SPPT C9 - Desire--Provide proof of benefits to motivate the...

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Chapter 9 Persuasive  Messages
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Learning Objective 1 Describe a persuasive message.
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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
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Learning Objective 2 List the goals of a persuasive  message.
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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
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Learning Objective 3 Describe the four elements that are  encompassed in the indirect plan  for persuasive messages.
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Indirect Plan Attention--Ensure the entire  message is read or listened to Interest--Show benefits to hold the  receiver’s attention
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Unformatted text preview: 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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SPPT C9 - Desire--Provide proof of benefits to motivate the...

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