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Business Communication

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Lecturer: Gareth Jones Class 12: Persuasive Messages – PowerPoint PPT presentation

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Title: Business Communication


1
Business Communication
  • Lecturer Gareth Jones
  • Class 12 Persuasive Messages

2
Today
  • Persuasive Messages
  • Complaint
  • Reference Request

3
Persuasive Messages
  • Used to change an audiences beliefs, attitudes,
    and actions
  • Present an argument that readers will agree with
    and support

4
Persuasive Messages
  • Used when
  • We are trying to sell something
  • Asking people to support an idea
  • Asking for an increase in salary
  • Asking your boss to use your ideas

5
Persuasive Messages
  • Longer and more complicated than routine messages
  • Require much more planning

6
3 Step Writing Process
  • Planning
  • Writing
  • Completing

7
Planning
  • Analyse your purpose
  • Analyse your audience
  • Establish Credibility
  • Be ethical

8
Planning
  • Purpose
  • Difficult because
  • Audiences are busy
  • There are competing requests

9
Planning
  • For these reasons, purpose must be clear,
    necessary and appropriate for the written channel

10
Planning
  • Audience
  • Search for common ground
  • Find points of agreement
  • Show how you can satisfy their needs

11
Planning
  • Ask
  • Who is my audience?
  • What do they need?
  • What do I want them to do?
  • How might they resist?
  • What other offers exist?

12
Planning
  • Appeal to your audiences needs!
  • Find out their age, gender, occupation, income,
    etc.
  • Change your message around this info

13
Planning
  • Credibility
  • This is your capability for being believed
    because youre reliable and worthy of confidence.
  • Credibility believability

14
Getting Credibility
  • Support your message with facts.
  • Documents, statistics, research results
  • Name your sources
  • Where did this information come from?
  • If audience respects your sources, this is very
    effective

15
Getting Credibility
  • Be an expert
  • Clearly demonstrate your knowledge of the subject
  • Establish common ground
  • Highlight the beliefs that you share with the
    audience.

16
Getting Credibility
  • Be enthusiastic
  • Be excited about your subject
  • Be objective
  • Show all sides of the issue to present fair
    arguments

17
Getting Credibility
  • Be trustworthy
  • Earn audiences trust with honesty and
    dependability
  • Have good intentions
  • Keep audiences interest at heart

18
Planning
  • Be ethical
  • To be ethical is to do things in an honest, moral
    way
  • Are morals universal?

19
Planning
  • Do not try to manipulate or trick your audience.
  • Persuade your audience, but keep their needs at
    heart
  • Why?

20
3 Step Writing Process
  • Planning
  • Writing
  • Completing

21
Writing
  • Direct? Indirect?
  • Based on audiences reaction

22
Writing
  • When to use Direct approach
  • When audience is objective
  • When a message is long
  • When audience has little time

23
Writing
  • Since the purpose is to convince or to change our
    audiences mind, we should usually use
  • The Indirect Approach

24
3 Step Writing Process
  • Planning
  • Writing
  • Completing

25
Completing
  • Use the same techniques
  • Edit for style, content and readability
  • Correct Errors

26
Persuasive Strategies
  • 4 strategies in successful persuasion
  • Framing your argument
  • Balancing your appeals
  • Reinforcing your position
  • Overcoming audience resistance

27
Persuasive Strategies
  • 4 strategies in successful persuasion
  • Framing your argument
  • Balancing your appeals
  • Reinforcing your position
  • Overcoming audience resistance

28
Persuasive Strategies
  • Framing your argument
  • Similar to indirect approach, but even more
    involved.
  • Use the AIDA approach

29
AIDA approach
  • AIDA 4 step argument
  • Attention (Opening)
  • Interest (Body)
  • Desire (Body)
  • Action (Closing)

30
AIDA approach
  • Attention
  • Begin persuasive messages with an attention
    getting statement that is
  • Personalised
  • You oriented
  • Straightforward
  • Relevant

31
AIDA approach
  • Interest
  • Explain relevance of message
  • Give more details

32
AIDA approach
  • Desire
  • Second part of your body
  • Provide evidence
  • Explain how change will help audience
  • Answer possible questions in advance

33
AIDA approach
  • Action
  • Closing
  • Suggest action for readers to take
  • Repeat audience benefits
  • Make the action easy

34
AIDA approach
  • Perfect for indirect messages
  • Save main idea for action phase
  • Can be used in direct messages
  • Use main idea as attention getter

35
AIDA approach
  • To be successful, narrow your focus
  • Why?
  • Stick to one goal or objective
  • One action we want the audience to perform

36
Persuasive message
  • Used when
  • We are trying to sell something
  • Asking people to support an idea
  • Asking for an increase in salary
  • Asking your boss to use your ideas

37
Strategy
  • Analyse your purpose
  • Analyse your audience
  • Establish Credibility
  • Be ethical

38
Credibility
  • Credibility
  • This is your capability for being believed
    because youre reliable and worthy of confidence.
  • Credibility believability

39
Credibility
  • Use Facts
  • Name sources
  • Be an expert
  • Find common ground
  • Be enthusiastic
  • Be honest

40
Ethics
  • Be ethical
  • To be ethical is to do things in an honest, moral
    way
  • Do not try to trick your audience

41
AIDA approach
  • AIDA 4 step argument
  • Attention (Opening)
  • Interest (Body)
  • Desire (Body)
  • Action (Closing)

42
Persuasive Strategies
  • 4 strategies for successful persuasion
  • Framing your argument
  • Appealing to the audience
  • Supporting your argument
  • Dealing with Resistance

43
Audience Appeal
  • In order to persuade our audience, we must appeal
    to them in some way
  • We can appeal to the heart and to the mind

44
Audience Appeal
  • Appealing to the audiences heart is called an
  • Emotional Appeal
  • This is when we try to persuade our audience by
    using their feelings

45
Audience Appeal
  • Emotional appeals
  • Use words like success, value, only, just
  • This will make your audience comfortable

46
Audience Appeal
  • Emotional appeals
  • Make your audience think your idea is the right
    thing to do

47
Audience Appeal
  • Appealing to the audiences mind is called a
  • Logical appeal
  • This is when we use evidence and facts to
    convince our audience

48
Audience Appeal
  • Logical Appeals
  • Have plenty of evidence
  • Dont attack your opponents
  • Make sure your claims are true

49
Persuasive Strategies
  • 4 strategies for successful persuasion
  • Framing your argument
  • Appealing to the audience
  • Supporting your argument
  • Dealing with Resistance

50
Supporting your argument
  • Increase your credibility with strong language
  • Use words that are strong and direct

51
Supporting your argument
  • Ask for small changes
  • Prepare for opposition
  • Be specific
  • Create a win-win situation
  • Use stories to make your points

52
Persuasive Strategies
  • 4 strategies for successful persuasion
  • Framing your argument
  • Appealing to the audience
  • Supporting your argument
  • Dealing with Resistance

53
Dealing with Resistance
  • Present all sides of your argument
  • The good
  • The bad
  • This will increase credibility

54
Dealing with Resistance
  • Think about possible objections and think of ways
    to answer them
  • This will help make your audience believe you

55
Persuasive Strategies
  • These are the four components of a successful
    persuasive message
  • Framing your argument
  • Appealing to the audience
  • Supporting your argument
  • Dealing with Resistance

56
Types of Messages
  • Persuasive Requests
  • Sales Letters

57
Types of Messages
  • Persuasive Requests
  • Sales Letters

58
Persuasive Requests
  • When asking for something small, use routine
    message strategy
  • When asking for something larger, use the AIDA
    plan

59
Persuasive Requests
  • Keep the request specific and possible
  • Say the direct and indirect benefits

60
Persuasive Requests
  • Begin with an attention grabbing device.
  • Show the readers that you are concerned and have
    a reason for making the request

61
Persuasive Requests
  • Interest and Desire sections
  • Gain credibility for you and your request
  • Make readers believe helping you will solve a
    problem

62
Persuasive Requests
  • Action Section
  • Once the idea has been shown, provide a specific
    action including dates, times, etc.

63
Types of Messages
  • Persuasive Requests
  • Sales Letters

64
Sales Letters
  • Your purpose is to sell your product
  • To do this we must highlight features and
    benefits, obvious right?

65
Sales Letters
  • Features something our product has
  • Benefits advantages the user will get

66
Sales Letters
  • Features
  • Benefits
  • LCD Screen
  • 100 free text messages
  • Prints 30 pages per minute
  • Wireless controllers
  • You wont hurt your eyes
  • Communicate with friends
  • Get work done fast
  • Play games from anywhere in the house

67
Sales Letters
  • Use the AIDA approach
  • Remember the other strategies as well
  • Appealing to the audience
  • Supporting your argument
  • Dealing with Resistance

68
Sales Letters
  • Attention
  • We want to use an attention getter that gets our
    reader to read the whole message

69
Attention
  • An interesting question
  • A sample of the product
  • A solution to a problem
  • Your products best feature
  • Anything to get the audience to read the message!

70
Attention
  • How would you like to travel the world?
  • Here is your free sample of Chanel perfume
  • Tired of being alone? We have the answer to your
    problem!
  • New software types what you say!

71
Interest
  • In the interest section, we must highlight the
    best feature of our product

72
Interest
  • To determine this, ask
  • What does the competition offer?
  • What are buyers looking for?

73
Interest
  • Describe the product in detail, focusing on all
    positive features

74
Desire
  • Mention the main benefit of your product
  • Mention other benefits as well (price,
    convenience, etc.)

75
Action
  • Ask your readers to do what you want
  • Convince them to act quickly

76
Sales Letters
  • If you are successful, readers will want your
    product and do what you ask!

77
Business Ethics
  • In persuasive messages, as in all kinds of
    business, we must be ethical and honest
  • This means following the rules of business

78
Bad ethics
  • In sales messages
  • Lying about your competition
  • Making false promises
  • Lying about your product

79
Bad Ethics in Western Business
  • Lying
  • Bribery (??)
  • Stealing information
  • Giving gifts (??)
  • Accepting gifts
  • Plagiarism
  • Selling bad goods

80
Ethics
  • We must follow the ethics of business and do
    business in an honest way

81
Business Ethics
  • We will look at some ethical dilemmas
  • Dilemma a difficult choice

82
Tomorrow
  • New media communication
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