Writing Persuasive Messages

Writing Persuasive Messages

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

Analyze the Situation Gather the Information Select the Medium Organize the Message Plan the Message

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

Knowledge Beliefs Emotions Gather Information

Electronic Mail Social Media Personal Attention Technological Reach Select the Medium

Audience Focus Limited Scope Direct Approach Indirect Approach Audience Reaction Power and Expertise Organize the Message

Positive Language Cultural Differences Corporate Cultures Your Credibility Write the Message

Assess Your Credibility • Find Common Ground • Use Simple Language • Be Objective and Fair • Provide Evidence • Consider the Audience • Identify Sources • Avoid the “Hard Sell” Enhance Your Credibility

Evaluate the Content Evaluate the Design Proofread the Message Select the Delivery Method Completing the Message

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

Attention Interest Using the AIDA Model Action Desire

Emotional Appeals Logical Appeals Feelings Analogy Sympathies Induction Needs Deduction Write Balanced Messages

Hasty Generalizations Circular Reasoning Attacking the Opponent Simplifying Issues Forced Cause and Effect Faulty Analogies Illogical Support Avoiding Faulty Logic

Powerful Words Figures of Speech Right Timing Reinforce Your Position

Test Your Theories Ask the Audience Present All Sides Anticipate Objections

Requests for Action Presentation of Ideas Inside the Organization Outside the Organization Claims and Adjustments Types of Persuasive Messages

Commercial Transactions Marketing Selling Information Goodwill Action Purchase Marketing and Selling

Assess the Audience Analyze the Competition Present Key Selling Points Highlight the Benefits Applying the Strategies

High Price Inferior Quality Compatibility Perceived Risk Anticipating Objections

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

Product Benefits Common Ground Genuine News Personal Appeals Inside Information Promised Savings Product Samples Problem Solutions Evocative Images Getting Attention

Build Intrigue Support Promises Highlight Benefits Building Interest

Focus on Audience Emphasize Benefits Support Claims Increasing Desire

The Next Step A Sense of Urgency Professionalism Motivating Action

Networked Conversation Marketing Persuasive Interactive Social Commerce Multidirectional Using Social Media

Social Media Guidelines • Facilitate community building • Initiate and respond to conversations • Identify and support your champions • Do not rely on the news media • Use the AIDA model as needed

Business Ethics Legal Compliance Business Etiquette Maintain High Standards

Writing Persuasive Messages

Writing Persuasive Messages