Business Communication, Third Edition

SQ3 What types of business messages typically require persuasion?

Fundraising letters (Figure 5.8) and motivational speeches such as Steve Jobs’ 2007 keynote are two types of persuasive communication you may have to deliver in business. The following types of communication also require persuasion to influence and motivate the audience:

• Recommendations for action

• Requests for favors

• Persuasive customer claims

• Sales messages

This section discusses some special challenges for each type.

Recommendations for action

When you make a recommendation, you establish that a problem or a need exists, and then you show how your solution is effective. The content of your recommendation can include a range of persuasive elements: focusing on benefits, anticipating ...