Writing Persuasive Messages . Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

The Three-Step Process Persuasion Asking for something of value Asking audience to take action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Planning for Persuasion Analyze your situation Gather information Select the right medium Organize your information Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Analyze the Situation Audience Purpose Demographics Psychographics Motivation Purpose Request action Motivate decisions Change attitudes Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Gather Information Knowledge Beliefs Emotions Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Select the Right Medium Electronic mail Social media Personal attention Technological reach Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Organize the Message Indirect approach Direct approach “You” attitude Limited scope Audience reaction Power structure Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Write the Message Use positive, polite language Respect cultural differences Understand corporate cultures Establish your credibility Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Enhance Your Credibility Use simple language Provide evidence Identify your sources Build rapport Be objective and fair Consider your audience Avoid the “hard sell” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Complete the Message Evaluate the content Critique design elements Revise the message Proofread the message Ask for advice Deliver the message Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Persuasive Messages Four essential strategies Frame your arguments (AIDA Model) Balance emotion and logic Reinforce your position Anticipate objections Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Using the AIDA Model Attention Interest Desire Action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Write Balanced Messages Emotions Feelings Sympathies Needs Logic Analogy Induction Deduction Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Avoid Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause and effect assumptions Faulty analogies Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Reinforce Your Position Powerful words Figures of speech Right timing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Anticipate Objections Expect resistance Present all sides Involve the audience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Common Mistakes Selling too hard up front Resisting compromise Limiting your tactics Using a one-shot plan Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Persuasive Messages Requests for action Presentation of ideas Requests for claims or adjustments Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Marketing and Sales Messages Marketing messages Information Goodwill Sales messages Action Product Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Marketing and Sales Strategies Assessing audience needs Analyzing the competition Setting selling points and benefits Anticipating purchase objections Applying the AIDA model Maintaining high standards Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Applying the Strategies Analyze the audience Study the competition Present key selling points Highlight the benefits Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Anticipating Objections Poor quality Compatibility Perceived risk Price issues Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Getting Attention Product Benefits Personal Appeals Product Samples Common Ground Inside Information Solutions to Problems Genuine News Promise of Savings Evocative Images Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Building Interest Build intrigue Support promises Emphasize benefits Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Increasing Desire Focus on the audience Emphasize the benefits Support your claims Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Motivating Action The next step A sense of urgency Professionalism A good impression Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Using Social Media Conversation marketing Interactive Networked Multidirectional Persuasive Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Social Media Guidelines Facilitate community building Initiate and respond to conversations Identify and support your champions Don’t rely on the news media Use the AIDA model as needed Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Maintaining High Standards Business ethics Legal compliance Etiquette Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall