Persuasive Business Communication

Tuesday, August 16, 2011
Introduction Understanding Your Audience Synthesis Lunch Structure Killer Charts
Michelle Ehrenreich Persuasive Business Communications
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9:00 – 9:30am 9:30 – 10:30am 10:30 – 12:30pm 12:30 – 1:30pm 1:30 – 3:30pm 3:30 – 5:00pm

Wednesday, August 17, 2011
Writing Style Is the Wine Industry Attractive in 2001?
Small group breakouts Presentations

9:00 – 10:00am10:00 – 12:00pm

Lunch Present Robert Mondavi’s vision to new investors
Small group breakouts Presentations
Michelle Ehrenreich Persuasive Business Communications

12:00 – 1:00pm 1:00 – 5:00pm

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Tuesday, August 16, 2011
Introduction Understanding Your Audience Synthesis Lunch Structure Killer Charts
Michelle Ehrenreich Persuasive Business Communications
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9:00 – 9:30am 9:30 –10:30am 10:30 – 12:30pm 12:30 – 1:30pm 1:30 – 3:30pm 3:30 – 5:00pm

Course Objectives
!  To understand the principles for developing compelling, persuasive documents and presentations that inspire action !  To learn and apply the principles of inductive and deductive logical reasoning in structuring reports and presentations !  To learn techniques for speeding the development of documents andpresentations !  To learn how to write simply and clearly, and to employ visual techniques !  To deliver effective oral presentations, based on a logical and persuasive underlying structure
Michelle Ehrenreich Persuasive Business Communications
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Why is Good Writing Important?

Michelle Ehrenreich Persuasive Business Communications

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Consider these Reasons
!  Some prefer writtencommunications over oral communications !  Often, written communications are the only way to reach others !  You can achieve greater impact if you write well !  You will have greater credibility if you write logically, clearly, and
persuasively, because others will see you as a clear thinker

!  Given the range of written communications required in business,
you can only maximize your own successif you write well

!  A logical, persuasive story is the basis of a successful oral
presentation

Michelle Ehrenreich Persuasive Business Communications

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Course Topics
•  Understand expectations and state of mind •  Identify desired outcomes Audience •  Determine best method for achieving desired outcomes •  Identify the so what Synthesis •  Continually synthesize and organizeinformation •  Develop logical storylines, based on principles of deductive and inductive reasoning Structure •  Create a hierarchy of ideas •  Create killer charts – clear and visually appealing •  Write clear, concise, and compelling text •  Present effectively

Style

Michelle Ehrenreich Persuasive Business Communications

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Synthesis

Synthesis

I need ingredients for a fruit saladSummary

I need peaches, oranges, grapes, strawberries, and blueberries

Data

I need peaches

I need oranges

I need grapes

I need strawberries

I need blueberries

Michelle Ehrenreich Persuasive Business Communications

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Course Topics – Structure

Melinda, we were roommates in college, but then a month ago you told me I was acting silly and that it was time to grow up!and then you didn t return my email! and then last week I called but you didn t pick up! and then you didn t return my text!

Melinda, Our friendship is over! 1. You insulted me 2. You haven t returned my messages

Michelle Ehrenreich Persuasive Business Communications

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Course Topics – Visual Style
Patients typically represent multiple problems

Patients with obesity •  50% havehypertension •  28% have Dinosaurs OM

Obesity

Dinosaurs OM

Patients with Dinosaurs OM •  48% have hypertension •  33% have obesity

Patients with hypertension •  65% have Dinosaurs OM •  35% are obese

Hypertension

Type IV sanitized

Patients with Type IV •  60% have hypertension •  71% have obesity •  60% have Dinosaurs OM •  76% have cardiovascular family history

Michelle...