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This document discusses persuasive messages and the three-step writing process for creating them. It begins by explaining that persuasive techniques are important for business communication, whether internally convincing managers or externally marketing products. The three steps are to plan the message by analyzing the purpose and audience, write the message using positive language and establishing credibility, and complete the message by proofreading and testing it. The document then focuses on developing persuasive business messages, which aim to convince readers to approve projects or ideas by using strategies like framing arguments and balancing emotional and logical appeals.
MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2022: Learn How to Do Con...Financial Poise
There's creating content; then there's creating great content; and then there's creating great content that actually gets seen by the ideal audience. Each of those layers has its own unique challenges. In this webinar episode, we share insights from a variety of highly experienced content creators. Each panelist member provides their own unique spin on how to create great content that gets seen by the intended audience. By the completion of this episode, the audience member will have a clear and actionable plan on how to create outstanding content that meets their unique marketing needs.
Part of the webinar series: MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2022
See more at https://www.financialpoise.com/webinars/
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]Kevin K. Lau
This document provides guidance for marketers on how to involve customer advocates in content marketing strategies. It discusses polling advocates for content ideas, asking advocates to help create content like blogs and eBooks, and motivating advocates to distribute content through their own social networks. Advocates are seen as valuable resources for generating ideas, producing authentic stories, and extending the reach of a brand's messages in a trusted, peer-to-peer way. The document offers best practices like recognizing advocate contributions and making engagement easy and rewarding for advocates.
Health Net aims to become a great customer solutions company by understanding customers' needs and integrating services to solve their problems. The company conducted research finding customers want partners, not just products. This led Health Net to focus on targeting specific customer segments and providing seamless solutions through multiple coordinated services. The company's strategic plan involves improving basic customer service, defining its brand promise around solutions, ensuring competitive products, and boosting efficiency to support integrated customer solutions by 2009.
We partner with Foundations and Nonprofits
...to create new sources of revenue/earned income through the generation of new services and products and the growth of existing services and products within nonprofits.
Think Creative provides new answers to the fundamental questions that any nonprofit needs to accurately answer.
We create actionable roadmaps for business growth by leveraging a nonprofit’s customer’s “Insight” that we develop through a suite of signature tools including, “Design thinking,” work sessions with the Executive Director, the Board, Staff and the nonprofit’s customers, and other stakeholders.
This document provides guidance on marketing financial services firms. It discusses the need to update traditional marketing approaches to compete in today's market. Key recommendations include focusing marketing efforts on the customer experience and outcomes rather than just products, ensuring consistency in branding across all touchpoints, prioritizing personal relationships and communication with clients, and learning from growth hacking techniques by integrating marketing into daily operations. The overall message is that marketing must be a unified, ongoing process rather than an isolated function in order to build a strong brand in financial services.
This document discusses persuasive messages and the three-step writing process for creating them. It begins by explaining that persuasive techniques are important for business communication, whether internally convincing managers or externally marketing products. The three steps are to plan the message by analyzing the purpose and audience, write the message using positive language and establishing credibility, and complete the message by proofreading and testing it. The document then focuses on developing persuasive business messages, which aim to convince readers to approve projects or ideas by using strategies like framing arguments and balancing emotional and logical appeals.
MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2022: Learn How to Do Con...Financial Poise
There's creating content; then there's creating great content; and then there's creating great content that actually gets seen by the ideal audience. Each of those layers has its own unique challenges. In this webinar episode, we share insights from a variety of highly experienced content creators. Each panelist member provides their own unique spin on how to create great content that gets seen by the intended audience. By the completion of this episode, the audience member will have a clear and actionable plan on how to create outstanding content that meets their unique marketing needs.
Part of the webinar series: MARKETING TIPS FOR THE NEW (OR OLD!) BUSINESS OWNER 2022
See more at https://www.financialpoise.com/webinars/
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Inspiring_Customers_To_Create_Content_For_You_Influitive[1]Kevin K. Lau
This document provides guidance for marketers on how to involve customer advocates in content marketing strategies. It discusses polling advocates for content ideas, asking advocates to help create content like blogs and eBooks, and motivating advocates to distribute content through their own social networks. Advocates are seen as valuable resources for generating ideas, producing authentic stories, and extending the reach of a brand's messages in a trusted, peer-to-peer way. The document offers best practices like recognizing advocate contributions and making engagement easy and rewarding for advocates.
Health Net aims to become a great customer solutions company by understanding customers' needs and integrating services to solve their problems. The company conducted research finding customers want partners, not just products. This led Health Net to focus on targeting specific customer segments and providing seamless solutions through multiple coordinated services. The company's strategic plan involves improving basic customer service, defining its brand promise around solutions, ensuring competitive products, and boosting efficiency to support integrated customer solutions by 2009.
We partner with Foundations and Nonprofits
...to create new sources of revenue/earned income through the generation of new services and products and the growth of existing services and products within nonprofits.
Think Creative provides new answers to the fundamental questions that any nonprofit needs to accurately answer.
We create actionable roadmaps for business growth by leveraging a nonprofit’s customer’s “Insight” that we develop through a suite of signature tools including, “Design thinking,” work sessions with the Executive Director, the Board, Staff and the nonprofit’s customers, and other stakeholders.
The document summarizes tips from 11 marketing experts on growing businesses. Some key recommendations include focusing on conversion rate optimization testing and discovering what customers want through expanded research; prioritizing content creation from the start; leveraging influencer relationships; and taking a holistic approach to webinars that drives desired actions. The newsletter also spotlights a business counselor from the Mississippi Small Business Development Center.
The document discusses the impact of several philosophers on the development of modern concepts of government between Machiavelli's The Prince and Locke's Second Treatise of Government. It outlines some of the key ideas from philosophers like Machiavelli, Hobbes, and Spinoza that influenced thinking around what a legitimate government is and how it should function. These philosophers established foundations for the role of a strong central authority and concepts like consent of the governed that were built upon by thinkers like the Federalists and Locke.
This document provides guidance on best practices for non-profits to secure corporate sponsorship. It recommends that non-profits approach companies with a one-page proposal brief to secure a meeting. At the meeting, the non-profit should provide more comprehensive materials and spend 70% of the time listening to understand the company's needs. Afterwards, the non-profit should create a tailored multi-page proposal addressing the company's specific marketing needs. Successful sponsorship relationships require clear benefits for both parties, regular communication, and ensuring the partnership remains mutually beneficial over the long term.
Nurturing Best Practices for Demand GenAsad Haroon
Most companies have a database of leads that have been set aside after initial closing attempts failed to produce the desired results. These leads should not be ignored, as they can prove at least as valuable as fresh leads, and are worth working. The truth is, even the best leads will not produce the results you want if they are not managed and nurtured well.
We will share how to truly evaluate how well your company is marketing itself. When it comes down to actually evaluating PR initiatives, organizations aren't exactly sure. Marketing and PR is considered > intangible in terms of its ROI and associating an actual matrix to its value. Companies know that they need it but consider it a gray area when it comes to setting expectations for their in-house team as well as for their public relation agency, if they have one.
Here are just a few of the questions we will consider along with the importance of why we are considering them:
Is your company vision clearly mapped out for today and for future products and/or services as a context for all company communications?
Have you developed your company's key messages for each unique audience and defined competitive differentiators?
Are you utilizing a matrix to measure the overall success in communicating the company's key messages effectively?
Are you getting placements in at least 50% of relevant editorial opportunities? How do you know?
In producing third-party endorsements, customer testimonials, and success studies, how are you marketing them?
Are you actively seeking award opportunities? How many awards have you received so far this year?
Have you conducted a perception study to understand how your key constituents perceive your company?
We will provide a "How To" PR guide and explain the importance of measuring the results. PR performance measurement encompasses a measure of business value, of strategic alignment and of marketing efficiency. It can seem too abstract to fit easily into a concrete measurement like it does for sales but through our 10 plus years of PR experience, we definitely have seen the PR measurement matrix evolve. Our presentation will help organizations get a handle on setting PR expectations as well as how to successfully fulfill those expectations. We are excited to share with the group through our experience, industry research and customer stories on how organizations are able to evaluate what PR investments they should make along with how to measure their outcome and success.
Judging creative idea guide, this material will help the marketer especially those who work on advertising or brand to be able to formulate rational and structured thinking of judging creative idea
1. The document discusses the differences between consultative selling and traditional sales techniques. Consultative selling focuses on building long-term relationships based on trust and expertise, rather than individual transactions. It involves understanding the client's business and needs.
2. A key part of consultative selling is the profit improvement proposal, which quantifies how the consulting services can specifically help increase the client's profits.
3. Another technique discussed is the "trial delivery", which provides initial consulting services to help the client see the consultant's value and mitigate risks, with the goal of developing a long-term relationship.
B2B-Content Marketing – Weg von Selfies, hin zu Blockbuster-Marketing #AFBMCAllFacebook.de
This document provides guidance on effective B2B content marketing. It discusses setting clear goals and metrics, understanding the audience through buyer personas, distributing content through blockbuster pieces and customer journeys, and optimizing through testing. Visuals, short engaging copy, mobile optimization, and leveraging employees are some best practices. The key is to test content to find the most effective approaches and continuously refresh successful creative elements. Overall it emphasizes the importance of understanding the audience, distributing high-quality content, and optimizing through testing to improve performance.
The consultant markets their services through their website, social media accounts, presentations to partners in their industry, traditional media like newspapers, and referrals from existing clients. Social media and online intake forms have proven most effective at reaching younger clients, while traditional methods like newspapers work better for older clients. The consultant has learned that keeping up with changes is important to not lose market share, and that customers now expect immediate results and are less loyal. Marketing "no cost" services instead of "free" helped address perceived value issues. Trends may lead to more independent consultants working on projects as needed and consulting brokers matching clients to multiple bidding firms. Prospective consultants should focus on their pitch and differentiation, and be prepared to sell to intermediaries
Social media success in the real world Robert Knop
Using social media for business can prove challenging in a highly regulated
industry. But the financial services firms that grasp the opportunity have seen the power
of social selling firsthand. This publication provide case studies from myself and other social selling experts regarding how to drive results in the financial services industry.
John Hellerman presented "Creating Thought Leaders: Influence GCs and Get Hired with Strategic Thought Leadership" at LMA's Southern California chapter on March 20, 2013.
The document discusses the importance of building relationships for business success. It provides examples of entrepreneurs like James Furnner and Marcus Lemonis who prioritize relationships with customers, vendors, employees and other businesses. Furnner maintains a contact database and daily routines to nurture relationships. The document argues that establishing trust and providing good customer service through quality relationships can lead to loyalty, referrals and business growth. It invites the reader to learn more about implementing relationship-focused business strategies.
Data Driven Customer Journeys - Those Who Tell Stories Rule the WorldLiz High
The document provides examples of different types of customer journeys that can be mapped, including brand journeys, product experience journeys, occasion-based journeys, and product purchase journeys. It emphasizes that journey mapping should be tailored to a business's goals, market, and understanding of customer lifecycles. Effective journey mapping requires clear value propositions, insight into customer passions, optimized processes, and metrics to assess the customer experience. Partnering with experts can help businesses get started with journey mapping and persona development.
PR 2.0 - Strategies for Business DevelopmentJohn Hellerman
The document summarizes strategies for using public relations (PR) to help professional services firms with business development. It discusses framing PR efforts around strategic campaigns rather than just generating media clips, developing branded and niche expertise-based content, leveraging social media and the web to spread information to targeted audiences, and evangelizing PR as a valuable business development tool within firms. Measurement should focus on relationships and business outcomes rather than just media mentions.
Tips on how charities can find and attract corporate donors in tough financial times.
Slideshare suggested blogs might be of interest; please let me know if they're not!
Digital & Social Media Marketing in Financial Services (NAIFA Presentation)Advisology
This document discusses how social media and digital strategies can help address challenges in the financial services industry. It provides an agenda covering industry challenges, regulatory environment, and how social solutions can help with issues like growth, recruiting, compliance, and marketing. The document introduces Advisology and its founders, who have experience implementing social media strategies for financial firms. Specific strategies are discussed, like using LinkedIn for prospecting, warm calling, and referrals.
Reputation: How It Is Built and Maintained, and The Role of PRMSL
Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.
Reputation: How it is built and maintained, and the role of PR - A report by ...Ashraf Engineer
This document discusses the growing importance of reputation management for organizations and its implications for the public relations (PR) industry in India. It notes that reputation, which is based on stakeholders' perceptions, is an important intangible asset for companies that impacts business objectives. However, most companies erroneously view reputation as how they see themselves rather than how others perceive them. The document outlines how PR can play a key role in reputation management by shaping external perceptions through storytelling and content creation across online and offline mediums. It also discusses the opportunities for PR in India given increasing advertisement avoidance and need for reputation-focused communications. However, the PR industry still struggles with issues like being viewed as secondary to advertising and lack of clear communications objectives from
Reputation management report msl group and eikona pr measurementVikram Kharvi
MSLGROUP in India and Eikona PR Measurement release the executive report – ‘Reputation: How it is built and maintained and the role of PR’
MSL India and Eikona PR Measurement had recently launched a co-authored report titled, ‘Reputation: How it is built and maintained and the role of PR’.
The report analyses the growing importance of reputation management and its impact on the PR industry. Some of the points the report makes:
• Corporate reputations are the sum total of the beliefs held by individuals about companies’ past actions and future potential. It is stakeholders’ collective actions and sentiments – whether to purchase a product, buy shares of the company’s stock, or recommend the company to others – that determine every company’s ability to stay in business.
• Reputation is an intangible asset, but its effects are real. Indeed, reputation is acting on companies all the time — an invisible yet powerful influence that can either help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation can have a serious impact. Like gravitational pull, reputation makes it easier or more difficult for your company to get where it needs to go.
Normally, most product categories’ presence in the annual advertising calendar does not exceed four months. On the other hand, PR support for the same products stretches to at least eight months of the calendar, which is a unique opportunity for the PR industry. Its scope is widening from the narrow media relations space to leading the overall brand building and maintenance function. It is now up to the PR industry to evolve from being second fiddle to advertising and corporate communications to becoming the leader in the marketing communications ecosystem.
In India, we are already seeing movement on this. Many corporations are working communications objectives into CEOs’ and other key spokespersons’ key result areas. Corporate communications executives are spending more time with CEOs and MDs. PR is increasingly being acknowledged as a brand-builder on par with other tools.
Jaideep Shergill, CEO, MSLGROUP India, said: “Communicators are calling this the ‘Reputation Economy’, and rightly so. Reputation management could be the fuel for your business’ growth. Through this report, we wish to highlight the importance of reputation on the long-term future of businesses and also that the PR industry in India is uniquely geared to provide the strategic thinking required to build and maintain corporate reputation.”
1. The document discusses how to engage marketing advocates by understanding their motivations and addressing their key challenges. It describes the marketing persona and notes they are great communicators, analytical, and under constant pressure to generate leads.
2. It provides tips for positioning to marketers, such as helping them stay informed as experts, introducing them to others, and encouraging community. Challenges should provide value and opportunities for interaction.
3. Fun challenges can help marketers unwind but also engage them in higher-value contributions later. Authenticity and avoiding insincerity is important when asking for their help.
Deciding to place a loved one into a long-term care facility can be .docxcrystal5fqula
Deciding to place a loved one into a long-term care facility can be extremely difficult. Even more difficult is the thought of your loved one’s rights being violated while in long-term care. Patient healthcare rights are not as clearly defined as one would expect, and there are long-term care and other healthcare facilities that create their own sets of patient rights. However, there are also certain indisputable rights afforded to patients across the board.
2-3 pages with introduction paragraph
Describe the legal and ethical dilemma discussed in the following case study.
Analyze the key ways in which a patient’s right to die relates to this specific case.
2-3 pages
Use at least three (3) quality academic resources
.
citations and references must follow APA
Im
agine that you are a part of the ethics committee investigating this case. Determine the main facts pertaining to the issue that the committee should consider.
Suggest one (1) step that the facility should take next in order to resolve the dilemma. Provide a rationale for your response.
Background
Mary Evelyn Greene, who has memory impairment, lives in a private room at Shady Brook Skilled Nursing Facility located in a beautiful suburb of a major metropolitan city. She has resided at Shady Brook for the past 18 months. Before moving into Shady Brook, Mrs. Greene lived independently in her own home with assistance from a private-duty nursing assistant and a housekeeper. She and her husband had resided together in this home for more than 50 years. Mrs. Greene is 89 years old and suffers from several health problems associated with aging.
Mrs. Greene has one son, David Greene. David has the power of attorney to handle his mother’s health care and other personal affairs. David works as a trial attorney in one of the city’s largest and most prestigious law firms. He owns a large home in an upscale neighborhood and works hard to put two of his children through college and another one through medical school. His home is about an hour’s drive from his workplace and about 20 minutes from Shady Brook. David’s wife Barbara has never been close to her mother-in-law and has not shown much interest in her care. Hence, caring for his mother has become a major responsibility for David, and he is having a difficult time dealing with her declining health and the onset of mild dementia. It is becoming increasingly more difficult for David to leave his law practice or the court room to deal with issues related to his mother.
Mrs. Greene’s husband was a very successful land developer who left her with a substantial estate, which meets all of her financial needs. After her husband passed away, Mrs. Greene decided to remain in her home. She was able to maintain her independence until she was 87 years old, when she began to show signs of dementia. Shortly thereafter, David moved her to Shady Brook. David also hired a part-time “sitter” to keep her mother company because she was too weak to go out of her ro.
Dec 1, 2016ThursdayDec 2, 2016FridayDec 3, 2016SaturdayD.docxcrystal5fqula
Dec 1, 2016
Thursday
Dec 2, 2016
Friday
Dec 3, 2016
Saturday
Dec 4, 2016
Sunday
Dec 5, 2016
Monday
Dec 6, 2016
Tuesday
Dec 7, 2016
Wednesday
Week 1
Dec 8, 2016
Thursday
Dec 9, 2016
Friday
Dec 10, 2016
Saturday
Dec 11, 2016
Sunday
Dec 12, 2016
Monday
Dec 13, 2016
Tuesday
Dec 14, 2016
Wednesday
NRS-430V | Essentials of Baccalaureate Education
Topic 1 DQ 1
Discussion Question
Starts: Dec 12, 2016
Ends: Dec 14, 2016
Topic 1 DQ 1
Due
Week 2
Dec 15, 2016
Thursday
Dec 16, 2016
Friday
Dec 17, 2016
Saturday
Dec 18, 2016
Sunday
Dec 19, 2016
Monday
Dec 20, 2016
Tuesday
Dec 21, 2016
Wednesday
NRS-430V | Happy Holidays!
Topic 1 DQ 2
Discussion Question
Starts: Dec 12, 2016
Ends: Dec 16, 2016
Topic 1 DQ 2
Due
Collaborative Learning Community (CLC) Agreement
Assignment
Starts: Dec 12, 2016
Ends: Dec 18, 2016
Collaborative Lea...
Due
Week 3
Dec 22, 2016
Thursday
Dec 23, 2016
Friday
Dec 24, 2016
Saturday
Dec 25, 2016
Sunday
Dec 26, 2016
Monday
Dec 27, 2016
Tuesday
Dec 28, 2016
Wednesday
NRS-430V | Happy Holidays!
Week 4
Dec 29, 2016
Thursday
Dec 30, 2016
Friday
Dec 31, 2016
Saturday
Jan 1, 2017
Sunday
Jan 2, 2017
Monday
Jan 3, 2017
Tuesday
Jan 4, 2017
Wednesday
NRS-430V | Nursing History, Theories, and Conceptual Model
Jan 1, 2017
Sunday
Jan 2, 2017
Monday
Jan 3, 2017
Tuesday
Jan 4, 2017
Wednesday
Jan 5, 2017
Thursday
Jan 6, 2017
Friday
Jan 7, 2017
Saturday
NRS-430V | Nursing History, Theories, and Conceptual Model
Topic 2 DQ 1
Discussion Question
Starts: Jan 2, 2017
Ends: Jan 4, 2017
Topic 2 DQ 1
Due
Topic 2 DQ 2
Discussion Question
Starts: Jan 2, 2017
Ends: Jan 6, 2017
Topic 2 DQ 2
Due
Week 5
Jan 8, 2017
Sunday
Jan 9, 2017
Monday
Jan 10, 2017
Tuesday
Jan 11, 2017
Wednesday
Jan 12, 2017
Thursday
Jan 13, 2017
Friday
Jan 14, 2017
Saturday
NRS-430V | Scope of Practice and Differentiated Practice Competencies
Topic 3 DQ 1
Discussion Question
Starts: Jan 9, 2017
Ends: Jan 11, 2017
Topic 3 DQ 1
Due
Topic 3 DQ 2
Discussion Question
Starts: Jan 9, 2017
Ends: Jan 13, 2017
Topic 3 DQ 2
Due
Educational Preparation
Assignment
Starts: Jan 2, 2017
Ends: Jan 8, 2017
Educational Prepa...
Due
Week 6
Jan 15, 2017
Sunday
Jan 16, 2017
Monday
Jan 17, 2017
Tuesday
Jan 18, 2017
Wednesday
Jan 19, 2017
Thursday
Jan 20, 2017
Friday
Jan 21, 2017
Saturday
NRS-430V | Professional Accountability, Standards of Practice, and Professional Development
Topic 4 DQ 1
Discussion Question
Starts: Jan 16, 2017
Ends: Jan 18, 2017
Topic 4 DQ 1
Due
Topic 4 DQ 2
Discussion Question
Starts: Jan 16, 2017
Ends: Jan 20, 2017
Topic 4 DQ 2
Due
CLC - Nursing Conceptual Model Presentation
Assignment
Starts: Jan 9, 2017
Ends: Jan 15, 2017
CLC - Nursing Con...
Due
Week 7
Jan 22, 2017
Sunday
Jan 23, 2017
Monday
Jan 24, 2017
Tuesday
Jan 25, 2017
Wednesday
Jan 26, 2017
Thursday
Jan 27, 2017
Friday
Jan 28, 2017
Saturday
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This document discusses how social media and digital strategies can help address challenges in the financial services industry. It provides an agenda covering industry challenges, regulatory environment, and how social solutions can help with issues like growth, recruiting, compliance, and marketing. The document introduces Advisology and its founders, who have experience implementing social media strategies for financial firms. Specific strategies are discussed, like using LinkedIn for prospecting, warm calling, and referrals.
Reputation: How It Is Built and Maintained, and The Role of PRMSL
Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.
Reputation: How it is built and maintained, and the role of PR - A report by ...Ashraf Engineer
This document discusses the growing importance of reputation management for organizations and its implications for the public relations (PR) industry in India. It notes that reputation, which is based on stakeholders' perceptions, is an important intangible asset for companies that impacts business objectives. However, most companies erroneously view reputation as how they see themselves rather than how others perceive them. The document outlines how PR can play a key role in reputation management by shaping external perceptions through storytelling and content creation across online and offline mediums. It also discusses the opportunities for PR in India given increasing advertisement avoidance and need for reputation-focused communications. However, the PR industry still struggles with issues like being viewed as secondary to advertising and lack of clear communications objectives from
Reputation management report msl group and eikona pr measurementVikram Kharvi
MSLGROUP in India and Eikona PR Measurement release the executive report – ‘Reputation: How it is built and maintained and the role of PR’
MSL India and Eikona PR Measurement had recently launched a co-authored report titled, ‘Reputation: How it is built and maintained and the role of PR’.
The report analyses the growing importance of reputation management and its impact on the PR industry. Some of the points the report makes:
• Corporate reputations are the sum total of the beliefs held by individuals about companies’ past actions and future potential. It is stakeholders’ collective actions and sentiments – whether to purchase a product, buy shares of the company’s stock, or recommend the company to others – that determine every company’s ability to stay in business.
• Reputation is an intangible asset, but its effects are real. Indeed, reputation is acting on companies all the time — an invisible yet powerful influence that can either help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation can have a serious impact. Like gravitational pull, reputation makes it easier or more difficult for your company to get where it needs to go.
Normally, most product categories’ presence in the annual advertising calendar does not exceed four months. On the other hand, PR support for the same products stretches to at least eight months of the calendar, which is a unique opportunity for the PR industry. Its scope is widening from the narrow media relations space to leading the overall brand building and maintenance function. It is now up to the PR industry to evolve from being second fiddle to advertising and corporate communications to becoming the leader in the marketing communications ecosystem.
In India, we are already seeing movement on this. Many corporations are working communications objectives into CEOs’ and other key spokespersons’ key result areas. Corporate communications executives are spending more time with CEOs and MDs. PR is increasingly being acknowledged as a brand-builder on par with other tools.
Jaideep Shergill, CEO, MSLGROUP India, said: “Communicators are calling this the ‘Reputation Economy’, and rightly so. Reputation management could be the fuel for your business’ growth. Through this report, we wish to highlight the importance of reputation on the long-term future of businesses and also that the PR industry in India is uniquely geared to provide the strategic thinking required to build and maintain corporate reputation.”
1. The document discusses how to engage marketing advocates by understanding their motivations and addressing their key challenges. It describes the marketing persona and notes they are great communicators, analytical, and under constant pressure to generate leads.
2. It provides tips for positioning to marketers, such as helping them stay informed as experts, introducing them to others, and encouraging community. Challenges should provide value and opportunities for interaction.
3. Fun challenges can help marketers unwind but also engage them in higher-value contributions later. Authenticity and avoiding insincerity is important when asking for their help.
Similar to Create an 8- to 10-slide presentation, including detailed speaker .docx (20)
Deciding to place a loved one into a long-term care facility can be .docxcrystal5fqula
Deciding to place a loved one into a long-term care facility can be extremely difficult. Even more difficult is the thought of your loved one’s rights being violated while in long-term care. Patient healthcare rights are not as clearly defined as one would expect, and there are long-term care and other healthcare facilities that create their own sets of patient rights. However, there are also certain indisputable rights afforded to patients across the board.
2-3 pages with introduction paragraph
Describe the legal and ethical dilemma discussed in the following case study.
Analyze the key ways in which a patient’s right to die relates to this specific case.
2-3 pages
Use at least three (3) quality academic resources
.
citations and references must follow APA
Im
agine that you are a part of the ethics committee investigating this case. Determine the main facts pertaining to the issue that the committee should consider.
Suggest one (1) step that the facility should take next in order to resolve the dilemma. Provide a rationale for your response.
Background
Mary Evelyn Greene, who has memory impairment, lives in a private room at Shady Brook Skilled Nursing Facility located in a beautiful suburb of a major metropolitan city. She has resided at Shady Brook for the past 18 months. Before moving into Shady Brook, Mrs. Greene lived independently in her own home with assistance from a private-duty nursing assistant and a housekeeper. She and her husband had resided together in this home for more than 50 years. Mrs. Greene is 89 years old and suffers from several health problems associated with aging.
Mrs. Greene has one son, David Greene. David has the power of attorney to handle his mother’s health care and other personal affairs. David works as a trial attorney in one of the city’s largest and most prestigious law firms. He owns a large home in an upscale neighborhood and works hard to put two of his children through college and another one through medical school. His home is about an hour’s drive from his workplace and about 20 minutes from Shady Brook. David’s wife Barbara has never been close to her mother-in-law and has not shown much interest in her care. Hence, caring for his mother has become a major responsibility for David, and he is having a difficult time dealing with her declining health and the onset of mild dementia. It is becoming increasingly more difficult for David to leave his law practice or the court room to deal with issues related to his mother.
Mrs. Greene’s husband was a very successful land developer who left her with a substantial estate, which meets all of her financial needs. After her husband passed away, Mrs. Greene decided to remain in her home. She was able to maintain her independence until she was 87 years old, when she began to show signs of dementia. Shortly thereafter, David moved her to Shady Brook. David also hired a part-time “sitter” to keep her mother company because she was too weak to go out of her ro.
Dec 1, 2016ThursdayDec 2, 2016FridayDec 3, 2016SaturdayD.docxcrystal5fqula
Dec 1, 2016
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Week 1
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NRS-430V | Essentials of Baccalaureate Education
Topic 1 DQ 1
Discussion Question
Starts: Dec 12, 2016
Ends: Dec 14, 2016
Topic 1 DQ 1
Due
Week 2
Dec 15, 2016
Thursday
Dec 16, 2016
Friday
Dec 17, 2016
Saturday
Dec 18, 2016
Sunday
Dec 19, 2016
Monday
Dec 20, 2016
Tuesday
Dec 21, 2016
Wednesday
NRS-430V | Happy Holidays!
Topic 1 DQ 2
Discussion Question
Starts: Dec 12, 2016
Ends: Dec 16, 2016
Topic 1 DQ 2
Due
Collaborative Learning Community (CLC) Agreement
Assignment
Starts: Dec 12, 2016
Ends: Dec 18, 2016
Collaborative Lea...
Due
Week 3
Dec 22, 2016
Thursday
Dec 23, 2016
Friday
Dec 24, 2016
Saturday
Dec 25, 2016
Sunday
Dec 26, 2016
Monday
Dec 27, 2016
Tuesday
Dec 28, 2016
Wednesday
NRS-430V | Happy Holidays!
Week 4
Dec 29, 2016
Thursday
Dec 30, 2016
Friday
Dec 31, 2016
Saturday
Jan 1, 2017
Sunday
Jan 2, 2017
Monday
Jan 3, 2017
Tuesday
Jan 4, 2017
Wednesday
NRS-430V | Nursing History, Theories, and Conceptual Model
Jan 1, 2017
Sunday
Jan 2, 2017
Monday
Jan 3, 2017
Tuesday
Jan 4, 2017
Wednesday
Jan 5, 2017
Thursday
Jan 6, 2017
Friday
Jan 7, 2017
Saturday
NRS-430V | Nursing History, Theories, and Conceptual Model
Topic 2 DQ 1
Discussion Question
Starts: Jan 2, 2017
Ends: Jan 4, 2017
Topic 2 DQ 1
Due
Topic 2 DQ 2
Discussion Question
Starts: Jan 2, 2017
Ends: Jan 6, 2017
Topic 2 DQ 2
Due
Week 5
Jan 8, 2017
Sunday
Jan 9, 2017
Monday
Jan 10, 2017
Tuesday
Jan 11, 2017
Wednesday
Jan 12, 2017
Thursday
Jan 13, 2017
Friday
Jan 14, 2017
Saturday
NRS-430V | Scope of Practice and Differentiated Practice Competencies
Topic 3 DQ 1
Discussion Question
Starts: Jan 9, 2017
Ends: Jan 11, 2017
Topic 3 DQ 1
Due
Topic 3 DQ 2
Discussion Question
Starts: Jan 9, 2017
Ends: Jan 13, 2017
Topic 3 DQ 2
Due
Educational Preparation
Assignment
Starts: Jan 2, 2017
Ends: Jan 8, 2017
Educational Prepa...
Due
Week 6
Jan 15, 2017
Sunday
Jan 16, 2017
Monday
Jan 17, 2017
Tuesday
Jan 18, 2017
Wednesday
Jan 19, 2017
Thursday
Jan 20, 2017
Friday
Jan 21, 2017
Saturday
NRS-430V | Professional Accountability, Standards of Practice, and Professional Development
Topic 4 DQ 1
Discussion Question
Starts: Jan 16, 2017
Ends: Jan 18, 2017
Topic 4 DQ 1
Due
Topic 4 DQ 2
Discussion Question
Starts: Jan 16, 2017
Ends: Jan 20, 2017
Topic 4 DQ 2
Due
CLC - Nursing Conceptual Model Presentation
Assignment
Starts: Jan 9, 2017
Ends: Jan 15, 2017
CLC - Nursing Con...
Due
Week 7
Jan 22, 2017
Sunday
Jan 23, 2017
Monday
Jan 24, 2017
Tuesday
Jan 25, 2017
Wednesday
Jan 26, 2017
Thursday
Jan 27, 2017
Friday
Jan 28, 2017
Saturday
NRS-430V | Advocacy and Activism
.
Dear professor,I am challenged with finding a set of historical .docxcrystal5fqula
Dear professor,
I am challenged with finding a set of historical paradox sets. I need to f
ind at least 2-3 different sources of information. To properly complete this assignment, I need to do the following:
·
Explain the paradox, citing sources of information.
·
Describe the person(s) who identified the paradox.
2.
Then, create a new Microsoft Word (.doc / .docx), and write 1-2 pages explaining the paradox, who identified it, responses to this paradox, etc.
I have to cite 2-3 references from websites that are reputable (they have an ".edu" extension).
Please follow MLA formatting
·
Double spaced
·
12pt font
·
1" margins
·
Indent paragraphs
.
Deadline is tonight before 8pmDirectionsThis week in discussion .docxcrystal5fqula
This week's discussion focused on analyzing and reflecting on ICD-10 Coding Guidelines. Students were asked to discuss how they will apply their new coding skills and knowledge in the workplace, and to identify methods for better understanding guidelines they found difficult or challenging.
Deadline 2 Hours MaximumWord count 275 to 550 wordsReferen.docxcrystal5fqula
Deadline: 2 Hours Maximum
Word count: 275 to 550 words
Reference Style: APA Referencing
At least 2
.APA references
Must
include in-text citation
for all the references
I have attached the case study assignment instructions.
.
Deadline November 29 - Midnight.Minimum 6 and maximum 8 pages.Ti.docxcrystal5fqula
Deadline November 29 - Midnight.
Minimum 6 and maximum 8 pages.
Times News Roman as style.
1. To explain the role of the historical figure in the early history of Islam. (Hussein - Ibn Ali)
2. To compare his role and personality with another historical figure of early Islam.
(Hussein - Ibn Ali)
3. To analyze their influence on the evolution of Islamic civilization and expansion.
(Hussein - Ibn Ali)
Best wishes,
Pejman
.
Dear Students, this assignment is designed to help you to prepare fo.docxcrystal5fqula
Dear Students, this assignment is designed to help you to prepare for mastery of Social Work
Competency #2: Engage Diversity and Difference in Practice. Specifically, in terms of
outcomes and expected Behaviors, you should: Gain sufficient self-awareness to eliminate
the influence of personal biases and values in working with diverse groups, practice personal
reflection, attend to professional roles and boundaries, substantively and affectively prepare
for action with individuals, families, groups, organizations and communities, and
demonstrate the use of empathy and other interpersonal skills.
1) You will provide a brief autobiographical sketch that will allow you to practice personal
reflection regarding personal biases and values when engaging with diverse and different
persons and environments.
a. Specifically, what is your history? What are your values, your biases against
others that are different from you? Be honest. Demonstrate productive selfawareness.
This section is worth 25% of your grade.
2) What are your strengths in terms of your affective processes including empathy,
perception and authenticity, and how did they develop from your life history?
a. One example from a past student was the experience of growing up with her
grandmother who had advanced Parkinson’s disease. As a daughter in an
immigrant family, she was expected to participate in the direct care of her
grandmother, and this experience prepared her in many ways to master multiple
social work competencies. She became interested in the professional social work
practice in the area of gerontology, and dedicated her professional education and
career to helping to advance the knowledge and care of all persons with
Parkinson’s disease. This section is worth 25% of your grade.
3) Connect with your text (Chapter 5 should be most helpful) along with some of our class
discussion regarding at least four communication skills and inter and intra personal skills
that you possess, and/or want to develop so that you can master Competency #2. When
discussing these four skill areas, reference exactly where in the text you gained your
information. This section is worth 25% of your grade.
4) Correct grammar and clarity of thought must be present throughout the assignment. This
section is worth 25% of your grade.
Paper Comments
Please follow the instructions, please I need an "A" paper. My personal biases is that I grow up not poor but I have to share everything with my sisters and we had to wear hand my down clothes, we eat what my mother cooked and did not go out to eat like other people. my father was a preacher and my mother was a custodian their values were...They provide to us what we need not what we want. Their we christian people. So my biases is that I was jealous of the kids that had everything....I hope this helps.
.
Deadline 7 hoursNeed the assignment completed within the next 7.docxcrystal5fqula
Deadline: 7 hours
Need the assignment completed within the next 7 hours maximum, my deadline will be due by then
Kindly solve the questions concisely and show all work and necessary comments
Also include necessary discussions and texts
You can also include references where necessary
.
Dear Professor, Read the instructions and proceed if you are abl.docxcrystal5fqula
Dear Professor,
Read the instructions and proceed if you are able to deliver a 100% plagiarism free work , also keep in mind this paper is due saturday at 2:44 pm eastern time.
PHL/458
This a Team Group Assigment. The individual you are going to write about is
Pablo Picasso
In 1997, Apple, Inc., supported its "Think Different" marketing campaign with a one-minute commercial featuring black-and-white footage of 17 iconic 20th-century personalities. The commercial was conceptualized by the Los Angeles-based advertising agency TBWA/Chiat/Day.
Find
a copy of this commercial, also known as the "Crazy Ones" commercial, on the Internet and watch it.
Review
the University of Phoenix Material: Creative Thinkers.
Choose
a subset of one or two individuals (
Pablo Picasso)
from among these 17 creative thinkers.
As a team,
discuss
the following questions:
What did each of the individuals contribute to the world?
How was each contribution rooted in creative thinking; that is, how did each change existing paradigms of seeing or experiencing the world?
Are there defining characteristics shared among all or most of the individuals?
Why did Apple choose these individuals to appear in this advertisement?
Summarize
your findings in a 250- to 350-word document. Your summary does not need to include a direct answer for each individual and/or bullet point.
Format
your assignment according to appropriate course level APA guidelines.
.
Dealing with Running Out of SpaceYour computer has several missi.docxcrystal5fqula
Dealing with Running Out of Space
Your computer has several mission-critical applications installed that are hard-coded to use
drive C as the location of their data files. Unfortunately, drive C is running out of space.
The single hard disk in the computer is formatted as a basic disk and cannot be converted
to dynamic. The boot partition of the computer is formatted with NTFS. No unpartitioned
space remains on the hard disk. What action could you take to remedy the crisis?
.
Deadline 3 Hours MaximumWord count 550 words or moreRefere.docxcrystal5fqula
The assignment instructions require completing a 550+ word case study analysis within 3 hours using APA referencing style. At least 3 references must be included with in-text citations for each. An attached case study and related text are provided only as sample resources and should not be directly copied or paraphrased in the analysis.
DB 8.1 - Click to PostPost to Discussion Board 8.1 Mission & Visio.docxcrystal5fqula
DB 8.1 - Click to Post
Post to Discussion Board 8.1 Mission & Vision Statements (Due 11:59 p.m. Wednesday)
(
15 points
):
Create an imaginary nonprofit agency. Identify the purpose of the organization and the long-term goals. What community need does the organization address? What would be the organization’s core values and operating principles? What is your vision statement?
.
Davis Health Care is dedicated to providing an excellent patient car.docxcrystal5fqula
Davis Health Care is dedicated to providing an excellent patient care experience. A recent survey indicated that they could improve their quality of service. Imagine you are charged with identifying an area of improvement for this organization:
Patient safety
as focus on this area of improvement.
Write
a 1,400-word paper in which you address the following prompts for the area of improvement
Part 1: Data Collection Tools.
Explain data needed to monitor improvements.
Explain at least three data collection tools you can use to collect performance information.
Explain the types of information each tool collects.
Explain the strengths and weaknesses of each data collection tool.
Explain how the data collection tools are similar. Explain how the data collection tools are different.
Part 2: Data Display, Measurement and Reporting
Identify at least two tools that measure and display the QI data that can be gathered with the data collection tools identified in Part 1.
Explain the types of information each tool measures, displays, and reports.
Explain each measurement, display, and reporting tool's strengths and weaknesses.
Explain how the measurement, display, and reporting tools are similar and different from each other.
Explain how the measurement, display and reporting tools are useful for health care organizations.
Format: APA
Cite
at least 3 sources according to APA guidelines to support your information.
Include conclusion.
.
Data Warehousing Week 4 DQ I need help with below. No plagiari.docxcrystal5fqula
Data Warehousing Week 4 DQ
I need help with below. No plagiarism, no work cited from Wikipedia. Must cite all references, APA style, due 7/28/16. Minimum of 400 words.
What do you think are some of the issues that can occur with dimension and fact tables for the telecommunications, transportation, and education industries?
.
Data Transmission. Please respond to the followingCompare the fo.docxcrystal5fqula
Data Transmission. Please respond to the following:
Compare the four items related to channel capacity: data rate, bandwidth, noise, and error rate. Determine the most important and justify its significance over the remaining items.
Describe real-world examples of attenuation and white noise. Examine the effect on the information-carrying capacity of the link and present a way to avoid these types of interruptions
.
Daily Lesson PlanningAn educator’s daily lesson plan is the most d.docxcrystal5fqula
Daily Lesson Planning
An educator’s daily lesson plan is the most detailed and updated guide that they have to facilitate learning in their classroom. In essence, lesson planning is the educator’s opportunity to decide, in advance what curriculum to introduce, the instructional delivery method they will use, and how intended objectives will be assessed. After reading chapter 8, perform these two tasks.
Jones, Jones, and Vermette (2011) did a three year study of novice educators’ lesson planning practices to determine if patterns of common blunders may exist in their design process.
Discuss the six most common pitfalls that research uncovered that novice educators make when planning lessons.
8.5
Common
Lesson-Planning
Pitfalls
We
will
end
the
chapter
by
discussing
some
of
the
most
common
pitfalls
that
teachers
make
when
designing
lesson
plans.
These
pitfalls
apply
to
all
the
lesson
plan
formats
discussed
in
this
chapter.
Jones,
Jones,
and
Vermette
(2011)
conducted
a
three-year
study
examining
novice
teachers’
lesson
planning
and
implementation
to
determine
the
six
most
common
lesson-planning
blunders.
Knowing
what
the
most
common
lesson
plan
impediments
are
will
help
you
navigate
around
them.
You
may
notice
that
these
are
similar
to
the
pitfalls
to
writing
instructional
objectives,
first
described
in
Chapter
3;
many
of
the
same
principles
apply.
Unclear
Learning
Objective
This
lesson-planning
misstep
happens
when
teachers
focus
on
what
content
they
will
cover
in
the
lesson
instead
of
focusing
on
the
learning
outcomes
the
students
will
have
because
of
exposure
to
that
content.
Teachers
who
focus
on
learning
outcomes
assure
that
the
lesson
is
learning
-centered,
and
eliminate
the
difficulties
of
determining
whether
the
lesson
is
teacher-centered
or
student-centered.
How
will
you
know
what
you
want
students
to
learn?
It
is
stated
in
your
instructional
objectives.
To
overcome
this
pitfall,
write
the
learning
outcome
from
the
student’s
perspective.
For
example,
“At
the
end
of
this
lesson,
I
can
identify
five
types
of
carbohydrates”
or
“I
can
compare
and
contrast
mitosis
and
meiosis.”
Assessment
of
Understanding
Not
Administered
New
teachers,
overwhelmed
with
classroom-management
issues,
administration
tasks,
and
extensive
content
to
cover,
sometime
continue
teaching
without
ever
stopping
to
see
what
(if
anything)
students
have
learned.
In
many
cases,
discussion
is
the
sole
way
to
evaluate
student
thinking.
While
this
strategy
is
a
useful
formative
assessment,
without
any
tangible
evidence
of
student
learning,
there
is
no
real
accountability
or
indication
that
students
have
learned
anything
at
all.
To
overcome
this
pitfall,
consider
authentic
assessment
as
a
strategy
so
th.
data analysisInstructions This is a qualitative action resea.docxcrystal5fqula
data analysis
Instructions
This is a qualitative action research project. I interviewed nursing home faculty.
All nurse managers, frontline nurses, and other health care professionals.
I need to analyze data from the interviews and observation I conducted.
I am looking for graphs, charts, and etc.
I will attach a similar study (chapter 4).
Description of sample will be uploaded.
Common words used
Themes of the study
Descriptive words
Etc ..
Prefer to use wordstat to help with data analysis
.
Danny Rolling is described as a disorganized serial killer. Did th.docxcrystal5fqula
Danny Rolling is described as a disorganized serial killer. Did this complicate the investigation in any way? If so, how? If not, why not? Did the fact of being disorganized have any noticeable impact on the community? If so. how?
Must be plagiarism free, and have credible resources
.
D 5Many times employers are faced with the issue of having to disc.docxcrystal5fqula
D 5
Many times employers are faced with the issue of having to discipline their employees for one issue or another.
•
Outline at least 2 different areas that an employer may need to discipline its employees.
•
Discuss possible types of discipline that may be instituted by the employer
.
.
Dale and Mike Parak were twin brothers and best friends. They spent .docxcrystal5fqula
Dale and Mike Parak were twin brothers and best friends. They spent their entire lives looking out for each other's interests. While growing up, the two were inseparable. They played sports together, double-dated frequently, and attended the same university. They grew closer as they aged, they got married at about the same time, and eventually, both were divorced. After they retired from their jobs, they decided to live together to save money, and they still enjoyed each other's company. When he was 70 years old, Mike was diagnosed with cancer. Doctors predicted that he had about 6 months to live. The brothers agreed that Mike should not suffer. Mike and Dale wrote and signed a note stating that they decided to commit suicide. Dale broke 20 tranquilizers into Mike's evening meal and watched as he ate it. Yet, when Dale checked on Mike one hour later, Mike was still alive. Dale panicked. He took a .38-caliber revolver from his desk and shot Mike, killing him instantly. Dale then went into the kitchen and took a handful of tranquilizers. He did not die. He awoke the next morning as somebody pounded on the front door. It was a neighbor who, seeing that Dale was dazed and confused, decided to call an ambulance and the police. The responding police officer conducted an investigation, and Dale was arrested and charged with the premeditated, 1st-degree murder of Mike. The prosecutor, although noting it to be a difficult case, pursued the case because she thought that no citizen had the right to decide when someone should die. Dale Parak pled guilty to 1st-degree manslaughter and was sentenced to 5 years in a maximum-security prison. (Note: This was the lowest sentence that could be given to a defendant convicted of his crime.) •What is your personal definition of “justice”? What is the formal definition of “justice”? Do you believe that “justice” was served in this scenario? •What is the state definition of the charge that you would file as the prosecutor against Dale? Did Dale commit each of the components and elements of the crime? The elements for 1st-degree, premeditated murder are 1) the unlawful killing; 2) with malice aforethought; 3) of another human being. Explain how each element was or was not committed. •According to the definition of justice you provided, was this sentence just? Why or why not? •If you were the prosecutor in this case, would you have charged Dale Parak with any crime? With 1st-degree murder? Why? •If you were the judge in this case, how would you have sentenced Dale Parak? Why? Please make sure that you provide academic or real-life samples in criminal justice to support your opinions.
.
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How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Community pharmacy- Social and preventive pharmacy UNIT 5
Create an 8- to 10-slide presentation, including detailed speaker .docx
1. Create
an 8- to 10-slide presentation, including detailed speaker notes,
based on the Week 4 Persuasive Messages Part I assignment.
Apply
the principles of designing effective slides discussed in the
textbook as you develop your presentation.
Include
at least one visual to support on your slides, for example, using
a line chart to show increasing sales. Include the following in
presentation slides:
Title
Introduction
Recommendation
Benefits
Impact if product or service does not sell as much as expected
Conclusion
References
I have uploaded the assignment that you will need for this
presentation
I also have added some reading material that was used for this
assignment
Why Does This Matter?
Hear Pete Cardon explain why this matters.
bit.ly.com/CardonWhy9
In many business situations, you hope to persuade others. In
internal business communications, you may want your boss,
peers, or colleagues to consider or adopt your ideas when their
perspectives differ from yours. In external business
communications, you will want to persuade your clients,
customers, and prospects to use your products and services.
Persuasion involves influencing others to see the merits of your
ideas and act on your requests, even when they initially resist.
3. joining the credit union. Christine wanted to write a message to
board members about adopting marketing strategies and services
that appeal to younger members. She planned to follow up by
presenting her ideas in person at an upcoming meeting. The
board is composed of longtime members who favor what they
consider a “personal,” “friendly,” and “homey” credit union
environment. They view moves to online marketing and services
as breaking their brand of community and personal touch. The
majority also oppose adding too many extra financial services,
perceiving these services as “slick” and “too similar to banks.”
Situation 2
Haniz Is in Charge of Recruiting Participants for a Local
Charity Event
Christine asked Haniz to be in charge of recruiting credit union
members to join this year’s Hope Walkathon to support research
on breast cancer. Better Horizons has assembled a walkathon
team for this prominent community event each year for nearly a
decade. Haniz is writing an email to send to all credit union
members. The message will be modified slightly to appear as an
announcement on the credit union website as well.
Situation 3
Haniz Needs to Create a Flyer Explaining the Benefits of Credit
Union Membership Compared to Banks
Haniz is working on a flyer describing the benefits of
membership at Better Horizons Credit Union. The flyer will be
part of a packet of materials that is distributed to community
members who participate in free financial planning and income
tax assistance seminars offered by Better Horizons. Haniz is
using the message to highlight the benefits of Better Horizons
compared to local banks.
Situation 4
Haniz Is Helping to Develop a Sales Message for Auto Loans
Haniz and several other employees are working on sales
messages for auto loans. In recent months, Better Horizon’s
senior management decided the credit union should become a
“player” in the auto loans market. Few Better Horizons
4. members take advantage of car loans, most assuming that dealer
financing is cheaper and easier to get.
Task 1
How will Christine and Haniz write a message to board
members that warms them up to ideas about new online services
and marketing geared toward gaining younger members? (See
the section on internal persuasive messages.)
Task 2
How will Haniz persuade credit union members to join the Hope
Walkathon? (See the section on external persuasive messages.)
Task 3
How will Haniz develop a general-purpose flyer that shows the
broad benefits of choosing Better Horizons Credit Union over
banks? (See the “
Constructing External Persuasive Messages
” section.)
Task 4
How will Haniz develop sales messages for an auto loan
campaign? (See the “
Composing Mass Sales Messages
” section.)
The Importance of Credibility in an Era of Mistrust and
Skepticism
LO9.1. Describe the relationship between credibility and
persuasion.
While credibility is critical to all business communications, its
importance is heightened for persuasive messages. By
definition, persuasion implies that you are communicating with
someone who does not think or feel the same way as you do. So,
your goal is to help your audience members identify with and
find merit in your positions. If they question your credibility,
they are unlikely to carefully consider your ideas, requests, or
recommendations.
Persuasion is becoming more difficult as we live in a time of
increasing mistrust. In
5. Chapter 1
, we discussed the declining levels of trust for nearly all
professional groups, particularly business-related occupations.
Michael Maslansky, one of the leading corporate
communications experts, has labeled this the post-trust era
(PTE):
Just a few years ago, salespeople, corporate leaders, marketing
departments, and communicators like me had it pretty easy. We
looked at communication as a relatively linear process. ... But
trust disappeared, things changed. ... In a word, trust is out,
skepticism is in.
1
Over the past decade, Michael Maslansky and his colleagues
have examined how language is used to persuade and motivate
others. By interviewing hundreds of thousands of employees
and customers in some 30 countries, they have found that the
language of trust is more important than ever. Furthermore, they
have noticed emerging trends in how language impacts trust.
Strategies for persuasion that once worked are less effective in
the PTE. Other strategies continue to work well. In this chapter,
we sort through some of these basic principles of persuasive
writing and identify those strategies that are most effective in
the PTE.
Applying the AIM Planning Process to Persuasive Messages
LO9.2. Explain the AIM planning process for persuasive
messages and the basic components of most persuasive
messages.
Persuasion involves extensive planning: analyzing your
audience
to understand their needs, values, and how they are influenced;
developing your
ideas
as you wrestle with the complicated business issues at hand;
and creating a
message
6. structure that most effectively reduces resistance and gains
buy-in. Many effective business communicators spend weeks
and months learning about their target audiences, gathering
information, and piecing together persuasive messages.
Understand Your Audience
To convince others to modify their own ideas and accept yours,
you need to show that you care about them and that your ideas
fit into their interests. This is the approach communication
specialist Liz Simpson recommends:
To succeed at the persuasion game, you have to be absolutely
committed to understanding the other side’s position as well as
your own. Without that willingness to try on the other side’s
arguments, you simply cannot be persuasive. From that
understanding will come the insights you need to move the other
side over to your camp.
2
This is true not only for ideas but also for products and
services. Your best argument is always one that meets the needs
and wants of your audience.
Understanding the needs and values of others is
not
simple. It requires a strong listening orientation. You will need
to ask lots of questions to get beyond a surface understanding
about the hopes, expectations, and hidden assumptions of your
target audience. Once you know your target audience’s needs
and values, you are in a strong position to explain how your
product, service, or idea benefits them.
In addition to understanding the needs and values of your target
audience, you should consider the psychological principles that
impact how people are influenced. Also, you should consider
whether you are making a logical appeal or an emotional one in
your persuasive messages.
Understand Methods of Influence
Dr. Robert Cialdini, a marketing psychologist, has spent his
career studying how people are influenced in business and
marketing environments. He has examined research in this area
7. for four decades, plus he spent three years taking undercover
jobs in car dealerships, telemarketing firms, fund-raising
organizations, and other buyer-seller environments to learn the
most influential ways of getting people to say yes. Based on his
work, he has identified six principles of persuasion (aside from
the price and quality of products and services). These principles
include reciprocation, consistency, social proof, liking,
authority, and scarcity.
3
Haniz’s message to recruit credit union members for the Hope
Walkathon offers an interesting example for applying these
various principles (see
Figure 9.7
, p. 258, for her completed message).
Reciprocation
is a principle of influence based on returning favors. As
defined by Cialdini, “We should try to repay, in kind, what
another person has provided us.”
4
Cialdini cited an interesting study in which a professor sent
Christmas cards to a random sample of strangers to see what
would happen. Many of the card recipients reciprocated,
sending cards to the professor without attempting to find out
who he was. The study showed that even card receivers who did
not know the card sender and who might not interact with the
card sender in the future felt compelled to return the favor of
sending a card. People tend to feel obligated to pay back others
when they’ve received something of value.
5
Haniz uses the principle of reciprocation in her message in
several ways. For example, she focuses on a lengthy reciprocal
relationship that the credit union has with the local breast
cancer center, and the walkathon serves as the mechanism that
draws the two organizations together. The credit union helps the
center by generating walkathon donations, and the center helps
the credit union and the larger community through more
8. effective breast cancer treatment and education. Furthermore,
the message implies a reciprocal relationship between the credit
union and its members by offering various free items, such as a
T-shirt, a water bottle, and a cancer guide, to members who are
willing to participate in the walkathon.
Consistency
is based on the idea that once people make an explicit
commitment, they tend to follow through or honor that
commitment. In other words, they want to stay consistent with
their original commitment. Cialdini cited several studies to
make this point. In one, psychologists found that horse racing
fans become more confident that their horses would win after
placing a bet. Once they made a final commitment, they were
further convinced of the correctness of their choice.
6
Haniz appeals to commitment and consistency in several ways.
Foremost, she appeals to the credit union’s long commitment to
the fight against breast cancer. Some credit union members will
want to continue to honor this long-standing collective
commitment and will appreciate that their credit union is doing
so. She also provides links in the message for people to
immediately act on their interest in the walkathon. A link to
register right now serves as an immediate commitment to
participate.
Social proof
is a principle of influence whereby people determine what is
right, correct, or desirable by seeing what others do. Haniz
employs several appeals to social proof in her letter. She
describes the level of participation and contribution among
members in last year’s walkathon, implying that the popularity
and financial impact of this event make it a good cause. Also,
the walkathon itself is a type of social proof; the gathering of
thousands of people wearing team T-shirts and marching in
unison for a cause is powerful imagery.
7
Liking
9. is a principle of influence whereby people are more likely to be
persuaded by people who they like.
8
Haniz appeals directly to this principle by describing Betty
Williams, who is a breast cancer survivor, the benefactor of the
breast center, a credit union member, and a participant in the
walkathon. Betty Williams is presumably a person most people
in the community know and like, a woman who many of the
credit union members may know from running into her at the
credit union or other community events, and a woman who is
passionate about an important cause (a reason for liking). Haniz
emphasizes in the message that walkathon participants will join
this likable and respected community member at the walkathon.
Authority
is a principle of influence whereby people follow authority
figures. The number of celebrity endorsements in advertising is
evidence of how authority can impact persuasion.
9
Although Haniz does not appeal to a national celebrity, she
does appeal to a prominent local community member—again
Betty Williams. With Betty’s level of influence and personal
experience combating cancer, she is likely seen as an authority.
Furthermore, Haniz also appeals to members to support the
Betty Williams Breast Center, a group of expert professionals
who collectively are authorities on breast cancer.
Scarcity
is a principle of influence whereby people think there is limited
availability of something they want or need, so they must act
quickly.
10
Haniz employs this principle in terms of time. She explains that
the walkathon occurs only once each year (limited time period
to participate) and that participants must sign up by a given
deadline (limited time period to sign up).
You will apply these principles most often in external
persuasive messages, and you should always apply them fairly.
10. Cialdini describes them as “weapons of influence.”
11
The very term
weapons
implies that they are powerful and can do harm. In the “
Apply the FAIR Test
” section near the end of the chapter, we further discuss the
appropriate use of these principles.
Persuade through Emotion and Reason
Most people justify their business decisions based on the
soundness of ideas, not feelings. Savvy business
communicators, however, understand the importance of
injecting emotion into their persuasive messages. While they
appreciate the place of reason in business and consumer
decisions, they understand that resistance to ideas, products,
and services is often emotional. Conversely, they are aware that
their target audiences often possess strong emotional attachment
to competing ideas, products, and services. Thus, effective
communicators find ways to appeal to the core emotional
benefits of products, services, and ideas.
12
Even in internal persuasive messages, emotional appeals are
critical, as indicated by Craig Conway, president and CEO of
PeopleSoft:
Good communicators have an enormous advantage over poor
communicators because so much of running a company is
inspirational. ... You just have to be able to persuade people
that they are a part of something bigger. If you have a creative
vision and you can communicate it in a compelling way to get
people excited, you will recruit better people as a result. Then,
it is easy to convince the world that you have a more dynamic
company.
13
Part of understanding your audience is identifying the needs and
values that resonate emotionally for them.
Typically, internal persuasive messages focus mostly on logical
11. appeals. External persuasive messages, with the exception of
those that emphasize price, generally include strong emotional
appeals. As you develop persuasive messages, think about how
to get the right mix of logical and emotional appeals. Generally,
you will supply both but emphasize one or the other. Keep in
mind that even when you choose to make strong emotional
appeals in written messages, you should generally avoid the
tone of mass advertising, where exaggeration, sarcasm, and
over-the-top appeals are acceptable and even effective. Later in
the chapter, you will notice several messages created by Haniz
and Christine—two based more strongly on logical appeals (
Figures 9.5
and
9.8
) and two on emotional appeals (
Figures 9.7
and
9.9
).
Develop Your Ideas
Idea development for persuasive messages is critical. Since your
audience is resistant to the message, one of your key tasks is to
establish credibility. Developing strong ideas in the interest of
your audience helps you demonstrate your voice of competence.
It involves gaining a deep understanding of the benefits and
drawbacks of your ideas, products, and services. In addition, it
involves gaining a thorough understanding of competing ideas,
products, and services.
Thus, before attempting to persuade others, expert business
communicators seek to understand products, services, and ideas
in great depth so that they can speak from an authoritative and
competent
perspective. To address the issue of attracting younger credit
union members, Christine and Haniz spend months learning
about the strategies that other credit unions use. When Haniz
works on a message that promotes her credit union over local
12. banks, she carefully analyzes and compares the major products
and services offered by her credit union and those of competing
banks. When Haniz works on a message to persuade credit
union members to join the Hope Walkathon, she learns all she
can about participation in this event and how it helps in the
fight against breast cancer.
Components of Persuasive Messages
Gain attention.
Raise a need.
Deliver a solution.
Provide a rationale.
Show appreciation.
Give counterpoints (optional).
Call to action.
Set Up the Message Structure
Most business writing is
direct
and
explicit
. It is direct in that you begin with a main idea or argument and
then provide the supporting reasons. It is explicit in that
nothing is implied; statements contain full and unambiguous
meaning. When you write directly and explicitly, you help your
readers understand your message and you show respect for their
time.
Compared to other business messages, persuasive messages are
somewhat more
indirect
and
implicit
. They are sometimes indirect in that they provide the rationale
for a request before making the specific request. They are
sometimes implicit in that the request or some of the rationale
for the request may be implied. In other words, sometimes the
reader needs to read between the lines to grasp the entire
meaning. Implicit statements politely ask people to do or think
13. differently. Also, explicitly stating some types of benefits is
considered poor form—for example, matters of financial or
career gain in internal persuasive requests.
14
Attention
The first task of most persuasive messages is to gain the
attention of your readers. You can do this in a variety of ways,
including asking a rhetorical question, providing a compelling
or interesting fact, revealing a compelling statistic, issuing a
challenge, or posting a testimonial.
15
For internal persuasive messages, the primary means of gaining
attention is demonstrating a business need—a gap between what
is and what could be.
16
You generally have more flexibility in external persuasive
messages as you choose your attention-getters. See
Table 9.1
for examples of attention-getters Haniz might use for some of
her communication tasks.
Table 9.1 Effective Attention-Getters
Type of Attention-Getter
Example
Rhetorical question
Did you know that average credit union members save $400 per
year compared to bank customers?
Intriguing statistic
In the past five years, we’ve lost over 200 members—over 10
percent of our membership.
Compelling and unusual fact/s
You’ve probably heard car dealers boast about their near-zero
percent interest rates—but there’s a catch! By financing with
car dealers, you give up your opportunity to receive
manufacturer rebates and your power to negotiate on price.
Challenge
Please join our team in this year’s Hope Walkathon in the fight
14. against breast cancer.
Testimonial
“I never knew I could have so much negotiating power with a
preapproved loan. By getting my car loan through Better
Horizons, I negotiated a great deal with the car dealer. This is
the way to buy cars!”
Need,
Solution
, and Rationale
In the body of your message, your first task is to tie your
product, service, or idea to the
needs
of your readers. The best way to reduce the resistance your
reader may have is to show that your message meets your
readers’ needs. Once you’ve stated the need, you may describe
your
solution,
which is a recommended product, service, or idea. Many
readers will remain skeptical unless you provide convincing
support. So, you will need to provide a strong
rationale,
meaning solid reasons why your product, service, or idea really
benefits them. After all, you are more than likely attempting to
influence skeptics.
15. 17
As you structure your message, consider how
direct
you should be. If your audience members are strongly and
emotionally resistant to your solution, consider a more indirect
approach so they warm up to your ideas before you suggest a
solution. To make your message less direct, provide the
rationale before the solution.
Appreciation
At some point in the body of the message, you should validate
your readers by showing appreciation for their views and
preferences.
Validation
implies that you recognize and appreciate others’ needs, wants,
ideas, and preferences as legitimate and reasonable. By
validating your readers, you show respect for them and
demonstrate a balanced perspective.
18
Counterpoints
Traditionally, communicators overcame objections by providing
counterpoints to any of the audience members’ objections. In
other words, they showed how their own ideas, products, or
services were superior to the competing ideas, products, or
services the audience favored.
Overcoming objections with counterpoints, however, is risky in
16. the post-trust era. This approach may unnecessarily carry a
me-versus-you
tone and delegitimize the readers’ concerns. Michael
Maslansky, in his research about emerging trends in sales
messages in the PTE, states that validation is “using words to
let people know that their concerns are valid,” and that it is the
“polar opposite of overcoming objections.”
19
He says the “new sales mantra [is to] agree with objections.”
20
This perhaps ironic approach shows respect and balance
because you validate the potential customer’s feelings and
ideas. When you validate your readers, they are more likely to
accept the merits of your persuasive message.
Thus, consider carefully whether to include counterpoints to
your readers’ objections. When you know people well and
believe that you will not create a
me-versus-you
adversarial stance, tactfully state how your ideas, products, and
services outperform those of your readers.
Skilled business communicators understand that building
support for their ideas takes time. Especially for persuasion
within companies, you will generally use a mix of
communication channels. Rarely will your ideas be accepted
and enacted with one written message. However, one written
17. message can make a powerful statement and open avenues of
communication that lead to acceptance and adoption of your
ideas.
Action
You conclude persuasive messages with a call to action, which
asks your readers to take a specific step toward the purchase of
a product or service or acceptance of an idea. However, a call to
action should not be a hard sell; pressuring others is
increasingly ineffective in the PTE.
21
In external persuasive messages, the call to action is typically a
specific and explicit step. In internal persuasive messages, the
call to action is sometimes explicit and sometimes implicit. It is
more likely to be implicit for controversial change ideas and
when corresponding with superiors who have ultimate decision-
making authority.
Guidelines for Tone for Persuasive Messages
Apply the personal touch.
Use action-oriented, lively language.
Write with confidence.
Offer choice.
Show positivity.
Getting the Tone and Style Right for Persuasive Messages
LO9.3. Explain how the tone and style of persuasive messages
18. impact their influence.
The tone for persuasive messages should be confident and
positive, yet at the same time avoid exaggeration or hype. This
is tricky! You will no doubt need to make some trade-offs. The
more confident and positive you make your message, the more
you risk being perceived as pushy or exaggerated. As you
reduce confidence and positivity, you risk your product, service,
or idea being perceived as weak or unexciting. One benefit of
asking colleagues to read your persuasive message before you
send it is they can help you decide if you have achieved the
right level of confidence and positivity without sacrificing
believability.
The writing style of your message should be action-oriented and
lively. But again, you risk being perceived as unbelievable or
overly enthusiastic if you overdo the language. However, you
risk being perceived as dull or unexceptional if you don’t use
engaging, lively language. Proofreading by yourself and with
the help of colleagues will help you get the right writing style
to set your message apart.
Apply the Personal Touch
Recently, a number of competing developers delivered
presentations to a property owner, each hoping to persuade him
to sell them 4,000 acres of much-sought-after property. The
presentations were nearly identical, so the property owner was
unsure how to choose the best developer. A few days later, the
19. property owner received a handwritten thank-you note from one
candidate. The property owner immediately awarded the deal to
that developer because he had taken the time to write a message
of appreciation.
22
Often, your competitors are nearly identical to you. Your
colleagues and customers will be more easily persuaded when
you show interest in them personally, speak to them in personal
terms, understand their specific needs, and demonstrate that you
are seeking benefits for them. Personalizing your messages is
not easy, though, as Michael Maslansky points out:
For all of us, selling ideas or products or ourselves begins with
a need to talk about something that we have and the audience
should need, want, or agree with. The problem is that too often,
we focus on the first part—what we want to sell, and too little
on the second—why they want to buy ... and yet, our audience
demands increasingly that messages, products, and services
speak directly to them.
23
Creating messages that
speak directly
to customers and colleagues requires that you use language that
helps your customers and colleagues feel the product, service,
or idea is just for them.
24
20. One of the primary strategies you can use to personalize
persuasive messages is your selection of voice—either you-
voice, we-voice, I-voice, or impersonal voice (as introduced in
Chapter 2
).
Table 9.2
offers guidance on choosing the appropriate voice. Generally,
you-voice is more effective in external persuasive messages to
customers and clients because it emphasizes the benefits they
receive from your products and services. From the customer’s
perspective, the you-voice shows them that they are the center
of attention.
Table 9.2 Voice in Persuasive Messages
Voice
Appropriate Cases
Cautions
Examples
You-voice
Use in external persuasive messages to emphasize reader
benefits.
Presumptuousness—assuming you know what is good for
someone else
When you take out an auto loan, you get a variety of resources
to help you in your car shopping, including a free copy of a
Kelly Blue Book, access to free Carfax reports, Mechanical
21. Breakdown Insurance (MBI), and Guaranteed Auto Protection
(GAP).
In this example, you-voice helps show direct benefits to the
customers. Overuse across an entire message, however, may
come across as presumptuous, overbearing, or exaggerated.
We-voice
Use in internal persuasive messages to emphasize shared work
goals.
Presumptuousness—assuming you share common beliefs, ideas,
or understanding with your colleagues
At Better Horizons, we’ve instilled a personal touch into every
aspect of our business. We’ve reinforced this culture with face-
to-face services. Our tellers welcome members by name. When
members come into the credit union, they know we care about
them as people, not just as customers. The warm, friendly,
genuine, and personal approach we take to serving our members
is why I’m so proud to work here.
In this passage, we-voice instills a sense of shared values,
priorities, and goals. We-voice can instill a strong sense of
22. teamwork. When audience members have different perspectives,
however, they may resent that you are stating agreement where
it does not exist.
I-voice
Use in all persuasive messages sparingly.
Overuse implies self-centeredness
After examining the results of other credit unions, I am
convinced that these tools can build emotional connections and
loyalty with our members.
In this example, I-voice is used to show a personal opinion and
shows respect for audience members who are not yet fully
persuaded. Frequent use of I-voice across an entire message,
however, may come across as emphasizing your interests rather
than those of the audience.
Impersonal voice
Use in persuasive messages to emphasize objectivity and
neutrality.
Overuse may depersonalize the message
The basic difference between credit unions and banks is that
credit union members own and control their credit unions
whereas bank account holders have no stake or control in their
financial institutions.
23. In this example, impersonal voice helps show objectivity. An
entire persuasive message in impersonal voice, however, may
fail to connect on a personal level with the audience.
Writing in the you-voice to customers is more than just a
stylistic choice. It forces you to consciously consider the
readers’ needs and wants. It forces you to personalize the
message for them. By contrast, the we-voice in external
messages can focus too much attention on your company and
de-emphasize benefits to the customer. Notice the difference in
overall tone in the two messages in
Figures 9.4
and
9.5
(pp. 255–256). In the less-effective example, the you-voice is
hardly used at all compared to the dominating we-voice. In the
more-effective example, the you-voice takes center stage over
the we-voice. The extensive use of you-voice in the more-
effective message sends a strong meta message:
This message is about you
.
Another method of personalizing a message is to make your
statements tangible. By definition,
24. tangible
means something can be touched; it is material or substantial.
In a business communications context, making the statement
tangible
implies that the readers can discern something in terms that are
meaningful to them. This allows the reader to sense the impact
on a personal level.
25
You often can achieve a tangible feel by combining you-voice
with specificity. Consider the examples in
Table 9.3
, from messages that Haniz is working on for the credit union.
Table 9.3 Making Tangible Statements
Less Effective
More Effective
Credit unions save members about $8 billion a year thanks to
better interest rates and reduced fees.
On average, credit union members save $400 each year
compared to bank customers thanks to lower loan rates and fees.
The benefit is not tangible. Customers are not sure what the
benefit would be for them personally.
This benefit is tangible; the customers know how much they
will save on an individual level.
In recent years, many credit unions have lost membership
because younger individuals are not attracted to them.
25. In the past five years, we’ve lost over 200 members—over 10
percent of our membership. And we simply aren’t attracting
younger members.
This statement focuses on a general trend for credit unions but
does not indicate an impact on a particular credit union.
This statement invokes a sense of what is happening right here
at our credit union. Identifying the amount (as well as a
percentage) helps the reader discern the impact.
We provide lower rates on car loans. Our car loan rates are
between 1.5 and 1.75 percentage points less than at any of the
banks in town.
You pay lower rates on car loans.
You can get car loan rates at Better Horizons that are 1.5–1.75
percentage points less than at any other bank in town. Consider
the savings:
On a 4-year $15,000 new car loan: You save about $680.
On a 4-year $5,000 used car loan: You save about $200.
This statement doesn’t help the customers understand how much
in dollars they would save on a car loan at Better Horizons.
This statement allows customers to easily think about how much
savings they would receive by getting a car loan with Better
Horizons.
As you reread your message, keep in mind the following advice
from sales specialist Ralph Allora: “Read the letter aloud. If it
doesn’t sound like you’re having a conversation with the client
26. over the phone, then you’re not using the right tone.”
26
This in part is a test of whether you have personalized your
message enough.
Use Action-Oriented and Lively Language
In persuasive messages, you have somewhat more license to
write creatively. Focus on using action-oriented and lively
words to achieve a sense of excitement, optimism, or other
positive emotions. Use strong nouns and verbs to add to the
excitement of the message. Some sales messages sound dull
because of overuse of and reliance on words such as
provide
and
offer
.
27
Across the entire message or thought, the action-oriented and
lively language should emphasize a central theme. See
Table 9.4
for examples from documents Haniz is working on for two of
her projects.
Table 9.4 Using Action-Oriented and Lively Language
Less Effective
More Effective
The Betty Williams Breast Center has a nationally accredited
27. program for treatment of breast cancer.
The Betty Williams Breast Center runs a nationally accredited
program for treatment of breast cancer.
The weak verb
has
implies little action on the part of the Betty Williams Breast
Center.
The action verb
runs
implies a full-fledged and active effort on the part of the Betty
Williams Breast Center.
Better Horizons has always been known for its personal
approach to our members. Our transactions have always
occurred through face-to-face services. Our tellers are friendly
to all members.
At Better Horizons, we’ve instilled a personal touch into every
aspect of our business. We’ve reinforced this culture with face-
to-face services. Our tellers welcome members by name. When
members come into the credit union, they know we care about
them as people, not just as customers.
Uses unexciting, weak verbs:
has been known
,
have occurred
,
28. are
(notice how passive verbs detract from a sense of action and
engagement). The central theme of personalized service does
not come through. For example, consider the contrast between
our tellers are friendly
versus
our tellers welcome members by name
.
Uses a positive, diverse set of action verbs:
instilled
,
reinforced
,
welcome
,
care
. Uses adjectives and nouns to further emphasize a central
theme of personalized service:
personal touch
,
face-to-face services
,
name
.
Write with Confidence
29. As you display more confidence in your idea, your product, or
your service, you can more effectively influence your audience.
Effective persuaders provide compelling and simple reasons for
action. They should show confidence in these ideas, as
illustrated in
Table 9.5
, again with examples from two of Haniz’s projects.
Emotionally, the writer’s confidence allows the audience to gain
confidence in the message. In internal persuasive messages,
expressing confidence in key players, who can make the change
occur, is crucial. These key players include upper-level
executives who will actively endorse and authorize resources as
well as those managers and employees who will put the ideas
into motion.
28
Table 9.5 Writing with Confidence
Less Effective
More Effective
At our upcoming board meeting, I would like to discuss possible
ways of appealing to younger members. We can talk about how
various strategies might appeal to this group.
At our upcoming board meeting, I will present a vision of how
we can build marketing strategies and product offerings to
appeal to younger members. These strategies will not only
attract younger members to our credit union but also increase
30. our business across other age groups.
These statements are an attempt to achieve an other-orientation;
they show sensitivity to involving others in the decision
making. However, they show no confidence in the ideas or
policies that the audience resists.
These statements imply confidence in the change message:
These are ideas and policies that will make a difference.
Furthermore, the writer can make them happen. The argument is
logic-based but also contains an excitement about possibilities.
Please think about how Better Horizons can help you in your
banking.
We encourage you to stop by Better Horizons and make direct
comparisons with your current bank. You’ll find that banking
with Better Horizons saves you money, provides convenience
when you travel, and offers services to meet nearly any banking
need.
This nonspecific request sounds weak and unconfident. It gives
the reader an excuse to easily dismiss the message.
This request lays down a challenge to make direct comparisons,
confidently implying that Better Horizons can outperform
competitors. It then directly states specific benefits to the
potential member.
Offer Choice
Michael Maslansky and his research team have examined the
reactions of tens of thousands of customers and clients to many
32. some individuals. The statement that appeals to the most people
(40 percent) emphasizes choice rather than intent. It uses the
you-voice rather than the we-voice, which is preferable for
many messages written to consumers (this is most similar to a
consumer situation). It contains three short sentences with 7, 2,
and 27 words. The emphasis on choice (other-orientation), use
of you-voice (other-orientation), and simple language combine
to make this the most influential statement. By contrast, the
other options each contain one long sentence (30, 36, and 27
words).
In the PTE, customers and clients consider choice an indicator
of credibility. They view simple language (not implying lack of
sophisticated knowledge) as a display of transparency and
respect. In contrast, they view overly complex language as
potentially deceptive.
29
Similarly, effective persuasive messages avoid statements that
may be perceived as pressure tactics. Hard sells are increasingly
ineffective in a PTE, especially in written format.
30
Compare Haniz’s less-effective and more-effective persuasive
statements in
Table 9.6
, all of which you will see again in her messages located later in
the chapter.
33. Table 9.6 Emphasizing Choice
Less Effective
More Effective
You owe it to the women in your lives to make a difference.
You can help make a difference for women here in our
community.
This appeal focuses on obligation and pressure. Most readers
will not respond positively.
This appeal focuses on volunteerism and contribution to the
community without telling the reader what to do.
The walkathon will be held on Saturday, October 6 at 9:00 a.m.
at Central Park. Do your part to improve the lives of women in
our community!
The walkathon will be held on Saturday, October 6 at 9:00 a.m.
at Central Park. Please join Betty and the rest of the Better
Horizons team for a day of fun, excitement, and hope!
This request is a guilt trip; it emphasizes the readers’ duty.
This request recognizes the readers’ choice to participate in a
fun and exciting approach to a good cause.
In persuasive messages, always be careful about being
perceived as presumptuous—unfairly assuming that you know or
even share the thoughts, feelings, and intentions of others.
Many people are easily offended when you presume to know or
even dictate how they will think, feel, or react to your
messages.
34. 31
Show Positivity
Positivity in persuasive messages helps your audience focus on
the benefits rather than the drawbacks of what you are trying to
promote. Maslansky and his team’s research helps demonstrate
that subtle changes to more positive wording are generally more
persuasive. For example, they asked consumers to identify
which of three pairs of phrases were more persuasive in
promotional material about investment options.
In the first pair of statements, 90 percent of consumers thought
the statement
making sure you have enough money as long as you live
was more effective than the statement
managing longevity risk
. Overwhelmingly, the consumers thought the benefit (having
long-term financial security) was more influential than the
possible drawback (avoiding financial loss).
For the second pair of statements, 81 percent of consumers
thought the statement
making sure you can afford to maintain your lifestyle
was more persuasive than the statement
managing inflation risk
. Similarly, the vast majority of consumers in the case thought
that the benefit (maintaining your lifestyle) was more
compelling than the drawback (possibly losing your current
35. buying power).
For the third pair of statements, 63 percent of consumers
thought the statement
making sure you can participate in the gains while reducing
your downside risk
was more persuasive than
managing market risk
. In this case, consumers were more positively influenced by the
statement about risk (a drawback) when it was preceded by a
phrase about gains (the benefit).
32
In addition to being positive, avoiding superlatives gives you
the best chance of persuading your audience. Phrases such as
best product on the market, state-of-the-art technology,
or
best-in-class service
sound increasingly hollow. Maslansky’s research with
consumers shows that terms such as
comfortable retirement
rather than
dream retirement; protection
rather than
guarantee; financial security
rather than
financial freedom; effective
36. rather than
best of breed
are more persuasive.
Consumers perceive too-good-to-be-true statements as attempts
to convince them of “the merits without making a rational
argument. And they [too-good-to-be-true statements] fail
because they suggest an inherent bias that ruins the integrity of
the communicator.”
33
Table 9.7
highlights the kinds of phrases that are increasingly ineffective
with today’s skeptical consumers.
Table 9.8
contrasts messages from Haniz’s projects that persuade with
and without exaggeration.
Table 9.7 Statements to Avoid in the Post-Trust Era
Type
Examples That Don’t Work
Trust me
“Trust me” or “We speak your language”
Unbelievable
“Your call is important to us” or “We care about our customers”
Too good to be true
“This is the right product for you” or “We give you guaranteed
results”
38. (make your financial dreams come true)
. It is positive but not plausible.
This statement focuses on specific benefits and uses words that
nearly all people view positively
(nonprofit, member-controlled, savings, better, lower fees)
. It is both positive and plausible.
Pay attention to these facts or risk losing money to banks.
Consider some of the following reasons to join Better Horizons
and start saving today.
This statement focuses on fear and applies pressure. Most
customers would consider the writer not credible.
This statement is inviting and nonthreatening. It uses pressure-
free
(consider)
and positive
(join, start saving)
words.
Creating Internal Persuasive Messages
LO9.4. Create compelling internal persuasive messages.
Internal and external persuasive messages contain many
common elements: they gain
attention,
raise a
need,
39. deliver a
solution,
provide a
rationale,
show
appreciation
for differences of opinion, give
counterpoints,
and call readers to
action
. Nevertheless, internal and external persuasive messages differ
in some ways (see
Table 9.9
). Internal messages more often focus on promoting ideas,
whereas external messages more often focus on promoting
products and services. Also, internal persuasive messages tend
to be slightly more direct and explicit, and they tend to be based
on logical appeals. In contrast, external persuasive messages
tend to be slightly more indirect and implicit, and they tend to
be based on emotional appeals.
Table 9.9 Components of Internal and External Persuasive
Messages
Internal Messages (Typically for Ideas)
External Messages (Typically for Products and Services)
40. Attention
Overview of a business problem
Catchy statement
Need
Description of a business problem
Description of unmet
needs
or
wants
of your customers