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Preparing Persuasive Messages
Business Communication, 15eLehman and DuFrene
Chapter 8Lecture Slides
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Learning Objective 1
Develop effective outlines and appeals for messages that persuade.
1
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Persuasive Message: Plan Before You Write
• Know your product, service, or idea
• Know your audience
• Know the desired action you wish your audience to take
1
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Aristotle’s 3 Types of Persuasion
Logos: logical appeal that consists of facts and statistics
Ethos: appeal based on information or association that provides credibility for seller, product or position
Pathos: emotional appeal that works by eliciting an emotional response from audience
1
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
How To Know Your Product
1
Know your Receiver
• What will the product, service or idea do for the receiver?
• What are its superior features?• How is it different from the
competition?• What is the cost to the receiver?
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Apply Sound Writing Principles
1
• Clear Definition• Scientific Evidence• Context for
Comparison• Audience Sensitivity
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
How to Apply Sound Writing Principles
• Keep paragraphs _____
• Use _______ nouns, _____ verbs, and ______ language
• Put the receiver in the _______
• Stress a central _____ ____
short
concrete activespecific
spotlight
selling point
1
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Learning Objective 2
Explain how the inductive approach can be used to create persuasive messages.
2
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Advertising Blunders :What is wrong here?
• Furniture store ad—Soft stools for Mom
• Shipping information—Shipped within the Untied States
• Child care ad—Fenced yard, meals, and smacks included
• Restaurant ad—Turkey, $2.35; Chicken or Beef, $2.25; Children, $2.00
• Electrolux vacuum ad—“Nothing sucks like an Electrolux”
Source: http://www.kubik.org/lighter/adblunders.htm http://innocentenglish.com/funny-slogan-translations.html
Blunders1
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
What is the difference between motivation and manipulation?
1. Motivation concerns needing; manipulation concerns wanting
2. Motivation gives someone a reason to buy; manipulation convinces someone to buy something he/she really does not want
3. The two ideas are different??1
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Where in the message should a sender mention the central
selling point?
1. In the first sentence
2. In the “Interest” section
3. Throughout the message, tying the attention-getter to the call for action
4. The central selling point should not be part of a persuasive message.
2
Inductive Outline Used in Persuasive Messages
2
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Gaining Attention in Sales Messages
Personal experience
Solution to a problem
Startling statement
What-if opening
Story/Quote/
Question
Analogy
2
Split sentence
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Introducing the Product, Service, or Idea
• Be cohesive– Attention-getter must lead naturally
to introduction
• Be action-oriented– Place product in the receivers’
hands and allow them to use it
• Stress a central selling point– Attention-getter must lead to
discussion of distinctive feature
2
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Presenting and Interpreting Factual Evidence
• Don’t just say it, show it – Present data to back up
the central selling point
• Compare a new product with something familiar
• Be objective, excluding exaggerations and subjective claims
2
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Elements of Ethical Persuasion
• Clear definition of offered product or service
• Scientific evidence for product claims
• Context for comparative statements
• Audience sensitivity for ideas that are objectionable or offensive
2
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Motivating Action
• Make the action clear and simple to complete
• Restate the reward for action, relate to central selling point
• Provide incentive for quick action
• Ask confidently for action
2
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Learning Objective 3
Write effective persuasive requests (claim, favor, and information requests, and persuasion within an organization).
3
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Persuasive Messages Invite Action
• Providing logical argument to overcome any anticipated resistance
• Only after attempting to create a desire to take action
3 16
Chapter 8 Business Communication, 15th edition by Lehman and DuFrene Copyright 2008 by Thomson/South-Western
Types of Persuasive Messages
Claim messages
Messages requesting a favor
Messages requesting information (surveys)
Messages to compel change within an Organization
Unsolicited sale messages
3
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Buy a $299 PearJam handheld music player from PearMusic, and we will let you download songs from our website for 99 cents each.
Our 300,000 songs are great!!!! And we are adding songs all the time. Our website can be navigated easily and is chock full of music we like. The quality is good and the music is better. We give you access to a wide variety of artists, and we also give you free 30-second previews of each song.
Our techies are using the new CPM format to release the songs, and you will love what it does for you! Our songs are legal and high quality because we negotiated with the big guys at the record companies, and we made the deals.
Promoting a Product: What Does Not Work
AnalysisAnalysis
Uses deductive approach inappropriately by placing request before gaining receiver’s attention or providing convincing evidence
Uses writer-centered, exaggerated language that diminishes receiver interest and confidence in the writer’s objectivity
Cont.3 18
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You can use the enclosed authorization number to save $50 on the rather expensive PearJam. You have to go to our website, comPear.com/PearMusic to use it. You can do it whenever you feel like it.
At 99 cents each and no subscription fees, you will spend about the same amount per song as with a traditional CD format, but we let you buy only the songs you want to hear. And you can mix songs from various artists to make your favorite playlists, all playable on our PearJam handheld music players and our comPear computers. Browse our collection by genre, artist, album, composer, or song title. Use our 30-second free previews to be certain the song is what you want.
You can use the enclosed authorization number to save $50 on the rather expensive PearJam. You have to go to our website, comPear.com/PearMusic to use it. You can do it whenever you feel like it.
Promoting a Product:
What Does Not Work
AnalysisAnalysisErodes reader confidence through arrogant attitude and presentation of technical information without explanation
Lacks central selling point that reflects accurate knowledge of receiver’s needs; provides no unity for numerous details
Places unnecessary emphasis on price by placing at beginning of paragraph
States desired action with no mention of benefits
3 Cont. 19
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Do you want to access the music you love and arrange the songs how YOU want to? want CD-quality songs that are easy to download? want those songs to be portable? and want the peace of mind knowing that all your downloads are sanctioned by the record company and the original recording artist? Then you want PearMusic from comPear.com. With comPear’s new online digital music store PearMusic, you can find songs from Tom Petty, Richard Marx, Harry Connick, Jr., and every other Tom, Dick, and Harry in the music world for 99 cents per song with no subscription fees. With PearMusic, you also can
Presents “online digital music store” as a solution to the problem and reinforces central selling point
Presents customized music as central selling point
AnalysisAnalysis
Gains attention by introducing experiences that are familiar to the receiver
Promoting a Product: Why It Works
Uses easy-to-read bulleted list to present evidence
• Load the songs onto your PearJam handheld music player and up to three comPear computers.
• Mix songs from various artists to make your favorite playlists.
• Burn a single playlist up to ten times without changes.• Get a free 30-second preview for every song.• Listen to CD-quality music on your computer and your
PearJam.
• Load the songs onto your PearJam handheld music player and up to three comPear computers.
• Mix songs from various artists to make your favorite playlists.
• Burn a single playlist up to ten times without changes.• Get a free 30-second preview for every song.• Listen to CD-quality music on your computer and your
PearJam.3 Cont. 20
• Browse the PearMusic store by genre, artist, album, composer, or song title.
• Access cover art for CDs and watch exclusive full-length music videos.
• Browse the PearMusic store by genre, artist, album, composer, or song title.
• Access cover art for CDs and watch exclusive full-length music videos.
Makes action easy and provides incentives for quick response
States specific action with reward
AnalysisAnalysis
Promoting a Product: Why It Works
Keeps focus on received by use of second person, active-voice sentences
Visit www.comPear.com/PearMusic today and check out the collection that is growing daily. Use the enclosed authorization number to save $50 on your purchase of a PearJam (regular price $299) so that you can take your PearMusic wherever you go. Just key the authorization number into the “special offer” box on the checkout screen. The $50 savings offer expires July 31, so get your PearJam today and start making your own music choices with PearMusic.
Visit www.comPear.com/PearMusic today and check out the collection that is growing daily. Use the enclosed authorization number to save $50 on your purchase of a PearJam (regular price $299) so that you can take your PearMusic wherever you go. Just key the authorization number into the “special offer” box on the checkout screen. The $50 savings offer expires July 31, so get your PearJam today and start making your own music choices with PearMusic.3 Cont. 21
We’ve just reviewed the first draft of the Thunderbolt music video and find it totally unacceptable. It must be redone to our specifications.
We made it clear that our target is the MTV set, who demand over-the-top entertainment, and indicated the sample clips from the Indigos were similar to what we wanted. Instead, you send us a simplistic video of nothing more than live-concert footage of the band.
Call us immediately to schedule re-shooting of the entire video.
We’ve just reviewed the first draft of the Thunderbolt music video and find it totally unacceptable. It must be redone to our specifications.
We made it clear that our target is the MTV set, who demand over-the-top entertainment, and indicated the sample clips from the Indigos were similar to what we wanted. Instead, you send us a simplistic video of nothing more than live-concert footage of the band.
Call us immediately to schedule re-shooting of the entire video.
Provides no appeal for taking requested action
Uses writer-oriented language to present limited facts
AnalysisAnalysis
Begins with request for adjustment before presenting reasons
Making a Claim: What Does Not Work
Sounds demanding without presenting appeal that would persuade reader to comply
3 22
Seeks attention by giving sincere compliment that reveals subject of message
When Thunderbolt negotiated with your firm to produce our first music video, we were impressed with the clips of other Harrelson videos and your proven performance record. Especially intriguing to us was your video of the Indigos, with its subtle use of symbolism in the graphic images along with creative shots of the musicians.
In our meeting with your creative team, we focused on the methods used in the Indigos video and specifically asked for graphic symbolism juxtaposed with shots of the band. After viewing the first draft of our video, we find the level of artistic expression disappointing. This video closely resembles a concert tape, focusing primarily on live-concert footage of the band and will have little appeal with our customers, the MTV set, who demand innovative and exciting new approaches in entertainment.
With Harrelson’s reputation for creative productions, we are confident the video can be revised to meet our expectations. The band will do its part to assist in reshooting footage and will meet with the creative director at a mutually convenient time to discuss the kind of graphic imagery appropriate for interpreting our music and its message. Please call me at 555-3920 to schedule this meeting.
When Thunderbolt negotiated with your firm to produce our first music video, we were impressed with the clips of other Harrelson videos and your proven performance record. Especially intriguing to us was your video of the Indigos, with its subtle use of symbolism in the graphic images along with creative shots of the musicians.
In our meeting with your creative team, we focused on the methods used in the Indigos video and specifically asked for graphic symbolism juxtaposed with shots of the band. After viewing the first draft of our video, we find the level of artistic expression disappointing. This video closely resembles a concert tape, focusing primarily on live-concert footage of the band and will have little appeal with our customers, the MTV set, who demand innovative and exciting new approaches in entertainment.
With Harrelson’s reputation for creative productions, we are confident the video can be revised to meet our expectations. The band will do its part to assist in reshooting footage and will meet with the creative director at a mutually convenient time to discuss the kind of graphic imagery appropriate for interpreting our music and its message. Please call me at 555-3920 to schedule this meeting.
Continues central appeal while providing needed details
AnalysisAnalysis
Presents reasoning that leads to request for re-shooting video and subtle reminder of central appeal
Connects specific request with firm’s commitment to develop creative productions
Making a Claim: Why It Works
3 23
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