1 / 34

Chapter 9

Chapter 9. Writing Persuasive Messages. Learning Objectives. The Three-Step Writing Process Persuasive business messages Examples of persuasive messages Marketing and sales messages Promotional messages for social media High ethical and legal standards.

lile
Download Presentation

Chapter 9

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 9 Writing Persuasive Messages

  2. Learning Objectives • The Three-Step Writing Process • Persuasive business messages • Examples of persuasive messages • Marketing and sales messages • Promotional messages for social media • High ethical and legal standards

  3. Using the Three-Step Process for Persuasive Messages

  4. Plan for Persuasion • Analyze Situation • Gather Information • SelectMedium • Organize Message

  5. Analyze Situation The Purpose The Audience Requesting Actions? Demographics Motivating Decisions? Psychographics Changing Attitudes? Motivation

  6. Gather Information Persuasive Messages Marketing and Sales

  7. Select the Medium Email Messages Social Networking

  8. Organize the Message Audience Focus Direct Approach Indirect Approach Limited Scope Audience Reaction Power or Expertise

  9. Write the Message • Positive Language • Cultural Awareness • Corporate Cultures • Your Credibility

  10. Complete the Message • Evaluate the content • Revise for clarity and conciseness • Ask a colleague to review the draft • Review the overall design elements • Proofread for mechanical errors • Distribute the message

  11. Developing Persuasive Business Messages

  12. Frame the Argument • Attention • Interest • Desire • Action

  13. Balance the Message Emotional Appeals Marketing and Sales Business Persuasion Logical Appeals

  14. Reinforce Your Position Believable Evidence Powerful Words Metaphors and Stories Audience Benefits

  15. Anticipate Objections Positive Communication Balanced Approach

  16. The “Hard Sell” • No Compromise • Great Arguments • One-Shot Plan Common Mistakes

  17. Common Examples of Persuasive Business Messages

  18. Persuasive Messages Request Action Present Ideas Make Claims

  19. Developing Marketing and Sales Messages

  20. Start the Process Analyze Audience Assess Competition

  21. Features and Benefits User Benefits Selling Points

  22. Purchase Objections High Price Poor Quality Compatibility Issues Perceived Risk

  23. Get Attention • Generate Interest • Increase Desire • Motivate Action The Persuasive Appeal

  24. Features and Benefits Insider Information Genuine News Promise of Savings Common Ground Samples and Demos Personal Appeals Problem Solutions Getting Attention

  25. Build Intrigue • Support Promises • Counter Objections Building Interest

  26. Increasing Desire • Stress Benefits • Focus on Audience • Support Claims

  27. Motivate Action • Reinforce Benefits • Keep It Simple Motivating Action

  28. Writing Promotional Messages for Social Media

  29. Using Social Media Conversation Marketing Conversation Marketing Social Commerce Social Commerce

  30. Social Media Guidelines • Facilitate community building • Listen as much as you talk • Initiate and respond to conversations • Provide information that people want

  31. Social Media Guidelines • Identify and support your champions • Be authentic, transparent, and real • Do not rely on the news media • Integrate conventional strategies

  32. Maintaining High Ethical and Legal Standards

  33. Marketing and Sales Communication • Be truthful and non-deceptive • Back up claims with evidence • Do not use “Bait and switch” tactics • Obey rules when marketing to children • Be aware of contractual obligations • Respect the rights of individuals

  34. Writing Persuasive Messages

More Related