Business Communications Chapter 7- Persuasive Messages – Flashcards
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Who is the audience?
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First question when analyzing audience
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What is the relationship with the audience?
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Second question when analyzing audience
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How will the audience likely react?
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Third question when analyzing audience
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What does the audience already know?
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Fourth question when analyzing audience
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What is unique about the audience?
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Fifth question when analyzing audience
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Ethos
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Persuasion principle--- an appeal based on credibility Ex. Demonstrate good character; provide your background and experience
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Pathos
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Persuasion principle--- an appeal based on emotion ex. connect with people on an emotional level; use stories and imagery
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Logos
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Persuasion principle--- an appeal based on logic ex. use solid evidence and reasoning; provide facts and expert opinion
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Determine How to Start the Message
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First step in Writing a Short Persuasive Message Deciding whether to use a direct or indirect approach
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Capture the reader's attention
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Second step in Writing a Short Persuasive Message Ex. rhetorical question, relevant to the audience, short
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Justify your idea or request
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Third step in Writing a Short Persuasive Message Use: facts and stats, expert opinions, examples
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Deal with Obstacles
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Fourth step in Writing a Short Persuasive Message Address obstacles directly, devote little space to objects, incorporate objections into benefits
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Motivate Action
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Fifth step in Writing a Short Persuasive Message Restate the request, make the desired action easy for the reader to take, end on a forward-looking note, use a polite, sincere tone
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Central Selling Theme
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Find one major reader benefit that you will introduce early and emphasize throughout the letter
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Interpret Features
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Creating Interest and Building Desire in a Sales Letter devote several paragraphs to interpreting the product's features
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Use vivid language
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Creating Interest and Building Desire in a Sales Letter invite the reader to pay attention
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Use Objective, Ethical Language
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Creating Interest and Building Desire in a Sales Letter maintain credibility by providing specific facts and figures
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Mention Price
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Creating Interest and Building Desire in a Sales Letter Subordinate or downplay price in your message
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Refer to enclosures
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Creating Interest and Building Desire in a Sales Letter refer to enclosures at the end of the letter
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Motivating Action
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Make the action clear and easy to take. Ask confidently. Encourage prompt action. End your letter with a reminder of a reader benefit.
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Writing negative feedback
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Consider an indirect style. Give specific evidence about what went wrong. Maintain a calm, objective tone. Close with a confident, respectful tone.
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Show appreciation for the feedback
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(Responding to Negative Online Feedback) Thank the writer for the review—even negative comments give you the opportunity to respond and restore your company's reputation.
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Reinforce positive aspects of the review
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(Responding to Negative Online Feedback) Many reviews will include some positive points; highlight those for other readers.
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Address negative aspects directly
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(Responding to Negative Online Feedback) Explain the situation and what you will do to correct the situation. Then, follow through to use negative feedback to improve operations or service.
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Invite the customer back
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(Responding to Negative Online Feedback) If you can contact the writer directly, you might offer a special discount to entice him or her to try your company again—and to have a better experience.
