Chapter 9 Persuasive and Marketing Messages.ppt

munication: Process and Product, 6eMary Ellen GuffeyCopyright ? 2008Chapter 9Chapter 9Persuasive and Marketing Persuasive and Marketing MessagesMessagesMary Ellen Guffey, munication: Process and Product, 6eCh. 9, Slide 2Persuasive and Marketing MessagesPersuasive and Marketing MessagesThe 3-x-3 WritingProcessTypical PersuasiveDocumentsPersuasiveStrategies, FormatInterculturalPersuasionThe Power ofPersuasionMary Ellen Guffey, munication: Process and Product, 6eCh. 9, Slide 3? Mike Kemp / Rubberball Productions / Getty ImagesPersuasion is the ability to use argument or discussion to try to change an individual’s beliefs or to Be PersuasiveLearning to Be PersuasiveMary Ellen Guffey, munication: Process and Product, 6eCh. 9, Slide 4What Persuasive Techniques Are Effective?What Persuasive Techniques Are Effective??Establishing credibility?Making a reasonable, precise request?Tying facts to benefits?Recognizing the power of loss?Expecting and ing resistance?Sharing solutions promisingMary Ellen Guffey, munication: Process and Product, 6eCh. 9, Slide 5What Techniques Improve Persuasion?What Techniques Improve Persuasion??Avoid sounding preachy or parental.?Soften your words when persuading upward. ?Don’t pull rank.?Avoid making threats.?Be enthusiastic.?Be positive and Ellen Guffey, munication: Process and Product, 6eCh. 9, Slide 6Applying the 3-x-3 Writing ProcessApplying the 3-x-3 Writing ProcessPrewriting?Analyzing the purposeWhat do you want the receiver to do or think??Anticipating the reactionDoes the receiver need to be persuaded??Adapting to the audienceHow can you adapt your message to appeal to this receiver?AnalyzeAnticipateAdaptMary Ellen Guffey, munication: Process and Product, 6eCh. 9, Slide 7Applying the 3-x-3 Writing ProcessApplying the 3-x-3 Writing pose?Researching dataWhat information do you need? Where can you locate it??Organizing dataWhich strategy is better—direct or indirect?Mary Ellen Guffey, munication: Process and P