Business Communication, Anniversary EditionLehman and DuFrene2002 SouthWesternThomson Learning

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Chapter 8 Writing Persuasive Messages
Chapter 8
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Planning a Persuasive Message
Chapter 8

• Know the product/service/idea well
• Use knowledge of receiver to identify an appeal
  that focuses on receiver benefits
• Anticipate and address possible resistance
• Know precisely what action youwant the receiver
  to take

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Persuasive OutlineWhen The Reader Must Be
Persuaded
Chapter 8

• Begin with an attention-getter related to the
  receivers needs
• Introduce the product, service, or idea and
  create interest by stating specific reader
  benefits
• Create desire to respond positively by presenting
  convincing evidence of the value to be gained
• Encourage action by making it easy and restating
  the main benefit

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