Writing Persuasive Messages . Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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, Inc. publishing as Prentice Hall

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, Inc. publishing as Prentice Hall

The Three-Step Process Persuasion Asking for something of value Asking audience to take action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Plan the Message Analyze your situation Gather information Select the medium Organize your information Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Analyze the Situation Audience Purpose Demographics Psychographics Motivation Purpose Request action Prompt decisions Change attitudes Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Gather Information Knowledge Beliefs Emotions Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Select the Medium Electronic mail Social media Personal attention Technological reach Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Organize the Message Direct or indirect approach Audience focus Limited scope Audience reaction Power and expertise Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Write the Message Use positive, polite language Respect cultural differences Understand corporate cultures Establish your credibility Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Completing the Message Evaluate the content Critique design elements Proofread the message Select the delivery method Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Persuasive Messages Four essential strategies Frame your arguments (AIDA Model) Balance emotion and logic Reinforce your position Anticipate objections Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Using the AIDA Model Attention Interest Desire Action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Write Balanced Messages Emotions Feelings Sympathies Needs Logic Analogy Induction Deduction Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Avoiding Faulty Logic Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause and effect assumptions Faulty analogies Illogical support Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Reinforce Your Position Powerful words Figures of speech Right timing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Anticipate Objections Test your theories Ask the audience Present all sides Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Types of Persuasive Messages Requests for action Presentation of ideas Requests for claims or adjustments Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Marketing and Selling Marketing messages Sales messages Information Goodwill Sales messages Action Purchase Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Applying the Strategies Assess audience needs Analyze the competition Present key selling points Highlight the benefits Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Anticipating Objections High price Poor quality Compatibility Perceived risk Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Applying the AIDA Model Getting attention Building interest Increasing desire Motivating action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Getting Attention Product Benefits Personal Appeals Product Samples Common Ground Inside Information Problem Solutions Genuine News Promised Savings Evocative Images Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Building Interest Build intrigue Support promises Highlight benefits Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Increasing Desire Focus on the audience Emphasize the benefits Support your claims Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Motivating Action The next step A sense of urgency Professionalism Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Using Social Media Conversation marketing and social commerce Interactive Networked Multidirectional Persuasive Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Maintaining High Standards Business ethics Legal compliance Business etiquette Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall