Negative And Persuasive Messages
اسلاید 1: Chapter 6 - Writing Indirect Messages1Negative MessagesDual objectivesTransmitting bad newsMaintaining goodwillFour steps which follow an indirect organization:A delaying opening – carries high impactThe reasons for the upcoming bad newsThe bad news itself – receives location of low emphasisA positive endingPreparing reader for the message can determine reader’s perception of the message
اسلاید 2: Chapter 6 - Writing Indirect Messages2Negative MessagesThe Delaying OpeningPresents general topic without hinting about upcoming negative newsMust be written so that it doesn’t sound like it’s delaying the bad newsTone must not be too positiveWriting the delaying opening is often difficultOpening must not appear manipulative
اسلاید 3: Chapter 6 - Writing Indirect Messages3Negative MessagesThe ReasonsMost crucial step in the formulaGoal of the step is to seek reader acknowledgment of the reasonsShould be logical to the readerDo not pass the buck, blaming someone else for a decisionEach reason should build on preceding reasons
اسلاید 4: Chapter 6 - Writing Indirect Messages4Negative MessagesThe Bad NewsCan be short, sometimes only a part of a sentenceShort, but still importantRequires careful wordingOften follows from and can be appended to the reasons stepAvoid putting bad news in a separate paragraphPresent bad news as positively as possibleSeek an impersonal styleAvoid people’s names and personal pronounsAvoid statements of sympathy or apology
اسلاید 5: Chapter 6 - Writing Indirect Messages5Negative MessagesThe Positive EndingSeeks to change the tone from negative to positive to maintain goodwillExtends thanks for whatever you have rejectedMust sound sincereSuggest that a positive answer may be extended in the futureResist the desire to resurrect the negative messageEnd on a positive thought
اسلاید 6: Chapter 6 - Writing Indirect Messages6Persuasive MessagesUse only when it is necessary to change an opinionFive steps are important to writing effective persuasive messages:AttentionInterestDesireConvictionActionAction!
اسلاید 7: Chapter 6 - Writing Indirect Messages7Persuasive MessagesThe Attention StepIf reader is less disposed to respond favorably, message should be stronger and more highly definedIf reader is more likely to act as desired, message should be less attention-gettingGoals of the attention stepTo get the reader’s attentionTo develop enough attention to carry reader into next step
اسلاید 8: Chapter 6 - Writing Indirect Messages8Persuasive MessagesThe Interest StepCarries reader from the attention-getting opening to the desire stepGives some direction to the messageEncourages involvement by the readerRelatively shortGives information that creates interest
اسلاید 9: Chapter 6 - Writing Indirect Messages9Persuasive MessagesThe Desire StepDevelops desire in reader for the ultimate good, service, or actionGoal is to make reader desire product or serviceThe Conviction StepLays out counterarguments before reader has a change to organize arguments against actionPositive ways of looking at the action’s weaknesses
اسلاید 10: Chapter 6 - Writing Indirect Messages10Persuasive MessagesThe Action StepPropose only after reader is convinced of the need to take the actionBuilds on earlier steps and uses selected information from themReemphasizes the reader’s benefit from taking the proposed actionMakes it easy for reader to do as suggestedAsks for the action
اسلاید 11: Chapter 6 - Writing Indirect Messages11Persuasive MessagesWays to Stimulate ActionChange behavior in two waysThreatening punishment Offering a rewardPreferable in business settingsLong-term business relationships benefit from this approachEmotional appealsSeek a quick action based on limited thought and perhaps incomplete logicTopics such as children are animals are rich with potential emotional content
اسلاید 12: Chapter 6 - Writing Indirect Messages12Persuasive MessagesWays to Stimulate ActionRational appealsSeek a stronger commitmentReader is likely to feel more comfortable with appeal for a longer timeBusiness topics rely more on logic than emotion
اسلاید 13: Chapter 6 - Writing Indirect Messages13Persuasive MessagesHard Sell Versus Soft SellHard sellUses all five steps of persuasive messagesThe harder the hard-sell message, the more emphasis is needed for the attention stepSoft sellMust make judgments about whether the goals of the early steps can be assumedStart at the next stepExtremely soft sell letters may only have the action step
اسلاید 14: Chapter 6 - Writing Indirect Messages14Persuasive MessagesHints for Writing Persuasive MessagesOrganize your thoughtsSeek a blending from one step to the nextWriting your action step first may guide the development of the earlier stepsTry not to let your desired action leak out until the action step
نقد و بررسی ها
هیچ نظری برای این پاورپوینت نوشته نشده است.