978-1285094069 Chapter 10 Lecture Note

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Chapter 10 LECTURE NOTES

Persuasive and Sales Messages

CHAPTER SYNOPSIS

The ability to use argument or discussion to influence an individual’s beliefs or actions is called

persuasion. The art of persuading someone to take a specific action or change an individual’s

beliefs is an important skill that requires understanding and practice. This chapter explains the

major elements in successful persuasive messages and shows students how to use the 3-x-3 writing

process to create effective persuasive requests and sales messages. To be successful at persuasion,

business communicators must be familiar with the products or services they sell and the audiences

to whom they promote them. Therefore, this chapter emphasizes how to analyze the purpose of the

message, how to adapt it to the audience, and how to appropriately research and organize data. In

addition, the chapter explains how to use the traditional four-part AIDA strategy for creating

successful persuasive messages.

Students will learn to write practical messages such as those that request favors and action, make

claims, and deliver complaints. The chapter also focuses on writing persuasive messages within

organizations and includes guidance on writing short persuasive messages online, such as tweets.

The last part of the chapter covers effective and ethical direct-mail and e-mail sales campaigns.

Finally, students study basic patterns and techniques in developing persuasive press releases.

LEARNING OBJECTIVES

1. Explain digital-age persuasion, identify effective persuasive techniques, and apply the 3-x-3

writing process to persuasive messages in print and online.

2. Describe the traditional four-part AIDA strategy for creating successful persuasive messages,

and apply the four elements to draft effective and ethical business messages.

3. Craft persuasive messages that request actions, make claims, and deliver complaints.

4. Understand interpersonal persuasion at work and write persuasive messages within

organizations.

5. Create effective and ethical direct-mail and e-mail sales messages.

6. Apply basic techniques in developing persuasive press releases.

WHAT’S NEW IN THIS CHAPTER

Inserted a relevant and current two-part opening scenario that emphasizes the importance of

persuasion and stimulates critical thinking.

Meaningfully enhanced and reorganized the discussion of contemporary persuasion theory to

cover changes wrought by communication technology and social media.

Included new relevant and authentic model documents to demonstrate persuasive e-mail

marketing messages, press releases, and present-day sales letters.

Added coverage of channel selection to illustrate how marketers use multiple channels to

send seamless messages that reach increasingly sophisticated and savvy target audiences.

Added visuals and an infographic to create eye appeal and meet students’ visual expectations

and preferences.

Updated the coverage of puffery and misleading advertising claims in persuasive marketing

messages to instruct students in the importance of ethical sales practices.

Inserted new documents for revision to provide ample opportunities to practice important

chapter concepts.

Added coverage of short persuasive messages such as tweets to prepare students for a

business world steeped in social media.

Added a discussion of social media effectiveness with respect to sales and compared social

media with more traditional persuasive channels such as sales letters and marketing e-mails.

Devised meaningful and rigorous end-of-chapter activities (55 percent new), a large number

of which address tweets and other social media messages to provide opportunities for

students to practice professional persuasive technique using contemporary channels.

LECTURE OUTLINE

I. Understanding Persuasion in the Digital Age (p. 327)

PowerPoint slides 1-3

A.What Is Persuasion?

Definition: Persuasion is the ability to use argument or discussion in attempting to

change an individual’s beliefs or actions.

Persuasion is a symbolic process.

Persuasion involves an attempt to influence.

Persuasion is self-persuasion.

Persuasion involves transmitting a message.

Persuasion requires free choice.

Figure 10.1 Six Basic Principles That Direct Human Behavior

PowerPoint slides 4-6

B. How Has Persuasion Changed in the Digital Age?

The volume and reach of persuasive messages have exploded.

Persuasive messages spread at warp speed.

Organizations of all stripes are in the persuasion business.

Persuasive techniques are more subtle and misleading.

Persuasion is more complex and impersonal.

PowerPoint slide 7

C. How to Persuade Effectively

1. Establish credibility.

2. Make a reasonable, specific request.

3. Tie facts to benefits.

4. Recognize the power of loss.

5. Expect and overcome resistance.

6. Share solutions and compromise.

Figure 10.2 Effective Persuasion Techniques

PowerPoint slide 8

D. Applying the 3-x-3 Writing Process to Persuasive Messages (p. 298)

PowerPoint slides 9-11

1. Analyzing the Purpose: Knowing What You Want to Achieve

Before you start writing your message or planning your presentation, know

your purpose and what response you want.

Figure 10.3 Wholesome2Go Engages the Audience

2. Adapting to the Audience to Make Your Message Heard

A persuasive message shows how your request helps the receiver fulfill key

needs or solve a problem.

To adapt your request to the receiver, consider these questions that receivers

may ask themselves:

1. Why should I?

2. What’s in it for me?

3. What’s in it for you?

4. Who cares?

3. Researching and Organizing Persuasive Data

Collect data to support your message.

Organize the message into a logical sequence.

Classic indirect strategy (AIDA):

1. Gain attention.

2. Build interest.

3. Elicit desire and reduce resistance.

4. Motivate action.

Figure 10.4 The AIDA Strategy for Persuasive Messages

PowerPoint slides 12-21

II. Blending Four Major Elements in Successful Persuasive Messages (p. 334)

The key elements in persuasive messages are (a) gaining your audience’s attention,

(b) building interest by convincing your audience that your proposal is worthy, (c)

eliciting desire and reducing resistance, and (d) motivating action.

Figure 10.5 Applying the Four-Part AIDA Strategy to Persuasive Documents

A. Gaining Attention in Persuasive Messages

When the persuader anticipates mild resistance, the opener should be low-key and

factual.

When the persuader anticipates strong resistance, the opening should be

compelling and thoughtful.

1. Problem description. Summarize the problem your proposal will help solve.

2. Unexpected statement. Generate interest with a thought-provoking

statement.

3. Reader benefit. Promptly communicate reader benefits.

4. Compliment. Offer praise or compliments to entice reader.

5. Related facts. Offer intriguing facts to build interest.

6. Stimulating question. Spark curiosity with a provocative question.

B. Building Interest in Persuasive Messages

Build interest and reduce resistance with a few paragraphs of explanation.

Show how your request can benefit the audience directly or indirectly.

C. Eliciting Desire and Reducing Resistance in Persuasive Requests

Anticipate resistance by asking What If?

Counter resistance by presenting counterarguments in sentences that emphasize

benefits.

Reduce resistance by establishing expertise, referring to credentials, or

demonstrating competence.

D. Prompting Action in Persuasive Messages

Make your recommendations as specifically and confidently as possible.

Don’t sound apologetic and don’t supply excuses.

E. Being an Ethical Persuader

In a persuasive message, put forth a convincing case but be sure it is based on

truth, objectivity, and fairness.

Figure 10.6 Persuasive Request

PowerPoint slide 22

III. Writing Persuasive Requests, Making Claims, and Delivering Complaints (p. 338)

When requesting a favor or action, think through your purpose and prepare a

thoughtful message.

Use the indirect strategy for persuasive messages that request favors or actions.

A. Writing Persuasive Claims

1. Developing a Logical Persuasive Argument

Begin with a compliment, point of agreement, statement of the problem, or

brief review of the action you have taken to solve the problem.

Present a logical case with clear facts.

Enclose documentation that confirms the details of the purchase.

2. Using a Moderate Tone

Describe your feelings and disappointment without sounding angry,

emotional, or irrational.

Appeal to the reader’s fairness, ethical and legal responsibilities, and desire

for customer satisfaction.

B. Composing Effective Complaints

Use a positive opening, a well-documented claim, and a request for specific action in

the closing.

Figure 10.7 Persuasive Claim (Complaint) E-Mail

PowerPoint slides 23-33

IV. Writing Persuasive Messages in Digital-Age Organizations (p. 341)

PowerPoint slides 34-36

A. Persuading Employees: Messages Flowing Downward

Instructions moving from supervisors to subordinates require little persuasion.

Messages flowing downward follow the direct strategy with the purpose stated

immediately.

Figure 10.8 Persuasive Organizational Message Flowing Downward

B. Persuading the Boss: Messages Flowing Upward

Messages to managers should emphasize how the proposal saves money or

benefits the business.

Soften your words when persuading upward and avoid sounding pushy.

Use facts, statistics, examples, and specific details to build a solid foundation for

your request.

Figure 10.9 Persuasive Message Flowing Upward

PowerPoint slides 37-40

V. Creating Effective Sales Messages in Print and Online (p. 345)

PowerPoint slides 41-51

A. Applying the 3-x-3 Writing Process to Sales Messages

1. Analyzing the Product and Purpose for Writing

Study the product or service carefully.

Identify the central selling points.

Determine the purpose of your letter.

2. Adapting a Sales Message to Its Audience

Tailor the message to a specific audience.

Use mailing lists to increase response rate.

B. Crafting Successful Sales Messages

1. Gaining Attention in Sales Messages

Offer

Promise

Question

Quotation or proverb

Fact

Product feature

Testimonial

Startling statement

Personalized action setting

2. Building Interest With Rational and Emotional Appeals

Rational appeal—associated with reason and intellect

Emotional appeal—relates to status, ego, and sensual feelings

Dual appeal—combines rational and emotional appeals

3. Eliciting Desire and Reducing Resistance

When price is an issue, delay mentioning price, show the price in small units,

demonstrate how the reader saves money, and compare prices with competitors’.

Testimonials

Names of satisfied users

Money-back guarantee or warranty

Free trial or sample

Performance tests, polls, or awards

4. Motivating Action at the Conclusion of a Sales Message

Offer a gift.

Promise an incentive.

Limit the offer.

Set a deadline.

Guarantee satisfaction.

5. Putting Together All the Parts of a Sales Message

Because direct mail is expensive, create sales messages that present complete

information in a personalized tone for specific audiences.

Figure 10.10 Channel Choice: Direct Mail and Social Media

Figure 10.11 HealthSelect Sales Letter

PowerPoint slides 52, 53

C. Writing Successful E-Mail Sales Messages

Craft a catchy subject line.

Keep the main information “above the fold.”

Make the message short, conversational, and focused.

Convey urgency.

Sprinkle testimonials throughout the copy.

Provide a means for opting out.

PowerPoint slides 54, 55

D. Writing Short Persuasive Messages Online

Tweets and other online posts can be used to influence others and to project a

professional online presence.

Writers try to pitch offers, prompt specific responses, or draw the attention of

their audiences to interesting events and media links.

Figure 10.12 Analyzing Persuasive Tweets

PowerPoint slides 56, 57

VI. Developing Persuasive Press Releases (p. 355)

Open with attention-getting lead.

Include answers to the five Ws and H.

Appeal to the audience of the target market.

Present the most important information early, followed by supporting information.

Make the release visually appealing.

Look and sound credible.

Figure 10.13 Press Release With a Broad Appeal

PowerPoint slides 58-64