writing persuasive messages
Post on 24-Jun-2015
218 Views
Preview:
DESCRIPTION
TRANSCRIPT
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 1
Chapter 10Chapter 10
Writing Persuasive Messages
Learning ObjectivesLearning Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 2
1. Apply the three-step writing process to persuasive messages
2. Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages
3. Describe an effective strategy for developing marketing and sales messages
Learning ObjectivesLearning Objectives
4. Explain how to modify your approach when writing promotional messages for social media
5. Identify steps you can take to avoid ethical lapses in marketing and sales messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 3
Using the Three-Step Writing Process for Persuasive
Messages
Using the Three-Step Writing Process for Persuasive
Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 4
Planning a Persuasive Planning a Persuasive MessageMessage
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 5
Analyzing the SituationAnalyzing the Situation
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 6
Gathering InformationGathering Information
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 7
Selecting the Right MediumSelecting the Right Medium
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 8
Organizing Your Organizing Your InformationInformation
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 9
Writing a Persuasive Writing a Persuasive MessageMessage
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 10
Enhancing Your CredibilityEnhancing Your Credibility
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 11
Completing a Persuasive Completing a Persuasive MessageMessage
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 12
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 13
Developing Persuasive Business Messages
Developing Persuasive Business Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 14
Strategies for Persuasive Strategies for Persuasive Business MessagesBusiness Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 15
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 16
Balancing Emotional and Balancing Emotional and Logical AppealsLogical Appeals
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 17
Avoiding Faulty LogicAvoiding Faulty Logic
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 18
Reinforcing Your PositionReinforcing Your Position
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 19
Anticipating ObjectionsAnticipating Objections
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 20
Test Your Test Your TheoriesTheoriesTest Your Test Your TheoriesTheories
Ask the Ask the AudienceAudienceAsk the Ask the
AudienceAudience
Present All Present All SidesSides
Present All Present All SidesSides
Common Examples of Common Examples of Persuasive Business Persuasive Business
MessagesMessages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 21
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 22
Developing Marketing and Sales Messages
Developing Marketing and Sales Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 23
Marketing and SellingMarketing and Selling
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 24
Applying the StrategiesApplying the Strategies
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 25
Anticipating Purchase Anticipating Purchase ObjectionsObjections
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 26
Applying the AIDA ModelApplying the AIDA Model
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 27
Getting AttentionGetting Attention
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 28
Features/Benefits
Common Ground
Genuine News
Personal Appeals
Inside Information
Promised Savings
Product Samples
ProblemSolutions
Evocative Images
Building InterestBuilding Interest
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 29
Increasing DesireIncreasing Desire
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 30
Motivating ActionMotivating Action
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 31
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 32
Writing Promotional Messages for Social Media
Writing Promotional Messages for Social Media
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 33
Using Social MediaUsing Social Media
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 34
Social Media GuidelinesSocial Media Guidelines
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 35
• Facilitate community building
• Listen as much as you talk
• Initiate and respond to conversations
• Provide information people want
• Identify and support champions
• Be authentic and transparent
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 36
Maintaining High Standards of Ethics, Legal Compliance, and
Etiquette
Maintaining High Standards of Ethics, Legal Compliance, and
Etiquette
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 37
Persuasive Messages:Persuasive Messages:Ethical & Legal Ethical & Legal ConsiderationsConsiderations
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 38
• Be truthful and non-deceptive
• Back up claims with evidence
• Avoid “bait and switch” advertising
• Learn special rules for child advertising
• Determine state contract regulations
• Get permission for use of photos and names
Summary of ObjectivesSummary of Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 39
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 40
Chapter 10Chapter 10
Writing Persuasive Messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10- 41
top related