Bài giảng Business Communication - Chapter 9 Making Your Case with Persuasive Messages and Proposals

Chapter 9Making Your Case with Persuasive Messages and Proposals© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Chapter OverviewAdvice about persuasionPersuasive requestsEthical concernsSales messagesProposalsAdvice About Persuasion (1 of 5)Know your readers.Choose and develop targeted reader benefits.Make good use of persuasive appeals.Make it easy for readers to comply.Know Your Readers (2 of 5)Especially important with persuasionCan use formally gathered information (marketing reports, surveys, focus groups)Can gather information informally (study customer notes, talk with service personnel and other employees, look at other messages that have succeeded)Choose Winning Reader Benefits (3 of 5)These can beTangibleIntangibleThey can also beIntrinsicExtrinsicUse Winning Appeals (4 of 5)Logic based (logos)Emotion based (pathos)Character based (ethos)Make It Easy for Readers to Comply (5 of 5)Don’t neglect the action part of the message.Make the desired action clear.Make the desired action as easy as possible to perform.Plan for Persuasive RequestsOpen with words thatset up the strategy andgain attention.Present the strategy (the persuasion), using persuasive language and you-viewpoint.As a logical follow-up, make the request clearly and without negatives.End the message with the request or with words that recall the appeal.Dear Ms. McLaughlin:I’m sure you’d agree that business communication teachers need to be in touch with business experts in the field. Experienced professionals like you can give teachers the realistic input that is so important to their practical coursework.OpeningGood Persuasive Strategy (1 of 4)Good Persuasive Strategy (2 of 4)For this reason, I believe that you could make an important contribution to the national meeting of the Association for Business Communication, which will be held in New Orleans at the Sheraton Hotel, October 28-31. This conference brings together about 300 business communication professors from around the US and the world who are looking for ways to keep their teaching abreast of current practice. Your perspective could be especially valuable to them.BodyGood Persuasive Strategy (3 of 4)Body ContinuedCould you join us on Friday afternoon from 2:00 to 2:45 pm to tell us about your work as a supervisor at Lexmark? What common writing problems do you see, and what do you think we should be doing in the colleges to help our students avoid them? How can we better prepare our students for writing in the workplace? Any insights you could share on these and related topics would be much appreciated.You would not need to prepare a formal presentation. In fact, anecdotes and examples from your work would be preferred. You could speak for about 30 minutes, leaving 15 minutes for discussion. Since your talk would be one of several break-out sessions, it would be attended by 30-40 people, making for a relaxed, conversational atmosphere.Good Persuasive Strategy (4 of 4)ClosingWill you please share your experiences and advice with us? By doing so, you will help us help hundreds of business-writing students. Since I will be compiling the final program on the 15th, please let me know by the 10th if you can join us.Sincerely,Preliminary Steps for Sales WritingLearn the product or service you sell.How it is madeHow it worksWhat it will doLearn about the prospective customers.Their economic statusTheir nationalitiesTheir agesEtc.Determining the Central AppealThree kinds:Logicalappeals to the thinking mind (saving money, making money, doing a better job, getting better use)Emotionalappeals to the senses (feeling, tasting, smelling, hearing)Character baseduses the writer or spokesperson’s voice and projected image to win trust and invite readers to identify with the speakerBegin with words that set up the sales presentation and gain attention.Present the sales message using imagination, persuasive language, and you-viewpoint.Include sufficient information to convince.Then drive for the sale, making it clear, and using appropriate strength.Urge immediate action.May recall basic appeal in final words.Conventional Plan of the Sales Message