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

Copyright © 2010 Pearson Education International Chapter 10 - 1

Writing Persuasive Writing Persuasive MessagesMessages


Learning ObjectivesLearning 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


Learning ObjectivesLearning 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


The Three-Step ProcessThe Three-Step Process

• Persuasion

– Asking for something of value

– Asking audience to take action


Plan the MessagePlan the Message

• Analyze your situation

• Gather information

• Select the medium

• Organize your information


Analyze the SituationAnalyze the Situation

• Audience

– Demographics

– Psychographics

– Motivation

• Purpose

– Request action

– Prompt decisions

– Change attitudes


Gather InformationGather Information

• Knowledge

• Beliefs

• Emotions


Select the MediumSelect the Medium

• Electronic mail

• Social media

• Personal attention

• Technological reach


Organize the MessageOrganize the Message

• Direct or indirect approach

– Audience focus

– Limited scope

– Audience reaction

– Power and expertise


Write the MessageWrite the Message

• Use positive, polite language

• Respect cultural differences

• Understand corporate cultures

• Establish your credibility


Enhance Your CredibilityEnhance 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”


Completing the MessageCompleting the Message

• Evaluate the content

• Critique design elements

• Proofread the message

• Select the delivery method


Persuasive MessagesPersuasive Messages

• Four essential strategies

– Frame your arguments (AIDA Model)

– Balance emotion and logic

– Reinforce your position

– Anticipate objections


Using the AIDA ModelUsing the AIDA Model

• Attention

• Interest

• Desire

• Action


Write Balanced Write Balanced MessagesMessages

• Emotions

– Feelings

– Sympathies

– Needs

• Logic

– Analogy

– Induction

– Deduction


Avoiding Faulty LogicAvoiding Faulty Logic

• Hasty generalizations

• Circular reasoning

• Attacking the opponent

• Oversimplification

• Cause and effect assumptions

• Faulty analogies

• Illogical support


Reinforce Your PositionReinforce Your Position

• Powerful words

• Figures of speech

• Right timing


Anticipate ObjectionsAnticipate Objections

• Test your theories

• Ask the audience

• Present all sides


Types of Persuasive Types of Persuasive MessagesMessages

• Requests for action

• Presentation of ideas

• Requests for claims or adjustments


Marketing and SellingMarketing and Selling

• Marketing messages

– Information

– Goodwill

• Sales messages

– Action

– Purchase


Applying the StrategiesApplying the Strategies

• Assess audience needs

• Analyze the competition

• Present key selling points

• Highlight the benefits


Anticipating ObjectionsAnticipating Objections

• High price

• Poor quality

• Compatibility

• Perceived risk


Applying the AIDA ModelApplying the AIDA Model

• Getting attention

• Building interest

• Increasing desire

• Motivating action


Getting AttentionGetting Attention

Genuine NewsGenuine News

Promised SavingsPromised Savings

Evocative ImagesEvocative Images

Product BenefitsProduct Benefits

Personal AppealsPersonal Appeals

Product SamplesProduct Samples

Common GroundCommon Ground

Inside InformationInside Information

Problem SolutionsProblem Solutions


Building InterestBuilding Interest

• Build intrigue

• Support promises

• Highlight benefits


Increasing DesireIncreasing Desire

• Focus on the audience

• Emphasize the benefits

• Support your claims


Motivating ActionMotivating Action

• The next step

• A sense of urgency

• Professionalism


Using Social MediaUsing Social Media

• Conversation marketing and social commerce– Interactive

– Networked

– Multidirectional

– Persuasive


Social Media Social Media GuidelinesGuidelines

• 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


Maintaining High Maintaining High StandardsStandards

• Business ethics

• Legal compliance

• Business etiquette

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

Documents

credibility slide

information slide

expertise slide

desire action slide

hard sell slide

sales messages

marketing messages

writing persuasive messages