Writing Persuasive Messages Copyright 2010 Pearson Education Inc

Writing Persuasive Messages Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 1

The Three-Step Process Persuasion Beliefs Actions Give Something of Value Take Substantial Action Attitudes Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 2

Planning for Persuasion Analyze Situation Gather Information Select Medium Get Organized Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3

Analyze the Situation The Purpose The Audience Requesting Actions Demographics Motivating Decisions Psychographics Changing Attitudes Motivation Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4

Gather Information Knowledge Beliefs Emotions Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 5

Select the Right Medium Electronic Mail Social Media Personal Attention Technological Reach Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6

Organize the Message “You Attitude” Direct Approach Limited Scope Audience Reaction Indirect Approach Power Structure Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7

Write the Message Positive Language Cultural Differences Corporate Cultures Your Credibility Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8

Enhance Your Credibility Use Simple Language Build Rapport Provide Evidence Identify Sources Be Objective Consider the and Fair Audience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Avoid the “Hard Sell” 9

Complete the Message Evaluate Content Critique Design Revise Message Proofread Message Seek Advice Deliver Message Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10

Persuasive Messages Four Essential Strategies Frame the Argument Balance Logic and Emotion Reinforce Your Position Anticipate Objections Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 11

Attention Interest Using the AIDA MODEL Action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Desire 12

Write Balanced Messages Emotions Logic Feelings Analogy Sympathies Induction Needs Deduction Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 13

Avoid Faulty Logic Hasty Generalizations Circular Reasoning Attacking the Opponent Oversimplification Forced Cause and Effect Flawed Analogies Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 14

Reinforce Your Position Powerful Words Figures of Speech Right Timing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 15

Anticipate Objections Expect Resistance Present All Sides Involve Audience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 16

Common Mistakes Using the “Hard Sell” Resisting Compromise Limiting Your Tactics Using a One-Shot Plan Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 17

Persuasive Messages Requests for Action Presentation of Ideas Claims and Adjustments Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 18

Marketing and Sales Messages Persuasion Commercial Transaction Marketing Information Goodwill Persuasion Selling Action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Product 19

Marketing and Sales Strategies ü Assessing audience needs ü Analyzing the competition ü Setting selling points and benefits ü Anticipating purchase objections ü Applying the AIDA model ü Maintaining high standards Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 20

Applying the Strategies Analyze the Audience Study the Competition Present Key Selling Points Highlight the Benefits Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 21

Anticipating Objections Poor Quality Compatibility Perceived Risk Price Issues Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 22

Applying the AIDA Model Getting Attention Building Interest Increasing Desire Motivating Action Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 23

Getting Attention Product Benefits Common Ground Genuine News Personal Appeals Inside Information Promise of Savings Product Samples Solutions to Problems Evocative Images Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 24

Building Interest Build Intrigue Support Promises Highlight Benefits Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 25

Increasing Desire Focus on Audience Emphasize Benefits Support Claims Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 26

Motivating Action The Next Step A Sense of Urgency Professionalism A Good Impression Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 27

Using Social Media Conversation Marketing Networked Persuasive Interactive Multidirectional Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 28

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 29

Maintain High Standards Business Ethics Legal Compliance Etiquette Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 30