Negative And Persuasive Messages

صفحه 1:
© Oud vbievives > Drooscvitiog bad cews < ‏سل منمنموح)‎ ‏مور ای و رتاو ارب موه یج() خ‎ سي ]یجید موی رت سس قن سسسب وا ‎Por‏ میب ۰ * Dke bed cews itselP — reveives lovutiva oF low ‏موی‎ ۰ © posite exrdiny » Preparay reader Por the wessage ooo detersvice reader's perception of the wessuge Cheer 8 - Oriteg Jedrect Desops 

صفحه 2:
© Dke ‏پمرولد()‎ Opecicry > Presets yeurrdl topic without hic about ‏)دام موصن‎ ‏سره‎ ues > Oust be voritied sv thot it doesa't sued tke its detopiccy the ‏جيجه لوا‎ > Door wust ot be too postive > Oriticg the deloyiocy ppesicgy is oP te dPP ict > Opecicgy wust uot ggpeor warsiputotive: Cheer 8 - Oriteg Jedrect Desops 

صفحه 3:
© Dke ‏وت‎ ‎> Dost crocid step ia the Porous > Godl of the step is to seek reader uchorwledyceut oF the Cheer 8 - Oriteg Jedrect Desops 

صفحه 4:
©» The Oud Oews > Cua be skort, sowetives ooiy 0 port oP ‏ی و‎ ۰ Chon, bat sill koportert ۶ ‏ون یه ویو‎ > OPteo Polls Prow ood coo be oppeoded to the neusves step > Qvord ‏روش‎ bad cevs io separate paragraph > @resect bed cews os positively os possible > Geek on iwpersocd sive ‏مسي سياه نيه بلقي بي‎ * ‏بمومرو ۲و صوححصوه لس‎ or apoio ‎Oriteg Jedrect Desops‏ - 8 وان 

صفحه 5:
كدلج ‎The Positive‏ و ‎Geeks to chooge the trae Pro oeyeiive to positive to cotati:‏ > سل ‎ane POST ae‏ ۳ :۰ ‎Ouest svued siwere‏ * > Guest thot postive coswer way be the Puture > Resist the desire to resurrect the ueystive wessuye > Ged vou positive thought Cheer 8 - Oriteg Jedrect Desops 

صفحه 6:
موه مه ‎Ose ody whe if is cevessury to chooge‏ و شاه با امس ‎Ave steps are‏ © :7255920155 جالأوكل 5 790 مج .0 اجه .9 9. Desire موی 6 ممع .© سعد( افد ‎Orion‏ - 0 سجن 

صفحه 7:
© ‏با‎ Ottection Otep > OP reader is less disposed to respood Pavorubly, wees should be stecager ocd wore highly dePiced > Gods of the ottectioa step © Dp wet ke reader's ‏ماه‎ ‎817] ‏ی روت وس یی تخر‎ tio cen sep: ‎Oriteg Jedrect Desops‏ - 8 وان 

صفحه 8:
©» ‏با‎ Ioterest Otey > Oumies reader Prow the ‏لاص تاه‎ enn the desire step > Gives sowe directive to the wes > Gaoourayes tewolvesedt by the reader > Relatively short > @ives iePorwotivg thot orecier ioterest Cheer 8 - Oriteg Jedrect Desops 

صفحه 9:
© ‏با‎ Desire Step > Develops desing ia reader Por the otic ‏بلح‎ ‏لته رود‎ > Godlis to woke reader desire product or service ‏سنمیز با و‎ Step > Laps cul pounterargueeus bePore reader kas ‏وه و‎ to ‏مه اسنت عا و له‎ > osiive ways oP lovkieg of the ocfivo's weukuesses Cheer 8 - Oriteg Jedrect Desops 

صفحه 10:
‎Ontiva Step‏ با و ‎> Propose vdly der reader is cowed of the oped to take the union STE. > ®uids vo eutier steps ocd uses tet > Reewphustzes the reader's beoePit Prow the proposed uctivd > Oukes tt rosy Por reader to do os sugested > O@sks Por the action ‎Cheer 8 - Oriteg Jedrect Desops 

صفحه 11:
© Ouas to Gtoutate Priva > Ckenge bekuvior io to wops ۰ 1 ‏سس‎ ‎* ‏وعدن‎ ‏ع ون‎ 3 lester haw lanes tell ‏موده عاوج‎ > @xoviowd upped ‏ار وا تا زا موی اوق‎ ‏ها موز‎ ار ری اه روت و مه او و ۶ ۳ ‎Oriteg Jedrect Desops‏ - 8 وان 

صفحه 12:
Pora © Os to Gioutate Priva > Ratiocd appease * Geek a stoner * Reader & the to Peel wore cowPortble wit appr baer koe * Ovens topes ney wore va loge frost eri Cheer 8 - Oriteg Jedrect Desops 

صفحه 13:
‎Ward Gell Orrsus 60۳ Gell‏ و ‎> Word sel ‎* Opes ol Pur steps of ‏و مج‎ * De harder he hardoet even, he wore caret Pre toe emesis stray > Goh sel © Dyet coke ‏ول‎ obout wheter the qooks thre ‏راو‎ ep ae bre ‏اج‎ ‎* Ghar ot the ont step * Cxrewel sch sell ters way ody hove hee ota step ‎Cheer 8 - Oriteg Jedrect Desops 

صفحه 14:
© ‏سا بر‎ Oriicy Pervasive Oessages * Orneenize pour thoughts > Geek o bleodiag Proc vor step to the oext * Oni pour uviva step Pret say xpi developwent of the eortier steps > Dep otto tet pour ‏لا مت لو‎ the uniive step Cheer 8 - Oriteg Jedrect Desops 

Negative Messages  Dual    objectives Transmitting bad news Maintaining goodwill Four steps which follow an indirect organization:  A delaying opening – carries high impact  The reasons for the upcoming bad news  The bad news itself – receives location of low emphasis  A positive ending  1 Preparing reader for the message can determine reader’s perception of the message Chapter 6 - Writing Indirect Messages Negative Messages  The      2 Delaying Opening Presents general topic without hinting about upcoming negative news Must be written so that it doesn’t sound like it’s delaying the bad news Tone must not be too positive Writing the delaying opening is often difficult Opening must not appear manipulative Chapter 6 - Writing Indirect Messages Negative Messages  The      3 Reasons Most crucial step in the formula Goal of the step is to seek reader acknowledgment of the reasons Should be logical to the reader Do not pass the buck, blaming someone else for a decision Each reason should build on preceding reasons Chapter 6 - Writing Indirect Messages Negative Messages  The  Bad News Can be short, sometimes only a part of a sentence  Short, but still important  Requires careful wording     4 Often follows from and can be appended to the reasons step Avoid putting bad news in a separate paragraph Present bad news as positively as possible Seek an impersonal style  Avoid people’s names and personal pronouns  Avoid statements of sympathy or apology Chapter 6 - Writing Indirect Messages Negative Messages  The  Positive Ending Seeks to change the tone from negative to positive to maintain goodwill  Extends thanks for whatever you have rejected  Must sound sincere    5 Suggest that a positive answer may be extended in the future Resist the desire to resurrect the negative message End on a positive thought Chapter 6 - Writing Indirect Messages Persuasive Messages   Use only when it is necessary to change an opinion Five steps are important to writing effective persuasive messages: 1. 2. 3. 4. 5. 6 Attention Interest Desire Conviction Action Chapter 6 - Writing Indirect Messages Actio n! Persuasive Messages  The    Attention Step If reader is less disposed to respond favorably, message should be stronger and more highly defined If reader is more likely to act as desired, message should be less attention-getting Goals of the attention step  To get the reader’s attention  To develop enough attention to carry reader into next step 7 Chapter 6 - Writing Indirect Messages Persuasive Messages  The      8 Interest Step Carries reader from the attention-getting the desire step Gives some direction to the message Encourages involvement by the reader Relatively short Gives information that creates interest Chapter 6 - Writing Indirect Messages opening to Persuasive Messages  The   Develops desire in reader for the ultimate good, service, or action Goal is to make reader desire product or service  The   9 Desire Step Conviction Step Lays out counterarguments before reader has a change to organize arguments against action Positive ways of looking at the action’s weaknesses Chapter 6 - Writing Indirect Messages Persuasive Messages  The      1 Action Step Propose only after reader is convinced the need to take the action Builds on earlier steps and uses information from them Reemphasizes the reader’s benefit from the proposed action Makes it easy for reader to do as suggested Asks for the action Chapter 6 - Writing Indirect Messages of selected taking Persuasive Messages  Ways  to Stimulate Action Change behavior in two ways  Threatening punishment  Offering a reward    Preferable in business settings Long-term business relationships benefit from this approach Emotional appeals  Seek a quick action based on limited thought and incomplete logic  Topics such as children are animals are rich with emotional content 11 Chapter 6 - Writing Indirect Messages perhaps potential Persuasive Messages  Ways  to Stimulate Action Rational appeals  Seek a stronger commitment  Reader is likely to feel more comfortable with appeal longer time  Business topics rely more on logic than emotion 1 Chapter 6 - Writing Indirect Messages for a Persuasive Messages  Hard  Sell Versus Soft Sell Hard sell  Uses all five steps of persuasive messages  The harder the hard-sell message, the more emphasis is needed for the attention step  Soft sell  Must make judgments about whether the goals the early steps can be assumed  Start at the next step  Extremely soft sell letters may only have the action step 1 Chapter 6 - Writing Indirect Messages of Persuasive Messages  Hints     1 for Writing Persuasive Messages Organize your thoughts Seek a blending from one step to the next Writing your action step first may guide development of the earlier steps Try not to let your desired action leak the action step Chapter 6 - Writing Indirect Messages the out until