Chapter 9

January 4, 2018 | Author: Anonymous | Category: Business, Management, Sales
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Chapter 9

Writing Persuasive Messages

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 1

Learning Objectives 1. The Three-Step Writing Process 2. Persuasive message strategies

3. Persuasive message categories 4. Marketing and sales messages

5. Promotional messages for social media 6. High ethical and legal standards Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 2

The Three-Step Process for Persuasive Messages

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 3

Plan for Persuasion •Analyze the Situation •Gather Information •Select the Medium •Organize the Message

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 4

Write the Message •Positive Language •Other Cultures •Corporate Culture •Your Credibility

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 5

Complete the Message •Evaluate •Revise

•Review •Proofread

•Distribute Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 6

Summary of Discussion

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 7

Framing Your Arguments

Copyright © 2014 Pearson Education, Inc.

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The AIDA Model 1. Attention

2. Interest 3. Desire 4. Action Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 9

Balance the Appeals Emotion

Marketing and Sales

Business Persuasion Logic

Copyright © 2014 Pearson Education, Inc.

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Reinforce Your Position Believable Evidence

Powerful Words

Metaphors and Stories

Audience Benefits

Copyright © 2014 Pearson Education, Inc.

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Anticipate Objections Counter Negative Elements Focus on Positive Communication

Present All Sides of the Situation Copyright © 2014 Pearson Education, Inc.

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Common Mistakes •The “Hard Sell” •No Compromise •Great Arguments •One-Shot Plan

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 13

Summary of Discussion

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 14

Common Examples of Persuasive Business Messages

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Chapter 9 - 15

Persuasive Messages •Request Action

•Present Ideas •Make Claims

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Chapter 9 - 16

Summary of Discussion

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 17

Developing Marketing and Sales Messages

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Chapter 9 - 18

Planning Messages Audience Needs

Competition

Selling Points and Benefits

Purchase Objections

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 19

Writing Messages •Get Attention •Create Interest •Increase Desire •Motivate Action Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 20

Social Media Messages •Get involved in online conversations •Facilitate community building •Listen as much as you talk •Initiate and respond to conversations Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 21

Social Media Messages •Provide information that people want •Identify and support your champions •Be authentic, transparent, and real •Integrate conventional strategies Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 22

Ethics and Legality •Promoting

•Marketing •Selling

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 23

Promotional Messages Be Truthful and Non-Deceptive Back Claims with Evidence Avoid Bait-and-Switch Tactics Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 24

Promotional Messages Market to Children within the Law Observe Contractual Obligations Respect Rights of Individuals Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 25

Summary of Discussion

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 26

Writing Persuasive Messages

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 27

Copyright © 2014 Pearson Education, Inc.

Chapter 9 - 28

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