Bài giảng Business Communication - Chapter seven: Writing Persuasive Messages + Proposals

McGraw-Hill/IrwinCopyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.seven“The art of persuasion can be one of your most valuable assets.”Writing Persuasive Messages + ProposalsKnow Your ReadersEspecially 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)7-*Choose Winning Reader BenefitsThese can beTangibleIntangibleThey can also beIntrinsicExtrinsic7-*Use Winning Appeals7-*Make It Easy for Readers to Comply Don’t neglect the action part of the message.Make the desired action clear.Make the desired action as easy as possible to perform.7-*Procedure for Writing a Persuasive RequestOpen 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.The message plan:OpeningBodyClosing7-*Why Write Sales Messages?Sales techniques are useful in your other activities:in writing other messagesin actual sales workin selling yourself7-*Questioning the Acceptability of Sales MessagesSales messages can be unwanted.“Junk” mailSPAMSales messages can use unfair tactics.Deceptive wordingDeceptive or manipulative visualsPut yourself in the reader’s shoes and let your conscience be your guide.7-*Determining the Central AppealThree kinds:Emotionalappeals to the senses (feeling, tasting, smelling, hearing)Logicalappeals to the thinking mind (saving money, making money, doing a better job, getting better use)Character baseduses the writer or spokesperson’s voice and projected image to win trust and invite readers to identify with the speaker7-*Conventional Pattern of the Sales MessageBegin 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.Add a PS to urge reader to act or to emphasize a major point.In email, offer to remove reader from mailing list to comply with legal requirements.The message plan:OpeningBodyClosingProposalsLike reports, are usually well researched.Like reports, can range widely in format, length, and formality.Like reports, can be direct (if invited) or indirect (if uninvited)Unlike reports, are overtly persuasive.7-*Types of ProposalsInternal or externalSolicited or unsolicited7-*Typical Proposal ContentsWriter’s purpose and reader’s needBackgroundNeed (elaborated)Description of planBenefits of the proposed planParticulars (logistics)Evidence of ability to deliver (credentials)Concluding comments7-*What Might Be the Major Sections in the Rest of This Proposal?The Need for a New SystemThe Capabilities of e-CustomerThe Benefits of e-Customer for LakesideThe CostImplementation PlanRequest for Approval (conclusion)7-*What Might Be Persuasive Points to Make in a Response to this RFP?The University of X is soliciting nominations for its university-wide Outstanding Teacher Award. Criteria used by one school:            1.   Is committed to teaching             2.   Demonstrates creative approaches to teaching            3.   Shows respect for diversity of opinions and experiences of students            4.   Maintains high but attainable standards of performance            5.   Stimulates independent work by students that leads them to be creative, self-directed learners            6.   Establishes a classroom atmosphere that fosters self-confidence, a positive self-concept, and mutual respect.7-*