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Chapter 7 Writing Persuasive Messages

Chapter 7 Writing Persuasive Messages. Persuasive Messages. Persuasive Messages. Common Areas of Resistance. Previous negative experience Limited time Limited money Indifference. Analyzing Your Audience. Applying Persuasion Principles. Persuasive Messages.

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Chapter 7 Writing Persuasive Messages

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  1. Chapter 7WritingPersuasive Messages

  2. Persuasive Messages

  3. Persuasive Messages

  4. Common Areas of Resistance • Previous negative experience • Limited time • Limited money • Indifference

  5. Analyzing Your Audience

  6. Applying Persuasion Principles

  7. Persuasive Messages

  8. Writing a Short Persuasive Message

  9. Determining How to Start

  10. Compare Direct the Indirect Openings

  11. Practice Enticing Your Reader • Imagine a situation where you’re writing to a prospective customer of your house cleaning service. Write a catchy opening that meets these criteria: • Interesting (perhaps a rhetorical question) • Relevant to the audience (busy professionals) • Short (one or two sentences)

  12. Justifying Your Idea or Request

  13. Dealing with Obstacles

  14. Motivating Action

  15. Link to the full story on the blog. Barnes and Noble Pursues Borders Customers Now that Borders has closed its doors, Barnes and Noble has purchased some assets—including Borders' customer list. With an email, Barnes and Noble is luring Borders' former customers to its stores.

  16. Persuasive Messages

  17. Select a Central Selling Theme

  18. Creating Interest and Building Desire

  19. Changing Features to Benefits

  20. Motivating Action

  21. Persuasive Messages

  22. Deciding Whether to Respond Social Media Posts You have found a post about your company. Is it positive? DISCOVER YES NO Happy Will you respond? EVALUATE Degrading Monitor YES NO NO Fix the Facts Misguided No Response YES YES NO Unhappy Restore the Relationship YES NO Consider Reach Out RESPOND

  23. Link to the full story. Nike responded to the author’s tweets that questioned Nike’s T-shirt campaign. Nike "Get High" T-Shirts Anger Boston Mayor Mayor of Boston Thomas Menino doesn't like Nike's new T-shirts. He believes that messages such as "Get High" and "Dope" promote drug use. In a letter to the general manager of Niketown Boston, Menino urges the company to remove the T-shirts. Watch the video. Do you consider Nike’s promotional T-shirts ethical?

  24. Writing Complaint Letters and Negative Online Reviews

  25. Responding to Negative Online Feedback

  26. Additional Video Suggestions

  27. Audience Reaction to Mattel CEO • How does Bob Eckert use logos, pathos, and ethos to persuade his audience? • At what points does Eckert’s believability increase and decline, according to the audience? How do you account for these changes?

  28. Sales Call in the movie Boiler Room • What examples of logos, pathos, and ethos do you see in this scene? • How could Harry protect himself in this situation? In other words, what responsibility does he hold for this interaction?

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