BUSINESS COMMUNICATION

MODULE 12: PERSUASIVE MESSAGESMODULE 13: E-MAIL MESSAGES AND WEB

GROUP 2:M. ANDRE TRRUDIANTO N.ANNA DEWI L.

Persuasive Strategy

Which methods?

MODULE 12: PERSUASIVE MESSAGES

Direct Request Pattern Problem Solving Pattern

The audience will do as you ask The audience is likely to object

Need response only from people who are willing to act

Need action from everyone

Busy audience and not read all of the message

Audience read the entire message

Organization’s cultur preference Logical Decisions expected

The techniques:

t

Direct Request Pattern Problem Solving Pattern

Use the request, topic, or question

Use a directed subject line or a reader benefit

Start with the request Start with the problem you share

-Asking immediately of information/service you want- Give all detailed action requested- Ask for the action you want

- Describe the problem you both share

- Give details of the problem- Explain the solution to the

problem- Any negative elements are

outweighed by the advantages- Summarize additional benefits- Ask for the action you want

How to Identify and Overcome objections? Phrase your questions nondefensively Ask follow-up questions If real objection remain, try these strategies: Specify how much time and/or money is required Put the time and/or money in the context of the benefits Show that money spent now will save money in the long run Show that doing as you ask will benefit cause or their group

support Show that the sacrifice is necessary to achieve larger goal Show that the advantages will outweigh the disadvantages Turn a disadvantages into an opportunity

Other Techniques To Make Messages More Persuasive Build Credibility : FACTUAL, SPECIFIC, RELIABLE Build Emotional Appeal : making the “WANT” Use the Right Tone : FORCEFUL but POLITE Offer a Reason to Act Promptly : TIME LIMIT, SAVING BENEFITS,

COST of DELAY

The most common kinds of persuasive messages:

Orders Be specific Tell the company what you want Doubled checked

Collection letters Collection letters: ask customer to pay, in only one week or two

apart Early letters: are gentle, assuming readers intends to pay but has

met temporary reverses Middle letters: are more assertive by reminding some of credits

term Late letters: threaten legal action if the bill is not paid

Performance appraisals, Listing subordinate’s achievement and goals Specific and concrete terms

Letters of recommendation Specific and backed up with specific example or evidence Summarized evaluation of someone

The Applying:Plan the Activities and Answer The PAIBOC questions

• Identify the Problem

• Analysis the Problem

Purpose in writing or speaking Audience of the message Information must included in the message Benefits to support your message Objections expected from audience Context of message affection to audience’s

response

Set up email messageso Some aspect of email formats are still evolving:

- Subject- Documents Attachment- Time setting- Recipient field, and others

o In particular email treated as if they were informal letters, but some treat them as memos

MODULE 13: E-Mail Messages and Web Writing

The kinds of subject line used Should be specific, concise and catchy

Subject Lines for Informative and Positive E-Mail Messages Good news to convey, put it in the subject line. Be as brief as we can

Subject Lines for Negative E-Mail Messages The Negative is serious Readers need the information to make a decision Report your own errors

Subject Lines for Persuasive E-Mail Messages The action asked shoul be specific and clearly

E-mail “netiquete” rules Never send angry message Use full caps only to emphasize a single word or two Send people only messages they need Find out how the recipients system works and adapt

messages to it In responding to a message, if the quoted material is long ,

put your response first, than the original material In composing a message, use short line length

Using of Attachment When we send a long text document A text document with extensive formatting A non text file (e.g., Power point slides, etc)

E-mail Writing Style: Highlight keywords Use meaningful subheading include bulleted list One idea per paragraph The main idea up front Use half printed page Avoid language that is extremely subjective and boastful

Using The Blog Identify the audience Decide where the blog should live Start talking Linking to Web Sites or other blogs Emphasize Keywords Keep it fresh Watch the traffic closely

Other Technologies Use the Internet Fax, Phone, Instant Messaging, Videoconferencing