Chapter 7 Copyright © 2015 Cengage Learning Persuasive Messages.

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Presentation transcript:

Chapter 7 Copyright © 2015 Cengage Learning Persuasive Messages

2 Copyright © 2015 Cengage Learning Persuasive Messages

3 Copyright © 2015 Cengage Learning Persuasive Messages

Copyright © 2015 Cengage Learning Common Areas of Resistance ● Previous negative experience ● Limited time ● Limited money ● Indifference Audience Analysis | Short Messages | Sales Letters | Responding to Feedback © ALEXARANDA/SHUTTERSTOCK

5 Copyright © 2015 Cengage Learning Analyzing Your Audience Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

6 Copyright © 2015 Cengage Learning Applying Persuasion Principles Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

7 Copyright © 2015 Cengage Learning Persuasive Messages

Copyright © 2015 Cengage Learning Writing a Short Persuasive Message Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

9 Copyright © 2015 Cengage Learning Determining How to Start Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

Copyright © 2015 Cengage Learning Compare Direct the Indirect Openings Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

11 Copyright © 2015 Cengage Learning Practice Enticing Your Reader Imagine a situation where you’re writing to a prospective customer of your house cleaning service. Write a catchy opening that meets these criteria: Interesting (perhaps a rhetorical question) Relevant to the audience (busy professionals) Short (one or two sentences) Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

Copyright © 2015 Cengage Learning Justifying Your Idea or Request Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

Copyright © 2015 Cengage Learning Dealing with Obstacles Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

14 Copyright © 2015 Cengage Learning Motivating Action Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

15 Copyright © 2015 Cengage Learning Persuasive Messages

Copyright © 2015 Cengage Learning Select a Central Selling Theme Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

17 Copyright © 2015 Cengage Learning Creating Interest and Building Desire Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

Copyright © 2015 Cengage Learning Changing Features to Benefits Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

Copyright © 2015 Cengage Learning Motivating Action Audience Analysis | Short Messages | Sales Letters | Responding to Feedback VELYCHKO/SHUTTERSTOCK.COM

20 Copyright © 2015 Cengage Learning Persuasive Messages

21 Copyright © 2015 Cengage Learning Happy Will you respond? No Response Reach Out Degrading Misguided Unhappy Monitor Fix the Facts Restore the Relationship Consider Social Media Posts You have found a post about your company. Is it positive? NO YES NO YES DISCOVER EVALUATE RESPOND Deciding Whether to Respond Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

22 Copyright © 2015 Cengage Learning Writing Complaint Letters and Negative Online Reviews Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

23 Copyright © 2015 Cengage Learning Responding to Negative Online Feedback Audience Analysis | Short Messages | Sales Letters | Responding to Feedback

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