1. Writing Persuasive Messages.
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2. The Three-Step Process
Persuasion
Asking for something of value
Asking audience to take action
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3. Planning for Persuasion
Analyze your situation
Gather information
Select the right medium
Organize your information
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4. Analyze the Situation Audience Purpose Demographics Psychographics
Motivation
Purpose
Request action
Motivate decisions
Change attitudes
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5. Gather Information Knowledge Beliefs Emotions
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6. Select the Right Medium
Electronic mail
Social media
Personal attention
Technological reach
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7. Organize the Message Indirect approach Direct approach “You” attitude
Limited scope
Audience reaction
Power structure
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8. Write the Message Use positive, polite language
Respect cultural differences
Understand corporate cultures
Establish your credibility
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9. Enhance Your Credibility
Use simple language
Provide evidence
Identify your sources
Build rapport
Be objective and fair
Consider your audience
Avoid the “hard sell”
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10. Complete the Message Evaluate the content Critique design elements
Revise the message
Proofread the message
Ask for advice
Deliver the message
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11. Persuasive Messages Four essential strategies
Frame your arguments (AIDA Model)
Balance emotion and logic
Reinforce your position
Anticipate objections
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12. Using the AIDA Model Attention Interest Desire Action
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13. Write Balanced Messages
Emotions
Feelings
Sympathies
Needs
Logic
Analogy
Induction
Deduction
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14. Avoid Faulty Logic Hasty generalizations Circular reasoning
Attacking the opponent
Oversimplification
Cause and effect assumptions
Faulty analogies
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15. Reinforce Your Position
Powerful words
Figures of speech
Right timing
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16. Anticipate Objections
Expect resistance
Present all sides
Involve the audience
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17. Common Mistakes Selling too hard up front Resisting compromise
Limiting your tactics
Using a one-shot plan
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18. Persuasive Messages Requests for action Presentation of ideas
Requests for claims or adjustments
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19. Marketing and Sales Messages
Marketing messages
Information
Goodwill
Sales messages
Action
Product
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20. Marketing and Sales Strategies
Assessing audience needs
Analyzing the competition
Setting selling points and benefits
Anticipating purchase objections
Applying the AIDA model
Maintaining high standards
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21. Applying the Strategies
Analyze the audience
Study the competition
Present key selling points
Highlight the benefits
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22. Anticipating Objections
Poor quality
Compatibility
Perceived risk
Price issues
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23. Applying the AIDA Model
Getting attention
Building interest
Increasing desire
Motivating action
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24. Getting Attention Product Benefits Personal Appeals Product Samples
Common Ground
Inside
Information
Solutions to
Problems
Genuine News
Promise of
Savings
Evocative
Images
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25. Building Interest Build intrigue Support promises Emphasize benefits
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26. Increasing Desire Focus on the audience Emphasize the benefits
Support your claims
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27. Motivating Action The next step A sense of urgency Professionalism
A good impression
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28. Using Social Media Conversation marketing Interactive Networked
Multidirectional
Persuasive
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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
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30. Maintaining High Standards
Business ethics
Legal compliance
Etiquette
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