Writing Persuasive

Messages

Copyright © 2010 Pearson Education International Chapter 10 - 1

 Learning Objectives
• Apply the three-step writing process to
persuasive messages
• Identify seven ways to establish credibility in
persuasive messages
• Describe the AIDA model for persuasive
messages

Copyright © 2010 Pearson Education International Chapter 10 - 2

 Learning Objectives
• Distinguish between emotional and logical
appeals and discuss how to balance them
• Describe five essential steps in developing
sales and marketing messages
• Identify steps you can take to avoid ethical
lapses in marketing and sales messages

Copyright © 2010 Pearson Education International Chapter 10 - 3

 The Three-Step Process

• Persuasion
– Asking for something of value
– Asking audience to take action

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 I.Plan the Message

• Analyze your situation

• Gather information
• Select the medium
• Organize your information

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 Analyze the Situation

• Audience • Purpose
– Demographics – Request action
– Psychographics – Prompt decisions
– Motivation – Change attitudes

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 Gather Information

• Knowledge
• Beliefs
• Emotions

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 Select the Medium

• Electronic mail
• Social media
• Personal attention
• Technological reach

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 Organize the Message

• Direct or indirect approach

– Audience focus
– Limited scope
– Audience reaction
– Power and expertise

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 II. Write the Message

• Use positive, polite language

• Respect cultural differences
• Understand corporate cultures
• Establish your credibility

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 Enhance Your Credibility

Assess Your Credibility Find Common Ground

Use Simple Language Be Objective and Fair

Provide Evidence Consider the Audience

Identify Sources Avoid the “Hard Sell”

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III.Completing the Message

• Evaluate the content

• Critique design elements
• Proofread the message
• Select the delivery method

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 Persuasive Messages

• Four essential strategies

– Frame your arguments (AIDA Model)
– Balance emotion and logic
– Reinforce your position
– Anticipate objections

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 Using the AIDA Model

• Attention
• Interest
• Desire
• Action

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

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 Getting Attention

Product Benefits Common Ground Genuine News

Personal Appeals Inside Information Promised Savings

Product Samples Problem Solutions Evocative Images

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 Building Interest

• Build intrigue
• Support promises
• Highlight benefits

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 Increasing Desire

• Focus on the audience

• Emphasize the benefits
• Support your claims

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 Motivating Action

• The next step

• A sense of urgency
• Professionalism

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 Write Balanced Messages

• Emotions • Logic
– Feelings – Analogy
– Sympathies – Induction
– Needs – Deduction

Copyright © 2010 Pearson Education International Chapter 10 - 20

 Avoiding Faulty Logic

• Hasty generalizations
• Circular reasoning
• Attacking the opponent
• Oversimplification
• Cause and effect assumptions
• Faulty analogies
• Illogical support
Copyright © 2010 Pearson Education International Chapter 10 - 21
 Reinforce Your Position

• Powerful words
• Figures of speech
• Right timing

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 Anticipate Objections

• Test your theories

• Ask the audience
• Present all sides

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Types of Persuasive Messages

• Requests for action

• Presentation of ideas
• Requests for claims or adjustments

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 Marketing and Selling

• Marketing messages
– Information
– Goodwill
• Sales messages
– Action
– Purchase

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 Applying the Strategies

• Assess audience needs

• Analyze the competition
• Present key selling points
• Highlight the benefits

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 Anticipating Objections

• High price
• Poor quality
• Compatibility
• Perceived risk

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 Using Social Media
• Conversation marketing and social
commerce
– Interactive
– Networked
– Multidirectional
– Persuasive

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 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

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Maintaining High Standards

• Business ethics
• Legal compliance
• Business etiquette

Copyright © 2010 Pearson Education International Chapter 10 - 30