Chapter 9
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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.
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The Three-Step Process for Persuasive Messages
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Plan for Persuasion •Analyze the Situation •Gather Information •Select the Medium •Organize the Message
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Write the Message •Positive Language •Other Cultures •Corporate Culture •Your Credibility
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Complete the Message •Evaluate •Revise
•Review •Proofread
•Distribute Copyright © 2014 Pearson Education, Inc.
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Summary of Discussion
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Framing Your Arguments
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The AIDA Model 1. Attention
2. Interest 3. Desire 4. Action Copyright © 2014 Pearson Education, Inc.
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Balance the Appeals Emotion
Marketing and Sales
Business Persuasion Logic
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Reinforce Your Position Believable Evidence
Powerful Words
Metaphors and Stories
Audience Benefits
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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
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Summary of Discussion
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Common Examples of Persuasive Business Messages
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Persuasive Messages •Request Action
•Present Ideas •Make Claims
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Summary of Discussion
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Developing Marketing and Sales Messages
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Planning Messages Audience Needs
Competition
Selling Points and Benefits
Purchase Objections
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Writing Messages •Get Attention •Create Interest •Increase Desire •Motivate Action Copyright © 2014 Pearson Education, Inc.
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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.
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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.
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Ethics and Legality •Promoting
•Marketing •Selling
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Promotional Messages Be Truthful and Non-Deceptive Back Claims with Evidence Avoid Bait-and-Switch Tactics Copyright © 2014 Pearson Education, Inc.
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Promotional Messages Market to Children within the Law Observe Contractual Obligations Respect Rights of Individuals Copyright © 2014 Pearson Education, Inc.
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Summary of Discussion
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Chapter 9 - 26
Writing Persuasive Messages
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Chapter 9 - 27
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Chapter 9 - 28
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