Developing Persuasive Business Messages
Create a memo proposal using the AIDA model in a Microsoft Word in a minimum of 1,400 words. You will add an introduction and conclusion, and your paper will include the following components:
Convince your audience to invest capital resources to develop the product or service you intend to sell and explain your rationale. See Figure 9.5 - Persuasive Message Using AIDA model.
Gain credibility (for yourself and your request) and (2) to make your readers believe that helping your product/service will indeed benefit the company. Close with a request for some specific action, and make that course of action as easy to follow as possible to maximize the chances of a positive response.
Include secondary research to support your argument, related to your product and/or service.
- Explain what you will do in case the selected product or service does not initially sell as much as expected.
- Indicate potential digital channels for marketing your product or service.
- Consider cross-cultural and multinational implications.
Note: Main points from this memo will be included in the Week 5 Persuasive Presentation.
The following guidelines will help you effectively format specific memo elements, Business Communication Essentials, 7/e (Pg. 410):
- Addressees. When sending a memo to a long list of people, include the notation See distribution list or See below in the position at the top; then list the names at the end of the memo. Arrange this list alphabetically, except when high-ranking officials deserve more prominent placement. You can also address memos to groups of people--All Sales Representatives, Production Group, New Product Team.
- Courtesy titles. You need not use courtesy titles anywhere in a memo; first initials and last names, first names, or even initials alone are often sufficient. However, use a courtesy title if you would use one in a face-to-face encounter with the person.
- Subject line. The subject line of a memo helps busy colleagues quickly find out what your memo is about, so take care to make it concise and compelling.
- Body. Start the body of the memo on the second or third line below the heading. Like the body of a letter, it's usually single-spaced with blank lines between paragraphs. Indenting paragraphs is optional. Handle lists, important passages, and subheadings as you do in letters.
- Writer's initials. Unlike a letter, a memo doesn't require a complimentary close or a signature, because your name is already prominent at the top. However, you may initial the memo--either beside the name appearing at the top of the memo or at the bottom of the memo.