2. Menentukan Tujuan Primer dan Sekunder

1. Menganalisa Penerima Pesan

1. Memilih Tipe Pesan

3. Membuat Outline Isi Pesan

4. Membuat Draft Pesan

5. Mengedit dan Merevisi Pesan

6. Proofread Pesan

Menentukan Level Kosakata

Being Ethical

PRINSIP-PRINSIP ETIKA

1. The Golden Rule

4. The Four-Way Test

Assuring Legality

Persuasive Messages

A persuasive message is (1) a request for action

when you believe the receiver may be unknowing,

disinterested, or unwilling,

or (2) a communication to try to change the opinion

of the receiver.

Receiver will have to be convinced that it is in their

best interest to take action.

Examples: request, recommendation, special

claim, sales, collection, and employment

Use the Indirect Plan for Persuasive Messages

The indirect plan assists in convincing a receiver to

take action à It enables the sender to present first

the benefits that the receiver may gain from

fulfilling the request

The indirect plan conditions a receiver to accept

the message.

The you-viewpoint should be used.

Purpose of a persuasive message:

Purposes of a persuasive message are (1) to have

receiver consider entire message and then (2) to

take requested action.

How to Use the Indirect Plan

Implementing the Indirect Plan

Persuasive Requests

Recommendations

A recommendation is a message that attempts to

persuade the receiver to take an action proposed

by the sender.

Recommendations should use indirect plan.

Examples of recommendations:

• Recommendation to advise the firm to replace obsolete equipment

• Recommendation to change company policy

Special Claims

Special or nonroutine claims are those in which

the fault is disputable. The sender may need to

convince the receiver that the adjustment or refund

is appropriate.

Claim

• Simple or routine à direct approach

• Special or nonroutine à indirect approach

Sales Messages

Sales messages come in many different form:

letters, brochures, leaflets, catalogs, radio and TV

commercials, and billboards.

Before you compose a sales message, know the

product or service you are going to sell.

Collection Messages

Collection messages are designed to collect

money and retain goodwill.

Collection messages are written in three stages:

• Reminder stage

• Appeal stage

• Warning stage

Each stage is progressively more persuasive.

The reminder stage is for customers who forgot to pay.

The appeal stage must effectively persuade the receiver.

It is written in a positive, courteous one.

The warning stage is the last opportunity for a customer to

pay an account.

Collection Messages

• Reminder stage à direct approach

• Appeal stage à indirect approach

• Warning stage à direct approach