Copyright © 2010 Pearson Education InternationalChapter Writing Persuasive Messages
Copyright © 2010 Pearson Education InternationalChapter Learning Objectives Apply the three-step writing process to persuasive messages Identify seven ways to establish credibility in persuasive messages Describe the AIDA model for persuasive messages
Copyright © 2010 Pearson Education InternationalChapter Learning Objectives Distinguish between emotional and logical appeals and discuss how to balance them Describe five essential steps in developing sales and marketing messages Identify steps you can take to avoid ethical lapses in marketing and sales messages
Copyright © 2010 Pearson Education InternationalChapter The Three-Step Process Persuasion –Asking for something of value –Asking audience to take action
Copyright © 2010 Pearson Education InternationalChapter Plan the Message Analyze your situation Gather information Select the medium Organize your information
Copyright © 2010 Pearson Education InternationalChapter Analyze the Situation Audience –Demographics –Psychographics –Motivation Purpose –Request action –Prompt decisions –Change attitudes
Copyright © 2010 Pearson Education InternationalChapter Gather Information Knowledge Beliefs Emotions
Copyright © 2010 Pearson Education InternationalChapter Select the Medium Electronic mail Social media Personal attention Technological reach
Copyright © 2010 Pearson Education InternationalChapter Organize the Message Direct or indirect approach –Audience focus –Limited scope –Audience reaction –Power and expertise
Copyright © 2010 Pearson Education InternationalChapter Write the Message Use positive, polite language Respect cultural differences Understand corporate cultures Establish your credibility
Copyright © 2010 Pearson Education InternationalChapter Enhance Your Credibility Assess Your Credibility Use Simple Language Provide Evidence Identify Sources Find Common Ground Be Objective and Fair Consider the Audience Avoid the “Hard Sell”
Copyright © 2010 Pearson Education InternationalChapter Completing the Message Evaluate the content Critique design elements Proofread the message Select the delivery method
Copyright © 2010 Pearson Education InternationalChapter Persuasive Messages Four essential strategies –Frame your arguments (AIDA Model) –Balance emotion and logic –Reinforce your position –Anticipate objections
Copyright © 2010 Pearson Education InternationalChapter Using the AIDA Model Attention Interest Desire Action
Copyright © 2010 Pearson Education InternationalChapter Write Balanced Messages Emotions –Feelings –Sympathies –Needs Logic –Analogy –Induction –Deduction
Copyright © 2010 Pearson Education InternationalChapter Avoiding Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause and effect assumptions Faulty analogies Illogical support
Copyright © 2010 Pearson Education InternationalChapter Reinforce Your Position Powerful words Figures of speech Right timing
Copyright © 2010 Pearson Education InternationalChapter Anticipate Objections Test your theories Ask the audience Present all sides
Copyright © 2010 Pearson Education InternationalChapter Types of Persuasive Messages Requests for action Presentation of ideas Requests for claims or adjustments
Copyright © 2010 Pearson Education InternationalChapter Marketing and Selling Marketing messages –Information –Goodwill Sales messages –Action –Purchase
Copyright © 2010 Pearson Education InternationalChapter Applying the Strategies Assess audience needs Analyze the competition Present key selling points Highlight the benefits
Copyright © 2010 Pearson Education InternationalChapter Anticipating Objections High price Poor quality Compatibility Perceived risk
Copyright © 2010 Pearson Education InternationalChapter Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action
Copyright © 2010 Pearson Education InternationalChapter Getting Attention Genuine News Promised Savings Evocative Images Product Benefits Personal Appeals Product Samples Common Ground Inside Information Problem Solutions
Copyright © 2010 Pearson Education InternationalChapter Building Interest Build intrigue Support promises Highlight benefits
Copyright © 2010 Pearson Education InternationalChapter Increasing Desire Focus on the audience Emphasize the benefits Support your claims
Copyright © 2010 Pearson Education InternationalChapter Motivating Action The next step A sense of urgency Professionalism
Copyright © 2010 Pearson Education InternationalChapter Using Social Media Conversation marketing and social commerce –Interactive –Networked –Multidirectional –Persuasive
Copyright © 2010 Pearson Education InternationalChapter 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 InternationalChapter Maintaining High Standards Business ethics Legal compliance Business etiquette