chapter 9 copyright © 2012 pearson education, inc. publishing as prentice hallchapter 9 - 1 writing...
TRANSCRIPT
Chapter 9
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 9 - 1
Writing Persuasive Messages
© Prentice Hall, 2007 Chapter 7 - 2
Key Writing Concepts
• Organization• Active/passive language• “You” orientation • Reader benefit, alternative• Respectful tone• Formatting• Spelling, grammar, punctuation, content• Design & readability• Closing with goodwill
Learning Objectives1. The Three-Step Writing Process
2. Persuasive business messages
3. Examples of persuasive messages
4. Marketing and sales messages
5. Promotional messages for social media
6. High ethical and legal standards
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 9 - 3
Using the Three-Step Process for Persuasive
Messages
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 9 - 5
•Organize Message
•Select Medium
•Gather Information
•Analyze Situation
Plan for Persuasion
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Changing Attitudes?
Motivating Decisions?
Requesting Actions?
The Purpose
Motivation
Psychographics
Demographics
The Audience
Analyze Situation
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Gather Information
PersuasiveMessages
Marketingand Sales
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Email Messages
Social Networking
Select the Medium
Organize the Message
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Limited Scope
Audience Reaction
Power or Expertise
Audience Focus
DirectApproach
IndirectApproach
Write the Message
• Positive Language
• Cultural Awareness
• Corporate Cultures
• Your CredibilityCopyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 9 - 10
Complete the Message
• Evaluate the content
• Revise for clarity and conciseness
• Ask a colleague to review the draft
• Review the overall design elements
• Proofread for mechanical errors
• Distribute the message
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Developing Persuasive Business Messages
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Frame the Argument
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1. Attention
2. Interest
3. Desire
4. Action
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Balance the Message
Marketing and Sales
BusinessPersuasion
EmotionalAppeals
Logical Appeals
Believable Evidence
PowerfulWords
Metaphors and Stories
Audience Benefits
Reinforce Your Position
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Anticipate Objections
PositiveCommunication
BalancedApproach
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Common Mistakes
•The “Hard Sell”
•No Compromise
•Great Arguments
•One-Shot Plan
Common Examples of Persuasive Business
Messages
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Persuasive Messages
Request Action
Present Ideas
Make Claims
Developing Marketing and Sales Messages
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Start the Process
Analyze Audience
AssessCompetition
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Features and Benefits
Selling Points
UserBenefits
Purchase Objections
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High Price
PerceivedRisk
CompatibilityIssues
Poor Quality
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•Get Attention
•Generate Interest
•Increase Desire
•Motivate Action
The Persuasive Appeal
Getting Attention
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Features and Benefits
Genuine News
Common Ground
Personal Appeals
Insider Information
Promise of Savings
Samples and Demos
Problem Solutions
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Building Interest
Build Intrigue
Support Promises
Counter Objections
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Increasing Desire
Stress Benefits
Focus on Audience
Support Claims
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Motivating Action
Motivate Action
Reinforce Benefits
Keep It Simple
Writing Promotional Messages for Social Media
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Using Social Media
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Conversation Marketing
SocialCommerce
Conversation Marketing
SocialCommerce
Social Media Guidelines
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•Facilitate community building
•Listen as much as you talk
•Initiate and respond to conversations
•Provide information that people want
Social Media Guidelines
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•Identify and support your champions
•Be authentic, transparent, and real
•Do not rely on the news media
•Integrate conventional strategies
Maintaining High Ethical and Legal Standards
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Marketing and Sales Communication
• Be truthful and non-deceptive
• Back up claims with evidence
• Do not use “Bait and switch” tactics
• Obey rules when marketing to children
• Be aware of contractual obligations
• Respect the rights of individuals
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Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 9 - 35
Writing Persuasive Messages