ch09stu - Business Communication Process and Product 6e Mar...

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Unformatted text preview: Business Communication: Process and Product, 6e Mar y Ellen Guffey Copyr ight © 2008 Chapter 9 Chapter 9 Per suasive Per suasive and M arketing and M arketing M essages M essages Ch. 9, Slide 2 Mary Ellen Guffey, Business Communication: Process and Product , 6e Applying the 3-x-3 Applying the 3-x-3 Writing Process Writing Process Prewriti ng Analyzing the purpose What do you want the receiver to do or think? Anticipating the reaction Does the receiver need to be persuaded? Adapting to the audience How can you adapt your message to appeal to this receiver? Analyze Anticipate Adapt Ch. 9, Slide 3 Mary Ellen Guffey, Business Communication: Process and Product , 6e Applying the 3-x-3 Applying the 3-x-3 Writing Process Writing Process Writing Research Organize Compose Researching data What information do you need? Where can you locate it? Organizing data Which strategy is better —direct or indirect? Ch. 9, Slide 4 Mary Ellen Guffey, Business Communication: Process and Product , 6e Revising I s the document clear and concise? Proofreading I s the text correct? Evaluating Will the message achieve its purpose? Revising Edit Proofread Evaluate Applying the 3-x-3 Applying the 3-x-3 Writing Process Writing Process Ch. 9, Slide 5 Mary Ellen Guffey, Business Communication: Process and Product , 6e Analyzing the Structure of Analyzing the Structure of Persuasive Messages Persuasive Messages Four -Par t Per suasive Patter n: Gain Attention Gain Attention Build I nter est Build I nter est Reduce Reduce Resistance Resistance M otivate Action M otivate Action Ch. 9, Slide 6 Mary Ellen Guffey, Business Communication: Process and Product , 6e Requesting Favors and Requesting Favors and...
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ch09stu - Business Communication Process and Product 6e Mar...

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