Chapter 9 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Writing Persuasive Messages

© Prentice Hall, 2007Business Communication Essentials, 3e Chapter Key Writing Concepts Organization Active/passive language “You” orientation Reader benefit, alternative Respectful tone Formatting Spelling, grammar, punctuation, content Design & readability Closing with goodwill

Learning Objectives 1.The Three-Step Writing Process 2.Persuasive business messages 3.Examples of persuasive messages 4.Marketing and sales messages 5.Promotional messages for social media 6.High ethical and legal standards Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 3

Using the Three-Step Process for Persuasive Messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 9 - 4

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Organize MessageOrganize Message Select MediumSelect Medium Gather InformationGather Information Analyze SituationAnalyze Situation Plan for Persuasion

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Changing Attitudes?Changing Attitudes? Motivating Decisions?Motivating Decisions? Requesting Actions?Requesting Actions? The PurposeThe Purpose MotivationMotivation PsychographicsPsychographics DemographicsDemographics The AudienceThe Audience Analyze Situation

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Gather Information

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Select the Medium

Organize the Message Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Limited Scope Audience Reaction Power or Expertise Audience Focus Direct Approach Indirect Approach

Write the Message Positive LanguagePositive Language Cultural AwarenessCultural Awareness Corporate CulturesCorporate Cultures Your CredibilityYour Credibility Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Complete the Message Evaluate the contentEvaluate the content Revise for clarity and concisenessRevise for clarity and conciseness Ask a colleague to review the draftAsk a colleague to review the draft Review the overall design elementsReview the overall design elements Proofread for mechanical errorsProofread for mechanical errors Distribute the messageDistribute the message Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Developing Persuasive Business Messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Frame the Argument Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Attention 2. Interest 3. Desire 4. Action

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Balance the Message Marketing and Sales Marketing BusinessPersuasionBusinessPersuasionEmotionalAppeals Logical Appeals

Believable Evidence Believable Evidence Powerful Words Powerful Words Metaphors and Stories Metaphors and Stories Audience Benefits Audience Benefits Reinforce Your Position Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Anticipate Objections Positive Communication Positive Communication Balanced Approach Balanced Approach

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Common Mistakes The “Hard Sell”The “Hard Sell” No CompromiseNo Compromise Great ArgumentsGreat Arguments One-Shot PlanOne-Shot Plan

Common Examples of Persuasive Business Messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Persuasive Messages Request Action Present Ideas Make Claims

Developing Marketing and Sales Messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Start the Process AnalyzeAudience AssessCompetition

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Features and Benefits Selling Points Selling Points User Benefits User Benefits

Purchase Objections Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter High Price PerceivedRiskPerceivedRiskCompatibilityIssuesCompatibilityIssues Poor Quality

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Get AttentionGet Attention Generate InterestGenerate Interest Increase DesireIncrease Desire Motivate ActionMotivate Action The Persuasive Appeal

Getting Attention Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Features and Benefits Genuine News Common Ground Personal Appeals Insider Information Promise of Savings Samples and Demos Problem Solutions

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Building Interest Build Intrigue Build Intrigue Support Promises Support Promises Counter Objections Counter Objections

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Increasing Desire Stress Benefits Stress Benefits Focus on Audience Focus on Audience Support Claims Support Claims

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Motivating Action Motivate Action Motivate Action Reinforce Benefits Reinforce Benefits Keep It Simple Keep It Simple

Writing Promotional Messages for Social Media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Using Social Media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Social Media Guidelines Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Facilitate community building Listen as much as you talk Initiate and respond to conversations Provide information that people want

Social Media Guidelines Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Identify and support your champions Be authentic, transparent, and real Do not rely on the news media Integrate conventional strategies

Maintaining High Ethical and Legal Standards Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Marketing and Sales Communication Be truthful and non-deceptiveBe truthful and non-deceptive Back up claims with evidenceBack up claims with evidence Do not use “Bait and switch” tacticsDo not use “Bait and switch” tactics Obey rules when marketing to childrenObey rules when marketing to children Be aware of contractual obligationsBe aware of contractual obligations Respect the rights of individualsRespect the rights of individuals Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Writing Persuasive Messages