Transcript Rhetorical Situation

Chapter 8
Delivering Persuasive
Messages
Business Communication, 14e
Lehman and DuFrene
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Planning a Persuasive Message

Know the product/service/idea
well

Use knowledge of receiver to
identify an appeal that focuses
on receiver benefits

Anticipate and address
possible resistance

Know precisely what action
you want the receiver to take
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Principles for
Effective Persuasion

Keep paragraphs short

Use concrete nouns and
active verbs

Use specific language

Keep the spotlight on the
receiver

Stress a central selling
point or appeal

Use an inductive outline
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Persuasive Outline:
When The Receiver Must
Be Persuaded
A
Begin with an attention-getter related to the
receiver’s needs
I
Introduce the product, service, or idea and
create interest by stating specific reader benefits
D
Create desire to respond positively by presenting
convincing evidence of the value to be gained
A
Encourage action by making it easy and
restating the main benefit
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Attention Getters Should . . .

Introduce a relationship between
the receiver and the product,
service, or idea

Focus on a central selling feature
that addresses the receiver’s needs

Use an original approach
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Introduction Section Should . . .

Transition logically from the
attention getter

Use action-oriented language
that helps the receiver sense
benefits to be gained from
product, service, or idea

Stress a central selling point
that addresses the receiver’s
needs
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Convincing Evidence Adds
Credibility by . . .
Business Communication, 14th edition by Lehman and DuFrene

Presenting and interpreting
factual evidence

Using objective language

Including testimonials,
guarantees, and enclosures
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Techniques for
Subordinating Price
Business Communication, 14th edition by Lehman and DuFrene

Introduce price only after
creating a desire

Use figures to illustrate price is
reasonable or results in
savings

Invite comparison of like items

Include the central selling
point in the sentence that
introduces the price
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
Action Ending Should . . .
Business Communication, 14th edition by Lehman and DuFrene

Make the action clear and
simple to complete

Restate the reward for taking
action (central selling point)

Provide an incentive for
quick action

Ask confidently for action
Copyright
2005 by South-Western, a division of Thomson Learning
Chapter 8
E-mail — New Wave of
Persuasive Communication

“Opt-in” behavior invites e-mail contact

E-commerce marketer seeks a consumer’s
permission to send e-mail communications

Goal is to develop relationships with customers
who want to hear about the company’s products,
services, or information
Business Communication, 14th edition by Lehman and DuFrene
Copyright
2005 by South-Western, a division of Thomson Learning