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Writing Persuasive Messages
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Writing Persuasive Messages

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  1. Writing Persuasive Messages Business Communication Essentials, 3e

  2. Analyze Situation Revise Analyze the Audience Gather Information Produce Select Medium Proofread Compose the Message Get Organized Distribute Three-Step Writing Process Planning Writing Completing Business Communication Essentials, 3e

  3. Analyze Your situation • Gather Information • Select the medium • Organize Information Planning the Message Business Communication Essentials, 3e

  4. The Audience The Purpose Demographics Requesting Actions Psychographics Motivating Decisions Expectations Changing Attitudes Analyze Your Situation Business Communication Essentials, 3e

  5. Logical Emotional Balanced Gather Information Business Communication Essentials, 3e

  6. Persuasive Messages Marketing Messages Sales Messages Select the Right Medium Business Communication Essentials, 3e

  7. Limited Scope Audience Reaction Corporate Culture Organize the Message Direct Approach (Deductive) Indirect Approach (Inductive) Business Communication Essentials, 3e

  8. Appropriate Language Multicultural Differences Corporate Cultures Your Credibility Writing the Message Business Communication Essentials, 3e

  9. Completing the Message Evaluate the Content Critique the Design Revise the Message Proofread the Message Ask for Advice Deliver the Message Business Communication Essentials, 3e

  10. Persuasive Messages Framing the Argument Balancing Logic and Emotion Reinforcing Your Position Dealing with Resistance Business Communication Essentials, 3e

  11. Attention Interest AIDA PLAN Action Desire Business Communication Essentials, 3e

  12. Your Goals Audience Attitudes Expected Resistance Your Empowerment Level Logic and Emotions Emotions The Message Logic Feelings Sympathies Needs Analogy Induction Deduction Business Communication Essentials, 3e

  13. Circular Reasoning Hasty Generalizations Oversimplification Attacking the Opponent Flawed Analogies Forced Cause and Effect Examples of Faulty Logic Business Communication Essentials, 3e

  14. Powerful Words Figures of Speech Right Timing Reinforce Your Position Business Communication Essentials, 3e

  15. Expect Resistance Uncover Objections Promote Participation Anticipate Objections Business Communication Essentials, 3e

  16. Using the “Hard Sell” • Resisting Compromise • Limiting Your Tactics • Using a One-Shot Plan Common Mistakes Business Communication Essentials, 3e

  17. Requests for Action Presentation of Ideas Claims and Adjustments Persuasive Messages Business Communication Essentials, 3e

  18. Gain Attention Establish Rapport Gain Credibility Motivate Readers Request Action Requests for Action Business Communication Essentials, 3e

  19. Requesting Actions Motivating Decisions Changing Attitudes Presentation of Ideas Business Communication Essentials, 3e

  20. State the Problem Establish Rapport Review the Facts Motivate the Reader Claims and Adjustments Business Communication Essentials, 3e

  21. Marketing and Sales Messages Commercial Transaction Persuasion Persuasion Marketing Selling Information Goodwill Action Product Business Communication Essentials, 3e

  22. Marketing and Sales Strategies • Assessing audience needs • Analyzing the competition • Setting selling points and benefits • Anticipating purchase objections • Applying the AIDA model • Maintaining high standards Business Communication Essentials, 3e

  23. Applying the Strategies Analyze the Audience Study the Competition Present Key Selling Points Highlight the Benefits Business Communication Essentials, 3e

  24. High Price Inferior Quality Compatibility Perceived Risk Anticipating Objections Business Communication Essentials, 3e

  25. Getting Attention Building Interest Increasing Desire Motivating Action Applying the AIDA Model Business Communication Essentials, 3e

  26. Product Benefits Common Ground News Item Personal Appeals Product Samples Inside Information Promise of Savings Problem Solutions Evocative Images Getting Attention Business Communication Essentials, 3e

  27. Support Promises Stress Key Points Introduce Benefits Building Interest Business Communication Essentials, 3e

  28. Focus on Audience Emphasize Benefits Support Claims Increasing Desire Business Communication Essentials, 3e

  29. Sense of Urgency Professionalism Positive Impression Motivating Action Business Communication Essentials, 3e

  30. Maintain High Standards Avoid Manipulation Adopt a “You” Attitude Obey the Law Respect Consumer Privacy Business Communication Essentials, 3e

  31. Know Your Audience Beat the Competition Provide Information Marketing and Sales Messages Business Communication Essentials, 3e

  32. Reviewing Key Points • Using the three-step process • Developing persuasive messages • Developing marketing/sales messages Business Communication Essentials, 3e

  33. Key Writing Concepts • Organization • Active/passive language • “You” orientation • Reader benefit, alternative • Respectful tone • Formatting • Spelling, grammar, punctuation, content • Design & readability • Closing with goodwill Business Communication Essentials, 3e