BCT11 Ch 10.ppt

Copyright © 2012 Pearson Education Chapter 10 - 1

Writing Persuasive Writing Persuasive MessagesMessages


Learning ObjectivesLearning 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

Using the Three-Step Using the Three-Step Process for Persuasive Process for Persuasive

MessagesMessages



Plan for PersuasionPlan for Persuasion

• Analyze your situation• Gather information• Select the medium• Organize your information


Analyze the SituationAnalyze the Situation

• Audience – Demographics– Psychographics–Motivation

• Purpose– Request action– Prompt decisions– Change attitudes


Gather InformationGather Information

• Persuasive messages• Marketing and sales messages


Select the MediumSelect the Medium

• Email messages• Social networking


Organize the MessageOrganize the Message

• Direct or indirect approach– Audience focus– Limited scope– Audience reaction– Power and expertise


Write the MessageWrite the Message

• Use positive, polite language• Respect cultural expectations• Understand corporate cultures• Establish your credibility


Completing the MessageCompleting the Message

• Revise for clarity and conciseness• Critique design elements• Proofread the message• Select the delivery method

Developing Persuasive Developing Persuasive Business MessagesBusiness Messages



Persuasive StrategiesPersuasive Strategies

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


Frame the ArgumentFrame the Argument

• Getting attention• Building interest• Creating desire• Motivating action

Balance the MessageBalance the Message

• Actions you want to motivate• The expectations of readers• Expected degree of resistance• Your level of empowerment



Emotions vs. LogicEmotions vs. Logic

• Feelings, needs, and sympathies• Reasoning and evidence


Reinforce Your PositionReinforce Your Position

• Believable evidence• Powerful words• Metaphors and stories• Audience benefits


Anticipate ObjectionsAnticipate Objections

• Plan for resistance• Hostile audiences• Persuasion process


Common Persuasive Common Persuasive MessagesMessages

• Requesting action• Presenting ideas• Requesting claims and adjustments


Requests for ActionRequests for Action

• Direct approach – straightforward • Indirect approach (similar to AIDA)


Persuasive IdeasPersuasive Ideas

• Considering beliefs• Changing attitudes


Claims and AdjustmentsClaims and Adjustments

• State your request• Support your request• Close your request

Developing Marketing and Developing Marketing and Sales MessagesSales Messages


Assess the AudienceAssess the Audience

• Understand their needs• Discover their interests• Anticipate their concerns


Analyze the CompetitionAnalyze the Competition

• Words and phrases• Themes• Writing styles• Creative approaches


Determine Key PointsDetermine Key Points

• What are the selling points?• What are the benefits?



Purchase ObjectionsPurchase Objections

• High price• Poor quality• Compatibility issues• Perceived risk


Using the AIDA PlanUsing the AIDA Plan• Getting attention• Building interest• Increasing desire• Motivating action

Writing Promotional Writing Promotional Messages for Social MediaMessages for Social Media



Using Social MediaUsing Social Media• Conversation marketing• Social commerce


Social Media GuidelinesSocial Media Guidelines

• Facilitate community building• Listen as much as you talk• Initiate and respond to conversations• Provide information that people want


Social Media GuidelinesSocial Media Guidelines

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

Maintaining High Standards Maintaining High Standards of Ethics, Legal of Ethics, Legal

Compliance, Compliance, and Etiquetteand Etiquette



Regulation of Marketing Regulation of Marketing and Sales Messagesand Sales Messages

• Federal legislation• State legislation• International laws


Legal ConsiderationsLegal Considerations

• Be truthful and non-deceptive• Back up claims with evidence• Shun “bait and switch” tactics• Obey rules if marketing to children• Respect contractual obligations• Respect the rights of individuals

Copyright © 2012 Pearson Education 35Chapter 10 -

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

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BCT11 Ch 10.ppt