Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Persuasive message

4,700 views

Published on

Persuasive Message

Published in: Education
  • Login to see the comments

Persuasive message

  1. 1. Chapter 9 - 1 Writing Persuasive Messages
  2. 2. Using the Three-Step Process for Persuasive Messages Chapter 9 - 2
  3. 3. Chapter 9 - 3 •Organize Message •Select Medium •Gather Information •Analyze Situation Plan for Persuasion
  4. 4. Chapter 9 - 4 Changing Attitudes? Motivating Decisions? Requesting Actions? The Purpose Motivation Psychographics Demographics The Audience Analyze Situation
  5. 5. Chapter 9 - 5 Gather Information
  6. 6. Chapter 9 - 6 Select the Medium
  7. 7. Organize the Message Chapter 9 - 7 Limited Scope Audience Reaction Power or Expertise Audience Focus Direct Approach Indirect Approach
  8. 8. Write the Message • Positive Language • Cultural Awareness • Corporate Cultures • Your Credibility Chapter 9 - 8
  9. 9. 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
  10. 10. Developing Persuasive Business Messages Chapter 9 - 10
  11. 11. Frame the Argument Chapter 9 - 11 1. Attention 2. Interest 3. Desire 4. Action
  12. 12. Chapter 9 - 12 Balance the Message Marketing and Sales Business Persuasion Emotional Appeals Logical Appeals
  13. 13. Believable Evidence Powerful Words Metaphors and Stories Audience Benefits Reinforce Your Position Chapter 9 - 13
  14. 14. Chapter 9 - 14 Anticipate Objections Positive Communication Balanced Approach
  15. 15. Chapter 9 - 15 Common Mistakes •The “Hard Sell” •No Compromise •Great Arguments •One-Shot Plan
  16. 16. Common Examples of Persuasive Business Messages Chapter 9 - 16
  17. 17. Chapter 9 - 17 Persuasive Messages Request Action Present Ideas Make Claims
  18. 18. Developing Marketing and Sales Messages Chapter 9 - 18
  19. 19. Chapter 9 - 19 Start the Process Analyze Audience Assess Competition
  20. 20. Chapter 9 - 20 Features and Benefits Selling Points User Benefits
  21. 21. Purchase Objections Chapter 9 - 21 High Price Perceived Risk Compatibility Issues Poor Quality
  22. 22. Chapter 9 - 22 •Get Attention •Generate Interest •Increase Desire •Motivate Action The Persuasive Appeal
  23. 23. Getting Attention Chapter 9 - 23 Features and Benefits Genuine News Common Ground Personal Appeals Insider Information Promise of Savings Samples and Demos Problem Solutions
  24. 24. Chapter 9 - 24 Building Interest Build Intrigue Support Promises Counter Objections
  25. 25. Chapter 9 - 25 Increasing Desire Stress Benefits Focus on Audience Support Claims
  26. 26. Chapter 9 - 26 Motivating Action Motivate Action Reinforce Benefits Keep It Simple
  27. 27. Writing Promotional Messages for Social Media Chapter 9 - 27
  28. 28. Using Social Media Chapter 9 - 28 Conversation Marketing Social Commerce Conversation Marketing Social Commerce
  29. 29. 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
  30. 30. 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
  31. 31. Maintaining High Ethical and Legal Standards Chapter 9 - 31
  32. 32. Marketing and Sales Communication • Be truthful and non-deceptive • Back up claims with evidence • Do not use “Bait and switch” tactics • Obey rules when marketing to children • Be aware of contractual obligations • Respect the rights of individuals Chapter 9 - 32

×