Writing Persuasive Messages

Writing Persuasive Messages

Learning Objectives • Apply the three-step writing process to persuasive messages • Identify seven ways to establish credibility in persuasive messages • Describe the AIDA model for persuasive messages

Learning Objectives • Distinguish between emotional and logical appeals and discuss how to balance them • Describe five essential steps in developing sales and marketing messages • Identify steps you can take to avoid ethical lapses in marketing and sales messages

The Three-Step Process • Persuasion • Asking for something of value • Asking audience to take action

Plan the Message • Analyze your situation • Gather information • Select the medium • Organize your information

Audience Demographics Psychographics Motivation Purpose Request action Prompt decisions Change attitudes Analyze the Situation

Gather Information • Knowledge • Beliefs • Emotions

Select the Medium • Electronic mail • Social media • Personal attention • Technological reach

Organize the Message • Direct or indirect approach • Audience focus • Limited scope • Audience reaction • Power and expertise

Write the Message • Use positive, polite language • Respect cultural differences • Understand corporate cultures • Establish your credibility

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

Completing the Message • Evaluate the content • Critique design elements • Proofread the message • Select the delivery method

Persuasive Messages • Four essential strategies • Frame your arguments (AIDA Model) • Balance emotion and logic • Reinforce your position • Anticipate objections

Using the AIDA Model • Attention • Interest • Desire • Action

Emotions Feelings Sympathies Needs Logic Analogy Induction Deduction Write Balanced Messages

Avoiding Faulty Logic • Hasty generalizations • Circular reasoning • Attacking the opponent • Oversimplification • Cause and effect assumptions • Faulty analogies • Illogical support

Reinforce Your Position • Powerful words • Figures of speech • Right timing

Anticipate Objections • Test your theories • Ask the audience • Present all sides

Types of Persuasive Messages • Requests for action • Presentation of ideas • Requests for claims or adjustments

Marketing and Selling • Marketing messages • Information • Goodwill • Sales messages • Action • Purchase

Applying the Strategies • Assess audience needs • Analyze the competition • Present key selling points • Highlight the benefits

Anticipating Objections • High price • Poor quality • Compatibility • Perceived risk

Applying the AIDA Model • Getting attention • Building interest • Increasing desire • Motivating action

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

Building Interest • Build intrigue • Support promises • Highlight benefits

Increasing Desire • Focus on the audience • Emphasize the benefits • Support your claims

Motivating Action • The next step • A sense of urgency • Professionalism

Using Social Media • Conversation marketing and social commerce • Interactive • Networked • Multidirectional • Persuasive

Social Media Guidelines • Facilitate community building • Initiate and respond to conversations • Identify and support your champions • Don’t rely on the news media • Use the AIDA model as needed

Maintaining High Standards • Business ethics • Legal compliance • Business etiquette

Writing Persuasive Messages