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Writing Persuasive Writing Persuasive MessagesMessages
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Learning ObjectivesLearning Objectives• The Three-Step Writing Process• Persuasive business messages• Examples of persuasive messages• Marketing and sales messages• Promotional messages for social media• High ethical and legal standards
Using the Three-Step Using the Three-Step Process for Persuasive Process for Persuasive
MessagesMessages
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Plan for PersuasionPlan for Persuasion
• Analyze your situation• Gather information• Select the medium• Organize your information
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Analyze the SituationAnalyze the Situation
• Audience – Demographics– Psychographics–Motivation
• Purpose– Request action– Prompt decisions– Change attitudes
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Gather InformationGather Information
• Persuasive messages• Marketing and sales messages
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Select the MediumSelect the Medium
• Email messages• Social networking
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Organize the MessageOrganize the Message
• Direct or indirect approach– Audience focus– Limited scope– Audience reaction– Power and expertise
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Write the MessageWrite the Message
• Use positive, polite language• Respect cultural expectations• Understand corporate cultures• Establish your credibility
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Completing the MessageCompleting the Message
• Revise for clarity and conciseness• Critique design elements• Proofread the message• Select the delivery method
Developing Persuasive Developing Persuasive Business MessagesBusiness Messages
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Persuasive StrategiesPersuasive Strategies
• Frame your arguments (AIDA Model)• Balance emotion and logic• Reinforce your position• Anticipate objections
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Frame the ArgumentFrame the Argument
• Getting attention• Building interest• Creating desire• Motivating action
Balance the MessageBalance the Message
• Actions you want to motivate• The expectations of readers• Expected degree of resistance• Your level of empowerment
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Emotions vs. LogicEmotions vs. Logic
• Feelings, needs, and sympathies• Reasoning and evidence
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Reinforce Your PositionReinforce Your Position
• Believable evidence• Powerful words• Metaphors and stories• Audience benefits
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Anticipate ObjectionsAnticipate Objections
• Plan for resistance• Hostile audiences• Persuasion process
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Common Persuasive Common Persuasive MessagesMessages
• Requesting action• Presenting ideas• Requesting claims and adjustments
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Requests for ActionRequests for Action
• Direct approach – straightforward • Indirect approach (similar to AIDA)
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Persuasive IdeasPersuasive Ideas
• Considering beliefs• Changing attitudes
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Claims and AdjustmentsClaims and Adjustments
• State your request• Support your request• Close your request
Developing Marketing and Developing Marketing and Sales MessagesSales Messages
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Assess the AudienceAssess the Audience
• Understand their needs• Discover their interests• Anticipate their concerns
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Analyze the CompetitionAnalyze the Competition
• Words and phrases• Themes• Writing styles• Creative approaches
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Determine Key PointsDetermine Key Points
• What are the selling points?• What are the benefits?
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Purchase ObjectionsPurchase Objections
• High price• Poor quality• Compatibility issues• Perceived risk
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Using the AIDA PlanUsing the AIDA Plan• Getting attention• Building interest• Increasing desire• Motivating action
Writing Promotional Writing Promotional Messages for Social MediaMessages for Social Media
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Using Social MediaUsing Social Media• Conversation marketing• Social commerce
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Social Media GuidelinesSocial Media Guidelines
• Facilitate community building• Listen as much as you talk• Initiate and respond to conversations• Provide information that people want
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Social Media GuidelinesSocial Media Guidelines
• Identify and support your champions• Be authentic, transparent, and real• Do not rely on the news media• Integrate conventional strategies
Maintaining High Standards Maintaining High Standards of Ethics, Legal of Ethics, Legal
Compliance, Compliance, and Etiquetteand Etiquette
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Regulation of Marketing Regulation of Marketing and Sales Messagesand Sales Messages
• Federal legislation• State legislation• International laws
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Legal ConsiderationsLegal Considerations
• Be truthful and non-deceptive• Back up claims with evidence• Shun “bait and switch” tactics• Obey rules if marketing to children• Respect contractual obligations• Respect the rights of individuals
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