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Writing Persuasive Messages

Writing Persuasive Messages. Three-Step Persuasion Process. Audience. Planning. Writing. Completing. Message. Message. Audience. Determining the Purpose. Audience Attitudes. Clarity. Written Formats. Necessity. Competing Messages. Appropriateness. Analyzing the Audience.

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Writing Persuasive Messages

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  1. Writing Persuasive Messages Business Communication Today

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

  3. Determining the Purpose Audience Attitudes Clarity Written Formats Necessity Competing Messages Appropriateness Business Communication Today

  4. Analyzing the Audience Demographics Psychographics Gender Personality Income Attitudes Education Lifestyle Other Factors Other Factors Business Communication Today

  5. Maslow’s Hierarchy of Needs Self- Actualization Status and Esteem Self-realization, creativity, wisdom, and fulfillment Social Uniqueness, self-worth, respect, and recognition Safety and Security Affection, group ties, friends, and acceptance Physiological Job security, stability, and protection Food, shelter, air, water, and sleep Business Communication Today

  6. ConsideringCultural Differences Individual Differences Organizational Differences Business Communication Today

  7. Facts Sources Expertise Common Ground Enthusiasm Objectivity Sincerity Trust Good Intentions Establishing Credibility Business Communication Today

  8. Setting Ethical Standards • Provide information • Boost understanding • Promote free choice • Avoid manipulation Business Communication Today

  9. Sequencing the Message Direct Approach (Deductive) Indirect Approach (Inductive) Define the Main Idea Limit the Scope Group Major Points Business Communication Today

  10. Evaluate the Content Revise for Clarity and Conciseness Evaluate Design and Delivery Proofread the Message Completing 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. Attention Interest AIDA PLAN Action Desire Business Communication Today

  13. Balance Logic and Emotions Emotions The Message Logic Feelings Sympathies Needs Analogy Induction Deduction Promote Action Understand Expectations Overcome Resistance Sell Your Point of View Business Communication Today

  14. Examples of Faulty Logic • Hasty Generalizations • Begging the Question • Attacking the Opponent • Oversimplification • Assuming a False Cause • Faulty Analogies • Illogical Support Business Communication Today

  15. Connotations Denotations Abstractions Understanding Semantics Business Communication Today

  16. Strengthen Your Position Be Moderate Focus on the Goal Use Simple Language Anticipate Opposition Provide Support Business Communication Today

  17. Strengthen Your Position Be Specific Create a win-win Situation Use the Right Timing Employ Metaphors Use Anecdotes and Stories Business Communication Today

  18. Deal With Resistance Anticipate Objections Use “What If” Scenarios Involve Your Audience Business Communication Today

  19. Common Mistakes Selling Too Hard Up Front Resisting Compromise Relying Solely On Great Arguments Using a “One Shot” Sales Technique Business Communication Today

  20. Persuasive Messages Types of Messages Action Requests Claims and Adjustments Sales and Fundraising Business Communication Today

  21. Requests for Action Gain Attention Written Request Action Use Facts, Figures and Benefits Make a Specific Request Business Communication Today

  22. Claims and Adjustments State the Problem Review the Facts Written Request Claim or Adjustment Motivate the Reader Make Your Request Business Communication Today

  23. Attention Time Dollars Sales and Fundraising Messages For-Profit Companies Non-Profit Organizations Personal Consumption Helping Other People Motivation Motivation Helping Other People Personal Consumption Business Communication Today

  24. Selling Points Benefits Legal Issues The AIDA Plan Sales Message Strategies Business Communication Today

  25. News Items Emotions or Values Features and Benefits Provocative Questions Product Samples Stories and Illustrations Shared Traits Challenges Solutions Getting Attention Business Communication Today

  26. The Central Selling Point Building Interest Study the Competition Know the Product Analyze the Audience Business Communication Today

  27. Use Action Terms Discuss Pricing Support Your Claims Increasing Desire Business Communication Today

  28. Explain the Next Step Create a Sense of Urgency Include a Post Script Apply Good Judgment Motivating Action Business Communication Today

  29. Analyze the Audience Study the Competition Clarify Benefits Keep the Message Personal Writing Fundraising Messages Business Communication Today

  30. Strengthening Fundraising Messages • Interest your readers • Use simple language • Offer an opportunity • Make it hard to refuse • Clarify your needs • Write concisely • Include a reply form • Use versatile enclosures Business Communication Today

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