Lecture Lesikar's business communication: Connecting in a digital world (13/e): Chapter 9 - Kathryn Rentz, Paula Lentz

Chapter 9 Making Your Case with Persuasive Messages and Proposals © 2014 by McGraw­Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, © 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized forrsale or distribution in any sted on a manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 9­1 Chapter Overview • Advice about persuasion • Persuasive requests • Ethical concerns • Sales messages • Proposals © 2014 by McGraw­Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 9­2 Advice About Persuasion (1 of 5) • Know your readers. • Choose and develop targeted reader benefits. • Make good use of persuasive appeals. • Make it easy for readers to comply. © 2014 by McGraw­Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 9­3 Know Your Readers (2 of 5) • Especially important with persuasion • Can use formally gathered information (marketing reports, surveys, focus groups) • Can gather information informally (study customer notes, talk with service personnel and other employees, look at other messages that have succeeded) © 2014 by McGraw­Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 9­4 Choose Winning Reader Benefits (3 of 5) • These can be – Tangible – Intangible • They can also be – Intrinsic – Extrinsic © 2014 by McGraw­Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 9­5 ... - tailieumienphi.vn