Business communication

BUSINESS BUSINESS COMMUNICATIONCOMMUNICATION

COMMUNICATIONCOMMUNICATION

ESTABLISHES RELATIONSHIPS

MAKES HUMAN ORGANIZATION AND COOPERATION POSSIBLE

KINDS OF RELATIONSHIPSKINDS OF RELATIONSHIPS

• HARMONIOUS RELATIONSHIPS

• COOPERATIVE RELATIONSHIPS

• ADVERSARIAL RELATIONSHIPS

• HOSTILE RELATIONSHIPS

BUSINESS ORGANIZATIONSBUSINESS ORGANIZATIONS

• BENEFITS OUTWEIGH THE COSTS

• TIME AND EXPENSE

COMMUNICATION COMMUNICATION EFFECTIVENESS IN BUSINESSEFFECTIVENESS IN BUSINESS

• WHO COMMUNICATES WITH WHOM AND WHY

• THE NEEDS OF THE ORGANIZATION

• THE NEEDS AND ROLES OF ITS MEMBERS

• EXTERNAL FACTORS THAT INFLUENCE THE ORGANIZATION

COMMUNICATION PROCESSCOMMUNICATION PROCESS

Message Channel

Feedback

E DS R

P2P1

Noise

Encoding DecodingSender Receiver

Perception-1 Perception-2

Transfer of Meaning

MESSAGESMESSAGES

• SIMPLE MESSAGES

• COMPLEX MESSAGES

CHANNELSCHANNELS

• NONVERBAL1)Spacea)Between people(proxemics)b)Allocated to people(territory)2)Timea)Amountb)Kind(exclusive or shared)c)Who waits for whom

CHANNELSCHANNELS

NONVERBAL

3)Kinesics

a)Open postures and signals, inviting communication

b)Closed postures and signals, discouraging communication

4)Appearance

a)Conforming

b)Nonconforming

ORAL COMMUNICATIONORAL COMMUNICATION

• OPEN COMMUNICATION

(HARMONIOUS AND COOPERATIVE RELATIONSHIPS)

• CLOSED COMMUNICATION

(MUCH OF THE COMMUNICATION IN ADVERSARIAL AND HOSTILE RELATIONSHIPS)

WRITTEN COMMUNICATIONWRITTEN COMMUNICATION

• ADVANTAGE

PERMANENT RECORD

• DISADVANTAGE

DOES NOT PERMIT RAPID FEEDBACK

ELECTRONIC COMMUNICATIONELECTRONIC COMMUNICATION

• TELETYPE

• TV

• E-MAIL

COMMUNICATION OBJECTIVESCOMMUNICATION OBJECTIVES

BUSINESS/PRACTICAL OBJECTIVE• TO INQUIRE• TO INFORM• TO PERSUADE• TO ENTERTAIN

HUMAN OBJECTIVE• MAINTAIN AND IMPROVE RELATIONSHIP

BETWEEN THE SENDER AND THE RECEIVER

SUCESSFUL MESSAGESSUCESSFUL MESSAGES

DO NOT ACCUSE PEOPLE OF SHORTCOMINGS

DO NOT EXPRESS PERSONAL FRUSTRATION OR ANGER

BUSINESS MESSAGES SHOULD IMPROVE BUSINESS

BEST:COMMUNICATION CAN CONVERT AN ADVERSARIAL OR HOSTILE RELATIONSHIP INTO ONE OF HARMONY OR COOPERATION

SUCESSFUL MESSAGESSUCESSFUL MESSAGES

• WORST:COMMUNICATION CAN CREATE HOSTILITY WHERE NONE EXISTED PREVIOUSLY

DEVELOPING BUSINESS DEVELOPING BUSINESS WRITING SKILLSWRITING SKILLS

• A)LANGUAGE

• B)GRAMMAR

• 1)NounsProper NounsCommon NounsAbstract/Concrete Nouns

WRITING SKILLSWRITING SKILLS

• 2)PronounsPersonal PronounsRelative PronounsInterrogative PronounsDemonstrative PronounsIndefinite PronounsCompund Personal Pronouns

GRAMMARGRAMMAR

Pronouns have different cases• a)Nominative CaseIYouHe/sheItWeYouThey

GRAMMARGRAMMAR

• b)Objective Case:• Me• You• Him/her• It• Us• You• Them

GRAMMARGRAMMAR

• C)Reflexive Case• Myself• Yourself• Himself/herself• Itself• Ourselves• Yourselves• Themselves

GRAMMARGRAMMAR

• D)Possessive case• My/mine• Your/yours• His/her• Its• Our/ours• Your/yours• Their/theirs

GRAMMARGRAMMAR

• 3)VERBS

• A)Transitive

• B)Intransitive

Linking verb

4)Voice

• Active/Passive Voice

• 5)Tense(Use simple tenses!)

GRAMMARGRAMMAR

• 6)AdjectivesPositive/Comparative/Superlative

• 7)AdverbsLimiting adverbs

• 8)ConjunctionsCoordinate/correlative/subordinate

GRAMMARGRAMMAR

• 9)Prepositions

• 10)Interjections

SENTENCESSENTENCES

• 1)Subject and predicateA predicate adjective

• 2)Complements (direct objects,indirect objects, subject complements)

• 3)Phrases Prepositional phraseVerbal Phrase (Gerund, infinitive,participial

phrase)

SENTENCESSENTENCES

• 4)Clauses (Main clause,subordinate clause)

Restrictive Clauses/Phrases

5)Kinds of Sentences

(Simple, complex,compound,compund-complex sentence)

PROBLEMS OF USAGEPROBLEMS OF USAGE

• 1)Misspelling• 2)Subject and verb agreement• 3)Sentence fragment• 4)Run-on sentence• 5)Progression of verb tenses• 6)Parallelism• 7)Comma splice• 8)Pronoun and Antecedent Agreement• 9)Mismodification

PUNCTUATIONPUNCTUATION

• 1)Period• 2)Comma• 3)Question Mark• 4)Exclamation Point• 5)Semicolon• 6)Colon• 7)Dash• 8)Parantheses

PUNCTUATIONPUNCTUATION

• 9)Underscore

• 10)Question Marks

CAPITALIZATION

WRITTEN COMMUNICATIONWRITTEN COMMUNICATION

• Advantages of writing:• 1)Permanent record• 2)Proof of agreement• 3)Emphasis on logic• 4)Convenience• Disadvantages of writing:• Lack of warmth and clarity• No immediate feedback

COSTS OF ORAL COSTS OF ORAL COMMUNICATIONCOMMUNICATION

• Misunderstanding

• Waste of time (missed phone calls, interrupted meetings and personal conversations during business time)

Letter is most cost-effective

SUCESS OF A MESSAGESUCESS OF A MESSAGE

• 1)THE COMMUNICATION CONTEXT• 2)THE WRITING STYLE OR LANGUAGE

USAGEClarity(specific and concrete language,

explicity, short and simple sentences with active voice,paragraphing, logical structure,unity, coherence, transition, timing,readability), courtesy(the you-attitude,cooperation of equals),conciseness(avoiding wordy expressions), positiveness, naturalness

SUCESS OF A MESSAGESUCESS OF A MESSAGE

• 3)THE PURPOSE OF THE MESSAGE

• 4)THE APPEARANCE OF YOUR MESSAGE

THE PROCESS OF WRITINGTHE PROCESS OF WRITING

1)PLANNING

• PROBLEM SOLVING

THE LETTER’S PURPOSE

YOUR READER’S POINT OF VIEW

TECHNIQUES OF EFFECTIVE COMMUNICATION(CLARITY, COURTESY, CONCISENESS, NATURALNESS,POSITIVE TONE)


• COMBINING PURPOSE,PLAN AND CONTENT

EMPHASIS ON THE MAIN PURPOSESECONDARY PURPOSESTHE READER’S POINT OF VIEWENOUGH INFORMATION FOR CLARITYCOURTEOUS TONE CONCISE


• MECHANICALLY,GRAMMATICALLY AND FACTUALLY CORRECT

• CONFIDENCE IN THE READER

• PLEASANT, CONVERSATIONAL TONE

• READER’S BENEFIT FROM YOUR MESSAGE


• 2)ARRANGING

MESSAGE STRUCTURES(INDUCTIVE/DEDUCTIVE, DIRECT MESSAGES/INDIRECT MESSAGES, THE PRIMARY ELEMENT, THE SECONDARY ELEMENTS, THE CLOSING ELEMENT, MULTIPURPOSE MESSAGES)


• 3)COMPOSING

• GENERAL PREPARATION FOR WRITING SHOULD INCLUDE:

• BASIC WRITING SKILLS

• THE COMMUNICATION PROCESS

• THE TECHNIQUES OF EFFECTIVE BUSINESS COMMUNICATION


• 4)REWRITING

ADDING

DELETING

CHANGING

REARRANGING

POTENTIAL LEGAL PROBLEMSPOTENTIAL LEGAL PROBLEMS

• DEFAMATION

• FRAUD

• DISCRIMINATION

• COERCION

• UNMAILABLE AND UNORDERED ITEMS

• USE OF COPYRIGHTED MATERIALS

LETTERSLETTERS

• PARTICULAR FORMAT:

• NEATNESS

• FREEDOM FROM TYPHOGRAPHICAL ERRORS

• STRIKEOVERS

• SMUDGES

• STATIONARY(QUALITY, SIZE,WATERMARK,WEIGHT,COLOR)

LETTERSLETTERS

• LETTER LAYOUT• PARTS OF THE

LETTER(LETTERHEAD,DATE,INSIDE ADDRESS,ATTENTION LINE, SALUTATION,SUBJECT LINE,BODY,COMPLIMENTARY CLOSE,COMPANY SIGNATURE,WRITER’S SIGNATURE,TYPEWRITTEN SIGNATURE AND THE TITLE OF THE WRITER,REFERENCE INITALS,COPY NOTATIONS, BLIND COPY NOTATIONS

LETTERSLETTERS

• PARTS OF THE LETTER(…MAILING OR ADRESSEE NOTATIONS,POSTSCRIPT,THE SECOND PAGE)

LETTERSLETTERS

• PUNCTUATION STYLES(OPEN/MIXED PUNCTUATION)

• LETTER FORMATS(BLOCK,MODIFIED BLOCK,SIMPLIFIED,PERSONALIZED SPECIALTY, AMS FORMAT)

ENVELOPESENVELOPES

• MAILING ADDRESS

• MAILING NOTATIONS

MEMOSMEMOS

• APPEARANCE

• HEADINGS

PLACING ORDERS,ASKING PLACING ORDERS,ASKING QUESTIONSQUESTIONS

• GENERAL STRUCTURE OF DIRECT REQUESTS:

• 1)DIRECT OPENING

• 2)EXPLANATION

• 3)SECONDARY MATTERS

• 4)WHO DOES WHAT NEXT

ORDERSORDERS

• 1)BEST BEGINNING: “PLEASE SEND ME…”• 2)SPECIFY THE GOODS(QUANTITIY,

CATALOG NUMBER OR ISSUE, NAME OF THE PRODUCT, PRICE AND OTHER DETAILS FOR EACH PARTICULAR ITEM SUCH AS COLOR,SIZE,GRADE,MACHINE OR PART NUMBER, PATTERN, FINISH, STYLE, WEIGHT)

ORDERSORDERS

• SPECIFY HOW YOU INTEND TO PAY

• SPECIFY WHERE,WHEN AND HOW YOU INTEND TO PAY

INQUIRIESINQUIRIES

• ASKING ABOUT GOODS AND SERVICESOPENING QUESTION SHOULD BE

SPECIFICIT MUST BE FOLLOWED BY ALL SPECIFIC

QUESTIONS AND NECESSARY EXPLANATIONS

THE MOST IMPORTANT QUESTION IS NEVER COST(USE A QUESTION RELATED TO VALUE INSTEAD)

INQUIRIESINQUIRIES

• EXPLANATION(NUMBERED LIST/SEPARATE PARAGRAPHS)

• DEADLINE

• DO NOT THANK IN ADVANCE

ASKING ABOUT PEOPLEASKING ABOUT PEOPLE

• STATE WHETHER THE PERSON BEING INQUIRED ABOUT AUTHORIZED YOUR REQUEST FOR INFORMATION

• STATE WHETHER THE PERSON BEING INQUIRED HAS WAIVED THE RIGHT OF ACCESS TO THE REPLY

• STATE WHETHER YOU WILL KEEP THE INFORMATION CONFIDENTIAL

• SHOW YOUR READER THAT YOU ARE ASKING FOR THE INFORMATION BECAUSE YOU HAVE A LEGITIMATE INTEREST TO PROTECT

• IF YOUR INQUIRY CONCERNS EMPLOYMENT, ASK QUESTIONS ONLY ABOUT THE PERSON’S ABILITY TO HANDLE THE JOB BEING APPLIED FOR

INVITATIONSINVITATIONS

• PERSUASIVE REQUEST/DIRECT REQUEST

• STATE THE MAIN IDEA, INVITATION FIRST

• BE SURE TO COVER FIVE W’s

DIRECT CLAIMSDIRECT CLAIMS

• REQUESTS FOR REFUNDS, REPLACEMENTS AND ADJUSTMENTS ON GOODS OR SERVICES ARE USUALLY DIRECT MESSAGES

• SHOW CONFIDENCE IN THE READER

• BE SPECIFIC

CONVEYING POSITIVE CONVEYING POSITIVE INFORMATIONINFORMATION

• HUMAN OBJECTIVE IS NOT CRITICAL IN POSITIVE MESSAGES

• CONVEY THE INFORMATION CLEARLY,

• CONCISELY AND COMPLETELY.

• GENERAL STRUCTURE:

• 1)DIRECT OPENING(SPECIFIC COMMUNICATION CONTEXT)

• 2)EXPLANATION(SECONDARY)

POSITIVE INFORMATIONPOSITIVE INFORMATION

• 3)SECONDARY MATTERS

• 4)POSITIVE CLOSE(RESALE&NEW SALES)

ACKNOWLEDGEMENTSACKNOWLEDGEMENTS

• READER-INITIATED MESSAGES

• ACKNOWLEDGE WITH A CAREFULLY PREPARED FORM:

• 1)LET THE READER KNOW THAT THE CORRECT MERCHANDISE IS ON ITS WAY BY SPECIFYING THE ITEMS SHIPPED AND THE METHOD OF SHIPMENT


• 2)EXPRESS APPRECIATION FOR THE READER’S BUSINESS

• 3)SUGGEST POSSIBILITIES FOR FUTURE BUSINESS TRANSACTIONS

• YOU-ATTITUDE AS MUCH AS POSSIBLE

ACKNOWLEDGEMENT OF ACKNOWLEDGEMENT OF REQUESTSREQUESTS

• THOSE THAT GIVE YOU THE OPPORTUNITY TO SELL YOUR GOODS OR SERVICES TO YOUR READER

• THOSE THAT EMPHASIZE POSITIVE INFORMATION BUT MAY INCLUDE SOME SALES MATERIAL

• THOSE THAT SHOULD CONTAIN NO SALES MATERIAL


• GENERAL PROCEDURES:

• A POSITIVE ANSWER PLACES THE MESSAGE IN A SPECIFIC COMMUNICATION CONTEXT AND APPEAL TO THE READER

• ANSWER ALL THE QUESTIONS

• BE SPECIFIC IN SUPPLYING INFORMATION


• YOUR CLOSING SHOULD BE FORWARD LOOKING AND POSITIVE

ANNOUNCEMENTSANNOUNCEMENTS

• THE DIFFERENCE BETWEEN AN ANNOUNCEMENT AND INVITATION:

INVITATION ALWAYS CONTAINS AN EXPLICIT PLEASE ATTEND,

ANNOUNCEMENT MERELY ANNOUNCES THE EVENT AND SUGGESTS THE READER SHOULD ATTEND BECAUSE OF THE BENEFITS SHE/HE WILL RECEIVE

ANNOUNCEMENTSANNOUNCEMENTS

• AVOID MESSAGE OVERLOADANNOUNCE ONLY TRULY

IMPORTANT EVENTSCOLOR-CODE YOUR

ANNOUNCEMENTS FOR INSTANT RECOGNITION

DO NOT SEND TOO MANY

SPECIAL GOODWILL MESSAGESSPECIAL GOODWILL MESSAGES

• MESSAGES OF CONGRATULATION

• MESSAGES OF APPRECIATION

• MESSAGES CONVEYING SEASON’S GREETINGS

• MESSAGES OF SYMPATHY

APOLOGIESAPOLOGIES

• IF YOU CAN NOT SOLVE THE PROBLEM APOLOGIZE

WHEN YOU HAVE TAKEN TOO LONG TO ANSWER A LETTER

WHEN YOU TRIED TO SOLVE THE READER’S PROBLEM ONCE AND FAILED, THE READER HAD TO ASK A SECOND TIME

APOLOGIESAPOLOGIES

A DEFECT IN YOUR PRODUCT INJURED A CUSTOMER(FOR LEGAL REASONS AVOID ADMITTING GUILT)

A REPRESENTATIVE OF YOUR COMPANY WAS RUDE TO SOMEONE

A DEFECT IN YOUR PRODUCT WAS OF SUCH A NATURE THAT THE CUSTOMER WILL NOT BE INTERESTED IN A CORRECTION

APOLOGIESAPOLOGIES

A PROBLEM IN YOUR BUSINESS OPERATIONS HAS COST SOMEONE ELSE TIME, MONEY AND EXASPERATION

• PUT THE APOLOGY FIRST IN THE MESSAGE• NEVER APOLIGIZE AT THE END OF THE

MESSAGE• PROVIDE FULL, POSITIVE EXPLANATION OF

THE PROBLEM(SECONDARY ELEMENTS)• THE CLOSING ELEMENT SHOULD LOOK

FORWARD TO A POSITIVE, CONTINUING BUSINESS RELATIONSHIP

TRANSMITTALSTRANSMITTALS

• A REPORT, RESUME OR SOME OTHER ENCLOSURE THAT TRANSMITS MESSAGE

CONVEYING NEGATIVE CONVEYING NEGATIVE MESSAGESMESSAGES

• READER’S RESPONSE DETERMINES WHETHER A MESSAGE IS NEGATIVE

• PLACE GREATER EMPHASIS ON THE HUMAN OBJECTIVE

• NEVER APOLOGIZE AND IMPLY THAT YOU COULD HAVE DONE OTHERWISE

NEGATIVE MESSAGESNEGATIVE MESSAGES

• GENERAL STRUCTURE:• 1)INDIRECT OPENING• 2)EXPLANATION• 3)SUBORDINATED

REFUSAL(REASONS FOR REFUSAL, SUGGEST ALTERNATIVES,OMIT AN EXPLICIT STATEMENT OF REFUSAL,PASSIVE VOICE)

• 4)POSITIVE CLOSE

NEGATIVE NEGATIVE ACKNOWLEDGMENTSACKNOWLEDGMENTS

IF NEGATIVE REPLY IS THE ONLY POSSIBLE REPLY, THEN:

• 1)WORK TO MAINTAIN POSITIVE HUMAN AND BUSINESS RELATIONSHIP

• 2)MAKE CERTAIN THAT THE READER UNDERSTANDS THE REASONS FOR YOUR DECISION AND KNOWS WHAT OTHER COURSES OF ACTION ARE POSSIBLE


• DELAYED OR DECLINED ORDERS:• FOR E.G DELAYS IN SHIPMENT• 1)CAREFUL, POSITIVE WORDING OF A

REQUEST FOR THE MISSING INFORMATION

• 2)INCLUSION OF RESALE MATERIAL• 3)A REQUEST FOR SPECIFIC, PROMPT

ACTION ON THE PART OF THE READER


• LETTERS ANNOUNCING A DELAY CAUSED BY THE WRITER’S COMPANY SHOULD AIM TO KEEP THE ORDER IN SPITE OF THE NEGATIVE CONTENT OF THE MESSAGE


• LETTER TO REFUSE A CUSTOMER WHO HAS ORDERED DIRECTLY THROUGH MAIL:

• 1)INDIRECT OPENING(FIND A POSITIVE OPENING)

• 2)EXPLANATION(BENEFITS)

• 3)RESALE



• DECLINING AN ORDER FROM A DEALER MIGHT DERIVE BECAUSE:

• 1)OF INSUFFICIENT CREDIT• 2)OF HAVING ALREADY AN EXCLUSIVE

DEALER IN THE AREA(THEN, LIMIT POSITIVE CLOSE TO SIMPLE GOODWILL, AVOID RESALE,NEW SALES AND POSITIVE ALTERNATIVES)

• 3)THE DEALER DOES NOT MEET YOUR REQUIREMENTS


• NEGATIVE REPLIES TO REQUESTS:

• THE REFUSAL SHOULD BE SUBORDINATED AS MUCH AS POSSIBLE WITHOUT SACRIFICING CLARITY

• USUALLY MORE THAN ONE BUSINESS OBJECTIVE


• NE


• NEGATIVE REPLIES TO CLAIMS:

• PRINCIPAL OBJECTIVE:

• TO RESELL THE PRODUCT OR SERVICE IN QUESTION AND TO SHOW CONFIDENCE, SELL A NEW SERVICE OR PRODUCT AT THE SAME TIME

• HUMAN OBJECTIVE:RETAIN THE READER’S GOODWILL


• CREDIT REFUSALS:

• MORE A PERSUASIVE MESSAGE THAN A NEGATIVE MESSAGE SINCE THE AIM IS TO OBTAIN THE CUSTOMER’S BUSINESS ON A CASH BASIS RATHER THAN REFUSAL OF CREDIT


• STRUCTURE OF CREDIT REFUSALS:

• 1) INDIRECT OPENING

• 2)EXPLANATION

• 3)REFUSAL

• 4)POSITIVE ALTERNATIVES


NEGATIVE ANNOUNCEMENTSNEGATIVE ANNOUNCEMENTS

• IF IT IS A REPLY TO STG. THE READER HAS REQUESTED, START WITH A LOGICAL POINT

• PERSONALIZATION DIFFICULT SINCE THEY ARE PREPARED AS FORM LETTERS

• OFFER THE READER STG. OF VALUE

NEGATIVE ANNOUNCEMENTSNEGATIVE ANNOUNCEMENTS

• THE STRUCTURE OF LETTERS OF REPRIMAND:

• 1)REVIEW THE FACTS

• 2)STATE THE EXPECTED BEHAVIOR

• 3)OFFER TO HELP

APOLOGIESAPOLOGIES

• APOLOGIES FOR NEGATIVE ANNOUNCEMENT SHOULD BE DELAYED UNTIL AFTER THE REASON HAS BEEN PRESENTEDINDIRECT STRUCTURE

• DO NOT BEGIN WITH I’M SORRY

THE STRUCTURE OF APOLIGIESTHE STRUCTURE OF APOLIGIES

• 1)INDIRECT OPENING

• 2)EXPLANATION

• 3)NEGATIVE ASPECT

• 4)APOLOGY

• 5)POSITIVE ALTERNATIVES

• 6)GOODWILL CLOSE

PERSUASIONPERSUASION

• INFLUENCE BEHAVIOR AND THINKING

• INDIRECT STRUCTURE(FOCUS ON THE HUMAN OBJECTIVE FIRST)

• OFFER THE AUDIENCE REAL BENEFITS OR POSITIVE INFORMATION

• YOUR ABILITY TO PERSUADE DEPENDS HEAVILY ON YOUR CERDIBILTY


• CREDIBILTY:LONG-TERM CREDIBILTYSHORT-TERM CREDIBILTYCARRY-OVER CREDIBILTYOFFICIAL CREDIBILTY


• CREDIBILTYCHARACTER

• IMPROVING CREDIBILTY:

• 1)BE SURE THAT YOU ARE AUTHORITATIVE

• 2) YOU WILL BE PERCEIVED AS MORE CREDIBLE IF YOU ARE FRIENDLY, WARM AND OPEN


• KEEP THE READER’S INTEREST IN THE SUBJECT

(YOU CAN NOT PERSUADE ALL THE PEOPLE ALL THE TIME)

• CHOOSE THE CONTENT OF THE MESSAGE ACCORDING TO THE PERCEPTION OF YOUR READER’S WANTS AND NEEDS


• ADOPT A YOU-ATTITUDE


• THE REASONS FOR RESISTANCE TO PERSUASION :

• 1)NEGATIVE PREVIOUS EXPERIENCE

• 2)TIME

• 3)MONEY

• 4)BELIEF SYSTEMS


• APPEAL TO READER’S SELF-INTERESTMAKE YOUR APPEALS PRACTICAL AND

SPECIFICBASE YOUR APPEALS ON PEOPLE’S

NEEDS FOR HEALTH,WEALTH, PLEASURE, AND CURIOSITY

• HUMAN NEEDS: PSYCHOLOGICAL NEEDS, SAFETY AND SECURITY NEEDS, SOCIAL NEEDS, EGO NEEDS, SELF-ACTUALIZATION NEEDS)


• POSITIVE APPEALS AND NEGATIVE APPEALS

• EMOTIONAL APPEALS AND RATIONAL APPEALS

• EMOTIONAL APPEALS:• 1)USE EMOTIONALLY LADEN WORDS• 2)USE EXPLICIT AND IMPLIED ANALOGIES

AS PROOF• 3)APPEAL TO PHYSICAL SENSES


• 4)OMIT STEPS REQUIRED BY LOGIC

• EMOTIONAL APPEALS TEND TO MANIPULATE THE READER

• THE BEST APPROACH IS TO COMBINE EMOTIONAL APPEALS WITH MORE LOGICAL ARGUMENTS


• THE GENERAL STRUCTURE:

• 1)ATTENTION

• 2)INTEREST

• 3)CONVICTION

• 4)ACTION

MESSAGE DEVELOPMENTMESSAGE DEVELOPMENT

• SUCESSFUL PERSUASION REQUIRES:

• VERY SKILFULL AUDIENCE ANALYSIS,CAREFUL APPLICATION OF THE PRINCIPLES OF PERSUASION IN AN ARTFULLY CONSTRUCTED MESSAGE

• CONTROL READER’S PERCEPTION BY IMAGE BUILDING


• THE GENERAL STRUCTURE FOR PERSUASIVE MESSAGES(ATTENTION, INTEREST, CONVICTION, ACTION) AND THE CATEGORIES OF APPEALS(HEALTH, WEALTH, PLEASURE,AND CURIOSITY)PROVIDE THE BASIS FOR IMAGE BUILDING

• CHANGE YOUR IMAGE STEP BY STEP


• TYPICAL BEGINNING IMAGES :

• 1)A PROBLEM THAT NEEDS SOLVING

• 2)A WELL-ESTABLISHED CULTURAL IMAGE

• 3)A SPECIFIC BENEFIT

• 4)A DESIRED BENEFIT


• MOVE THE READER FROM THE STARTING POINT TO YOUR GOAL:

• 1)MAKE SURE THAT THE OPENING IMAGE IS APPROPRIATE FOR YOUR MESSAGE

• 2)SUBORDINATE PHYSICAL DESCRIPTION AND EXPLANATIONS TO THE ACCOMPANYING READER BENEFITS(FOCUS ON VALUE)


• 3)FOCUS ON ONE MAIN APPEAL AND DEVELOP IT FULLY

• SECURE ACTIONPUSH THE READER GENTLYUSE A LANGUAGE STRONG

ENOUGH

AUDIENCE AND APPEALSAUDIENCE AND APPEALS

• PERONALIZE MESSAGES• IDENTIFY THE READER BY GROUP

MEMBERSHIP• ADDRESS YOUR READERS ONE AT A TIME• TO PREVENT YOUR MESSAGE FROM BEING

PERCEIVED AS A FORM, DESIGN YOUR MESSAGE FOR EASY READABILTY AND MENTION YOUR BENEFIT EARLY


• USE MECHANICAL TECHNIQUES SUCH AS COLOR, NARROW COLUMNS OF TYPE, PARAGRAPHS OF VARYING WIDTHS AND LENGTHS, AND NUMBERED AND UNNUMBERED LISTS) TO INCREASE READER’S TTANETION WHEN NECESSARY


• EACH COMMUNICATION SITUATION (ESPECIALLY PERSUASIVE MESSAGES) CALLS FOR AN INDIVIDUAL APPROACH.

HOMEWORK IHOMEWORK I

• You are the director of customer services of Özdilek Towels. One of your customers ordered 1000 pieces of towels but neglected to tell the color and the size. Write a letter indicating that the order will be delayed.

WRITING PERSUASIVE WRITING PERSUASIVE MESSAGESMESSAGES

• TYPES OFPERSUASIVE REQUESTS:

• 1)REQUESTS FOR FAVORS

• 2)ADJUSTMENTS

• 3)CREDIT

• 4)FUND-RAISING LETTERS

PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR FAVORSFAVORS

THE REASON YOU ARE WRITING FOR

READER BENEFIT(HEALTH,WEALTH, PLEASURE,OR CURIOSITY)

KEEP THE READER IN THE PICTURESPECIFIC COMMITMENT BY A

SPECIFIC DATEDO NOT OVERDO THE PERSUASIVE

CONTENT

PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR FAVORSFAVORS

• COMPONENTS OF PERSUASIVE REQUESTS:

• ATTENTION

• INTEREST

• CONVICTION

• ACTION

PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR ADJUSTMENTSADJUSTMENTS

• DIRECT STRUCTURE

• APPEAL TO:

• 1)SENSE OF FAIR PLAY

• 2)DESIRE FOR CUSTOMER GOODWILL

• 3)NEED FOR A GOOD REPUTATION

• 4)SENSE OF LEGAL OR MORAL RESPONSIBILITY

PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR ADJUSTMENTSADJUSTMENTS

• PRESENT YOUR CASE IN A CALM, LOGICAL MANNER

• BUT YOU CAN PRESENT YOUR DISAPPOINTMENT WITH THE PRODUCTS, POLICIES OR SERVICES PROVIDED BY THE READER

PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR CREDITCREDIT

• MUST BE BASED ON CIRCUMSTANCES THAT WARRANT THE EXTENSION OF CREDIT

• COVER THE FOLLOWING POINTS:

• 1)ATTENTION

• 2)INTEREST

• 3)CONVICTION

• 4)ACTION

PERSUASIVE REQUESTS FOR PERSUASIVE REQUESTS FOR FUNDSFUNDS

• ORGANIZATIONAL PATTERN:

• 1)ACTION

• 2)INTEREST

• 3)CONVICTION

• 4)ACTION

SALES LETTERSSALES LETTERS

• 1)UNSOLICITED SALES LETTERS

• 2)SOLICITED SALES LETTERS

• 3)SOFT-SELL LETTERS

UNSOLICITED SALES LETTERSUNSOLICITED SALES LETTERS

USE AN ENVELEOPE TEASER ADDRESS WHO WILL HAVE A REAL

INTEREST IN YOUR PRODUCT OR SERVICE TO BUY IT

SUCESSFUL SALES LETTERS:

• 1)EMPHASIZE THE BENEFITS

• 2)USE ACTIVE VOICE AND PERSONALIZE

SUCESSFUL SALES LETTERSSUCESSFUL SALES LETTERS

• 3)FOCUS ON ONE MAIN APPEAL

• 4)SUBORDINATE THE PRICE

• 5)USE ENCLOSED BROCHURES

• 6)ARE SPECIFIC IN THEIR REQUEST FOR ACTION

SOLICITED SALES LETTERSSOLICITED SALES LETTERS

SHOULD BE PREPARED INDIVIDUALLY

• THE STRUCTURE:

• 1)ATTENTION

• 2)INTEREST

• 3)CONVICTION

• 4)ACTION

SOFT-SELL LETTERSSOFT-SELL LETTERS

• SPECIAL GOODWILL LETTERS INTENDED TO REMIND THAT YOUR FIRM PROVIDES A PARTICULAR PRODUCT OR SERVICE

LETTERS THAT SELL IDEASLETTERS THAT SELL IDEAS

• STRUCTURE:• 1)ATTENTION• NOT ONLY BEGIN WITH A PROBLEM OF

INTEREST TO YOUR READER, BUT ALSO MUST BEGIN WITH A PREMISE YOUR READER READILY ACCEPTS

• 2)INTEREST• 3)CONVICTION• RELY ON TRUTH AND LOGIC• 4)ACTION

COLLECTION LETTERSCOLLECTION LETTERS

• REMINDERS OF OVERDUE BILLS• CONSIST OF:• 1)DUPLICATE COPIES OF THE ORIGINAL

BILL• 2)DUPLICATE COPIES OF THE BILL

STAMPED REMINDER OR PAST DUE• 3)A SHORT NOTE(USUALLY A FORM)

SPECIFIYING THE AMOUNT DUE, THE DUE DATE, LATE CHARGES, AND THE ACCOUNT NUMBER


• INQUIRIES:

• SIMPLE INQUIRES

• INQUIRES THAT CONTAIN AN APPEAL FOR A PROMPT PARTIAL PAYMENT AND SOME SUGGESTIONS FOR TAKING CARE OF THE OBLIGATION IN WAYS OTHER THAN THE ORIGINAL AGREEMENT CALLED FOR.


• APPEALS:

• BEGIN WITH AT LEAST ONE POSITIVE APPEAL SUCH AS AN APPEAL TO COOPERATION, FAIR PLAY, OR PRIDE.

• GIVE A GOOD REASON FOR PAYING

• APPEAL DIRECTLY TO READER’S INTEREST


• THE READER SHOULD BE TOLD THAT, BY NOT PAYING, SHE OR HE IS LIKELY TO LOSE THE FOLLOWING:

• 1)CREDIT PRIVILEGES• 2)THE GOODS OR SERVICES NOT

PAID FOR• 3)ADDITIONAL MONEY OR PROPERTY• 4)GOOD REPUTATION AND SELF-

RESPECT


• ULTIMATUM

Business communication

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