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Guffey-Loewy_EBC11e-Ch08-InstructorPPT_FINAL.pptxChapter 8: Persuasive Messages
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 2
Explain digital age persuasion and identify time-proven persuasive techniques.
Learning Outcome 1
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Ch. 8 / Slide 3
Understanding Persuasion in the Digital Age
Instead of issuing commands, many managers try to influence others.
Leaner corporate hierarchies
Blurring lines of authority
Reliance on teams
Savvy, well-informed consumers
Persuasive skills are ever more important:
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
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Ch. 8 / Slide 4
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 types are in the persuasion business.
Persuasive techniques are more subtle and misleading.
Persuasion is more complex and impersonal.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 5
Effective Persuasion Techniques
Establish credibility.
Make a reasonable, specific request.
Tie facts to benefits.
Recognize the power of loss.
Expect and overcome resistance.
Share solutions and compromise.
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Ch. 8 / Slide 6
Learning Outcome 2
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Craft persuasive messages that request actions.
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Ch. 8 / Slide 7
Writing Plan for Persuasive Requests
Opening – Capture attention.
Ask a stimulating question.
Describe a problem.
Make an unexpected statement.
Suggest reader benefits.
Offer praise or compliments.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 8
Writing Plan for Persuasive Requests
Body – Build interest.
Anticipate objections, and offer counterarguments.
Explain the purpose of the request.
Prove its merit.
Use facts, statistics, expert opinion, examples, and details.
Focus on the reader’s direct and indirect benefits.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 9
Writing Plan for Persuasive Requests
Closing – Motivate action.
Ask for a specific action.
Make the action easy to take.
Show courtesy, respect, and gratitude.
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Ch. 8 / Slide 10
Write compelling claims and deliver successful complaints.
Learning Outcome 3
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 11
Writing Effective Persuasive Claims and Complaints
Develop a claim message logically.
Perhaps open with praise or a point of agreement.
Review what you have done to resolve the problem.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 12
Writing Effective Persuasive Claims and Complaints
Explain precisely what happened or why your claim is valid.
Enclose copies of relevant documents.
Close with a clear action statement.
Develop a claim message logically.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 13
Writing Effective Persuasive Claims and Complaints
Adopt a moderate tone.
Don’t suggest the receiver intended to deceive you or intentionally created the problem.
Calmly express your disappointment.
Appeal to receiver’s sense of responsibility.
Communicate your feelings without rancor.
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Learning Outcome 4
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 14
Understand interpersonal persuasion at work, and compose persuasive messages within organizations.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 15
Crafting Persuasive Messages in Digital Age Organizations
Managers no longer serve as primary
information providers.
Many supervisors view themselves as collaborators and mentors.
Executives increasingly rely on persuasion to achieve buy-in from subordinates.
Shift in authority is affecting the strategies and tone of workplace persuasive messages.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 16
Persuading Employees: Messages Flowing Downward
Participating in volunteer projects
Joining programs to stop smoking, lose weight, or start exercising
Persuasive requests may include the following:
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 17
Persuading Employees: Messages Flowing Downward
Instructions or directives moving downward from supervisors usually require little persuasion.
Paying attention to tone is necessary.
BUT:
Presenting honest, accurate evidence is the best strategy.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 18
Persuading the Boss: Messages Flowing Upward
Focus on evidence such as facts and figures.
If possible, quantify the benefits of your idea in dollar terms.
Be confident and appear competent when pitching your idea.
Be sensitive to tone; use words such as suggest and recommend, not you must or we should.
BUT:
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Learning Outcome 5
Ch. 8 / Slide 19
Create effective and ethical direct-mail and e-mail sales messages.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 20
Writing Plan for Sales Messages: AIDA
Offer something valuable or promise a benefit.
Ask a question.
Provide a quotation, fact, or product feature.
Start with a testimonial or startling statement.
Opening – Gain attention.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 21
Writing Plan for Sales Messages: AIDA
Body – Build interest. Elicit desire.
Describe central selling points.
Make rational and emotional appeals.
Reduce resistance.
Consider money-back guarantees, free samples, or performance tests.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 22
Writing Plan for Sales Messages: AIDA
Closing – Motivate action.
Offer a gift.
Promise an incentive.
Limit the offer; set a deadline.
Guarantee satisfaction.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 23
The AIDA Strategy for Sales Messages
Attention
Interest
Desire
Action
Capture attention, create awareness, make a sales proposition, prompt audience to read on.
Describe central selling points; focus not on features of product/service but on benefits relevant to the reader’s needs.
Reduce resistance, reassure the reader, elicit the desire for ownership, motivate action.
Offer an incentive or a gift, limit the offer, set a deadline, make it easy for the reader to respond, close the sale.
Opening
Body
Body
Closing
STRATEGY
CONTENT
SECTION
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 24
Anatomy of a Sales Message Applying AIDA
Attention
Sure, times are tough, but does that mean you have to give up your vacation altogether?
Asks personalized question.
If taking a cruise this year involves penny pinching, why not consider a cruise on a line known more for value than for the latest splashy features? BahamaBound offers remarkable value plus fabulous food in four restaurants, live entertainment, movie screens, a spa, a swimming pool, and even a dance club.
Interest
Presents alluring possibility.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 25
Anatomy of a Sales Message Applying AIDA
You don’t have to skimp on amenities with our two-night cruise embarking from Miami with base rates as low as $99 a person. One first-time cruiser said, “It was a blast! We were treated like royalty, spoiled almost rotten.”
Includes a testimonial and highlights one outstanding feature to generate desire.
Desire
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 26
Anatomy of a Sales Message Applying AIDA
Action
You can enjoy the vacation of a lifetime, feast on fabulous cuisine, and be pampered at a spa—all on a budget with BahamaBound. If you are among the first 25 to respond, your reservation will be upgraded to an ocean-view stateroom with a balcony. For more information on surprisingly affordable cruise vacations, visit our website at BahamaBound.com.
Motivates action by repeating key benefits plus offering an incentive to act quickly.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 27
Writing Successful E-Mail Sales Messages
Craft a catchy subject line.
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Keep the main information “above the fold.”
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Make the message short, conversational, and focused.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 28
Writing Successful E-Mail Sales Messages
Convey urgency.
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Sprinkle testimonials throughout the copy.
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Provide a means for opting out.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 29
Writing Short Persuasive Messages Online
Business communicators use social media to promote their businesses, further their causes, and build their online personas—not primarily for overt selling.
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Many of the principles of persuasion also apply to micromessages (online posts or tweets) although only parts of the AIDA strategy may be used.
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 30
Types of Persuasive Posts and Tweets
Updates of events, experiences, thoughts, and exploits
Promotional offers such as an invitation to participate in games
Announcements of interesting events, publications, and media links
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© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 31
Reviewing Persuasive Tweets
Strategic business tweets are most effective when they are:
Clever
Concise
Subtle
Helpful
Chapter 8: Persuasive Messages
Ch. 8 / Slide 32
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