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Chapter 10. Writing Persuasive Messages. Learning Objectives. Apply the three-step writing process to persuasive messages Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages.

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chapter 10
Chapter 10

Writing Persuasive Messages

learning objectives
Learning Objectives
  • Apply the three-step writing process to persuasive messages
  • Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages
learning objectives1
Learning Objectives
  • Describe an effective strategy for developing marketing and sales messages and explain how to modify your approach when writing promotional messages for social media
  • Identify steps you can take to avoid ethical lapses in marketing and sales messages
aida indirect approach
AIDA: Indirect Approach

AIDA: Ideal for Indirect Approach

AIDA Limitations

It essentially talks at audiences, not with them

It focuses on one-time events, not long-term relationships

  • Attention: Engage Audience
  • Interest: Emphasize Relevance to Audience
  • Desire: Explain Benefit to Audience
  • Action: Explain Benefit of Action to Audience
aida example
AIDA: Example

The opening catches

the reader’ attention with a blunt statement of a major problem.

concisely presented list Increases the recipient’s desire or

willingness to take

action by outlining a solution.

The close motivates the reader one last time with a specific cost savings figure, then requests a specific action.

balancing emotional and logical appeals1
Balancing Emotional and Logical Appeals

Compare these two outlines for a proposal that asks management to fund an on-site daycare center. The version on the left relies heavily on emotional appeals, whereas the version on the right uses logical appeals (inductive reasoning, specifically). Through

your choice of words, images, and supporting details, you can adjust the emotional-logical ratio in every message.

anticipating objections

Test Your

Theories

Ask the

Audience

Present All

Sides

Anticipating Objections
social media guidelines
Social Media Guidelines
  • Facilitate community building
  • Listen as much as you talk
  • Initiate and respond to conversations
  • Provide information people want
  • Identify and support champions
  • Be authentic and transparent
persuasive messages in social media
Persuasive Messages in Social Media

The text of the post keeps the focus on

the story. The phrase “on our network”

is a subtle reminder that AddThis is the

company behind the data, but the write avoids any overt promotion.

persuasive messages ethical legal considerations
Persuasive Messages:Ethical & Legal Considerations
  • Be truthful and non-deceptive
  • Back up claims with evidence
  • Avoid “bait and switch” advertising
  • Learn rules for messages aimed at kids
  • Determine state contract regulations
  • Get permission for use of photos and names