TAILIEUCHUNG - Lecture Business communication (2/e): Chapter 7 - Flatley, Rentz, Lentz

Chapter 7 - Writing persuasive messages + Proposals. After studying this chapter, you should be able to: Describe important strategies for writing any persuasive message; write skillful persuasive requests that begin indirectly, develop convincing reasoning, and close with goodwill and action; discuss ethical concerns regarding sales messages; describe the planning steps for direct mail or email sales messages. | McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. seven “The art of persuasion can be one of your most valuable assets.” Writing Persuasive Messages + Proposals Know Your Readers Especially important with persuasion Can use formally gathered information (marketing reports, surveys, focus groups) Can gather information informally (study customer notes, talk with service personnel and other employees, look at other messages that have succeeded) 7- Choose Winning Reader Benefits These can be Tangible Intangible They can also be Intrinsic Extrinsic 7- Use Winning Appeals 7- Make It Easy for Readers to Comply Don’t neglect the action part of the message. Make the desired action clear. Make the desired action as easy as possible to perform. 7- Procedure for Writing a Persuasive Request Open with words that set up the strategy, and gain attention. Present the strategy (the persuasion), using persuasive language .

• Quản trị kinh doanh
• Business communication
• Lecture Business communication
• Communication skills
• Business communication process
• Writing persuasive messages
• Email sales messages
• Business communication design
• Lecture Business communication design
• Indirect communication strategies
• Direct communication strategies
• Indirect strategy
• Communicating internally
• Formal communication networks
• Informal communication networks
• Business of change
• Organizations change
• Communication conflicts
• Industrial communication
• Lecture Business and industrial communication
• Subordinate communication
• Communication activities
• Communication networks
• Oral communication
• Text based visuals
• Business writing design
• Writing process
• Business writing style
• Business messages
• Business of reports
• Organizing reports
• Informational reports
• Communication technology
• Technology influence
• Selecting appropriate words
• Avoid discriminatory wording
• Writing good news
• Neutral messages
• Writing bad news messages
• Writing reports
• Conventional outline form
• Writing short reports
• Forms of short reports
• Communicating orally
• Using voice input
• Application documents
• Print résumé
• Creating effective messages
• Communication design
• Select channels
• Administrative communication
• Business communication environment
• Communication process
• Business environment
• Corporate culture