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Chapter 10: Persuasive and Sales Messages

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Chapter 10: Persuasive and Sales Messages Learning Objectives 1 Strategies for Making Persuasive Requests 2 Blending the Components of a Persuasive Message ... – PowerPoint PPT presentation

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Title: Chapter 10: Persuasive and Sales Messages


1
Chapter 10 Persuasive and Sales Messages
2
Learning Objectives
  • 1 Strategies for Making Persuasive Requests
  • 2 Blending the Components of a Persuasive
    Message
  • 3 Writing Successful Persuasive Requests
  • 4 Planning and Composing Effective Sales
    Messages
  • 5 Developing Persuasive Press Releases

3
Strategies for Making persuasive Requests
  • What is Persuasion?
  • The ability to use argument or discussion in
    attempting to change an individual's beliefs or
    actions.
  • To present information that enables others to
    see the benefits of what you are offering.
  • Persuasion doesnt involve coercion or trickery.

4
Strategies for Making persuasive Requests
  • Effective Persuasion Techniques
  • Readers or listeners will be more inclined to
    accept what you are offering if you focus on the
    following
  • - Establish credibility
  • - Make a reasonable precise request
  • - Expect and overcome resistance
  • - Share solutions

5
Strategies for Making persuasive Requests
  • The Importance of Tone
  • How can persuaders improve the tone of their
    requests?
  • - Avoid sounding preachy or
    parental
  • - Avoid making threats
  • - Soften your words
  • - Be enthusiastic
  • - Be positive and likeable

6
Strategies for Making persuasive Requests
  • Applying the 3-x-3 Writing process
  • Analyzing the Purpose
  • Adapting to the Audience
  • Researching Organizing Data

7
Strategies for Making persuasive Requests
  • Analyzing the Purpose
  • - Your purpose establishes the strategy of the
    message
  • - Know what your purpose is
  • - Know what response you want

8
Strategies for Making persuasive Requests
  • Adapting to the Audience
  • - Learn about your audience members
  • - Search for ways to connect your purpose with
    their needs or goals. Ex ( money, power comfort
    )
  • - Be ready to answer (Who, What, and Why)
    questions

9
Strategies for Making persuasive Requests
  • Researching Organizing Data
  • - Brainstorm and prepare cluster diagrams of
    your ideas
  • - Organize your data into an appropriate
    strategy

10
Blending the Components of a Persuasive Message
  • Gaining Attention
  • Building Interest
  • Reducing Resistance
  • Motivating Action

11
Blending the Components of a Persuasive Message
  • Gaining Attention
  • Provide - Personal Experience
  • - A solution
    to a problem
  • - A What if
    ? opening
  • - A startling
    statement

12
Blending the Components of a Persuasive Message
  • Building Interest
  • - Use Facts, Direct benefits, statistics,
    and examples
  • - make request precise and reasonable
  • - Stress a central selling point

13
Blending the Components of a Persuasive Message
  • Reducing Resistance
  • - Anticipate audience objections
  • - Present counterarguments while
    emphasizing on benefits
  • - Demonstrate competence

14
Blending the Components of a Persuasive Message
  • Motivating Action
  • - Make the action easy to take
  • - Restate reward for specific action
  • - Motivate quick action

15
Writing Successful Persuasive Requests
  • Requesting Favors and Actions
  • Persuading within Organizations
  • Complaint Letters

16
Writing Successful Persuasive Requests
  • Requesting Favours and Actions
  • The use of the indirect pattern is appropriate
    (delaying the request until after logical reasons
    have been presented)
  • emphasize benefits to the reader
  • Anticipate resistance with explanations
  • Motivate action

17
Writing Successful Persuasive Requests
  • Persuading within Organizations
  • - Follow the Direct or Indirect pattern
  • - Provide facts by using figures
  • - Present honest arguments
  • - Emphasize how the proposal benefits the
    business

18
Writing Successful Persuasive Requests
  • Complaint Letters
  • - Make a reasonable request
  • - Present a logical case with clear facts
  • - Adopt a moderate tone Avoid showing anger
  • - Close with a clear statement of what you want
    done

19
Planning and Composing Effective Sales Messages
  • Applying the 3-x-3 Writing Process to Sales
    Messages.
  • Crafting a Winning Sales Message

20
Writing Successful Persuasive Requests
  • Applying the 3-x-3 Writing Process to Sales
    Messages
  • - Study your product or service
    carefully
  • - Evaluate the competition
  • - Identify your central selling
    points
  • - Target your message to a selected
    group

21
Writing Successful Persuasive Requests
  • Crafting a Winning Sales Message
  • - Gain attention with a provocative
    message. Ex (startling statement) let the poor
    and hungry feed themselves! For just 100 they
    can
  • - Emphasize the central selling points
    by using Rational or Emotional appeals

22
Writing Successful Persuasive Requests
  • Crafting a Winning Sales Message
  • - Reduce resistance by building desire
    for the product. Ex testimonials, free trials.
  • - Motivate action by offering a gift
    or incentive, limiting an offer and guaranteeing
    satisfaction.

23
Developing Persuasive Press Releases
  • How to make The release of new information about
    your company appealing to the media.
  • - Present Important information early.
  • - Appeal to the audience of the target
    media.
  • - Look and sound credible.
  • - Maintain visual interest.

24
Bibliography
  • Nelson education. Business Communication
    Process and Product John Molson School of
    Business First Custom Edition. Toronto, ON 2010.
  • ZENOME sub category lt http//www.zenome.com/di
    rectory/index.php?parentID007.063.010desc10- gt
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