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Chapter 9. Writing Persuasive Messages. Learning Objectives. The Three-Step Writing Process Persuasive message strategies Persuasive message categories Marketing and sales messages Promotional messages for social media High ethical and legal standards. - PowerPoint PPT Presentation
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Chapter 9
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 1
Writing Persuasive Messages
Learning Objectives1. The Three-Step Writing Process2. Persuasive message strategies3. Persuasive message categories4. Marketing and sales messages5. Promotional messages for social media6. High ethical and legal standards
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 2
The Three-Step Process for Persuasive Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 3
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 4
Plan for Persuasion•Analyze the Situation•Gather Information•Select the Medium•Organize the Message
Write the Message
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 5
•Positive Language•Other Cultures•Corporate Culture•Your Credibility
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 6
•Evaluate•Revise•Review•Proofread•Distribute
Complete the Message
Summary of Discussion
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 7
Framing Your Arguments
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 8
The AIDA Model
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 9
1. Attention2. Interest3. Desire4. Action
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 10
Balance the Appeals
Marketing and Sales
BusinessPersuasion
Emotion
Logic
Believable Evidence
PowerfulWords
Metaphors and Stories
Audience Benefits
Reinforce Your Position
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 11
Anticipate Objections
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 12
Counter Negative Elements
Focus on Positive Communication
Present All Sides of the Situation
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 13
Common Mistakes•The “Hard Sell”•No Compromise•Great Arguments•One-Shot Plan
Summary of Discussion
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 14
Common Examples of Persuasive Business
Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 15
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 16
Persuasive Messages
•Request Action•Present Ideas•Make Claims
Summary of Discussion
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 17
Developing Marketing and Sales Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 18
Planning Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 19
Audience Needs
Purchase Objections
Selling Pointsand Benefits
Competition
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 20
Writing Messages
•Get Attention•Create Interest•Increase Desire•Motivate Action
Social Media Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 21
• Get involved in online conversations
• Facilitate community building
• Listen as much as you talk
• Initiate and respond to conversations
Social Media Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 22
• Provide information that people want
• Identify and support your champions
• Be authentic, transparent, and real
• Integrate conventional strategies
Ethics and Legality
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 23
•Promoting•Marketing•Selling
Promotional Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 24
Be Truthful and Non-Deceptive
Back Claims with Evidence
Avoid Bait-and-Switch Tactics
Promotional Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 25
Market to Children within the Law
Observe Contractual Obligations
Respect Rights of Individuals
Summary of Discussion
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 26
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 27
Writing Persuasive Messages
Copyright © 2014 Pearson Education, Inc. Chapter 9 - 28
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