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Writing Persuasive Messages. Analyze Situation. Revise. Analyze the Audience. Gather Information. Produce. Select Medium. Proofread. Compose the Message. Get Organized. Distribute. Three-Step Writing Process. Planning. Writing. Completing. Analyze Your situation.

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writing persuasive messages

Writing Persuasive Messages

Business Communication Essentials, 3e

three step writing process

Analyze Situation

Revise

Analyze

the Audience

Gather Information

Produce

Select Medium

Proofread

Compose

the Message

Get Organized

Distribute

Three-Step Writing Process

Planning

Writing

Completing

Business Communication Essentials, 3e

planning the message

Analyze Your situation

  • Gather Information
  • Select the medium
  • Organize Information
Planning the Message

Business Communication Essentials, 3e

analyze your situation

The Audience

The Purpose

Demographics

Requesting Actions

Psychographics

Motivating Decisions

Expectations

Changing Attitudes

Analyze Your Situation

Business Communication Essentials, 3e

gather information

Logical

Emotional

Balanced

Gather Information

Business Communication Essentials, 3e

select the right medium

Persuasive Messages

Marketing Messages

Sales Messages

Select the Right Medium

Business Communication Essentials, 3e

organize the message

Limited Scope

Audience Reaction

Corporate Culture

Organize the Message

Direct Approach

(Deductive)

Indirect Approach

(Inductive)

Business Communication Essentials, 3e

writing the message

Appropriate Language

Multicultural Differences

Corporate Cultures

Your Credibility

Writing the Message

Business Communication Essentials, 3e

completing the message
Completing the Message

Evaluate the Content

Critique the Design

Revise the Message

Proofread the Message

Ask for Advice

Deliver the Message

Business Communication Essentials, 3e

persuasive messages
Persuasive Messages

Framing the Argument

Balancing Logic and Emotion

Reinforcing Your Position

Dealing with Resistance

Business Communication Essentials, 3e

slide11

Attention

Interest

AIDA PLAN

Action

Desire

Business Communication Essentials, 3e

logic and emotions

Your Goals

Audience Attitudes

Expected Resistance

Your Empowerment Level

Logic and Emotions

Emotions

The Message

Logic

Feelings

Sympathies

Needs

Analogy

Induction

Deduction

Business Communication Essentials, 3e

examples of faulty logic

Circular Reasoning

Hasty Generalizations

Oversimplification

Attacking the Opponent

Flawed Analogies

Forced Cause and Effect

Examples of Faulty Logic

Business Communication Essentials, 3e

reinforce your position

Powerful Words

Figures of Speech

Right Timing

Reinforce Your Position

Business Communication Essentials, 3e

anticipate objections

Expect Resistance

Uncover Objections

Promote Participation

Anticipate Objections

Business Communication Essentials, 3e

common mistakes

Using the “Hard Sell”

  • Resisting Compromise
  • Limiting Your Tactics
  • Using a One-Shot Plan
Common Mistakes

Business Communication Essentials, 3e

slide17

Requests

for Action

Presentation

of Ideas

Claims and

Adjustments

Persuasive

Messages

Business Communication Essentials, 3e

requests for action

Gain Attention

Establish Rapport

Gain Credibility

Motivate Readers

Request Action

Requests for Action

Business Communication Essentials, 3e

presentation of ideas

Requesting Actions

Motivating Decisions

Changing Attitudes

Presentation of Ideas

Business Communication Essentials, 3e

claims and adjustments

State the Problem

Establish Rapport

Review the Facts

Motivate the Reader

Claims and Adjustments

Business Communication Essentials, 3e

marketing and sales messages
Marketing and Sales Messages

Commercial Transaction

Persuasion

Persuasion

Marketing

Selling

Information

Goodwill

Action

Product

Business Communication Essentials, 3e

marketing and sales strategies
Marketing and Sales Strategies
  • Assessing audience needs
  • Analyzing the competition
  • Setting selling points and benefits
  • Anticipating purchase objections
  • Applying the AIDA model
  • Maintaining high standards

Business Communication Essentials, 3e

applying the strategies
Applying the Strategies

Analyze

the Audience

Study the

Competition

Present Key

Selling Points

Highlight

the Benefits

Business Communication Essentials, 3e

anticipating objections

High Price

Inferior Quality

Compatibility

Perceived Risk

Anticipating Objections

Business Communication Essentials, 3e

applying the aida model

Getting Attention

Building Interest

Increasing Desire

Motivating Action

Applying the AIDA Model

Business Communication Essentials, 3e

getting attention

Product Benefits

Common

Ground

News Item

Personal

Appeals

Product

Samples

Inside

Information

Promise of

Savings

Problem

Solutions

Evocative

Images

Getting Attention

Business Communication Essentials, 3e

building interest

Support Promises

Stress Key Points

Introduce Benefits

Building Interest

Business Communication Essentials, 3e

increasing desire

Focus on Audience

Emphasize Benefits

Support Claims

Increasing Desire

Business Communication Essentials, 3e

motivating action

Sense of Urgency

Professionalism

Positive Impression

Motivating Action

Business Communication Essentials, 3e

maintain high standards
Maintain High Standards

Avoid

Manipulation

Adopt a

“You” Attitude

Obey the Law

Respect

Consumer Privacy

Business Communication Essentials, 3e

marketing and sales messages31

Know Your Audience

Beat the Competition

Provide Information

Marketing and Sales Messages

Business Communication Essentials, 3e

reviewing key points
Reviewing Key Points
  • Using the three-step process
  • Developing persuasive messages
  • Developing marketing/sales messages

Business Communication Essentials, 3e

key writing concepts
Key Writing Concepts
  • Organization
  • Active/passive language
  • “You” orientation
  • Reader benefit, alternative
  • Respectful tone
  • Formatting
  • Spelling, grammar, punctuation, content
  • Design & readability
  • Closing with goodwill

Business Communication Essentials, 3e