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Writing Persuasive Messages

Writing Persuasive Messages. The Three-Step Process. Persuasion. Beliefs. Actions. Give Something of Value. Take Substantial Action. Attitudes. Analyze Situation. Gather Information. Select Medium. Get Organized. Planning for Persuasion. The Purpose. The Audience. Demographics.

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Writing Persuasive Messages

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  1. Writing Persuasive Messages

  2. The Three-Step Process Persuasion Beliefs Actions Give Something of Value Take Substantial Action Attitudes

  3. Analyze Situation Gather Information Select Medium Get Organized Planning for Persuasion

  4. The Purpose The Audience Demographics Requesting Actions Psychographics Motivating Decisions Motivation Changing Attitudes Analyze the Situation

  5. Knowledge Beliefs Emotions Gather Information

  6. Electronic Mail Social Media Personal Attention Technological Reach Select the Right Medium

  7. “You Attitude” Limited Scope Audience Reaction Power Structure Organize the Message Direct Approach Indirect Approach

  8. Positive Language Cultural Differences Corporate Cultures Your Credibility Write the Message

  9. Use Simple Language Provide Evidence Identify Sources Build Rapport Be Objective and Fair Consider the Audience Avoid the “Hard Sell” Enhance Your Credibility

  10. Evaluate Content Critique Design Revise Message Proofread Message Seek Advice Deliver Message Complete the Message

  11. Four Essential Strategies Frame the Argument Balance Logic and Emotion Reinforce Your Position Anticipate Objections Persuasive Messages

  12. Attention Interest Using the AIDA MODEL Action Desire

  13. Feelings Analogy Sympathies Induction Needs Deduction Write Balanced Messages Emotions Logic

  14. Circular Reasoning Hasty Generalizations Oversimplification Attacking the Opponent Flawed Analogies Forced Cause and Effect Avoid Faulty Logic

  15. Powerful Words Figures of Speech Right Timing Reinforce Your Position

  16. Expect Resistance Present All Sides Involve Audience Anticipate Objections

  17. Using the “Hard Sell” Resisting Compromise Limiting Your Tactics Using a One-Shot Plan Common Mistakes

  18. Requests for Action Presentation of Ideas Claims and Adjustments Persuasive Messages

  19. Marketing and Sales Messages Commercial Transaction Persuasion Persuasion Marketing Selling Information Goodwill Action Product

  20. 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

  21. Analyze the Audience Study the Competition Present Key Selling Points Highlight the Benefits Applying the Strategies

  22. Poor Quality Compatibility Perceived Risk Price Issues Anticipating Objections

  23. Getting Attention Building Interest Increasing Desire Motivating Action Applying the AIDA Model

  24. Product Benefits Common Ground Genuine News Personal Appeals Inside Information Promise of Savings Product Samples Solutions to Problems Evocative Images Getting Attention

  25. Build Intrigue Support Promises Highlight Benefits Building Interest

  26. Focus on Audience Emphasize Benefits Support Claims Increasing Desire

  27. The Next Step A Sense of Urgency Professionalism A Good Impression Motivating Action

  28. Using Social Media Interactive Conversation Marketing Persuasive Networked Multidirectional

  29. Social Media Guidelines • Facilitate community building • Initiate and respond to conversations • Identify and support your champions • Don’t rely on the news media • Use the AIDA model as needed

  30. Business Ethics Legal Compliance Etiquette Maintain High Standards

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