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BC Class 8_S_

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					           Business
         Communication
                    Donald R. Simon, Esq.
Adjunct Professor - KCKCC Leavenworth Center
                                            Fall 2010

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 1
     Business Communication
        Lecture: “Persuasive
         Messages”
        Grammar and
         correction exercises




Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 2
                     Writing Plan for a
                    Persuasive Request

                 Opening                          Body        Closing


       Capture the reader’s attention.
           Describe a problem, state something
           unexpected, suggest reader benefits,
           offer praise or compliments, or ask a
           stimulating question.


Mary Ellen Guffey, Essentials of Business Communication, 8e       Chapter 8, Slide 3
                     Writing Plan for a
                    Persuasive Request

                 Opening                          Body          Closing


Build interest.                                    Reduce resistance.
 Explain logically and                                Anticipate objections.
  concisely the purpose                                Offer counterarguments.
  of the request.                                      Establish credibility.
 Prove its merit.                                     Demonstrate competence.
 Use facts, statistics,                               Show the value of your
  and expert opinion.                                   proposal.

Mary Ellen Guffey, Essentials of Business Communication, 8e          Chapter 8, Slide 4
                     Writing Plan for a
                    Persuasive Request

                 Opening                          Body        Closing


          Motivate action.
           Ask for a particular action.
           Make it easy to respond.
           Show courtesy, respect, and
            gratitude.

Mary Ellen Guffey, Essentials of Business Communication, 8e       Chapter 8, Slide 5
 Requesting Favors and Actions
  When is persuasion necessary?
  Requests for time, money, information,
   special privileges, and cooperation
   require persuasion.




Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 6
 Requesting Favors and Actions

   Why are requests granted?
    Requests may be granted because the
     receivers
         •   are genuinely interested in your project.
         •   see benefits for others.
         •   expect goodwill potential for themselves.
         •   feel obligated as professionals to contribute
             their time or expertise to "pay their dues."


Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 7
          Persuasive Favor Request
              Before Revision




                       Open letter
                       by clicking
                      icon at right.



Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 8
          Persuasive Favor Request
               After Revision




                    Open revised
                  letter by clicking
                    icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 9
Persuading Within Organizations

     Persuading subordinates
      Instructions or directives moving downward
       usually require little persuasion. However,
       persuasion may be necessary to
           • generate “buy-in”
           • ask workers to perform outside their work
             roles
           • accept changes not in their best interests.


Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 10
Persuading Within Organizations

     Persuading the boss
      In requests moving upward
           • provide evidence.
           • don’t ask for too much.
           • use words such as “suggest” and
             “recommend.”
      Sentences should sound nonthreatening,
       for example, “It might be a good idea if....”

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 11
                       Persuasive Memo
                        Before Revision




                      Open memo
                       by clicking
                      icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 12
                       Persuasive Memo
                        After Revision




                Open revised
               memo by clicking
                 icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 13
       Good and Bad Openings for
         Persuasive Requests
 Which of the following openings are effective?
 1. To the vice president: As an employee who can
    never find a parking place, I want you to know that
    we must change the method of assigning spaces.
 2. To all employees: Because of our concern for the
    health and wellbeing of employees, we are
    considering a wellness program with considerable
    incentives to those who participate.
 3. About 15 months ago your smooth-talking
    salesperson seduced us into buying your Model RX
    copier, which has been nothing but trouble ever
    since.
Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 14
       Good and Bad Openings for
         Persuasive Requests
 Which of the following openings are effective?

   4. We need a speaker for our graduation ceremony,
      and your name was suggested.
   5. We realize that you are an extremely busy
      individual and that you must be booked up months
      in advance, but would it be possible for you to
      speak at our graduation ceremony June 7?
   6. You were voted by our students as the speaker
      they would most like to hear at graduation on
      June 7.

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 15
           Ineffective Favor Request




                                                              Open letter
                                                              by clicking
                                                              icon at left




Mary Ellen Guffey, Essentials of Business Communication, 8e              Chapter 8, Slide 16
            Improved Favor Request




                                                          Open revised
                                                        letter by clicking
                                                           icon at left.


Mary Ellen Guffey, Essentials of Business Communication, 8e          Chapter 8, Slide 17
  Making Claims and Requesting
 Adjustments (Complaint Letters)
    Avoid sounding angry, emotional, or
     irrational.
    Begin with a compliment, point of
     agreement, statement of the problem, or a
     brief review of action you have taken to
     resolve the problem.
    Provide identifying data.
    Explain why the receiver is responsible.

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 18
  Making Claims and Requesting
 Adjustments (Complaint Letters)
  Enclose document copies supporting your
   claim.
  Appeal to the receiver’s fairness, ethical and
   legal responsibilities, and desire for customer
   satisfaction.
  Describe your feelings and your
   disappointment.
  Close by telling exactly what you want done.

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 19
      Examine This Effective
 Claim Request (Complaint Letter)




                       Open letter
                       by clicking
                      icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 20
       Ineffective Complaint Letter




                                                              Open letter
                                                              by clicking
                                                              icon at left.



Mary Ellen Guffey, Essentials of Business Communication, 8e               Chapter 8, Slide 21
         Improved Complaint Letter




                                                         Open revised
                                                       letter by clicking
                                                          icon at left.


Mary Ellen Guffey, Essentials of Business Communication, 8e          Chapter 8, Slide 22
                 AIDA Writing Plan for
                    a Sales Letter

                 Opening                          Body        Closing



     Capture the ATTENTION of the reader.
         Offer something valuable, promise a
         benefit, ask a question, provide a
         quotation, and so forth.



Mary Ellen Guffey, Essentials of Business Communication, 8e       Chapter 8, Slide 23
                    Gaining Attention
     1. Offer
        Take your old cell phones to one of our
        collection centers, and we'll recycle it
        and donate a portion of the proceeds to
        charity.
     2. Benefit
        You'll help our environment and help
        your neighbors in the process.

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 24
                    Gaining Attention

   3. Question
      Microsoft has evolved. Have you?
   4. Quotation or proverb
      Opportunity seldom knocks twice.
   5. Related fact
      A virus is a computer program written to
      perform malicious tasks.

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 25
                    Gaining Attention

   6. Testimonial
      “I never stopped eating, yet I lost 107
      pounds.”—Tina Rivers, Greenwood,
      South Carolina

   7. Startling Statement
      Drunk drivers injure or cripple more than
      500,000 victims every year.

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 26
                 AIDA Writing Plan for
                    a Sales Letter

                 Opening                          Body        Closing



         Build INTEREST.
              Emphasize a central selling point.
              Make rational and emotional appeals.
                           To learn more, click icon:


Mary Ellen Guffey, Essentials of Business Communication, 8e       Chapter 8, Slide 27
                 AIDA Writing Plan for
                    a Sales Letter

                 Opening                          Body        Closing

     Elicit DESIRE.
          To reduce resistance, use testimonials,
          money-back guarantees, free samples,
          performance tests, or other techniques.
                           To learn more, click icon:


Mary Ellen Guffey, Essentials of Business Communication, 8e       Chapter 8, Slide 28
                 AIDA Writing Plan for
                    a Sales Letter

                 Opening                          Body        Closing


        Motivate ACTION.
             Offer a gift, promise an incentive, limit
             the offer, set a deadline, or guarantee
             satisfaction. Include a P.S. with a
             special inducement.

Mary Ellen Guffey, Essentials of Business Communication, 8e       Chapter 8, Slide 29
                  Checklist for
             Analyzing a Sales Letter
   At what audience is the letter aimed?
   Is the appeal emotional or rational? Is the
    appeal effective?
   Is the opening effective?
   What techniques capture the reader's
    attention?
   Is a central selling point emphasized?
   Does the letter emphasize reader benefits?

Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 30
                  Checklist for
             Analyzing a Sales Letter
   How does the letter build interest in the
    product or service?
   How is price introduced?
   How does the letter anticipate reader
    resistance and offer counterarguments?
   What action is to be taken and how is the
    reader motivated to take that action?
   What motivators spur the reader to act
    quickly?
Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 31
                Examine This Effective
                    Sales Letter




                        Open letter
                        by clicking
                       icon at right.


Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 32
               Writing Successful
              Online Sales Messages

 Communicate only                                   Make the message
  with those who have                                 short, conversational,
  given permission!                                   and focused.
 Craft a catchy                                     Convey urgency.
  subject line.                                      Sprinkle testimonials
 Keep the main                                       throughout the copy.
  information “above                                 Provide a means for
  the fold.”                                          opting out.

Mary Ellen Guffey, Essentials of Business Communication, 8e       Chapter 8, Slide 33
     Business Communication
        Lecture: “Informal
         Reports”
        Grammar and
         correction exercises
        Read: Chap. 9




Mary Ellen Guffey, Essentials of Business Communication, 8e   Chapter 8, Slide 34

				
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