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Chapter 8 Delivering Persuasive Messages Business Communication, 14e Lehman and DuFrene Business Communication, 14th edition by Lehman and DuFrene Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Planning a Persuasive Message Know the product/service/idea well Use knowledge of receiver to identify an appeal that focuses on receiver benefits Anticipate and address possible resistance Know precisely what action you want the receiver to take Business Communication, 14th edition by Lehman and DuFrene Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Principles for Effective Persuasion Keep paragraphs short Use concrete nouns and active verbs Use specific language Keep the spotlight on the receiver Stress a central selling point or appeal Use an inductive outline Business Communication, 14th edition by Lehman and DuFrene Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Persuasive Outline: When The Receiver Must Be Persuaded A Begin with an attention-getter related to the receiver’s needs I Introduce the product, service, or idea and create interest by stating specific reader benefits D Create desire to respond positively by presenting convincing evidence of the value to be gained A Encourage action by making it easy and restating the main benefit Business Communication, 14th edition by Lehman and DuFrene Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Attention Getters Should . . . Introduce a relationship between the receiver and the product, service, or idea Focus on a central selling feature that addresses the receiver’s needs Use an original approach Business Communication, 14th edition by Lehman and DuFrene Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Introduction Section Should . . . Transition logically from the attention getter Use action-oriented language that helps the receiver sense benefits to be gained from product, service, or idea Stress a central selling point that addresses the receiver’s needs Business Communication, 14th edition by Lehman and DuFrene Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Convincing Evidence Adds Credibility by . . . Business Communication, 14th edition by Lehman and DuFrene Presenting and interpreting factual evidence Using objective language Including testimonials, guarantees, and enclosures Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Techniques for Subordinating Price Business Communication, 14th edition by Lehman and DuFrene Introduce price only after creating a desire Use figures to illustrate price is reasonable or results in savings Invite comparison of like items Include the central selling point in the sentence that introduces the price Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 Action Ending Should . . . Business Communication, 14th edition by Lehman and DuFrene Make the action clear and simple to complete Restate the reward for taking action (central selling point) Provide an incentive for quick action Ask confidently for action Copyright 2005 by South-Western, a division of Thomson Learning Chapter 8 E-mail — New Wave of Persuasive Communication “Opt-in” behavior invites e-mail contact E-commerce marketer seeks a consumer’s permission to send e-mail communications Goal is to develop relationships with customers who want to hear about the company’s products, services, or information Business Communication, 14th edition by Lehman and DuFrene Copyright 2005 by South-Western, a division of Thomson Learning