proposals and Recommendations Sales and Fund-Raising Letters Job Application Letters Reports (if they recommend action) 12-7 Persuasive Persuasive Messages Messages Primary Purposes To have the reader act To provide enough information so the reader knows exactly what to To overcome any objections that might prevent or delay action 12-8 Persuasive Persuasive Messages Messages continued continued Secondary Purposes To build a good image of the writer To build a good image of the writer’s organization To cement a good relationship between the writer and reader To reduce or eliminate future correspondence on the same matter 12-9 Direct Direct Requests Requests Use when The audience will as you ask without resistance You need a response only from people willing to act The audience is busy and may not read all messages Your organization’s culture prefers them 1210 Direct Direct Requests Requests continued continued Follow this pattern Consider asking immediately for the information or service you want Give readers all the information and details they need to act on the request Ask for the action you want 1211 Problem-Solving Problem-Solving Messages Messages Use when The audience is likely to object You need action from everyone You trust the audience to read the entire message You expect logic to be more important than emotion in the decision Problem-Solving Problem-Solving Messages Messages continued continued Follow this pattern Describe the problem you both share Give the details of the problem Explain the solution to the problem Show that any negative elements are outweighed by advantages Summarize any additional benefits Ask for the action you want 1212 1213 Overcoming Overcoming Objections Objections Specify how much time/money is required Put the time/money in the context of the benefits they bring Show that money spent now saves money later Show benefits to another group or cause 1214 Overcoming Overcoming Objections Objections continued continued Show that sacrifice is needed for a higher goal Show that advantages outweigh disadvantages Turn a disadvantage into an opportunity ... overcome objections 12- 3 Persuasive Persuasive Messages Messages To learn how to Write common kinds of persuasive messages Continue to analyze business communication situations 12- 4 Persuasive... problem Show that any negative elements are outweighed by advantages Summarize any additional benefits Ask for the action you want 121 2 121 3 Overcoming Overcoming Objections Objections Specify... organize persuasive messages? How I identify and overcome objections? 12- 5 Persuasive Persuasive Messages Messages Start by answering these questions: What other techniques can make my messages