Download - BCT11 Ch 10.ppt
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Copyright © 2012 Pearson Education Chapter 10 - 1
Writing Persuasive Writing Persuasive MessagesMessages
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Copyright © 2012 Pearson Education Chapter 10 - 2
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
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Using the Three-Step Using the Three-Step Process for Persuasive Process for Persuasive
MessagesMessages
Copyright © 2012 Pearson Education Chapter 10 - 3
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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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Copyright © 2012 Pearson Education Chapter 10 - 9
Write the MessageWrite the Message
• Use positive, polite language• Respect cultural expectations• Understand corporate cultures• Establish your credibility
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Copyright © 2012 Pearson Education Chapter 10 - 10
Completing the MessageCompleting the Message
• Revise for clarity and conciseness• Critique design elements• Proofread the message• Select the delivery method
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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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Copyright © 2012 Pearson Education Chapter 10 - 13
Frame the ArgumentFrame the Argument
• Getting attention• Building interest• Creating desire• Motivating action
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Balance the MessageBalance the Message
• Actions you want to motivate• The expectations of readers• Expected degree of resistance• Your level of empowerment
Copyright © 2012 Pearson Education Chapter 10 - 14
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Emotions vs. LogicEmotions vs. Logic
• Feelings, needs, and sympathies• Reasoning and evidence
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Copyright © 2012 Pearson Education Chapter 10 - 16
Reinforce Your PositionReinforce Your Position
• Believable evidence• Powerful words• Metaphors and stories• Audience benefits
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Copyright © 2012 Pearson Education Chapter 10 - 17
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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Copyright © 2012 Pearson Education Chapter 10 - 20
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
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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?
Copyright © 2012 Pearson Education Chapter 10 - 25
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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
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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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Copyright © 2012 Pearson Education Chapter 10 - 30
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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Copyright © 2012 Pearson Education Chapter 10 - 31
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
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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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