1. Copyright © 2010 Pearson Education InternationalChapter 10 - 1 Writing Persuasive Messages

2. Copyright © 2010 Pearson Education InternationalChapter 10 - 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

3. Copyright © 2010 Pearson Education InternationalChapter 10 - 3 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

4. Copyright © 2010 Pearson Education InternationalChapter 10 - 4 The Three-Step Process Persuasion –Asking for something of value –Asking audience to take action

5. Copyright © 2010 Pearson Education InternationalChapter 10 - 5 Plan the Message Analyze your situation Gather information Select the medium Organize your information

6. Copyright © 2010 Pearson Education InternationalChapter 10 - 6 Analyze the Situation Audience –Demographics –Psychographics –Motivation Purpose –Request action –Prompt decisions –Change attitudes

7. Copyright © 2010 Pearson Education InternationalChapter 10 - 7 Gather Information Knowledge Beliefs Emotions

8. Copyright © 2010 Pearson Education InternationalChapter 10 - 8 Select the Medium Electronic mail Social media Personal attention Technological reach

9. Copyright © 2010 Pearson Education InternationalChapter 10 - 9 Organize the Message Direct or indirect approach –Audience focus –Limited scope –Audience reaction –Power and expertise

10. Copyright © 2010 Pearson Education InternationalChapter 10 - 10 Write the Message Use positive, polite language Respect cultural differences Understand corporate cultures Establish your credibility

11. Copyright © 2010 Pearson Education InternationalChapter 10 - 11 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”

12. Copyright © 2010 Pearson Education InternationalChapter 10 - 12 Completing the Message Evaluate the content Critique design elements Proofread the message Select the delivery method

13. Copyright © 2010 Pearson Education InternationalChapter 10 - 13 Persuasive Messages Four essential strategies –Frame your arguments (AIDA Model) –Balance emotion and logic –Reinforce your position –Anticipate objections

14. Copyright © 2010 Pearson Education InternationalChapter 10 - 14 Using the AIDA Model Attention Interest Desire Action

15. Copyright © 2010 Pearson Education InternationalChapter 10 - 15 Write Balanced Messages Emotions –Feelings –Sympathies –Needs Logic –Analogy –Induction –Deduction

16. Copyright © 2010 Pearson Education InternationalChapter 10 - 16 Avoiding Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause and effect assumptions Faulty analogies Illogical support

17. Copyright © 2010 Pearson Education InternationalChapter 10 - 17 Reinforce Your Position Powerful words Figures of speech Right timing

18. Copyright © 2010 Pearson Education InternationalChapter 10 - 18 Anticipate Objections Test your theories Ask the audience Present all sides

19. Copyright © 2010 Pearson Education InternationalChapter 10 - 19 Types of Persuasive Messages Requests for action Presentation of ideas Requests for claims or adjustments

20. Copyright © 2010 Pearson Education InternationalChapter 10 - 20 Marketing and Selling Marketing messages –Information –Goodwill Sales messages –Action –Purchase

21. Copyright © 2010 Pearson Education InternationalChapter 10 - 21 Applying the Strategies Assess audience needs Analyze the competition Present key selling points Highlight the benefits

22. Copyright © 2010 Pearson Education InternationalChapter 10 - 22 Anticipating Objections High price Poor quality Compatibility Perceived risk

23. Copyright © 2010 Pearson Education InternationalChapter 10 - 23 Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action

24. Copyright © 2010 Pearson Education InternationalChapter 10 - 24 Getting Attention Genuine News Promised Savings Evocative Images Product Benefits Personal Appeals Product Samples Common Ground Inside Information Problem Solutions

25. Copyright © 2010 Pearson Education InternationalChapter 10 - 25 Building Interest Build intrigue Support promises Highlight benefits

26. Copyright © 2010 Pearson Education InternationalChapter 10 - 26 Increasing Desire Focus on the audience Emphasize the benefits Support your claims

27. Copyright © 2010 Pearson Education InternationalChapter 10 - 27 Motivating Action The next step A sense of urgency Professionalism

28. Copyright © 2010 Pearson Education InternationalChapter 10 - 28 Using Social Media Conversation marketing and social commerce –Interactive –Networked –Multidirectional –Persuasive

29. Copyright © 2010 Pearson Education InternationalChapter 10 - 29 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

30. Copyright © 2010 Pearson Education InternationalChapter 10 - 30 Maintaining High Standards Business ethics Legal compliance Business etiquette