Persuasion Techniques and Strategies

Ch. 10, Slide 1
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Ch. 10, Slide 2
Learning Outcome 1
Explain digital-age persuasion, identify time-proven persuasive
techniques, and apply the 3-x-3 writing process to persuasive
messages in print and online.
Ch. 10, Slide 3
Understanding Persuasion in
the Digital Age

Many managers try to influence others instead of issuing
commands.
Leaner corporate hierarchies
Blurring lines of authority
Reliance on teams
Savvy, well-informed consumers
Persuasive skills are more important than ever:
Ch. 10, Slide 4
What Is Persuasion?
Persuasion is “a symbolic process in which communicators try
to convince other people to change their attitudes or behaviors
regarding an issue through the transmission of a message in an
atmosphere of free choice.”
—Richard M. Perloff
Ch. 10, Slide 5
Perloff’s Five Components of Persuasion

Is a symbolic process
Involves an attempt to influence
Is self-persuasion
Involves transmitting a message
Requires free choice
Ch. 10, Slide 6
Six Basic Principles That Direct
Human Behavior
Reciprocation
Commitment
Social Proof
Liking
Authority
Scarcity

Ch. 10, Slide 7
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 stripes are in the persuasion business.
Persuasive techniques are more subtle and misleading.
Persuasion is more complex and impersonal.
Ch. 10, Slide 8
Effective Persuasion Techniques
Establishing credibility
Making a reasonable, specific request
Tying facts to benefits
Recognizing the power of loss
Expecting and overcoming resistance
Sharing solutions and compromising

Phase 1: Analyzing, Anticipating, Adapting
Ch. 10, Slide 9
Applying the 3-x-3 Writing Process
to Persuasive Messages
What do you want the receiver to do or think?
Does the receiver need to be persuaded?
How can you adapt your message to appeal to this receiver?
Phase 2: Researching, Organizing, Composing
Ch. 10, Slide 10
What information do you need? Where can you locate it?
How will you logically organize this information?
Which strategy is better–direct or indirect?

Phase 3: Revise, Proofread, Evaluate
Ch. 10, Slide 11
Is the message clear and concise?
Is the language conversational?
Are format, grammar, and mechanics correct?
Will the message achieve its purpose?
Ch. 10, Slide 12
Learning Outcome 2
Describe the traditional four-part AIDA strategy for creating
successful persuasive messages, and apply the four elements to
effective and ethical business messages.

Ch. 10, Slide 13
Persuading With AIDA
Summarize the problem.
1
AIDA – Gaining Attention
Ch. 10, Slide 14
Make an unexpected statement.
2
Focus on reader benefits.
3
A
Ch. 10, Slide 15

Use a compliment.
4
Give related facts.
5
Ask a stimulating question.
6
A
I
Ch. 10, Slide 16
Provide facts and figures.
1
AIDA – Building Interest
Use expert opinions for support.
2

Give examples.
3
Ch. 10, Slide 17
Use specific details.
4
Show direct benefits.
5
List indirect benefits.
6
I
Ch. 10, Slide 18
Reduce resistance.

1
AIDA – Eliciting Desire
Anticipate objections.
2
Offer counterarguments.
3
D
Ch. 10, Slide 19
Use What if? scenarios.
4
Demonstrate competence.
5
Show the value of the proposal.
6
D
Ch. 10, Slide 20

Describe a specific request.
1
AIDA – Prompting Action
Sound confident.
2
Make the action easy
to take.
3
A
Ch. 10, Slide 21
Offer an incentive or gift.
4
Don’t provide excuses.
5
Repeat main benefits.
6

A
Ch. 10, Slide 22
Being an Ethical Persuader
Build Credibility:
1
Be truthful and believable.
2
Stick to the facts and don’t exaggerate.
3
Don’t manipulate
or mislead.
4
Don’t omit crucial information.
5
Don’t provide deceptive emphasis.

Ch. 10, Slide 23
Learning Outcome 3
Craft persuasive messages that request actions, make claims,
and deliver complaints.
Ch. 10, Slide 24
Using the AIDA Strategy in Requests, Claims, and Complaints
Who cares?
What’s in it for you?
What’s in it for me?
Why should I?
Determine your purpose. Know exactly what you want to
achieve. Anticipate the reaction of your audience.
Prewrite

Ch. 10, Slide 25
Gain
Attention
Use the indirect strategy rather than blurting out the request
immediately.
Begin with a problem description, unexpected statement, reader
benefit, compliment, related facts, or stimulating question
to grab attention.
Ch. 10, Slide 26
Build
Interest
Convince the audience that your request is reasonable.
Build interest by using facts, statistics, examples, testimonials,
and specific details.

Establish your credibility, if necessary, by explaining your
background and expertise. Use testimonials, expert opinions, or
research if necessary.
Ch. 10, Slide 27
duplicated, or posted to a publicly accessible website, i n whole
Build
Interest
Support your request by tying facts to direct benefits (increased
profits, more efficient operations, better customer relations,
saving money, a returned favor)
List indirect benefits (improving the community, giving back to
the profession, helping the environment).
In claims and complaints, be objective but prove the validity of
your request.
Ch. 10, Slide 28

Elicit Desire and
Reduce Resistance
Anticipate objections to your request by using What if?
scenarios and then providing compelling counterarguments.
Demonstrate credibility and
competence.
In claims and complaints, use a moderate, unemotional tone.
What if…?
Ch. 10, Slide 29
Motivate
Action
Make a precise request that spells out exactly what you want
done.
Add a deadline if necessary.
Repeat a key benefit, provide additional details, or offer an
incentive. Express appreciation.

Be confident without seeming pushy.
Ch. 10, Slide 30
Focusing on Benefits in
Persuasive Requests
Direct Benefit:
If you’re able to address our group, you’ll have an attentive
audience of 50 potential users of your latest software products.
Indirect Benefit:
Your professionalism and your willingness to come and inspire
newcomers in the field of digital media will be long
remembered by all attendees.
Ch. 10, Slide 31
“Before”—Ineffective Request
Dear Dr. Thomas:

Because you know Atlanta and live here in our town, we
thought about asking you to speak at our GSU Business Awards
banquet April 28.
A few students on campus have read and admired your book
Beyond Race and Gender, which appeared last spring and
became a bestseller across the nation. We were amazed that a
local author is now the nation’s diversity management guru.
But what exactly did you mean when you said that America is
no longer a melting pot of ethnic groups—it’s an “American
mulligan stew”?
Georgia State University doesn’t have any funds for honoraria,
so we can invite only local speakers. The Reverend James R.
Jones and Vice Mayor Rebecca A. Timmons were speakers in
the past. Our awards banquet gets started at 6 p.m. with a social
hour, followed by dinner at 7 and the speaker from 8:30 until 9.
If you require, we can arrange transportation for you and your
guest.
Although you are a very busy person, we hope you will agree to
this invitation. Thank you in advance. Please notify our advisor,
Professor Alexa North.
Sincerely yours,
Ch. 10, Slide 32
“After”—Improved Request

Dear Dr. Thomas:
Your book Beyond Race and Gender stimulated provocative
discussion across the nation and on our campus when it first
appeared last spring.
Business students at Georgia State University now consider you
the nation’s diversity management guru, and for that reason
they asked me to use all my powers of persuasion in this
invitation. Because we admire your work, we would like you to
be our keynote speaker at the GSU Business Awards banquet
April 28.
As students at an urban campus in a metropolitan area, we are
keenly aware of diversity issues. In your words, America is no
longer a melting pot of ethnic groups; it is now an “American
mulligan stew.” We would like to hear more about the future
workforce and how managers can maximize the contribution of
all employees.
Although we can’t offer you an honorarium, we can promise
you a fine dinner at the GSU Faculty Club and an eager and
appreciative audience of over 100 business students and faculty.
Speakers in the past have included the Reverend James R. Jones
and Vice Mayor Rebecca A. Timmons.
Ch. 10, Slide 33

Dr. Thomas Page 2
Current date
The evening includes a social hour at 6 p.m., dinner at 7 p.m.,
and your remarks from 8:30 until 9 p.m. So that you won’t have
to worry about transportation or parking, we will arrange a
limousine for you and your guest.
Please make this our most memorable banquet yet. Just call our
adviser, Professor Alexa North, at (422) 356-9910 before April
5 to accept this invitation.
Sincerely yours,
Ch. 10, Slide 34
Learning Outcome 4
Understand interpersonal persuasion at work, and write
persuasive messages within organizations.

Ch. 10, Slide 35
Persuasion 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.
Ch. 10, Slide 36
Shift in authority is affecting the strategies and tone of
workplace persuasive messages.
Ch. 10, Slide 37

Persuading Employees:
Messages Flowing Downward
Persuasive requests may include the following:
Participating in volunteer projects
Joining programs to stop smoking, lose weight, or start
exercising
Ch. 10, Slide 38
Instructions or directives moving downward from supervisors
usually require little persuasion.
BUT:
Paying attention to tone is necessary.

Ch. 10, Slide 39
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 even-handed when pitching your idea.
Ch. 10, Slide 40
BUT:
Be sensitive to tone; use words such as we suggest and we
recommend, not you must or we should.

Ch. 10, Slide 41
Learning Outcome 5
Create effective and ethical direct-mail and e-mail sales
messages.
Ch. 10, Slide 42
Creating Persuasive
Sales Messages in Print and Online
Prewrite: Analyze your product
or service.
What makes it special?
1
What central points should you emphasize?
2

How does it compare with the competition?
3
Ch. 10, Slide 43
Creating Persuasive
Prewrite: Profile your audience.
How will this product or service benefit the audience?
1
What do you want the audience to do?
2
Increase the response rate by targeting your audience through
selected database mailing lists.
Ch. 10, Slide 44
Creating Persuasive

Gain Attention
Describe a product feature, present testimonials, make a
startling statement, or show the reader in an action setting.
1
Offer something valuable, promise a significant result,
or describe a product feature.
2
Ch. 10, Slide 45
Creating Persuasive
Suggest a solution to a problem, offer a relevant anecdote, use
the receiver’s name, or mention a meaningful current event.
3
Gain Attention

Ch. 10, Slide 46
Creating Persuasive
3
Describe the product in terms of what it does for the reader:
Show how the product or service saves or makes money,
reduces effort, improves health, produces pleasure, or boosts
status.
Build Interest
Ch. 10, Slide 47
Creating Persuasive
Elicit Desire, Reduce Resistance
3
Counter anticipated reluctance with attractive warranties, trial

offers, free samples, money-back guarantees, or testimonials.
1
Ch. 10, Slide 48
Creating Persuasive
3
Build credibility with results of performance tests, polls, or
awards.
2
If price is not a selling feature, describe it in small units, show
it as savings, or tell how it compares favorably with the
competition.
3
Ch. 10, Slide 49
Creating Persuasive

3
Close by repeating a central selling point with clear instructi ons
for easy action.
1
Prompt the reader to act immediately with a gift, incentive,
limited offer, or deadline.
2
Motivate Action
Ch. 10, Slide 49
Creating Persuasive
3
Put the strongest motivator in a postscript.

3
Make it easy to respond.
4
In e-mails, include an opportunity to opt out.
5
Motivate Action
Ch. 10, Slide 51
Direct Mail or E-Mail?
Characteristics of Direct Mail
Direct mail offers a higher response rate than e-mail.
1
Direct mail can be personalized and carries a more complete
message.
2
Direct mail is expensive compared to e-mail.

3
Ch. 10, Slide 52
Popularity of E-Mail
E-mail is the
No. 1 marketing medium, ahead of direct mail.
4
E-marketers can distribute a promotion faster than traditional
messages.
5
Ch. 10, Slide 53
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
Ch. 10, Slide 54
Sales Messages
Sprinkle testimonials throughout the copy.
4
Provide a means for opting out.
5

Ch. 10, Slide 55
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
Writing Short Persuasive
Messages Online
Ch. 10, Slide 56

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
Types of Persuasive Posts
and Tweets
Ch. 10, Slide 57
Learning Outcome 6
Apply basic persuasive techniques in developing compelling
press releases.
Ch. 10, Slide 58
What Are Press Releases?
Press (news) releases announce important information to the

media, traditional or digital:
new products
management changes
new facilities
sponsorships
community projects
awards given or received
joint ventures
donation
seminars
demonstrations
Ch. 10, Slide 59
The Purpose of Press Releases
Organizations hope that the media will pick up the news and
provide good publicity.
BUT:
Purely self-serving or promotional information is not appealing
to editors and producers.
Ch. 10, Slide 60
Developing Persuasive
Press Releases

Open with an attention-getting lead or a summary of the
important facts.
Include answers to the five Ws (who, what, when, where, why)
and one H (how) in the article—but not all in the first sentence!
Appeal to the audience of the target media. Emphasize reader
benefits written in the style of the focus publication or
newscast.
5 Ws
and 1 H
Ch. 10, Slide 61
Press Releases
Present the most important information early, followed by
supporting information. Don’t put your best ideas last because
they may be ignored.
Insert intriguing and informative quotations of chief decision
makers to lend the news release credibility.

Ch. 10, Slide 62
Press Releases
Make the document readable and visually appealing. Limit the
text to one or two double-spaced pages with attractive
formatting.
Look and sound credible—no typos, no imaginative spelling or
punctuation, no factual errors.
Ch. 10, Slide 63
Ch. 10, Slide 1

Ch. 10, Slide 2
Learning Outcome 1
Explain digital-age persuasion, identify time-proven persuasive
techniques, and apply the 3-x-3 writing process to persuasive
messages in print and online.
Ch. 10, Slide 3
Understanding Persuasion in
the Digital Age
Many managers try to influence others instead of issuing
commands.

Leaner corporate hierarchies
Blurring lines of authority
Reliance on teams
Savvy, well-informed consumers
Persuasive skills are more important than ever:
Ch. 10, Slide 4
What Is Persuasion?
Persuasion is “a symbolic process in which communicators try
to convince other people to change their attitudes or behaviors
regarding an issue through the transmission of a message in an
atmosphere of free choice.”
—Richard M. Perloff
Ch. 10, Slide 5
Perloff’s Five Components of Persuasion
Is a symbolic process

Involves an attempt to influence
Is self-persuasion
Involves transmitting a message
Requires free choice
Ch. 10, Slide 6
Six Basic Principles That Direct
Human Behavior
Reciprocation
Commitment
Social Proof
Liking
Authority
Scarcity
Ch. 10, Slide 7
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 stripes are in the persuasion business.
Persuasive techniques are more subtle and misleading.
Persuasion is more complex and impersonal.
Ch. 10, Slide 8
Effective Persuasion Techniques
Establishing credibility
Making a reasonable, specific request
Tying facts to benefits
Recognizing the power of loss
Expecting and overcoming resistance
Sharing solutions and compromising
Phase 1: Analyzing, Anticipating, Adapting
Ch. 10, Slide 9

What do you want the receiver to do or think?
Does the receiver need to be persuaded?
How can you adapt your message to appeal to this receiver?
Phase 2: Researching, Organizing, Composing
Ch. 10, Slide 10
What information do you need? Where can you locate it?
How will you logically organize this information?
Which strategy is better–direct or indirect?
Phase 3: Revise, Proofread, Evaluate
Ch. 10, Slide 11

Is the message clear and concise?
Is the language conversational?
Are format, grammar, and mechanics correct?
Will the message achieve its purpose?
Ch. 10, Slide 12
Learning Outcome 2
Describe the traditional four-part AIDA strategy for creating
successful persuasive messages, and apply the four elements to
effective and ethical business messages.
Ch. 10, Slide 13
Persuading With AIDA

Summarize the problem.
1
Ch. 10, Slide 14
Make an unexpected statement.
2
Focus on reader benefits.
3
A
Ch. 10, Slide 15
Use a compliment.
4

Give related facts.
5
Ask a stimulating question.
6
A
I
Ch. 10, Slide 16
duplicated, or posted to a publicly accessible websi te, in whole
Provide facts and figures.
1
Use expert opinions for support.
2
Give examples.
3
Ch. 10, Slide 17

Use specific details.
4
Show direct benefits.
5
List indirect benefits.
6
I
Ch. 10, Slide 18
Reduce resistance.
1
Anticipate objections.
2
Offer counterarguments.
3
D

Ch. 10, Slide 19
Use What if? scenarios.
4
Demonstrate competence.
5
Show the value of the proposal.
6
D
Ch. 10, Slide 20
Describe a specific request.
1
Sound confident.

2
Make the action easy
to take.
3
A
Ch. 10, Slide 21
Offer an incentive or gift.
4
Don’t provide excuses.
5
Repeat main benefits.
6
A
Ch. 10, Slide 22
Being an Ethical Persuader

Build Credibility:
1
Be truthful and believable.
2
Stick to the facts and don’t exaggerate.
3
Don’t manipulate
or mislead.
4
Don’t omit crucial information.
5
Don’t provide deceptive emphasis.
Ch. 10, Slide 23
Learning Outcome 3
Craft persuasive messages that request actions, make claims,
and deliver complaints.

Ch. 10, Slide 24
Who cares?
What’s in it for you?
What’s in it for me?
Why should I?
Determine your purpose. Know exactly what you want to
achieve. Anticipate the reaction of your audience.
Prewrite
Ch. 10, Slide 25
Gain

Attention
Use the indirect strategy rather than blurting out the request
immediately.
Begin with a problem description, unexpected statement, reader
benefit, compliment, related facts, or stimulating question
to grab attention.
Ch. 10, Slide 26
Build
Interest
Convince the audience that your request is reasonable.
Build interest by using facts, statistics, examples, testimonials,
and specific details.
Establish your credibility, if necessary, by explaining your
background and expertise. Use testimonials, expert opinions, or
research if necessary.
Ch. 10, Slide 27

Build
Interest
Support your request by tying facts to direct benefits (increased
profits, more efficient operations, better customer relations,
saving money, a returned favor)
List indirect benefits (improving the community, giving back to
the profession, helping the environment).
In claims and complaints, be objective but prove the validity of
your request.
Ch. 10, Slide 28
Elicit Desire and
Reduce Resistance
Anticipate objections to your request by using What if?
scenarios and then providing compelling counterarguments.
Demonstrate credibility and
competence.

In claims and complaints, use a moderate, unemotional tone.
What if…?
Ch. 10, Slide 29
Motivate
Action
Make a precise request that spells out exactly what you want
done.
Add a deadline if necessary.
Repeat a key benefit, provide additional details, or offer an
incentive. Express appreciation.
Be confident without seeming pushy.
Ch. 10, Slide 30
Focusing on Benefits in
Persuasive Requests

Direct Benefit:
If you’re able to address our group, you’ll have an attentive
audience of 50 potential users of your latest software products.
Indirect Benefit:
Your professionalism and your willingness to come and inspire
newcomers in the field of digital media will be long
remembered by all attendees.
Ch. 10, Slide 31
“Before”—Ineffective Request
Dear Dr. Thomas:
Because you know Atlanta and live here in our town, we
thought about asking you to speak at our GSU Business Awards
banquet April 28.
A few students on campus have read and admired your book
Beyond Race and Gender, which appeared last spring and
became a bestseller across the nation. We were amazed that a
local author is now the nation’s diversity management guru.
But what exactly did you mean when you said that America is

no longer a melting pot of ethnic groups—it’s an “American
mulligan stew”?
Georgia State University doesn’t have any funds for honoraria,
so we can invite only local speakers. The Reverend James R.
Jones and Vice Mayor Rebecca A. Timmons were speakers in
the past. Our awards banquet gets started at 6 p.m. with a social
hour, followed by dinner at 7 and the speaker from 8:30 until 9.
If you require, we can arrange transportation for you and your
guest.
Although you are a very busy person, we hope you will agree to
this invitation. Thank you in advance. Please notify our advisor,
Professor Alexa North.
Sincerely yours,
Ch. 10, Slide 32
Dear Dr. Thomas:
Your book Beyond Race and Gender stimulated provocative
discussion across the nation and on our campus when it first
appeared last spring.
Business students at Georgia State University now consider you
the nation’s diversity management guru, and for that reason

they asked me to use all my powers of persuasion in this
invitation. Because we admire your work, we would like you to
be our keynote speaker at the GSU Business Awards banquet
April 28.
As students at an urban campus in a metropolitan area, we are
keenly aware of diversity issues. In your words, America is no
longer a melting pot of ethnic groups; it is now an “American
mulligan stew.” We would like to hear more about the future
workforce and how managers can maximize the contribution of
all employees.
Although we can’t offer you an honorarium, we can promise
you a fine dinner at the GSU Faculty Club and an eager and
appreciative audience of over 100 business students and faculty.
Speakers in the past have included the Reverend James R. Jones
and Vice Mayor Rebecca A. Timmons.
Ch. 10, Slide 33
Dr. Thomas Page 2
Current date

The evening includes a social hour at 6 p.m., dinner at 7 p.m.,
and your remarks from 8:30 until 9 p.m. So that you won’t have
to worry about transportation or parking, we will arrange a
limousine for you and your guest.
Please make this our most memorable banquet yet. Just call our
adviser, Professor Alexa North, at (422) 356-9910 before April
5 to accept this invitation.
Sincerely yours,
Ch. 10, Slide 34
Learning Outcome 4
Understand interpersonal persuasion at work, and write
persuasive messages within organizations.
Ch. 10, Slide 35

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.
Ch. 10, Slide 36
Shift in authority is affecting the strategies and tone of
workplace persuasive messages.
Ch. 10, Slide 37

Persuasive requests may include the following:
Participating in volunteer projects
Joining programs to stop smoking, lose weight, or start
exercising
Ch. 10, Slide 38
or in part, except for use as permitted in a license di stributed
Instructions or directives moving downward from supervisors
usually require little persuasion.
BUT:
Paying attention to tone is necessary.
Ch. 10, Slide 39

Focus on evidence such as facts and figures.
If possible, quantify the benefits of your idea in dollar terms.
Be confident and even-handed when pitching your idea.
Ch. 10, Slide 40
BUT:
Be sensitive to tone; use words such as we suggest and we
recommend, not you must or we should.
Ch. 10, Slide 41
Learning Outcome 5
Create effective and ethical direct-mail and e-mail sales

messages.
Ch. 10, Slide 42
Creating Persuasive
Prewrite: Analyze your product
or service.
What makes it special?
1
What central points should you emphasize?
2
How does it compare with the competition?
3
Ch. 10, Slide 43
Creating Persuasive

Prewrite: Profile your audience.
How will this product or service benefit the audience?
1
What do you want the audience to do?
2
Increase the response rate by targeting your audience through
selected database mailing lists.
Ch. 10, Slide 44
Creating Persuasive
Gain Attention
Describe a product feature, present testimonials, make a
startling statement, or show the reader in an action setting.

1
Offer something valuable, promise a significant result,
or describe a product feature.
2
Ch. 10, Slide 45
Creating Persuasive
Suggest a solution to a problem, offer a relevant anecdote, use
the receiver’s name, or mention a meaningful current event.
3
Gain Attention
Ch. 10, Slide 46
Creating Persuasive

3
Describe the product in terms of what it does for the reader:
Show how the product or service saves or makes money,
reduces effort, improves health, produces pleasure, or boosts
status.
Build Interest
Ch. 10, Slide 47
Creating Persuasive
3
Counter anticipated reluctance with attractive warranties, trial
offers, free samples, money-back guarantees, or testimonials.
1
Ch. 10, Slide 48
Creating Persuasive

3
Build credibility with results of performance tests, polls, or
awards.
2
If price is not a selling feature, describe it in small units, show
it as savings, or tell how it compares favorably with the
competition.
3
Ch. 10, Slide 49
Creating Persuasive
3
Close by repeating a central selling point with clear instructions

for easy action.
1
Prompt the reader to act immediately with a gift, incentive,
limited offer, or deadline.
2
Motivate Action
Ch. 10, Slide 49
Creating Persuasive
or in part, except for use as permitted in a license distr ibuted
3
Put the strongest motivator in a postscript.
3
Make it easy to respond.
4
In e-mails, include an opportunity to opt out.

5
Motivate Action
Ch. 10, Slide 51
Characteristics of Direct Mail
Direct mail offers a higher response rate than e-mail.
1
Direct mail can be personalized and carries a more complete
message.
2
Direct mail is expensive compared to e-mail.
3
Ch. 10, Slide 52

Popularity of E-Mail
E-mail is the
No. 1 marketing medium, ahead of direct mail.
4
E-marketers can distribute a promotion faster than traditional
messages.
5
Ch. 10, Slide 53
Sales Messages
Craft a catchy subject line.
1
Keep the main information “above the fold.”

2
Make the message short, conversational, and focused.
3
Ch. 10, Slide 54
Sales Messages
Sprinkle testimonials throughout the copy.
4
Provide a means for opting out.
5
Ch. 10, Slide 55

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
Writing Short Persuasive
Messages Online
Ch. 10, Slide 56
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
Types of Persuasive Posts
and Tweets
Ch. 10, Slide 57

Learning Outcome 6
Apply basic persuasive techniques in developing compelling
press releases.
Ch. 10, Slide 58
What Are Press Releases?
Press (news) releases announce important information to the
media, traditional or digital:
new products
management changes
new facilities
sponsorships
community projects
awards given or received
joint ventures
donation
seminars

demonstrations
Ch. 10, Slide 59
The Purpose of Press Releases
Organizations hope that the media will pick up the news and
provide good publicity.
BUT:
Purely self-serving or promotional information is not appealing
to editors and producers.
Ch. 10, Slide 60
Press Releases
Open with an attention-getting lead or a summary of the
important facts.
Include answers to the five Ws (who, what, when, where, why)
and one H (how) in the article—but not all in the first sentence!

Appeal to the audience of the target media. Emphasize reader
benefits written in the style of the focus publication or
newscast.
5 Ws
and 1 H
Ch. 10, Slide 61
Press Releases
Present the most important information early, followed by
supporting information. Don’t put your best ideas last because
they may be ignored.
Insert intriguing and informative quotations of chief decision
makers to lend the news release credibility.
Ch. 10, Slide 62
Press Releases

Make the document readable and visually appealing. Limit the
text to one or two double-spaced pages with attractive
formatting.
Look and sound credible—no typos, no imaginative spelling or
punctuation, no factual errors.
Ch. 10, Slide 63
Ch. 9, Slide 1
Ch. 9, Slide 2
Learning Outcome 1
Understand the strategies of business communicators in
conveying negative news, apply the 3-x-3 writing process, and
avoid legal liability.

Ch. 9, Slide 3
Goals in Conveying Unfavorable News
Explaining clearly and completely
Projecting a professional image
Conveying empathy and sensitivity
Being fair
Maintaining friendly relations
Ch. 9, Slide 4

Phase
1
Analyzing, Anticipating, and Adapting
Analyze the bad news.
Anticipate its effect on the receiver.
Announce the bad news directly if the
disappointment will be mild.
Use techniques to reduce the pain if the bad news is serious.
Ch. 9, Slide 5
Phase
2
Researching, Organizing, and Drafting
Gather information.
Brainstorm for ideas.
Jot down all reasons you have to explain the bad news.
Ch. 9, Slide 6

Phase
2
Researching, Organizing, and Drafting
Present only the strongest and safest reasons.
Include ample explanation of the negative situation.
Avoid fixing blame.
Ch. 9, Slide 7
Phase
3
Editing, Proofreading, and Evaluating
Read the message carefully to ensure that it says what you
intend.
Check the wording to be sure you are concise without being
abrupt.
Read the sentences to see if they sound like conversation and
flow smoothly.

Ch. 9, Slide 8
Phase
3
Editing, Proofreading, and Evaluating
Make sure the tone is friendly and respectful.
Check format, grammar, and mechanics.
Evaluate the message: Is it too blunt? Too subtle? Is it clear,
but professional?
Ch. 9, Slide 9
Avoiding Legal Liability in
Conveying Negative News
Abusive language
Defamation: any false statement harming an individual’s
reputation

Libel: when written
Slander: when spoken
Including abusive language on social networking sites such as
Facebook and Twitter
Ch. 9, Slide 10
Careless language
Statements that are potentially damaging or subject to
misinterpretation
The factory is too noisy and dangerous.
Ch. 9, Slide 11

The good-guy syndrome
Dangerous statements that ease your conscience or make you
look good
Although you were by far the most qualified candidate,
unfortunately, we do not have a position for a person of your
talents.
Ch. 9, Slide 12
Express only the views of your organization when acting as
agent of the organization.
Use plain paper for your personal matters.
Avoid supplying information that could be misused.
Don’t admit or imply responsibility without checking with legal
counsel.
Ch. 9, Slide 13
Learning Outcome 2

Distinguish between the direct and indirect strategies in
conveying unfavorable news.
Ch. 9, Slide 14
Analyzing Negative
News Strategies
Direct
Strategy
Indirect
Strategy
Ch. 9, Slide 15

When to Use the Direct Strategy
Direct
Strategy
When the bad news is
not damaging
When the receiver may overlook the bad news
When the organization or receiver prefers directness
When firmness is necessary
Ch. 9, Slide 16
When to Use the Indirect Strategy
Indirect
Strategy
When the bad news is personally upsetting
When the bad news will provoke a hostile reaction
When the bad news threatens the customer relationship
When the bad news is unexpected

Comparing Strategies for
Delivering Negative News
Ch. 9, Slide 17
duplicated, or posted to a publicly accessible website, in whol e
Bad News
Reasons
Pleasant Close
Buffer
Reasons
Bad News
Pleasant Close
Direct
Strategy
Indirect
Strategy
Ch. 9, Slide 18
Learning Outcome 3
Explain the components of effective negative messages,
including opening with a buffer, apologizing, showing empathy,
presenting the reasons, cushioning the bad news, and closing
pleasantly.

Ch. 9, Slide 19
What Is a Buffer?
a device to reduce shock or pain
a neutral but meaningful statement that makes the reader
continue reading
a concise, relevant first paragraph providing a natural transition
to the explanation that follows
Ch. 9, Slide 20
Various Buffer Types
Buffers
Best news
Compliment

Appreciation
Agreement
Facts
Understanding
Ch. 9, Slide 21
Apologizing Effectively in the Digital Age: The 5Rs
RECOGNITION
Acknowledge the specific offense.
REMORSE
Embrace “I apologize” and “I’m sorry.”
REPEATING
Say it won’t happen again and mean it.
RESTITUTION
Explain what exactly you will do about it.
RESPONSIBILITY
Be personally accountable.

Ch. 9, Slide 22
Presenting the Reasons for
the Negative News
Explain the reasons leading up to the no clearly.
Cite reader benefit or benefits to others, if plausible.
Explain the rationale behind your company’s policy.
Choose positive words to keep the reader in a receptive mood.
Show fairness and serious intent.
Ch. 9, Slide 23
Techniques
for Cushioning the Bad News

Position the bad news strategically.
Use the passive voice.
Highlight the positive.
Imply the refusal.
Suggest a compromise or an alternative.
Ch. 9, Slide 24
Closing Pleasantly
FORWARD LOOK
Anticipate future relations or business.
ALTERNATIVE FOLLOW-UP
Give follow-through advice or offer an alternative, if available.
GOOD WISHES
Express sincere feelings and express appreciation when
applicable.
FREEBIES
Send a coupon, sample, or gift, if available, to restore
confidence.

RESALE OR SALES PROMOTION
Invite the reader to consider your other products or services.
Ch. 9, Slide 25
Learning Outcome 4
Apply effective techniques for refusing typical requests or
claims as well as for bad news to customers in print or online.
Ch. 9, Slide 26
Saying No to Typical Requests
and Claims
Requests for favors, money, information, and action
Invitations
Claims from disappointed customers
Serious problems with orders

Rate increases and price hikes
Credit refusals
Ch. 9, Slide 27
“Before” – Ineffective Customer Request Refusal
Dear Ms. Trumbo:
We regret to inform you that we cannot allow you to convert the
lease payments you have been making on your Canon X1000
color copier toward its purchase, much as we would love to do
so. We understand that you have been making regular payments
for the past 16 months.
Our established company policy prohibits such conversion of
leasing monies. Perhaps you have noticed that we offer
extremely low leasing and purchase prices. Obviously, these
low prices would never be possible if we agreed to many
proposals such as yours. Because we are striving to stay in
business, we cannot agree to your request asking us to convert
all 16 months of rental payments toward the purchase of our
popular new equipment.
It is our understanding, Ms. Trumbo, that you have had the
Canon X1000 color copier for 16 months, and you claim that it
has been reliable and versatile. We would like to tell you about
another Canon model—one that is perhaps closer to your limited
budget.
Sincerely,

Ch. 9, Slide 28
“After” – Improved Refusal of Request
Dear Ms. Trumbo:
We’re happy to learn that you are enjoying the use of the Canon
X1000 color copier you’ve been leasing for the past 16 months.
Like our many other customers, you have discovered that Canon
copiers supply remarkable versatility and reliability. One of the
reasons we’re able to offer these outstanding copiers at such
low leasing rates and equally low purchase prices is that we
maintain a slim profit margin. If our program included a
provision for applying lease payments toward purchase prices,
our overall prices would have to be higher. Although lease
payments cannot be credited toward purchase price, we can
offer you other Canon models that are within your price range.
The Canon 600 delivers the same reliability with nearly as many
features as the top-of-the-line Canon X1000.
Please let us demonstrate the Canon 600 to your staff in your
office. Our representative, Seth Simmons, will call you during
the week of May 5 to arrange an appointment.
Sincerely,
Ch. 9, Slide 29
Dealing With Unhappy
Customers in Print and Online

Call or e-mail the individual or reply to his or her online post
within 24 hours.
Describe the problem and apologize.
Ch. 9, Slide 30
Explain the following:
Why the problem occurred
How you will prevent it from happening again
What you are doing to
resolve it
Ch. 9, Slide 31

Promote goodwill by following up with a message that
documents the phone call or acknowledges the online exchange
of posts.
Ch. 9, Slide 32
Responding by E-Mail and in Hard Copy
Written messages are important in
these situations:
When you cannot reach the customer personally.
When you need to establish a record of the incident.
When you wish to confirm follow-up procedures.
When you want to promote good relations.
Ch. 9, Slide 33
Why Consumers

Complain Online
Consumers may air their complaints on social networking sites
(Facebook, Twitter, Angie’s List, Yelp, and more) rather than
calling customer service departments.
Internet sites such as Complaints.com or Ripoff Report enable
customers to quickly share peeves about stores, products, and
services.
Ch. 9, Slide 34
Why Consumers
Complain Online
Customers may receive faster responses to tweets than to
customer service calls.
Griping in public may help other consumers avoid the same
problems.
Public complaints can improve the complainer’s leverage in
solving a problem.
Sending a 140-character tweet is much easier than writing a
complaint e-mail.

Ch. 9, Slide 35
Managing Negative
News Online
What smart businesses do:
Recognize social networks as an important communication
channel.
Become proactive and join the fun.
Monitor and respond within 24 hours.
Use the direct strategy if the message has some good-news
elements.
The indirect strategy may be more appropriate when the
message is disappointing.
Ch. 9, Slide 35
Handling Problems With Orders

Ch. 9, Slide 37
Announcing Rate Increases
and Price Hikes
Explain the reason for the price increase, such as higher
material costs or rising taxes.
Convey how the increase will add new value or better features,
make use more efficient, or make customers’ lives easier.
Give (advance) warning of rate increases.
Ch. 9, Slide 38
Denying Claims
Adopt the proper tone.
“You would have known that cash refunds are impossible if you
had read your contract.”
Avoid you statements that sound preachy.
Don’t blame customers, even if they are at fault.

Ch. 9, Slide 39
Denying Claims
duplicated, or posted to a publicly accessible website, i n whole
Use neutral, objective language to explain why the claim must
be refused.
Consider resale information to rebuild the customer’s
confidence in your products or organization.
Ch. 9, Slide 40
Denying Credit
Avoid language that causes hard feelings.
Retain customers on a cash basis.
Prepare for possible future credit without raising false
expectations.
Avoid disclosures that could cause a lawsuit.
Ch. 9, Slide 41

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