Business communication building critical skill 3rd by locker module 12

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