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Chapter 9. Writing Persuasive Messages. Learning Objectives. The Three-Step Writing Process Persuasive message strategies Persuasive message categories Marketing and sales messages Promotional messages for social media High ethical and legal standards.
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Chapter 9 Writing Persuasive Messages
Learning Objectives • The Three-Step Writing Process • Persuasive message strategies • Persuasive message categories • Marketing and sales messages • Promotional messages for social media • High ethical and legal standards
Plan for Persuasion • Analyze the Situation • Gather Information • Select the Medium • Organize the Message
Write the Message • Positive Language • Other Cultures • Corporate Culture • Your Credibility
Complete the Message • Evaluate • Revise • Review • Proofread • Distribute
The AIDA Model 1. Attention 2. Interest 3. Desire 4. Action
Balance the Appeals Emotion Marketing and Sales Business Persuasion Logic
Reinforce Your Position Believable Evidence Powerful Words Metaphors and Stories Audience Benefits
Common Mistakes • The “Hard Sell” • No Compromise • Great Arguments • One-Shot Plan
Persuasive Messages • Request Action • Present Ideas • Make Claims
Planning Messages Audience Needs Competition Selling Points and Benefits Purchase Objections
Writing Messages • Get Attention • Create Interest • Increase Desire • Motivate Action
Social Media Messages • Get involved in online conversations • Facilitate community building • Listen as much as you talk • Initiate and respond to conversations
Social Media Messages • Provide information that people want • Identify and support your champions • Be authentic, transparent, and real • Integrate conventional strategies
Ethics and Legality • Promoting • Marketing • Selling
