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Writing Persuasive Messages

Writing Persuasive Messages. Three-Step Persuasion Process. Planning Writing Completing. Planning the Message. Analyze the situation Gather the information Select the medium Organize the message. Analyze the Situation. Clarify your purpose Express your purpose Build your case.

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Writing Persuasive Messages

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  1. Writing Persuasive Messages Business Communication Today

  2. Three-Step Persuasion Process • Planning • Writing • Completing Business Communication Today

  3. Planning the Message • Analyze the situation • Gather the information • Select the medium • Organize the message Business Communication Today

  4. Analyze the Situation • Clarify your purpose • Express your purpose • Build your case Business Communication Today

  5. Maslow’s Hierarchy of Needs • Survival (physiological) • Safety and security • Social • Esteem and status • Self-actualization Business Communication Today

  6. Demographics Gender Income Education Psychographics Personality Attitudes Lifestyle Analyze the Audience Business Communication Today

  7. Preparing the Message • Gathering information • Logical • Emotional • Selecting the medium • Traditional • Electronic Business Communication Today

  8. Organizing the Message • Direct approach • Indirect approach Business Communication Today

  9. Writing the Message • Maintain a “you” attitude • Use positive language • Respect cultural differences • Establish credibility Business Communication Today

  10. Completing the Message • Evaluate the content • Revise for clarify and conciseness • Evaluate design and delivery • Proofread the message Business Communication Today

  11. Developing Persuasive Messages • Employing the AIDA plan • Balancing emotion and logic • Reinforcing your position • Dealing with resistance Business Communication Today

  12. The AIDA Plan • Attention • Interest • Desire • Action Business Communication Today

  13. Balance Logic and Emotions • Promote action • Understand expectations • Overcome resistance • Sell your point of view Business Communication Today

  14. Examples of Faulty Logic • Hasty generalizations • Circular reasoning • Attacking the opponent • Oversimplification • False cause and effect • Faulty analogies • Illogical support Business Communication Today

  15. Reinforce Your Position • Powerful words • Figures of speech • Audience benefits • Right timing Business Communication Today

  16. Anticipate Objections • Expect resistance • Uncover objections • Promote participation Business Communication Today

  17. Common Sales Mistakes • Selling too hard up front • Resisting compromise • Limiting your tactics • Using a “one shot” plan Business Communication Today

  18. Persuasive Messages • Action requests • Persuasive ideas • Claims and adjustments Business Communication Today

  19. Requests for Action • Gain attention • Use facts, figures, and benefits • Make a specific request Business Communication Today

  20. Persuasive Presentations • Message focus • Support decisions • Expedite actions • Encourage new attitudes • Reexamine options Business Communication Today

  21. Claims and Adjustments • State the problem • Review the facts • Motivate the reader • Make your request Business Communication Today

  22. Sales and Sales Messages • Analyze audience • Study competition • Highlight benefits Business Communication Today

  23. Sales Message Strategies • Selling points • Benefits • Legal issues • The AIDA plan Business Communication Today

  24. Anticipating Objections • High price • Poor quality • Comparability • Perceived risk Business Communication Today

  25. Applying the AIDA Model • Getting attention • Building interest • Increasing desire • Motivating action Business Communication Today

  26. News Items Common Ground Product Benefits Personal Appeals Product Samples Inside Information Promise of Savings Problem Solutions Evocative Images Getting Attention Business Communication Today

  27. Building Interest • Support promises • Highlight key points • Emphasize benefits Business Communication Today

  28. Increasing Desire • Use action terms • Discuss pricing • Support your claims Business Communication Today

  29. Motivating Action • Explain the next step • Create a sense of urgency • Include a post script • Apply good judgment Business Communication Today

  30. Maintain High Standards • Analyze the audience • Study the competition • Clarify benefits • Keep the message personal Business Communication Today

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