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Writing Persuasive Messages

Writing Persuasive Messages. Persuasion. Beliefs. Actions. Give Something of Value. Take Substantial Action. Attitudes. The Three-Step Process. Analyze the Situation. Gather the Information. Select the Medium. Organize the Message. Plan the Message. The Purpose. The Audience.

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Writing Persuasive Messages

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  1. Writing Persuasive Messages

  2. Persuasion Beliefs Actions Give Something of Value Take Substantial Action Attitudes The Three-Step Process

  3. Analyze the Situation Gather the Information Select the Medium Organize the Message Plan the Message

  4. The Purpose The Audience Demographics Requesting Actions Psychographics Motivating Decisions Motivation Changing Attitudes Analyze the Situation

  5. Knowledge Beliefs Emotions Gather Information

  6. Electronic Mail Social Media Personal Attention Technological Reach Select the Medium

  7. Audience Focus Limited Scope Direct Approach Indirect Approach Audience Reaction Power and Expertise Organize the Message

  8. Positive Language Cultural Differences Corporate Cultures Your Credibility Write the Message

  9. Assess Your Credibility • Find Common Ground • Use Simple Language • Be Objective and Fair • Provide Evidence • Consider the Audience • Identify Sources • Avoid the “Hard Sell” Enhance Your Credibility

  10. Evaluate the Content Evaluate the Design Proofread the Message Select the Delivery Method Completing the Message

  11. Four Essential Strategies Frame the Argument Balance Logic and Emotion Reinforce Your Position Anticipate Objections Persuasive Messages

  12. Attention Interest Using the AIDA Model Action Desire

  13. Emotional Appeals Logical Appeals Feelings Analogy Sympathies Induction Needs Deduction Write Balanced Messages

  14. Hasty Generalizations Circular Reasoning Attacking the Opponent Simplifying Issues Forced Cause and Effect Faulty Analogies Illogical Support Avoiding Faulty Logic

  15. Powerful Words Figures of Speech Right Timing Reinforce Your Position

  16. Test Your Theories Ask the Audience Present All Sides Anticipate Objections

  17. Requests for Action Presentation of Ideas Inside the Organization Outside the Organization Claims and Adjustments Types of Persuasive Messages

  18. Commercial Transactions Marketing Selling Information Goodwill Action Purchase Marketing and Selling

  19. Assess the Audience Analyze the Competition Present Key Selling Points Highlight the Benefits Applying the Strategies

  20. High Price Inferior Quality Compatibility Perceived Risk Anticipating Objections

  21. Getting Attention Building Interest Increasing Desire Motivating Action Applying the AIDA Model

  22. Product Benefits Common Ground Genuine News Personal Appeals Inside Information Promised Savings Product Samples Problem Solutions Evocative Images Getting Attention

  23. Build Intrigue Support Promises Highlight Benefits Building Interest

  24. Focus on Audience Emphasize Benefits Support Claims Increasing Desire

  25. The Next Step A Sense of Urgency Professionalism Motivating Action

  26. Networked Conversation Marketing Persuasive Interactive Social Commerce Multidirectional Using Social Media

  27. Social Media Guidelines • Facilitate community building • Initiate and respond to conversations • Identify and support your champions • Do not rely on the news media • Use the AIDA model as needed

  28. Business Ethics Legal Compliance Business Etiquette Maintain High Standards

  29. Writing Persuasive Messages

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