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Business Communication > Chapter 12 > Flashcards

Chapter 12 Flashcards

1
Q

What are the 4 aspects of the Planning Persuasive Messages step?

A

Analyze the Situation​

Gather the Information​

Select the Right Media and Channels​

Organize the Information

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2
Q

What to consider when Analysing the Situation?

A
  • What are audience desires, needs, and culture?

Use info from: -Demographics

                     - Psychographics
                     - Motivation
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3
Q

What to consider when Gathering info?

A

Get necessary info to make message more convincing.

In particular for Persuasive Business messages, Marketing messages and sales messages

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4
Q

What to consider when selecting the Right Media and Channels

A
  • Analyse options
  • Select Cost effective combination
  • Employ Multiple Media and Channels
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5
Q

What to Consider when Organizing Your Info?

A
  • Audience-centred “You” Attitude
  • Limit Scope- Define the main idea
  • Use an Indirect Approach to Explain reason and build interest before asking for action.
  • But still, decide which approach to use
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6
Q

What is to do in Writing step?

A
  1. Encourage a positive response by:
    • Using Positive Language
    • Being Sensitive to Organizational Cultures
    • Establishing Your Credibility
    • Respecting Cultural Differences
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7
Q

What are 3 ways in which you can build your credibility?

A
  • Use Simple Language
  • Provide Objective evidence
  • Identify Information Sources
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8
Q

What are 4 things involved in the Completing Step?

A
  1. Give an objective evaluation of work
  2. Don’t over estimate your credibility
  3. Get knowledgeable colleague to review
  4. Proofread
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9
Q

What are the four essential Strategies for Persuasive Business Messages?

A
  • Framing Your Arguments​
  • Balancing Emotional and Logical Appeals​
  • Reinforcing Your Position​
  • Anticipating Objections
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10
Q

Describe the AIDA Model in Framing Your Arguments.

A
  1. Attention
  2. Interest- built with facts
  3. Desire- built with additional evidence and answering possible objections and leads to:
  4. Action
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11
Q

What are the four factors to consider when Balancing Emotional and Logical Appeals?

A
  1. Actions you hope to motivate​
  2. Readers’ expectations​
  3. Degree of resistance​
  4. Position in the power structure of the organization can affect how much logic vs how much emotion you use.
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12
Q

Give 3 common mistakes in persuasive business messages and how to avoid them.

A
  • Hard sell tactics- Use “soft sell”- a calm convo
  • Resisting compromise- understand persuasion often involves give and take
  • Assuming that persuasion is a one-shot effort- one small step at a time
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13
Q

What 4 things to include to Reinforce your Position?

A
  • Believable Evidence​
  • Examine Your Language​
  • Use Metaphors and Analogies​, Anecdotes
  • Audience Benefits
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14
Q

What are three things to do in Anticipating Objections?

A
  • Identify Areas of Potential Resistance​, get audience member’s thoughts too
  • Find Solutions to Potential Objections​
  • Present All Sides of the Story​
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15
Q

What are 3 Common Examples for Persuasive Business Messages?

A

Requests for Action​

Presentations of Ideas​

Claims and Requests for Adjustment​

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16
Q

What are the 3 strategies to use to present Persuasive Requests for Action?

A
  • Use the Direct Approach for your Anticipated Requests​
  • Use the Indirect Approach or AIDA for your Requests​ that are unanticipated.
  • Open with an Attention-Getting Device​

Goals:​
Gain Credibility​
Convince Your Readers You Will Help Solve a Problem​

17
Q

Persuasive Presentations of Ideas

A

-You may want to change audience beliefs:
Step:
-Convince the audience to re-examine long-held beliefs
-Or admit the possibility of new ways of thinking- there may be other ways to think about this

18
Q

Making Persuasive Claims and Requests for Adjustment

A
  1. Outlining the problem and reviewing actions done already
  2. Be clear, calm and complete
  3. Give a good reason for granting the claim: Appeal to fairness; Show company responsibility but don’t go too emotional and make threats
  4. Be specific on the resolution you want
  5. Close respectfully; show that resolution will repair/ maintain relationship.
19
Q

What is the difference between Marketing and Sales Messages?

A

Marketing:

  • Don’t ask for an Immediate Decision
  • Introduce New Products

Sales:

  • Ask Prospect to Make Immediate Decision on Product or Service
  • Request to Buy Specific Product or Service.
20
Q

What are the 4 elements in planning Marketing and Sales Messages?

A

Assessing Audience Needs​- what they need and why they need it

Analyzing Your Competition​- strive to be unique

Determining Key Selling Points and Benefits​- Selling points (focus on what the product does- features); benefits are the advantage you get from the features (focuses on the experience)

Anticipating Purchase Objections- expect objections involving price, quality, perceived risk. Know how to convince them otherwise in an ethical and legal manner

21
Q

What model is used to write conventional Marketing and Sales Messages

A

Getting the Reader’s Attention​- Using creative headlines and other mediums

Building Interest​- Ensure good “pay off”- fulfil promises in the headline

Increasing Desire​- Explain benefits in an organized manner, smooth transitions, give facts that can help minimize doubts.

Motivating Action- Make taking action easy, risk-free- eg “just call 1-888-…… operators are standing by”.

22
Q

What are 7 guidelines for making Promotional Messages for Social Media?

A

Facilitate Community Building​

Listen at Least as Much as You Talk​

Initiate and Respond to Community Conversations​

Provide Information that People Want​ about your products or company

Identify and Support Your Champions- Reward your enthusiastic fans​

Be Real​- Genuine, sincere, transparent

Integrate Conventional Marketing and Sales Strategies​ at right time and place

23
Q

What is involved in Creating Promotional Messages for Mobile Devices?

A

Mobile Advertising:

  • Short simple texts
  • Mobile-Optimized Video
  • Fast and Straightforward
24
Q

What are some activities involved in mobile commerce (m-commerce)?

A
  • Searching for product reviews and stores
  • Finding coupons and other promotions
  • Making Purchases
25
Q

What are six legal guidelines for marketing and sales messages

A

Messages Must Be Truthful and Non-Deceptive​- Deceptive messages mislead reasonable customers, and those statements are an important part of the decision making process.

Claims Must Be Backed By Evidence​- Have objective evidence to support your product/service claims.

“Bait-and-Switch” Advertising is Illegal​- Attract customers with a product that you don’t intend to sell, then try to sell them another (more expensive) product.

Children’s Messages Subject to Special Rules​- For example, online marketers must obtain consent from parents before collecting personal information about children under age 13.

Can Be Binding Contracts in the Many States​- Marketing and Sales messages seen as binding contracts in many states, failure to comply results in breach.

Must-Have Permission to Use Person’s Identity​ in making Marketing and Sales messages- like promoting a product, you get permission to use a customer’s photo for the promotion

26
Q

How to Maintain Etiquette in making Marketing and Sales Messages?

A

Audience-Centred Approach- consider social trends, norms etc.​

Use Technology to Demonstrate​ Sensitivity to User Needs​- The algorithm can suggest info that only you are interested in, based on likes, search history, subscriptions, followings.

    -Opt-In Email Newsletters​- An example of tech that uses the "you" attitude. It only sends emails that customers have requested.

Business Communication (11 decks)

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