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Chapter 10- 1
Presented by Slamet Santoso
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
Distinguish between emotional and logical appeals and discuss how to balance them
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Describe seven essential steps in developing marketing and sales messages
Identify steps you can take to avoid ethical lapses in marketing and sales messages
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PlanningWritingCompleting
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Analyze the situationGather the informationSelect the mediumOrganize the message
Clarify your purposeUnderstand the audience’s needs
and motivations as well as their concerns and objections
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Demographics Gender Income Education
Psychographics Personality Attitudes Lifestyle
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Basic physiological requirements Safety and security Affiliation and belonging Power and control Achievement Adventure and distraction Knowledge exploration and understanding Aeshetic appreciation Self actualization
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NeedActionOutcome
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Once situation analysis is complete, gather the information necessary Use research techniques in chapter 11
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Single to multiple medium Use personal attention technological reach and
efficiency Various types
Email Messanger Podcast Social Media Radio advertisement Skywriting
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Define your main ideaLimit your scopeChoose the direct and indirect
approachGroup your points in the meaningful
way
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Adapt to your audience Use positive and polite language Understand and respect culture differences Be sensitive to organizational cultures Take steps to your credibility
Compose the message Use conversational but professional style Keep the message brief, clear and as helpful as
possible
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Use simple languageSupport your mesage with facts Identify your sourcesEstablish common groundBe objectiveAvoid the “hard sell”
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Evaluate your content, try to judge your argument objectively, try not to over estimate your credibility
Ask experienced colleague who knows your audience to review your draft
Make sure your design element complement your persuasive argument
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Frame your argumentBalance emotional and logical
appealsReinforce your positionAnticipate objections
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Attention InterestDesiresAction
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Promote actions you hope to motivate
Understand your reader’s expectations
Overcome the resistanceSell your point of view
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Analogy InductionDeduction
Copyright © 2010 Pearson Education International
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Hasty generalizationsCircular reasoningAttacking the opponentOversimplificationFalse cause and effectFaulty analogies Illogical support
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Provide additional evidence of the benefits your proposal and your own credibility in offering it
Use abstractions, metaphors, and other figures of speech to bring facts and figures to life
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Address or expect resistenceUncover objectionsPromote participation
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Persuasive requests for actionPersuasive presentations of ideasPersuasive claims and requests for
adjustments
Assess audience needsAnalyze your competitionDetermine key selling points and
benefitsAnticipate purchase objectionsApply AIDA or similar model
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Facilitate community building Initiate and respond conversations Identify and support your champions Don’t rely on the news media to
distribute the message Use AIDA model in the right time and
the right places
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Standard for truthful advertising (FTC)
Legal aspects of promotional Back up claims and evidence Binding contract Not to use person’s name or other
identity without permission Chapter 10 - 26
Any questions?Thank you
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