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Chapter 9 - 3
•Organize Message
•Select Medium
•Gather Information
•Analyze Situation
Plan for Persuasion
Chapter 9 - 4
Changing Attitudes?
Motivating Decisions?
Requesting Actions?
The Purpose
Motivation
Psychographics
Demographics
The Audience
Analyze Situation
Organize the Message
Chapter 9 - 7
Limited Scope
Audience Reaction
Power or Expertise
Audience Focus
Direct
Approach
Indirect
Approach
Write the Message
• Positive Language
• Cultural Awareness
• Corporate Cultures
• Your CredibilityChapter 9 - 8
Complete the Message
• Evaluate the content
• Revise for clarity and conciseness
• Ask a colleague to review the draft
• Review the overall design elements
• Proofread for mechanical errors
• Distribute the message
Chapter 9 - 9
Chapter 9 - 12
Balance the Message
Marketing
and Sales
Business
Persuasion
Emotional
Appeals
Logical
Appeals
Believable
Evidence
Powerful
Words
Metaphors
and Stories
Audience
Benefits
Reinforce Your Position
Chapter 9 - 13
Chapter 9 - 22
•Get Attention
•Generate Interest
•Increase Desire
•Motivate Action
The Persuasive Appeal
Getting Attention
Chapter 9 - 23
Features and Benefits
Genuine News
Common Ground
Personal Appeals
Insider Information
Promise of Savings
Samples and Demos
Problem Solutions
Using Social Media
Chapter 9 - 28
Conversation
Marketing
Social
Commerce
Conversation
Marketing
Social
Commerce
Social Media Guidelines
Chapter 9 - 29
•Facilitate community building
•Listen as much as you talk
•Initiate and respond to conversations
•Provide information that people want
Social Media Guidelines
Chapter 9 - 30
•Identify and support your champions
•Be authentic, transparent, and real
•Do not rely on the news media
•Integrate conventional strategies