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Chapter 10

Chapter 10. Persuasive and Sales Messages. Chapter 10. Effective/Ethical Persuasion Effective Persuasive Techniques Establishing credibility Making a reasonable, precise request Tying facts to benefits Recognizing the power of loss Expecting and overcoming resistance

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Chapter 10

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  1. Chapter 10 Persuasive and Sales Messages

  2. Chapter 10 • Effective/Ethical Persuasion • Effective Persuasive Techniques • Establishing credibility • Making a reasonable, precise request • Tying facts to benefits • Recognizing the power of loss • Expecting and overcoming resistance • Sharing solutions and compromising

  3. Chapter 10 • Techniques to Improve Persuasion • Avoid sounding preachy or parental • Resist pulling rank • Avoid making threats • Soften your words when persuading upward • Be enthusiastic • Be positive and likeable

  4. Chapter 10 • Apply the 3-x-3 Writing Process • Phase 3: Analyze, Anticipate, Adapt • Phase 2: Research, Organize, Compose • Phase 3: Revise, Proofread, Evaluate

  5. Chapter 10 • Four-part strategy for persuasive messages • Attention • Interest • Desire • Action

  6. Chapter 10 • Gain Attention • Use the indirect strategy • Begin with • A problem description • An unexpected statement • A compliment or praise • A reader benefit • A stimulating question

  7. Chapter 10 • Build Interest • Use facts, statistics, examples, testimonials • Establish you credibility by explaining your background/expertise • Tie facts to direct or indirect benefits

  8. Chapter 10 • Create Desire • Anticipate objections • Offer counterarguments • Use “what-if” scenarios • Show value of proposal

  9. Chapter 10 • Motivate Action • Make a precise request • Include a deadline • Repeat a benefit • Provide details • Offer an incentive

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