商务英语与沟通（英文版第8版） 课件 第9章　撰写劝说性信息

BusinessCommunicationEssentialsEighthEdition,GlobalEditionChapter9WritingPersuasiveMessagesCopyright©2020PearsonEducationLtd.AllRightsReserved.LearningObjectives9.1Applythethree-stepwritingprocesstopersuasivemessages.9.2Describeaneffectivestrategyfordevelopingpersuasivebusinessmessages.9.3Identifythethreemostcommoncategoriesofpersuasivemessages.9.4Describeaneffectivestrategyfordevelopingmarketingandsalesmessages,explainhowtomodifythisapproachforsocialmedia,andidentifystepsyoucantaketoavoidethicallapsesinmarketingandsalesmessages.UsingtheThree-StepProcessforPersuasiveMessagesLO9.1Applythethree-stepprocesstopersuasivemessages.Step1:PlanningPersuasiveMessagesAnalyzethe

SituationGatherthe

InformationSelectthe

Mediumand

ChannelOrganizethe

InformationAnalyzingtheSituationGaugingAudience

Desiresand

InterestsDemographic

InformationPsychographic

InformationAudience’sLevelof

MotivationGatheringInformationPersuasiveandCompellingBusinessMessagesMarketingMessagesSalesMessagesSelectingtheRightCombinationofMediumandChannelNatureofPersuasiveMessagesRangeofConsumerAttitudesVarietyofCommunicationMediaOrganizingYourInformationTheDirectortheIndirectApproach?WhatIsYourRelationshipwiththeAudience?WhatIstheExtentofYourPower,Authority,orExpertise?ChangeReader’sAttitudes,Beliefs,orActionsStep2:WritingPersuasiveMessagesUsePositiveandPoliteLanguageRespectCulturalDifferencesUnderstandCultureinOrganizationsEstablishYourCredibilityBuildingYourCredibilityUsingSimpleLanguageProvidingObjectiveEvidenceIdentifyingYourSourceMaterialsEstablishingCommonGroundBeingObjective,Fair,andLogicalFocusingontheAudience’sInterestsUsingLogic,Evidence,andNarrativesBuildingCredibilitybeforePresentingStep3:CompletingPersuasiveMessagesEvaluateYourContentProduceYourMessageProofreadYourMessageDistributeYourMessageSummaryofDiscussion

(1of6)Inthissection,wediscussedthefollowing:Step1:PlanningPersuasiveMessagesAnalyzingtheSituationGatheringInformationSelectingtheRightCombinationofMediumandChannelSummaryofDiscussion

(2of6)OrganizingYourInformationStep2:WritingPersuasiveMessagesBuildingYourCredibilityStep3:CompletingPersuasiveMessagesThenextsectionwillcoverDevelopingPersuasiveBusinessMessages.DevelopingPersuasiveBusinessMessagesLO9.2Describeaneffectivestrategyfordevelopingpersuasivebusinessmessages.FramingYourArguments(theAIDAModel)BalancingEmotionalandLogicalAppealsEmotionalAppealsFeelings,

Emotions,

andSympathiesLogicalAppealsAnalogy,

Induction,

andDeductionAvoidingFaultyLogicHastyGeneralizationsCircularReasoningInappropriateAppealsAttackinganOpponentOversimplifyingaComplexIssueMistakenCause–EffectAssumptionsFaultyAnalogiesReinforcingYourPositionBelievableEvidencePowerfulWordsMetaphorsandStoriesAudienceBenefitsAnticipatingObjectionsCounterNegativeElementsFocusonPositiveCommunicationPresentAllSidesoftheSituationAvoidingCommonMistakesinPersuasiveCommunicationCommonMistakesUsingaHardSellApproachBeingResistanttoCompromiseRelyingSolelyonGreatArgumentsUsinga“One-Shot”ApproachUsingDeceptionorUnethicalBehaviorsSummaryofDiscussion(3of6)Inthissection,wediscussedthefollowing:FramingYourArgumentsBalancingEmotionalandLogicalAppealsAvoidingFaultyLogicReinforcingYourPositionAnticipatingObjectionsAvoidingCommonMistakesinPersuasiveCommunicationThenextsectionwillcoverCommonExamplesofPersuasiveBusinessMessages.CommonExamplesofPersuasiveBusinessMessagesLO9.3Identifythethreemostcommoncategoriesofpersuasivebusinessmessages.PersuasiveRequestsforActionPersuasivePresentationofIdeasChangingAttitudesorBeliefsAboutaTopicConsideraNewIdeaConsideraDifferentPerspectiveReconsiderWaysofThinkingPersuasiveClaimsandRequestsforAdjustmentReviewtheFactsinaPositiveToneOutlinetheProblemandItsStatusGiveReasonsforGrantingtheClaimCloseonaRespectfulNoteSummaryofDiscussion(4of6)Inthissection,wediscussedthefollowing:PersuasiveRequestsforActionPersuasivePresentationofIdeasPersuasiveRequestsforClaimsandRequestsforAdjustmentThenextsectionwillcoverDevelopingMarketingandSalesMessages.DevelopingMarketingandSalesMessagesLO9.4Describeaneffectivestrategyfordevelopingmarketingandsalesmessages,explainhowtomodifythisapproachforsocialmedia,andidentifystepsyoucantaketoavoidethicallapsesinmarketingandsalesmessages.PlanningMarketingandSalesMessagesAnticipating

AudienceNeedsAnalyzing

CompetitionKeySelling

Pointsand

BenefitsAnticipate

ObjectionsWritingConventionalMarketingandSalesMessagesUsingtheAIDAModelGettingAttentionBuildingInterestIncreasingDesireMotivatingActionWritingPromotionalMessagesforSocialMedia(1of2)GetInvolvedinOnlineConversationsFacilitateCommunityBuildingListenasMuchasYouTalkInitiateandRespondtoConversationsWritingPromotionalMessagesforSocialMedia(2of2)ProvideInformation

PeopleWantIdentifyandSupport

YourChampionsBeAuthentic,

Transparent,andRealIntegrateConventional

MarketingStrategiesCreatingPromotionalMessagesforMobileDevicesPromotionalMessagesKeepPromotionalMessagesShortandSimpleTheMobileExperienceKeeptheMobileExperienceFastandStraightforwardMaintainingHighEthicalandLegalStandardsMaintainingHighEthicalandLegalStandardsMaintainingthe“YouAttitude”duringAllBusinessTransactionsUnderstandingLegalAspectsofPromotionalCommunicationMaintainingHighEthicalandLegalSt