Writing Persuasive Messages

Writing Persuasive Messages

The Three-Step Process Persuasion Beliefs Actions Give Something of Value Take Substantial Action Attitudes

Analyze Situation Gather Information Select Medium Get Organized Planning for Persuasion

The Purpose The Audience Demographics Requesting Actions Psychographics Motivating Decisions Motivation Changing Attitudes Analyze the Situation

Knowledge Beliefs Emotions Gather Information

Electronic Mail Social Media Personal Attention Technological Reach Select the Right Medium

“You Attitude” Limited Scope Audience Reaction Power Structure Organize the Message Direct Approach Indirect Approach

Positive Language Cultural Differences Corporate Cultures Your Credibility Write the Message

Use Simple Language Provide Evidence Identify Sources Build Rapport Be Objective and Fair Consider the Audience Avoid the “Hard Sell” Enhance Your Credibility

Evaluate Content Critique Design Revise Message Proofread Message Seek Advice Deliver Message Complete the Message

Four Essential Strategies Frame the Argument Balance Logic and Emotion Reinforce Your Position Anticipate Objections Persuasive Messages

Attention Interest Using the AIDA MODEL Action Desire

Feelings Analogy Sympathies Induction Needs Deduction Write Balanced Messages Emotions Logic

Circular Reasoning Hasty Generalizations Oversimplification Attacking the Opponent Flawed Analogies Forced Cause and Effect Avoid Faulty Logic

Powerful Words Figures of Speech Right Timing Reinforce Your Position

Expect Resistance Present All Sides Involve Audience Anticipate Objections

Using the “Hard Sell” Resisting Compromise Limiting Your Tactics Using a One-Shot Plan Common Mistakes

Requests for Action Presentation of Ideas Claims and Adjustments Persuasive Messages

Marketing and Sales Messages Commercial Transaction Persuasion Persuasion Marketing Selling Information Goodwill Action Product

Marketing and Sales Strategies • Assessing audience needs • Analyzing the competition • Setting selling points and benefits • Anticipating purchase objections • Applying the AIDA model • Maintaining high standards

Analyze the Audience Study the Competition Present Key Selling Points Highlight the Benefits Applying the Strategies

Poor Quality Compatibility Perceived Risk Price Issues Anticipating Objections

Getting Attention Building Interest Increasing Desire Motivating Action Applying the AIDA Model

Product Benefits Common Ground Genuine News Personal Appeals Inside Information Promise of Savings Product Samples Solutions to Problems Evocative Images Getting Attention

Build Intrigue Support Promises Highlight Benefits Building Interest

Focus on Audience Emphasize Benefits Support Claims Increasing Desire

The Next Step A Sense of Urgency Professionalism A Good Impression Motivating Action

Using Social Media Interactive Conversation Marketing Persuasive Networked Multidirectional

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

Business Ethics Legal Compliance Etiquette Maintain High Standards

Writing Persuasive Messages