Professional Documents
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Managerial communication
Persuasive messages:
Convincing your boss/colleague/customers
Persuasion is an attempt to change someones attitudes, beliefs, or actions.
Not enough to have a just great idea/product, also need persuasion
A common mistake in persuasive messages :failing to clarify your purpose
To persuade successfully: consider both the positive and
negative aspects of your proposed solution.
Most persuasive communicators assume that their audiences have
prioritized their own needs and desires.
To know the audience needs:
Demographics characteristics: age, gender, occupation, income, education.
Psychographics characteristics: personality, attitudes lifestyle.
Persuasion
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G. Anticipate objections.
Anticipate and answer potential objections.
Present the pros and cons of all options if you anticipate a hostile reaction.
Managerial communication
A. Analyze Situation
2.Writing
Adapt to
the Audience
3.Completing
Revise
B. Gather Information
Produce Message
C. Select Medium
Proofread Message
D. Get Organized
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Compose
the Message
Distribute Message
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2. Purpose
Demographics
Request action
Psychographics
Prompt decisions
Motivation
Change attitudes
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B.Gather Information
Knowledge
Beliefs
Emotions
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Audience reaction
Power and expertise
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Persuasive Messages
Four essential strategies
1. Frame your arguments (AIDA Model)
2. Balancing Emotional and Logical Appeals
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Logic
Feelings
Analogy(correlation)
Sympathies
Induction
Needs
Deduction
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Hasty generalizations
Circular reasoning
Attacking the opponent
Oversimplification
Cause and effect assumptions
Faulty analogies
Illogical support
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4.Anticipate Objections
Bring up possible customers objection
Test your theories
Ask the audience
Present all sides
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Sales messages
Action
Purchase
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Our easy financing plan includes no money down, no interest, and no payments for
24 months.
Our marketing communication audit accurately measures the impact of your
advertising and public relations efforts.
The spools in our fly fishing reels are machined from solid blocks of aircraft-grade
aluminum.
You can buy what you want right now, even if you have limited cash on
hand.
You can find out whether your message is reaching the target audience
and whether youre spending your marketing budget in the best
possible manner.
Go fishing with confidence: These lightweight reels will stand up to the
toughest conditions.
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A.Getting Attention
Product Benefits
Common Ground
Genuine News
Personal Appeals
Inside Information
Promised Savings
Product Samples
Problem Solutions
suggestive Images
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A piece of genuine news. Take entertainment to a whole new place (for Verizons
V Cast service, which lets people download a variety of entertainment services to their
mobile phones).
A point of common ground with the audience. An SUV adventurous enough to accommodate
your spontaneity and the gear that comes with it.
A personal appeal to the readers emotions and values. The only thing worse than
paying taxes is paying taxes when you dont have to.
The promise of savings. Right now, you can get huge savings on a new camera phone.
A sample or demonstration of the product. Heres your free sample of the new Romalite
packing sheet.
A solution to a problem. This backpacks designed to endure all a kids dropping and
dragging.
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B.Building Interest
Build intrigue
Support promises
Highlight benefits
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C.Increasing Desire
Focus on the audience
Emphasize the benefits
Support your claims
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D.Motivating Action
The next step
A sense of urgency
Professionalism
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