Copyright © 2017 Pearson Education, Inc.

Excellence in Business Communication Chapter 10 Writing Persuasive Messages Copyright © 2017 Pearson Education, Inc.

1.Apply the three-step writing process to persuasive messages. 2.Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages. Copyright © 2017 Pearson Education, Inc.Chapter Learning Objectives (1 of 2)

3.Describe an effective strategy for developing marketing and sales messages, and explain how to modify your approach when writing promotional messages for social media. 4.Identify steps you can take to avoid ethical lapses in marketing and sales messages. Copyright © 2017 Pearson Education, Inc.Chapter Learning Objectives (2 of 2)

Using the Three-Step Process for Persuasive Messages (LO 1) Apply the three-step writing process to persuasive messages. Copyright © 2017 Pearson Education, Inc.Chapter

Copyright © 2017 Pearson Education, Inc.Chapter Gather the Information Organize the Message Analyze the Situation Select the Medium Step 1: Planning Persuasive Messages

Analyzing the Situation Copyright © 2017 Pearson Education, Inc.Chapter Gauging Audience Desires and Interests Demographic Information Psychographic Information Audience’s Level of Motivation

Gathering Information Copyright © 2017 Pearson Education, Inc.Chapter Persuasive and Compelling Sales Messages Business Messages Marketing Messages

Selecting the Right Combination of Medium and Channel Copyright © 2017 Pearson Education, Inc.Chapter Nature of Persuasive Messages Range of Consumer Attitudes Variety of Communication Media

Organizing Your Information Copyright © 2017 Pearson Education, Inc.Chapter The Direct or the Indirect Approach? What Is Your Relationship with the Audience? What Is the Extent of Your Power, Authority, or Expertise?

Step 2: Writing Persuasive Messages Copyright © 2017 Pearson Education, Inc.Chapter Respect Cultural Differences Establish Your Credibility Use Positive and Polite Language Understand Culture in Organizations

Building Your Credibility Copyright © 2017 Pearson Education, Inc.Chapter Providing Objective Evidence Identifying Your Source Materials Focusing on the Audience’s Interests Establishing Common Ground

Copyright © 2017 Pearson Education, Inc.Chapter Step 3: Completing Persuasive Messages Produce Your Message Distribute Your Message Evaluate Your Content Proofread Your Message

Developing Persuasive Business Messages (LO 2) Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages. Copyright © 2017 Pearson Education, Inc.Chapter

Framing Your Arguments (the AIDA Model) Copyright © 2017 Pearson Education, Inc.Chapter Attention Interest Desire Action Catch the Audience’s Attention Provide Additional Details or Benefits Explain Benefits; Address Objections Suggest Specific Audience Action

Copyright © 2017 Pearson Education, Inc.Chapter Balancing Emotional and Logical Appeals (1 of 2) Feelings Emotions Sympathies Analogy Induction Deduction Emotional Appeals Logical Appeals

Copyright © 2017 Pearson Education, Inc.Chapter Balancing Emotional and Logical Appeals (2 of 2)

Avoiding Faulty Logic Hasty generalizations Circular reasoning Attacking an opponent Oversimplifying a complex issue Mistaken cause-effect assumptions Faulty analogies Copyright © 2017 Pearson Education, Inc.Chapter

Believable Evidence Powerful Words Metaphors and Stories Audience Benefits Reinforcing Your Position Copyright © 2017 Pearson Education, Inc.Chapter

Anticipating Objections Copyright © 2017 Pearson Education, Inc.Chapter Counter Negative Elements Focus on Positive Communication Present All Sides of the Situation

Copyright © 2017 Pearson Education, Inc.Chapter Common Mistakes  Using a Hard Sell Approach  Being Resistant to Compromise  Relying Solely on Great Arguments  Using a “One-Shot” Approach Avoiding Common Mistakes in Persuasive Communication

Common Categories of Persuasive Messages Copyright © 2017 Pearson Education, Inc.Chapter Requests for Action Presentation of Ideas Claims and Requests for Adjustment

Persuasive Requests for Action Copyright © 2017 Pearson Education, Inc.Chapter Direct Approach to Persuasion Indirect Approach to Persuasion Unanticipated RequestAnticipated Request

Persuasive Presentation of Ideas Copyright © 2017 Pearson Education, Inc.Chapter Changing Attitudes or Beliefs About a Topic Changing Attitudes or Beliefs About a Topic Consider a New Idea Reexamine Opinions Reconsider Ways of Thinking

Persuasive Claims and Requests for Adjustment Copyright © 2017 Pearson Education, Inc.Chapter Review the Facts in a Positive Tone Outline the Problem and Its Status Give Reasons for Granting the Claim Close on a Respectful Note

Developing Marketing and Sales Messages (LO 3) Describe an effective strategy for developing marketing and sales messages, and explain how to modify your approach when writing promotional messages for social media. Copyright © 2017 Pearson Education, Inc.Chapter

Planning Marketing and Sales Messages Copyright © 2017 Pearson Education, Inc.Chapter Audience Needs Audience Needs Purchase Objections Purchase Objections Selling Points and Benefits Selling Points and Benefits Competition

Writing Conventional Marketing and Sales Messages Copyright © 2017 Pearson Education, Inc.Chapter Using the AIDA Model Getting Attention Building Interest Increasing Desire Motivating Action

Writing Promotional Messages for Social Media Copyright © 2017 Pearson Education, Inc.Chapter Get Involved in Online Conversations Listen as Much as You Talk Initiate and Respond to Conversations Be Authentic, Transparent, and Real

Promotional Messages in Social Media Copyright © 2017 Pearson Education, Inc.Chapter

Creating Promotional Messages for Mobile Devices Copyright © 2017 Pearson Education, Inc.Chapter The Mobile Experience Keep the Mobile Experience Fast and Straightforward Promotional Messages Keep Promotional Messages Short and Simple

Avoiding Ethical Lapses in Marketing and Sales Messages (LO 4) Identify steps you can take to avoid ethical lapses in marketing and sales messages. Copyright © 2017 Pearson Education, Inc.Chapter

Maintaining High Ethical and Legal Standards Copyright © 2017 Pearson Education, Inc.Chapter Using Persuasion as a Positive Force Maintaining the “You Attitude” During All Business Transactions Understanding Legal Aspects of Promotional Communication

Basic Legal Aspects of Promotional Communication (1 of 2) Copyright © 2017 Pearson Education, Inc.Chapter Be Truthful and Non-Deceptive Support Your Claims with Evidence Don’t Use Bait-and-Switch Tactics

Basic Legal Aspects of Promotional Communication (2 of 2) Copyright © 2017 Pearson Education, Inc.Chapter Obey Laws When Marketing to Minors Observe Contractual Obligations Respect the Rights of Individuals

Copyright © 2017 Pearson Education, Inc.Chapter All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.