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Chapter 9 Persuasive Messages

The document discusses persuasive messages and outlines the indirect plan for creating effective persuasive messages. The indirect plan includes getting the receiver's attention, showing the benefits or interests to them, providing proof of the benefits to motivate action, and making it easy for the receiver to take the desired action. The document also discusses using the indirect plan for complex requests, recommendations, sales messages, and some collection messages. It outlines different message types for the various stages of collection.

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214 views9 pages

Chapter 9 Persuasive Messages

The document discusses persuasive messages and outlines the indirect plan for creating effective persuasive messages. The indirect plan includes getting the receiver's attention, showing the benefits or interests to them, providing proof of the benefits to motivate action, and making it easy for the receiver to take the desired action. The document also discusses using the indirect plan for complex requests, recommendations, sales messages, and some collection messages. It outlines different message types for the various stages of collection.

Uploaded by

vj1234567
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 9

Persuasive Messages
Persuasive Messages

• A request for action when you believe


the receiver may be unaware,
disinterested, or unwilling
• A communication to try to change the
opinion of a receiver
Goals of a Persuasive Message

• To get the receiver to read or listen to


the entire message
• To have the receiver take the requested
action
Learning Objective 3

Describe the four elements that are


encompassed in the indirect plan for
persuasive messages.
Indirect Plan

• Attention--Ensure the entire message is


read or listened to
• Interest--Show benefits to hold the
receiver’s attention
• Desire--Provide proof of benefits to
motivate the receiver to action
• Action--Make it easy for the receiver to
take action quickly
Learning Objective 4

Write different kinds of persuasive


messages using the indirect plan.
Persuasive Messages with the
Indirect Plan

• Complex requests
• Recommendations
• Special claims
• Sales messages
• Collection messages (some)
Learning Objective 5

Write messages that are used for the


various stages of collection.
Collection Messages

• Reminder--direct plan used, message is


short and polite

• Appeal--indirect plan used, goodwill


maintained

• Warning--direct plan used, facts presented,


consequences of inaction identified

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