BUS 121 Chapter 8

1. 1

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Ch. 8 / Slide 2
Explain digital age persuasion and
identify time-proven persuasive
techniques.
Learning Outcome 1

3. Ch. 8 / Slide 3
Understanding Persuasion
in the Digital Age
Instead of issuing
commands, many
managers try to
influence others.
• Leaner corporate hierarchies
• Blurring lines of authority
• Reliance on teams
• Savvy, well-informed consumers
Persuasive skills
are ever more
important:
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.

4. Ch. 8 / Slide 4
How Has Persuasion Changed
in the Digital Age?
 The volume and reach of
persuasive messages have exploded.
 Persuasive messages spread
at warp speed.
 Organizations of all types are
in the persuasion business.
 Persuasive techniques are more
subtle and misleading.
 Persuasion is more complex
and impersonal.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 5
Effective Persuasion Techniques
Establish
credibility.
Make a
reasonable,
specific request.
Tie facts to
benefits.
Recognize the
power of loss.
Expect and
overcome
resistance.
Share solutions
and
compromise.

6. Ch. 8 / Slide 6
Learning Outcome 2
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Craft persuasive messages that
request actions.

7. Ch. 8 / Slide 7
Writing Plan for
Persuasive Requests
Opening – Capture attention.
• Ask a stimulating question.
• Describe a problem.
• Make an unexpected
statement.
• Suggest reader benefits.
• Offer praise or compliments.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 8
Writing Plan for
Persuasive Requests
Body – Build interest.
• Anticipate objections, and offer
counterarguments.
• Explain the purpose of the request.
• Prove its merit.
• Use facts, statistics, expert
opinion, examples, and details.
• Focus on the reader’s direct
and indirect benefits.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 9
Writing Plan for
Persuasive Requests
Closing – Motivate action.
• Ask for a specific action.
• Make the action
easy to take.
• Show courtesy,
respect, and gratitude.

10. Ch. 8 / Slide 10
Write compelling claims and deliver
successful complaints.
Learning Outcome 3
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 11
Writing Effective Persuasive Claims
and Complaints
Develop a claim message logically.
Perhaps open with praise or a point
of agreement.
Review what you have done to
resolve the problem.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 12
Writing Effective Persuasive Claims
and Complaints
Explain precisely what happened
or why your claim is valid.
Enclose copies of relevant documents.
Close with a clear action statement.
Develop a claim message logically.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 13
Writing Effective Persuasive Claims
and Complaints
Adopt a moderate tone.
Don’t suggest the receiver intended to
deceive you or intentionally created
the problem.
Calmly express your disappointment.
Appeal to receiver’s sense of responsibility.
Communicate your feelings without rancor.

14. Learning Outcome 4
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Ch. 8 / Slide 14
Understand interpersonal persuasion at
work, and compose persuasive
messages within organizations.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 15
Crafting Persuasive Messages
in Digital Age Organizations
Managers no longer serve as primary
information providers.
Many supervisors view themselves as
collaborators and mentors.
Executives increasingly rely on persuasion
to achieve buy-in from subordinates.
Shift in authority is affecting the strategies
and tone of workplace persuasive messages.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 16
Persuading Employees: Messages
Flowing Downward
Participating in volunteer projects
Joining programs to stop smoking,
lose weight, or start exercising
Persuasive requests may
include the following:

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 17
Persuading Employees: Messages
Flowing Downward
Instructions or directives moving
downward from supervisors usually
require little persuasion.
Paying attention to
tone is necessary.BUT:
Presenting honest,
accurate evidence is the
best strategy.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 18
Persuading the Boss:
Messages Flowing Upward
Focus on evidence such as facts
and figures.
If possible, quantify the benefits
of your idea in dollar terms.
Be confident and appear competent
when pitching your idea.
Be sensitive to tone; use words
such as suggest and recommend,
not you must or we should.
BUT:

19. Learning Outcome 5
Ch. 8 / Slide 19
Create effective and ethical direct-mail
and e-mail sales messages.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 20
Writing Plan for Sales
Messages: AIDA
• Offer something valuable or
promise a benefit.
• Ask a question.
• Provide a quotation, fact, or
product feature.
• Start with a testimonial or
startling statement.
Opening – Gain attention.

21. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 21
Writing Plan for Sales
Messages: AIDA
Body – Build interest. Elicit desire.
• Describe central selling points.
• Make rational and
emotional appeals.
• Reduce resistance.
• Consider money-back
guarantees, free samples, or
performance tests.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 22
Writing Plan for Sales
Messages: AIDA
Closing – Motivate action.
• Offer a gift.
• Promise an incentive.
• Limit the offer;
set a deadline.
• Guarantee satisfaction.

23. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 23
The AIDA Strategy for Sales Messages
Attention
Interest
Desire
Action
Capture attention, create awareness,
make a sales proposition, prompt
audience to read on.
Describe central selling points; focus not
on features of product/service but on
benefits relevant to the reader’s needs.
Reduce resistance, reassure the reader,
elicit the desire for ownership, motivate
action.
Offer an incentive or a gift, limit the
offer, set a deadline, make it easy for
the reader to respond, close the sale.
Opening
Body
Body
Closing
STRATEGY CONTENT SECTION

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 24
Anatomy of a Sales Message
Applying AIDA
Attention
Sure, times are tough, but does that mean you
have to give up your vacation altogether?
Asks personalized question.
If taking a cruise this year involves penny
pinching, why not consider a cruise on a line
known more for value than for the latest splashy
features? BahamaBound offers remarkable value
plus fabulous food in four restaurants, live
entertainment, movie screens, a spa, a
swimming pool, and even a dance club.
Interest Presents alluring possibility.

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 25
Anatomy of a Sales Message
Applying AIDA
You don’t have to skimp on amenities with
our two-night cruise embarking from
Miami with base rates as low as $99 a
person. One first-time cruiser said, “It was
a blast! We were treated like royalty,
spoiled almost rotten.”
Includes a testimonial and
highlights one outstanding
feature to generate desire.Desire

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a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 26
Anatomy of a Sales Message
Applying AIDA
Action
You can enjoy the vacation of a lifetime,
feast on fabulous cuisine, and be pampered
at a spa—all on a budget with
BahamaBound. If you are among the first
25 to respond, your reservation will be
upgraded to an ocean-view stateroom with
a balcony. For more information on
surprisingly affordable cruise vacations,
visit our website at BahamaBound.com.
Motivates action by repeating
key benefits plus offering an
incentive to act quickly.

27. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 27
Writing Successful
E-Mail Sales Messages
Craft a catchy subject line.1
Keep the main information
“above the fold.”2
Make the message short,
conversational,
and focused.
3

28. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 28
Writing Successful
E-Mail Sales Messages
Convey urgency.4
Sprinkle testimonials
throughout the copy.5
Provide a means for
opting out.6

29. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 29
Writing Short
Persuasive Messages Online
Business communicators use
social media to promote their
businesses, further their causes,
and build their online personas—
not primarily for overt selling.
1
Many of the principles of
persuasion also apply to
micromessages (online posts or
tweets) although only parts of
the AIDA strategy may be used.
2

30. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 30
Types of Persuasive Posts
and Tweets
Updates of events, experiences,
thoughts, and exploits
Promotional offers such as an
invitation to participate in games
Announcements of interesting
events, publications, and media links

31. © 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 8 / Slide 31
Reviewing Persuasive Tweets
Strategic business tweets are most effective
when they are:
Clever
Concise Subtle
Helpful

32. Ch. 8 / Slide 32