1. Writing Persuasive Messages.
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2. 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
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3. Learning Objectives
Distinguish between emotional and logical appeals and discuss how to balance them
Describe seven essential steps in developing sales and marketing messages
Identify steps you can take to avoid ethical lapses in marketing and sales messages
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4. The Three-Step Process
Persuasion
Give something of value
Take substantial action
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5. Plan the Message Analyze the situation Gather the information
Select the medium
Organize the message
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6. Analyze the Situation Audience Purpose Demographics Psychographics
Motivation
Purpose
Take action
Make decisions
Change attitudes
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7. Gather Information Knowledge Beliefs Feelings
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8. Select the Medium Electronic mail Social media Personal attention
Technological reach
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9. Organize the Message Direct or indirect approach Audience focus
Limited scope
Audience reaction
Power and expertise
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10. Write the Message Use positive, polite language
Respect cultural differences
Understand corporate cultures
Establish your credibility
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11. Enhance Your Credibility
Assess Your Credibility
Use Simple Language
Support the Message
Identify Sources
Find Common Ground
Be Objective and Fair
Show Good Intentions
Avoid the “Hard Sell”
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12. Completing the Message
Evaluate the content
Evaluate the design
Proofread the message
Select the delivery method
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13. Persuasive Messages Four essential strategies
Frame your arguments (AIDA Model)
Balance emotion and logic
Reinforce your position
Anticipate objections
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14. Using the AIDA Model Attention Interest Desire Action
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15. Write Balanced Messages
Emotions
Feelings
Sympathies
Needs
Logic
Analogy
Induction
Deduction
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16. Avoiding Faulty Logic Hasty conclusions Circular reasoning
Attacking the opponent
Oversimplification
False cause and effect
Faulty analogies
Illogical support
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17. Reinforce Your Position
Powerful words
Figures of speech
Audience benefits
Right timing
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18. Anticipate Objections
Test your theories
Ask the audience
Present all sides
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19. Types of Persuasive Messages
Requests for action
Presentation of ideas
Requests for claims or adjustments
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20. Marketing and Selling Marketing messages Sales messages Information
Goodwill
Sales messages
Action
Purchase
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21. Applying the Strategies
Assess audience needs
Analyze the competition
Present key selling points
Highlight the benefits
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22. Anticipating Objections
High price
Inferior quality
Compatibility
Perceived risk
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23. Applying the AIDA Model
Getting attention
Building interest
Increasing desire
Motivating action
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24. Getting Attention Features/Benefits Personal Appeals Product Samples
Common Ground
Inside Information
Problem Solutions
Genuine News
Promised Savings
Evocative Images
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25. Building Interest Build intrigue Support promises Highlight benefits
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26. Increasing Desire Focus on the audience Emphasize the benefits
Support your claims
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27. Motivating Action Call to action Sense of urgency Professionalism
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28. Using Social Media Conversation marketing and social commerce
Interactive
Networked
Multidirectional
Persuasive
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29. Social Media Guidelines
Facilitate community building
Initiate and respond to conversations
Identify and support your champions
Do not rely on the news media
Use the AIDA model as needed
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30. Maintaining High Standards
Business ethics
Legal compliance
Business etiquette
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