Writing Persuasive Messages

Writing Persuasive Messages

The Three-Step Process • Persuasion • Asking for something of value • Asking audience to take action

Planning for Persuasion • Analyze your situation • Gather information • Select the right medium • Organize your information

Audience Demographics Psychographics Motivation Purpose Request action Motivate decisions Change attitudes Analyze the Situation

Gather Information • Knowledge • Beliefs • Emotions

Select the Right Medium • Electronic mail • Social media • Personal attention • Technological reach

Organize the Message • Indirect approach • Direct approach • “You” attitude • Limited scope • Audience reaction • Power structure

Write the Message • Use positive, polite language • Respect cultural differences • Understand corporate cultures • Establish your credibility

Enhance Your Credibility • Use simple language • Provide evidence • Identify your sources • Build rapport • Be objective and fair • Consider your audience • Avoid the “hard sell”

Complete the Message • Evaluate the content • Critique design elements • Revise the message • Proofread the message • Ask for advice • Deliver the message

Persuasive Messages • Four essential strategies • Frame your arguments (AIDA Model) • Balance emotion and logic • Reinforce your position • Anticipate objections

Using the AIDA Model • Attention • Interest • Desire • Action

Emotions Feelings Sympathies Needs Logic Analogy Induction Deduction Write Balanced Messages

Avoid Faulty Logic • Hasty generalizations • Circular reasoning • Attacking the opponent • Oversimplification • Cause and effect assumptions • Faulty analogies

Reinforce Your Position • Powerful words • Figures of speech • Right timing

Anticipate Objections • Expect resistance • Present all sides • Involve the audience

Common Mistakes • Selling too hard up front • Resisting compromise • Limiting your tactics • Using a one-shot plan

Persuasive Messages • Requests for action • Presentation of ideas • Requests for claims or adjustments

Marketing and Sales Messages • Marketing messages • Information • Goodwill • Sales messages • 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

Applying the Strategies • Analyze the audience • Study the competition • Present key selling points • Highlight the benefits

Anticipating Objections • Poor quality • Compatibility • Perceived risk • Price issues

Applying the AIDA Model • Getting attention • Building interest • Increasing desire • Motivating action

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

Building Interest • Build intrigue • Support promises • Emphasize benefits

Increasing Desire • Focus on the audience • Emphasize the benefits • Support your claims

Motivating Action • The next step • A sense of urgency • Professionalism • A good impression

Using Social Media • Conversation marketing • Interactive • Networked • Multidirectional • Persuasive

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

Maintaining High Standards • Business ethics • Legal compliance • Etiquette

Writing Persuasive Messages