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BUSINESS COMMUNICATIONS
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PERSUASION AND ITS PURPOSE
An act of convincing
Inducing someone into believing something
through reasoning
Purpose ofPersuasive messages is to
Make receiver accept a point of view
Get desired response
To make the receiver act according toyour wishes
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ORGANIZATION OF PERSUASIVE
MESSAGES
Direct request organization
for routine messages
Main idea
Explanation
Courteous close
Indirect request organization
In complex, more difficult situationExplanation
Main Idea
Courteous Close
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A-I-D-A
A = attention
I = Interest
D = Desire A = Action
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ATTENTION
First paragraph
Search for readers interest
Open with Agreeable comment or assertion
Open with sincere compliment
Open with a question
Open with direct request for a favor
Avoid speaking about yourself and your organization
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INTEREST AND DESIRE
The middle paragraphs
Continue the theme stated in attention phase
Relate your product, project or service to the
reader
State the direct (direct impact)and
indirect(indirect impact) benefits for the reader
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ACTION
Last paragraph (closing)
State your purpose
Do not feel embarrassed
Make your desired act ion simple easy and
clear
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PERSUASIVE REQUESTS
Requests About Products or Services.
Requests For Claims and Adjustments.
Requests For Change inP
olicy.Requests for Change in Performance.
Requests for Employer to a Reference.
Requests from Employee to a Reference.
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A request mainly by the purpose of influencing
somebodys attitude and change his thinking about
a particular project, product or service according to
our liking.
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REQUESTS ABOUT PRODUCTS OR
SERVICES.
Requesting Purchase of a product. notes(commonly known as miss-you messages) to old
customers trying to win back their trust.
Requesting Information from seller.
A request sent to seller by the aim of gathering information
about some particular we are interested in. Requesting Internal Employee Action.
Message whose main purpose is to build effective
relationship with employees by getting their feedback
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As senders(encoders) of the message we encounter
occasions where we have to seek a response from
the receivers.
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REQUESTS FOR CLAIMS AND
ADJUSTMENTS.
Requesting an adjustment. Request for a refund or an exchange
Requesting credit.
Credit applications are handled occasionally
Sometime we may seek special privileges fromlending institutions
(c) Copyright by Muhammad Usman 10
Requests written by dissatisfied customers opting for
an exchange or a claim of product or service.
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REQUEST FOR CHANGE IN POLICY
We often need to persuade a company to change
its usual policy, we may also wish to persuade
individuals to change their actions, hoping to
improve their future performance.
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It takes considerable time to effect a change in the
policy.
Logical and organized evidence is required to bring
about such a change.
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REQUESTS FOR CHANGE IN
PERFORMANCE
Requested changes may include
Individual personal appearance.
Habits annoying to others.
Or even business practices.
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A good thorough convincing is required to
persuade someone to bring about a change in
their performance.
Its positive to give an oral briefing along with the
written message
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REQUESTS FOR EMPLOYER TO A
REFERENCE
Be specific.
Word your question in a neutral way.
Number your questions.
Use separate paragraph for each question.
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Employer often desire a feedback about an employee from
someone who is a good critique of employees work (or)
from an individual having an understanding of a
perspective employee.
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REQUESTS FROM EMPLOYEE TO A
REFERENCE.
then
State why we are communicating.
What the recommendation is for.
Include some summary for oneself, e.g.,
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A message written to persuade someone to write reference
letter
That person may or may not be interested
If that person is not interested we have to persuade him
Course Studied.
Grades in major and minor area.
Positions held and companies worked for..
Activities outside the workplace.
Goals and adjectives for your future.
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PERSUASIVE SALES LETTERS
Solicited letters.
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To some extent, every letter is a sales letter. We are
selling our organizations image and goodwill.
More so than other letters, the sales letter is highly
specialized, and its writing require exceptional ability andexperience.
There are two kinds of sales letters:
Unsolicited letters.
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SOLICITED LETTERS.
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Solicited sales letters are the letters that we write in
response to an inquiry.
These letters have one central goal: to get
responses quickly to someones request for
information.
Direct(deductive approach) plan is used for
solicited letter
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ORGANIZATIONAL PLAN RESPONDING
TO SOLICITED LETTERS
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Answer the inquirers questions favorably.
Indicate that the requested material will be sent.
Answer the additional questions.
Provide sales promotion information.Arrange your response in such a way that beginning
and end of letter has positive response
Make the closing easy.
Suggest benefits to the reader.
Focus on the positive.
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Unsolicited letters.
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Unsolicited sales letter are those letters which you write
to people who can be persuaded through these
letters to buy your product or service.
Before writing this type of letter you should clearly know
your purpose.
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SUGGESTIONS FOR WRITING UNSOLICITED
LETTERS
Decide the purpose from one of the following
A. Make a direct deal
B. encourage future sale
C. Bring back lost customers Understand the audience[general or
niche(specifically selected)]
Know every detail about your product or service
Be aware of the timing
Consider the length of your letter
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