Business comm chapter 8

Main focus of persuasion

How persuasion has changed in the digital age

the volume and reach of persuasive messages have exploded

organizations of all types are in the persuasion business

persuasive techniques are more subtle

persuasion is more complex

AIDA strategy

attention

interest

desire

action

Writing and effective claim message

perhaps open with praise or a point of agreement

review what you have done to resolve the problem

explain precisely what happened or why your claim is valid

enclose copies of relevant documents

close with a clear action statement

Meaning of “above the fold”

Keep the main information on top. E-mails should be top heavy. Primary points should appear early in the message.