class 6: negative messages Flashcards
goals in conveying negative news
explains reasons clearly and fairly
be fair
convey empathy and sensitivity
maintain friendly relations
avoid legal liability
they are harder to convey
composing effective negative messages using indirect strategy (sandwich)
good news (buffer)
bad news
good news once more or something to make him low-key forget bad news
start with a buffer which includes:
best news
compliments
appreciation
agreement
facts
understanding
why are negative messages harder to convey
person may get upset
relationship can be destroyed
passionate people can breakdown
how to cushion the bad news
highlight the positive
position bad news strategically
use passive voice to avoid pointing fingers
imply refusal
suggest a compromise or an alternative
consider apologizing if you or your company made error
why is it important to apologize
shows maturity
people respect you more
5 rs of apologizing
remorse
recognition
responsibility
restitution: explain how you will fix it
repeating: mean it that it won’t happen again
what do you have to write when writing bad news
explain sincerely
show fairness and serious intent
cite reader or other benefits
explain company policy
choose positive words
without having a good reason, you lose the receiver
closing peasantly
look forward to future relations
if theres alternatives, supply more information
never give false hope
offer good wishes and compliments
never burn bridges
people will not forget how you make them feel
how to deal with disappointed customers in Print and Online
deal as soon as possible by email, call or online (24 hours max)
accept blame
describe problem and apologize
explain:
why did it occur?
what I’m doing to resolve it?
how will I prevent it from happening again?
promote goodwill by following with written message
how to manage negative news online
social network = important communication Chanel
become proactive (engage with customers as much as possible)
its gyu opportunity to look how customers think and how to improve
monitor comments
how to deny customer claims
adopt proper tone (don’t sound peachy)
don’t blame customers even if they are at fault
use objective language to explain why claim must be refused
if you can, offer info on possible alternatives to rebuild customer confidence
what is persuasion
attempt to influence
involves transmitting a message
involves free choice
how to persuade
before persuading others, persuade yourself
make it authentic, can’t fake it
repeat names cause people love their names
they love instant gratification
face to face = easier
by email is almost impossible
people love free stuff
people are scared of losing out
How persuasion has changed
volume, speed, and reach of persuasive messages have exploded
more complex and impersonal
techniques more subtle and misleading
many diverse organization are in the persuasive business
necessary things to be able to persuade someone
- establish credibility
- make a reasonable, specific request
- tie facts to benefits
- recognize power of loss
- expect and overcome resistance
- share solutions and compromise
- establishing credibility
show that your are truthful, experienced, and knowledgable
use other’s expert opinions, and research to support your opinion
- making reasonable specific requests
make request realistic
be clear about objective
- tying facts to benefits
use stats and reasons
convert these into audience benefits
- recognizing the power of loss
show what they can lose if they don’t agree
- expecting and overcoming resistance
anticipate conflicting beliefs, values and attitudes
be prepared to counter with gyu facts and reason
- sharing solutions and compromise
be flexible and offer solution gyu for both parties
Aida strategy for persuasive messages
attention
interest
desire
action
attention in AIDA
grab attention
create awareness
make sales proposition
prompt audience to read on
interest in AIDA
describe central selling points
focus on benefits the reader needs (direct and indirect)
facts and figures
expert opinions
examples
specific details
desire in AIDA
emphasize benefits to reduce resistance
anticipate objections (don’t say any never mentioned)
counter arguments
what ifs
reassures reader
elicits desire for ownership
motivates action
action in AIDA
specific request (sound confident)
offers incentive or gift
limits offer
sets deadline
makes easy for reader to respond
suggest specific and easy to follow action
closes sale
gives instant gratification
how to grab attention in AIDA
problem descriptions
unexpected statement
reader benefit
compliment
related facts
stimulating question
what to do when price is an obstacle
delay mentioning price until desire is created
demonstrate how customer saves money
compare with those of competitors
demonstrate clearly added value
build credibility with testimonials, warranty, free trials, or performance tests
being an ethical persuader
- Give before you ask
- appeal to values
- appeal to conformity
- expose hypocrisy (boff loh mon che)
if people find out about you lying about prices, integrity will be questioned
unethical persuasion
facts are distorted, overlooked, manipulated
intention to deceive
doublespeak
manipulative language
distorts or twists meaning
what do arguments have to be based on?
truth
objectivity
fairness
what is the effect of emotions on consumers
emotion guides decision making
decisions are split second and made nearly on emotion later on justified with decision
we are unaware of our biases and influences
emotional marketing for persuasion and sales
on the rise in Canada
emphasis on customer engagement through social networks
social media used successfully for engagement and branding
engaged customers are more loyal and willing to recommend products
social media depends on creating emotional connection
how to create effective sales messages in print and online
analyze product and evaluate competition
determine purpose of sales message
define key selling point (USP)
adapt the sales message to the audience
selling by email
communicate only with those who have given permission
craft catchy subject line
make message short, conversational and focused
use testimonials where possible
provide a means for opting out
writing short persuasive messages online
extreme conciseness and efficiency
include only attention getter and calls for actions
promote business and social causes
build online business personas
what can we prevent with remorse
automatic defensiveness
is accountability a skill
yes and an important one
how can you gain attention in a request?
asking questions directly involving the reader
how can you build interest in a request
establishing credibility
explaining why it will benefit the reader
how can you close with a gyu call to action
with maybe a final benefit to reader
