Chapter 9 - 1

Writing Persuasive Messages

Using the Three-Step Process for Persuasive Messages

Chapter 9 - 2

Chapter 9 - 3

•Organize Message

•Select Medium

•Gather Information

•Analyze Situation

Plan for Persuasion

Chapter 9 - 4

Changing Attitudes?

Motivating Decisions?

Requesting Actions?

The Purpose

Motivation

Psychographics

Demographics

The Audience

Analyze Situation

Chapter 9 - 5

Gather Information

Chapter 9 - 6

Select the Medium

Organize the Message

Chapter 9 - 7

Limited Scope

Audience Reaction

Power or Expertise

Audience Focus

Direct

Approach

Indirect

Approach

Write the Message

• Positive Language

• Cultural Awareness

• Corporate Cultures

• Your CredibilityChapter 9 - 8

Complete the Message

• Evaluate the content

• Revise for clarity and conciseness

• Ask a colleague to review the draft

• Review the overall design elements

• Proofread for mechanical errors

• Distribute the message

Chapter 9 - 9

Developing Persuasive Business Messages

Chapter 9 - 10

Frame the Argument

Chapter 9 - 11

1. Attention

2. Interest

3. Desire

4. Action

Chapter 9 - 12

Balance the Message

Marketing

and Sales

Business

Persuasion

Emotional

Appeals

Logical

Appeals

Believable

Evidence

Powerful

Words

Metaphors

and Stories

Audience

Benefits

Reinforce Your Position

Chapter 9 - 13

Chapter 9 - 14

Anticipate Objections

Positive

Communication

Balanced

Approach

Chapter 9 - 15

Common Mistakes

•The “Hard Sell”

•No Compromise

•Great Arguments

•One-Shot Plan

Common Examples of Persuasive Business Messages

Chapter 9 - 16

Chapter 9 - 17

Persuasive Messages

Request Action

Present Ideas

Make Claims

Developing Marketing and Sales Messages

Chapter 9 - 18

Chapter 9 - 19

Start the Process

Analyze

Audience

Assess

Competition

Chapter 9 - 20

Features and Benefits

Selling

Points

User

Benefits

Purchase Objections

Chapter 9 - 21

High Price

Perceived

Risk

Compatibility

Issues

Poor Quality

Chapter 9 - 22

•Get Attention

•Generate Interest

•Increase Desire

•Motivate Action

The Persuasive Appeal

Getting Attention

Chapter 9 - 23

Features and Benefits

Genuine News

Common Ground

Personal Appeals

Insider Information

Promise of Savings

Samples and Demos

Problem Solutions

Chapter 9 - 24

Building Interest

Build Intrigue

Support Promises

Counter Objections

Chapter 9 - 25

Increasing Desire

Stress Benefits

Focus on Audience

Support Claims

Chapter 9 - 26

Motivating Action

Motivate Action

Reinforce Benefits

Keep It Simple

Writing Promotional Messages for Social Media

Chapter 9 - 27

Using Social Media

Chapter 9 - 28

Conversation

Marketing

Social

Commerce

Conversation

Marketing

Social

Commerce

Social Media Guidelines

Chapter 9 - 29

•Facilitate community building

•Listen as much as you talk

•Initiate and respond to conversations

•Provide information that people want

Social Media Guidelines

Chapter 9 - 30

•Identify and support your champions

•Be authentic, transparent, and real

•Do not rely on the news media

•Integrate conventional strategies

Maintaining High Ethical and Legal Standards

Chapter 9 - 31

Marketing and Sales Communication

• Be truthful and non-deceptive

• Back up claims with evidence

• Do not use “Bait and switch” tactics

• Obey rules when marketing to children

• Be aware of contractual obligations

• Respect the rights of individuals

Chapter 9 - 32