BUSINESS COMMUNICATION

Transcription

1 BUSINESS COMMUNICATION Building Critical Skills First Canadian Edition Kitty O. Locker Stephen Kyo Kaczmarek Kathryn Braun

2 odule 12 Skills to Persuasive Messages Choose and implement a persuasive strategy. Write effective subject lines for persuasive messages. Organize persuasive messages.

3 odule 12 Skills to Persuasive Messages Identify and overcome objections. Write common kinds of persuasive messages. Continue to analyze business communication situations.

4 odule 12 Topics Persuasive Messages What is the best persuasive strategy? What is the best subject line for a persuasive message? How should I organize persuasive messages? How do I identify and overcome objections?

5 odule 12 Topics Persuasive Messages What other techniques can make my messages more persuasive? What are the most common kinds of persuasive messages? How can PAIBOC help me write persuasive messages?

6 Kinds of Persuasive Messages Orders and Requests Proposals and Recommendations Sales and Fund-Raising Letters Job Application Letters Reports (if they recommend action)

7 Persuasive Messages Primary Purposes To have the reader act. To provide enough information so the reader knows exactly what to do. To overcome any objections that might prevent or delay action.

8 Persuasive Messages Secondary Purposes To build a good image of the writer. To build a good image of the writer s s organization. To cement a good relationship between the writer and reader. To reduce or eliminate future correspondence on the same matter.

9 Direct Requests Use when The audience will do as you ask without resistance. You need a response only from people willing to act. The audience is busy and may not read all messages. Your organization s s culture prefers them.

10 Direct Requests Follow this pattern Consider asking immediately for the information or service you want. Give readers all the information and details they need to act on the request. Ask for the action you want.

11 Problem-Solving Messages Use when The audience is likely to object. You need action from everyone. You trust the audience to read the entire message. You expect logic to be more important than emotion in the decision.

12 Problem-Solving Messages Follow this pattern Describe the problem you both share. Give the details of the problem s impact on your reader. Explain the solution to the problem. Show that any negative elements are outweighed by advantages. Summarize any additional benefits. Ask for the action you want.

13 Overcoming Objections Specify how much time/money is required. Put the time/money in the context of the benefits they bring. Show that money spent now saves money later. Show benefits to another group or cause.

14 Overcoming Objections continued Show that sacrifice is needed for a higher goal. Show that advantages outweigh disadvantages. Turn a disadvantage into an opportunity.

15 PAIBOC and Audience Analysis P A I B O C What are your purposes in writing? Who is (are) your audiences? What information must your message include? What reasons or reader benefits can you use to support your position? What objections can you expect your reader(s) to have? How will the context affect reader response?