capital resources
capital resources
Write a message to persuade your boss to invest capital resources to develop the product or service for sale.
Include secondary research to support your argument and explain what you will do in case the selected product or service does not initially sell as much as expected. Cite and reference sources using APA formatting.
Select the appropriate channel for delivering your message based on context, audience, and purpose.
Explain why you selected the channel.
Note: Part I is the basis of your Week 5 Persuasive Presentation assignment.
Part II:
Write a sales pitch to sell the product/service to the end consumer. The sales pitch that you write could be part of a marketing campaign, which can be the verbiage for a commercial, a flyer, a message posted on social network, and so on. Make sure to identify the context, as per the examples, in which the sales pitch will take place.
Select the appropriate channel for delivering your message based on context, audience, and purpose and state the channel you have chosen.
Explain why you selected the channel.
Below is the reading materials
Persuasive Messages
© E. Audras/PhotoAlto
Learning Objectives
After studying this chapter, you should be able to do the following:
- Describe the relationship between credibility and persuasion.
- Explain the AIM planning process for persuasive messages and the basic components of most persuasive messages.
- Explain how the tone and style of persuasive messages impact their influence.
- Create compelling internal persuasive messages.
- Compose influential external persuasive messages.
- Construct effective mass sales messages.
- Evaluate persuasive messages for effectiveness and fairness.
Hear Pete Cardon explain why this matters.
bit.ly.com/CardonWhy9
In many business situations, you hope to persuade others. In internal business communications, you may want your boss, peers, or colleagues to consider or adopt your ideas when their perspectives differ from yours. In external business communications, you will want to persuade your clients, customers, and prospects to use your products and services. Persuasion involves influencing others to see the merits of your ideas and act on your requests, even when they initially resist. In this chapter, we explore strategies for persuading others through writing.
In some ways, all business messages contain an element of persuasion—that is, you are hoping to influence the way others think, feel, or behave. Many of the concepts in this chapter will enhance your ability to make any kind of request. However, the approaches in this chapter are most applicable to situations in which your audience will initially resist your requests.
Throughout this chapter, you will see examples of persuasive messages at Better Horizons Credit Union. The chapter case provides the background.
© Ingram Publishing
Haniz Zogby, marketing specialist and loan officer
- Started working at Better Horizons nearly five years ago. She has worked 20 to 30 hours per week while attending college with a major in finance and a minor in event management.
- Started as a teller. Within a few years, she was promoted to positions of teller supervisor, loan officer, and marketing specialist.
- Currently working on marketing initiatives under the direction of Christine Russo.
© BananaStock
Christine Russo, president and CEO
- Has worked at Better Horizons for approximately ten years.
- Currently interested in increasing the number of young members. With declining numbers of young members, she is concerned that the credit union does not have good long-term prospects.
