chapter 9 copyright © 2014 pearson education, inc.chapter 9 - 1 writing persuasive messages
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Chapter 9
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 1
Writing Persuasive Messages
Learning Objectives1. 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
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Plan for Persuasion
•Analyze the Situation
•Gather Information
•Select the Medium
•Organize the Message
Write the Message
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 5
•Positive Language
•Other Cultures
•Corporate Culture
•Your Credibility
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 6
•Evaluate
•Revise
•Review
•Proofread
•Distribute
Complete the Message
Summary of Discussion
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 7
Framing Your Arguments
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 8
The AIDA Model
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1. Attention
2. Interest
3. Desire
4. Action
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Balance the Appeals
Marketing and Sales
BusinessPersuasion
Emotion
Logic
Believable Evidence
PowerfulWords
Metaphors and Stories
Audience Benefits
Reinforce Your Position
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Anticipate Objections
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Counter Negative Elements
Focus on Positive Communication
Present All Sides of the Situation
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Common Mistakes
•The “Hard Sell”
•No Compromise
•Great Arguments
•One-Shot Plan
Summary of Discussion
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 14
Common Examples of Persuasive Business
Messages
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Persuasive Messages
•Request Action
•Present Ideas
•Make Claims
Summary of Discussion
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Developing Marketing and Sales Messages
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Planning Messages
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Audience Needs
Purchase Objections
Selling Pointsand Benefits
Competition
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Writing Messages
•Get Attention
•Create Interest
•Increase Desire
•Motivate Action
Social Media Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 21
• Get involved in online conversations
• Facilitate community building
• Listen as much as you talk
• Initiate and respond to conversations
Social Media Messages
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• Provide information that people want
• Identify and support your champions
• Be authentic, transparent, and real
• Integrate conventional strategies
Ethics and Legality
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 23
•Promoting
•Marketing
•Selling
Promotional Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 24
Be Truthful and Non-Deceptive
Back Claims with Evidence
Avoid Bait-and-Switch Tactics
Promotional Messages
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Market to Children within the Law
Observe Contractual Obligations
Respect Rights of Individuals
Summary of Discussion
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Writing Persuasive Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 28
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