Writing Persuasive Messages

Copyright 2010 Pearson Education International

Chapter 10 - 1

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 International

Chapter 10 - 2

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 International

Chapter 10 - 3

The Three-Step Process

Persuasion
Asking for something of value Asking audience to take action

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Chapter 10 - 4

Plan the Message

Analyze your situation
Gather information Select the medium Organize your information

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Chapter 10 - 5

Analyze the Situation

Audience
Demographics Psychographics Motivation

Purpose
Request action Prompt decisions Change attitudes

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Chapter 10 - 6

Gather Information
Knowledge
Beliefs Emotions

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Chapter 10 - 7

Select the Medium

Electronic mail
Social media Personal attention Technological reach

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Chapter 10 - 8

Organize the Message

Direct or indirect approach
Audience focus Limited scope Audience reaction Power and expertise

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Chapter 10 - 9

Write the Message

Use positive, polite language
Respect cultural differences Understand corporate cultures Establish your credibility

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Chapter 10 - 10

Enhance Your Credibility

Assess Your Credibility Use Simple Language Find Common Ground Be Objective and Fair

Provide Evidence
Identify Sources
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Consider the Audience

Avoid the Hard Sell
Chapter 10 - 11

Completing the Message

Evaluate the content
Critique design elements Proofread the message Select the delivery method

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Chapter 10 - 12

Persuasive Messages
Four essential strategies
Frame your arguments (AIDA Model) Balance emotion and logic Reinforce your position Anticipate objections

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Chapter 10 - 13

Using the AIDA Model

Attention
Interest Desire Action

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Chapter 10 - 14

Write Balanced Messages

Emotions
Feelings Sympathies Needs

Logic
Analogy Induction Deduction

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Chapter 10 - 15

Avoiding Faulty Logic

Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause and effect assumptions Faulty analogies Illogical support
Chapter 10 - 16

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Reinforce Your Position

Powerful words
Figures of speech Right timing

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Chapter 10 - 17

Anticipate Objections
Test your theories
Ask the audience Present all sides

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Chapter 10 - 18

Types of Persuasive Messages

Requests for action
Presentation of ideas Requests for claims or adjustments

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Chapter 10 - 19

Marketing and Selling

Marketing messages
Information Goodwill

Sales messages
Action

Purchase
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Applying the Strategies

Assess audience needs
Analyze the competition Present key selling points Highlight the benefits

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Chapter 10 - 21

Anticipating Objections
High price
Poor quality Compatibility Perceived risk

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Chapter 10 - 22

Applying the AIDA Model

Getting attention
Building interest Increasing desire Motivating action

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Chapter 10 - 23

Getting Attention
Product Benefits Common Ground Genuine News

Personal Appeals

Inside Information Promised Savings

Product Samples

Problem Solutions

Evocative Images
Chapter 10 - 24

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Building Interest
Build intrigue
Support promises Highlight benefits

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Chapter 10 - 25

Increasing Desire
Focus on the audience
Emphasize the benefits Support your claims

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Chapter 10 - 26

Motivating Action
The next step
A sense of urgency Professionalism

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Chapter 10 - 27

Using Social Media

Conversation marketing and social commerce
Interactive

Networked
Multidirectional Persuasive

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Chapter 10 - 28

Social Media Guidelines

Facilitate community building
Initiate and respond to conversations Identify and support your champions Dont rely on the news media Use the AIDA model as needed

Copyright 2010 Pearson Education International

Chapter 10 - 29

Maintaining High Standards

Business ethics
Legal compliance Business etiquette

Copyright 2010 Pearson Education International

Chapter 10 - 30