Escolar Documentos
Profissional Documentos
Cultura Documentos
B What reasons or reader benefits can you use to support your position?
Primary Purposes
To have the reader act.
Secondary Purposes
To build a good image of the writer.
To build a good image of the writers organization. To cement a good relationship between the writer and reader.
Depends on how much and what kinds of resistance you expect The Direct Request Pattern The Problem-solving Pattern Sales Rewards and Punishments
Direct Requests
Use when The audience will do as you ask without resistance. You need a response only from people willing to act. The audience is busy and may not read all messages. Your organizations culture prefers them.
DIRECT REQUEST
Problem-Solving Messages
Use when The audience is likely to object. You need action from everyone. You trust the audience to read the entire message. You expect logic to be more important than emotion in the decision.
Overcoming Objections
Specify how much time/money is required. Put the time/money in the context of the benefits they bring. Show that money spent now saves money later.
Show benefits to another group or cause. Show that sacrifice is needed for a higher goal.
PROBLEM-SOLVING MESSAGE
SHARED PROBLEM DETAILS SOLUTION NEGATIVES OUTWEIGHED BY ADVANTAGES READER BENEFITS REQUEST FOR ACTION
THANK YOU..