tailieunhanh - Lecture Lesikar's business communication: Connecting in a digital world (13/e): Chapter 9 - Kathryn Rentz, Paula Lentz

Lecture Lesikar's business communication: Connecting in a digital world (13/e) - Chapter 9: Making your case with persuasive messages and proposals. This chapter presents the following content: Advice about persuasion, persuasive requests, ethical concerns, sales messages, proposals. | Chapter 9 Making 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 Overview Advice about persuasion Persuasive requests Ethical concerns Sales messages Proposals Advice 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 persuasion Can 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 be Tangible Intangible | Chapter 9 Making 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 Overview Advice about persuasion Persuasive requests Ethical concerns Sales messages Proposals Advice 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 persuasion Can 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 be Tangible Intangible They can also be Intrinsic Extrinsic Use 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 Requests Open with words that set up the strategy and gain 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. Opening Good Persuasive Strategy (1 of 4) Good Persuasive Strategy (2 of 4) For this reason,