Making Your Case with Persuasive Messages and Proposals
- 1. © 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. 9-1 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.
- 2. 9-2 © 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. Persuasive Messages • A lot of the messages we write about in our jobs are for persuasion. – Convey an appealing company image – Promote a new product – A cover letter • It is often best to organize persuasive messages in an Indirect format. • Preparing your reader to accept your idea is a better approach than just blurting out the idea and arguing in favor of it all through out the message
- 3. 9-3 © 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. General Format for Persuasion 1. Know your readers – Critical to think from the reader’s point of view 2. Choose and develop targeted reader benefits – No one is persuaded without any reason – There could be some form of reward. Tangible (save money, gain a product) Intangible (Prestige, status) – Also consider benefits. Intrinsic benefit (The pleasure of attending an event), Extrinsic benefit (A gift at the door), a Combination of Intrinsic & Extrinsic (a meal)
- 4. 9-4 © 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. General Format for Persuasion 3. Make good use of persuasive appeals. – There are three kinds of persuasive appeals. I. Logical – appeals to the thinking mind (saving money, making money, doing a better job, getting better use) II. Emotional – appeals to the senses (feeling, tasting, smelling, hearing, sight) III. Character based – uses a spokesperson’s voice and projected image to win trust and invite readers to identify with the speaker
- 5. 9-5 © 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. General Format for Persuasion 4. Make it easy for readers to understand. – Do not lose the main point of the message – Make the desired action as easy as possible to perform.
- 6. 9-6 © 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. Types of Persuasion Messages 1. Persuasive Requests
- 7. 9-7 © 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. Plan for Persuasive Requests 1.Open with words that – gain attention & – set up the whole message 2. Develop the persuasion appeal using a you- viewpoint. 3. Make the request clearly and without negatives. 4. You could end the message with the request or with words that recall the appeal.
- 8. 9-8 © 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. Sales messages are a controversial area of business communication -Many sales messages are unwanted -Junk mail clutters people’s mailboxes -Spam clutters their inboxes Some text messages use unethical tactics -they may make deceptive claim, -they may omit important information Sales Messages
- 9. 9-9 © 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. -they may rely heavily on visuals that trigger an emotional response -they may interfere with or even sabotage the readers computer Use your conscience and your ability to put yourself in the readers shoe to create ethical persuasive messages. Sales Messages
- 10. 9-10 © 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. A sales message requires special planning - Learn all you can about your service or product and your intended readers - Then select an appropriate central appeal and supporting appeals - Determine the make up of the mailing • Decide what you will include in the main message and what in the auxiliary pieces • Consider a creative approach to the sales letter format • Email sales messages can also have auxiliary pieces and innovative format. Plan for Sales messages
- 11. 9-11 © 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. Proposals resemble reports but differ in their fundamental purpose. - They are intentionally persuasive - They can be categorized in two ways I. Internal or External II. Solicited or unsolicited They vary widely in terms of format & formality - As with reports, proposal formats can range from short emails to long elaborate documents Proposals
- 12. 9-12 © 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. - Their levels of formality varies as well The goal of your content is to make a persuasive argument - Review you readers needs and your ability to address them - Then develop your central argument - Bear in mind the main criteria that evaluators use. Proposals
- 13. 9-13 © 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. The contents of proposals vary with need, but you should consider these topics: - The writers purpose and the readers need - The background - The need - The description of the plan - The benefits - The particulars(e.g. Methods, schedule, performance standards) - Your ability to deliver - Concluding comments Proposals