Upload
hilda-jennings
View
220
Download
0
Tags:
Embed Size (px)
Citation preview
Copyright © 2010 Pearson Education International Chapter 10 - 1
Writing Persuasive Writing Persuasive MessagesMessages
Copyright © 2010 Pearson Education International Chapter 10 - 2
Learning ObjectivesLearning 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 - 3
Learning ObjectivesLearning 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 - 4
The Three-Step ProcessThe Three-Step Process
• Persuasion
– Asking for something of value
– Asking audience to take action
Copyright © 2010 Pearson Education International Chapter 10 - 5
Plan the MessagePlan the Message
• Analyze your situation
• Gather information
• Select the medium
• Organize your information
Copyright © 2010 Pearson Education International Chapter 10 - 6
Analyze the SituationAnalyze the Situation
• Audience
– Demographics
– Psychographics
– Motivation
• Purpose
– Request action
– Prompt decisions
– Change attitudes
Copyright © 2010 Pearson Education International Chapter 10 - 7
Gather InformationGather Information
• Knowledge
• Beliefs
• Emotions
Copyright © 2010 Pearson Education International Chapter 10 - 8
Select the MediumSelect the Medium
• Electronic mail
• Social media
• Personal attention
• Technological reach
Copyright © 2010 Pearson Education International Chapter 10 - 9
Organize the MessageOrganize the Message
• Direct or indirect approach
– Audience focus
– Limited scope
– Audience reaction
– Power and expertise
Copyright © 2010 Pearson Education International Chapter 10 - 10
Write the MessageWrite the Message
• Use positive, polite language
• Respect cultural differences
• Understand corporate cultures
• Establish your credibility
Copyright © 2010 Pearson Education International Chapter 10 - 11
Enhance Your CredibilityEnhance 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 International Chapter 10 - 12
Completing the MessageCompleting the Message
• Evaluate the content
• Critique design elements
• Proofread the message
• Select the delivery method
Copyright © 2010 Pearson Education International Chapter 10 - 13
Persuasive MessagesPersuasive Messages
• Four essential strategies
– Frame your arguments (AIDA Model)
– Balance emotion and logic
– Reinforce your position
– Anticipate objections
Copyright © 2010 Pearson Education International Chapter 10 - 14
Using the AIDA ModelUsing the AIDA Model
• Attention
• Interest
• Desire
• Action
Copyright © 2010 Pearson Education International Chapter 10 - 15
Write Balanced Write Balanced MessagesMessages
• Emotions
– Feelings
– Sympathies
– Needs
• Logic
– Analogy
– Induction
– Deduction
Copyright © 2010 Pearson Education International Chapter 10 - 16
Avoiding Faulty LogicAvoiding Faulty Logic
• Hasty generalizations
• Circular reasoning
• Attacking the opponent
• Oversimplification
• Cause and effect assumptions
• Faulty analogies
• Illogical support
Copyright © 2010 Pearson Education International Chapter 10 - 17
Reinforce Your PositionReinforce Your Position
• Powerful words
• Figures of speech
• Right timing
Copyright © 2010 Pearson Education International Chapter 10 - 18
Anticipate ObjectionsAnticipate Objections
• Test your theories
• Ask the audience
• Present all sides
Copyright © 2010 Pearson Education International Chapter 10 - 19
Types of Persuasive Types of Persuasive MessagesMessages
• Requests for action
• Presentation of ideas
• Requests for claims or adjustments
Copyright © 2010 Pearson Education International Chapter 10 - 20
Marketing and SellingMarketing and Selling
• Marketing messages
– Information
– Goodwill
• Sales messages
– Action
– Purchase
Copyright © 2010 Pearson Education International Chapter 10 - 21
Applying the StrategiesApplying the Strategies
• Assess audience needs
• Analyze the competition
• Present key selling points
• Highlight the benefits
Copyright © 2010 Pearson Education International Chapter 10 - 22
Anticipating ObjectionsAnticipating Objections
• High price
• Poor quality
• Compatibility
• Perceived risk
Copyright © 2010 Pearson Education International Chapter 10 - 23
Applying the AIDA ModelApplying the AIDA Model
• Getting attention
• Building interest
• Increasing desire
• Motivating action
Copyright © 2010 Pearson Education International Chapter 10 - 24
Getting AttentionGetting Attention
Genuine NewsGenuine News
Promised SavingsPromised Savings
Evocative ImagesEvocative Images
Product BenefitsProduct Benefits
Personal AppealsPersonal Appeals
Product SamplesProduct Samples
Common GroundCommon Ground
Inside InformationInside Information
Problem SolutionsProblem Solutions
Copyright © 2010 Pearson Education International Chapter 10 - 25
Building InterestBuilding Interest
• Build intrigue
• Support promises
• Highlight benefits
Copyright © 2010 Pearson Education International Chapter 10 - 26
Increasing DesireIncreasing Desire
• Focus on the audience
• Emphasize the benefits
• Support your claims
Copyright © 2010 Pearson Education International Chapter 10 - 27
Motivating ActionMotivating Action
• The next step
• A sense of urgency
• Professionalism
Copyright © 2010 Pearson Education International Chapter 10 - 28
Using Social MediaUsing Social Media
• Conversation marketing and social commerce– Interactive
– Networked
– Multidirectional
– Persuasive
Copyright © 2010 Pearson Education International Chapter 10 - 29
Social Media Social Media GuidelinesGuidelines
• 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