Writing Persuasive Messages
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Transcript Writing Persuasive Messages
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
• Purpose
– Demographics
– Request action
– Psychographics
– Prompt decisions
– Motivation
– 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
Find Common Ground
Use Simple Language
Be Objective and Fair
Provide Evidence
Consider the Audience
Identify Sources
Avoid the “Hard Sell”
Copyright © 2010 Pearson Education International
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
• Logic
– Feelings
– Analogy
– Sympathies
– Induction
– Needs
– Deduction
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Chapter 10 - 15
Avoiding Faulty Logic
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Hasty generalizations
Circular reasoning
Attacking the opponent
Oversimplification
Cause and effect assumptions
Faulty analogies
Illogical support
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Chapter 10 - 16
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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Chapter 10 - 20
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
Personal Appeals
Inside Information Promised Savings
Product Samples
Problem Solutions Evocative Images
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Genuine News
Chapter 10 - 24
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
• Don’t rely on the news media
• Use the AIDA model as needed
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Chapter 10 - 29
Maintaining High Standards
• Business ethics
• Legal compliance
• Business etiquette
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Chapter 10 - 30