Persuasive Message

1. Chapter 9 - 1
Writing Persuasive
Messages

2. Using the Three-Step Process
for Persuasive Messages
Chapter 9 - 2

3. Chapter 9 - 3
•Organize Message
•Select Medium
•Gather Information
•Analyze Situation
Plan for Persuasion

4. Chapter 9 - 4
Changing Attitudes?
Motivating Decisions?
Requesting Actions?
The Purpose
Motivation
Psychographics
Demographics
The Audience
Analyze Situation

5. Chapter 9 - 5
Gather Information

6. Chapter 9 - 6
Select the Medium

7. Organize the Message
Chapter 9 - 7
Limited Scope
Audience Reaction
Power or Expertise
Audience Focus
Direct
Approach
Indirect
Approach

8. Write the Message
• Positive Language
• Cultural Awareness
• Corporate Cultures
• Your Credibility
Chapter 9 - 8

9. 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

10. Developing Persuasive
Business Messages
Chapter 9 - 10

11. Frame the Argument
Chapter 9 - 11
1. Attention
2. Interest
3. Desire
4. Action

12. Chapter 9 - 12
Balance the Message
Marketing
and Sales
Business
Persuasion
Emotional
Appeals
Logical
Appeals

13. Believable
Evidence
Powerful
Words
Metaphors
and Stories
Audience
Benefits
Reinforce Your Position
Chapter 9 - 13

14. Chapter 9 - 14
Anticipate Objections
Positive
Communication
Balanced
Approach

15. Chapter 9 - 15
Common Mistakes
•The “Hard Sell”
•No Compromise
•Great Arguments
•One-Shot Plan

16. Common Examples of
Persuasive Business Messages
Chapter 9 - 16

17. Chapter 9 - 17
Persuasive Messages
Request Action
Present Ideas
Make Claims

18. Developing Marketing and
Sales Messages
Chapter 9 - 18

19. Chapter 9 - 19
Start the Process
Analyze
Audience
Assess
Competition

20. Chapter 9 - 20
Features and Benefits
Selling
Points
User
Benefits

21. Purchase Objections
Chapter 9 - 21
High Price
Perceived
Risk
Compatibility
Issues
Poor Quality

22. Chapter 9 - 22
•Get Attention
•Generate Interest
•Increase Desire
•Motivate Action
The Persuasive Appeal

23. Getting Attention
Chapter 9 - 23
Features and Benefits
Genuine News
Common Ground
Personal Appeals
Insider Information
Promise of Savings
Samples and Demos
Problem Solutions

24. Chapter 9 - 24
Building Interest
Build Intrigue
Support Promises
Counter Objections

25. Chapter 9 - 25
Increasing Desire
Stress Benefits
Focus on Audience
Support Claims

26. Chapter 9 - 26
Motivating Action
Motivate Action
Reinforce Benefits
Keep It Simple

27. Writing Promotional Messages
for Social Media
Chapter 9 - 27

28. Using Social Media
Chapter 9 - 28
Conversation
Marketing
Social
Commerce
Conversation
Marketing
Social
Commerce

29. 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

30. 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

31. Maintaining High Ethical
and Legal Standards
Chapter 9 - 31

32. 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