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Writing Persuasive Messages
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 1
Chapter 10Chapter 10
Writing Persuasive Messages
Learning ObjectivesLearning Objectives
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 2
1. Apply the three-step writing process to persuasive messages
2. Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages
3. Describe an effective strategy for developing marketing and sales messages
Learning ObjectivesLearning Objectives
4. Explain how to modify your approach when writing promotional messages for social media
5. Identify steps you can take to avoid ethical lapses in marketing and sales messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 3
Using the Three-Step Writing Process for Persuasive
Messages
Using the Three-Step Writing Process for Persuasive
Messages
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Planning a Persuasive Planning a Persuasive MessageMessage
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Analyzing the SituationAnalyzing the Situation
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Gathering InformationGathering Information
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Selecting the Right MediumSelecting the Right Medium
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Organizing Your Organizing Your InformationInformation
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Writing a Persuasive Writing a Persuasive MessageMessage
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Enhancing Your CredibilityEnhancing Your Credibility
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Completing a Persuasive Completing a Persuasive MessageMessage
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Summary of ObjectivesSummary of Objectives
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Developing Persuasive Business Messages
Developing Persuasive Business Messages
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Strategies for Persuasive Strategies for Persuasive Business MessagesBusiness Messages
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Balancing Emotional and Balancing Emotional and Logical AppealsLogical Appeals
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Avoiding Faulty LogicAvoiding Faulty Logic
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Reinforcing Your PositionReinforcing Your Position
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Anticipating ObjectionsAnticipating Objections
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Test Your Test Your TheoriesTheoriesTest Your Test Your TheoriesTheories
Ask the Ask the AudienceAudienceAsk the Ask the
AudienceAudience
Present All Present All SidesSides
Present All Present All SidesSides
Common Examples of Common Examples of Persuasive Business Persuasive Business
MessagesMessages
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Summary of ObjectivesSummary of Objectives
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Developing Marketing and Sales Messages
Developing Marketing and Sales Messages
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Marketing and SellingMarketing and Selling
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Applying the StrategiesApplying the Strategies
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Anticipating Purchase Anticipating Purchase ObjectionsObjections
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Applying the AIDA ModelApplying the AIDA Model
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Getting AttentionGetting Attention
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Features/Benefits
Common Ground
Genuine News
Personal Appeals
Inside Information
Promised Savings
Product Samples
ProblemSolutions
Evocative Images
Building InterestBuilding Interest
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Increasing DesireIncreasing Desire
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Motivating ActionMotivating Action
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Summary of ObjectivesSummary of Objectives
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Writing Promotional Messages for Social Media
Writing Promotional Messages for Social Media
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Using Social MediaUsing Social Media
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Social Media GuidelinesSocial Media Guidelines
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• Facilitate community building
• Listen as much as you talk
• Initiate and respond to conversations
• Provide information people want
• Identify and support champions
• Be authentic and transparent
Summary of ObjectivesSummary of Objectives
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Maintaining High Standards of Ethics, Legal Compliance, and
Etiquette
Maintaining High Standards of Ethics, Legal Compliance, and
Etiquette
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Persuasive Messages:Persuasive Messages:Ethical & Legal Ethical & Legal ConsiderationsConsiderations
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• Be truthful and non-deceptive
• Back up claims with evidence
• Avoid “bait and switch” advertising
• Learn special rules for child advertising
• Determine state contract regulations
• Get permission for use of photos and names
Summary of ObjectivesSummary of Objectives
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 40
Chapter 10Chapter 10
Writing Persuasive Messages
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