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Writing Persuasive Messages

Writing Persuasive Messages. The Three-Step Process. Persuasion Asking for something of value Asking audience to take action. Planning for Persuasion. Analyze your situation Gather information Select the right medium Organize your information. Audience Demographics Psychographics

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Writing Persuasive Messages

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  1. Writing Persuasive Messages

  2. The Three-Step Process • Persuasion • Asking for something of value • Asking audience to take action

  3. Planning for Persuasion • Analyze your situation • Gather information • Select the right medium • Organize your information

  4. Audience Demographics Psychographics Motivation Purpose Request action Motivate decisions Change attitudes Analyze the Situation

  5. Gather Information • Knowledge • Beliefs • Emotions

  6. Select the Right Medium • Electronic mail • Social media • Personal attention • Technological reach

  7. Organize the Message • Indirect approach • Direct approach • “You” attitude • Limited scope • Audience reaction • Power structure

  8. Write the Message • Use positive, polite language • Respect cultural differences • Understand corporate cultures • Establish your credibility

  9. Enhance Your Credibility • Use simple language • Provide evidence • Identify your sources • Build rapport • Be objective and fair • Consider your audience • Avoid the “hard sell”

  10. Complete the Message • Evaluate the content • Critique design elements • Revise the message • Proofread the message • Ask for advice • Deliver the message

  11. Persuasive Messages • Four essential strategies • Frame your arguments (AIDA Model) • Balance emotion and logic • Reinforce your position • Anticipate objections

  12. Using the AIDA Model • Attention • Interest • Desire • Action

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

  14. Avoid Faulty Logic • Hasty generalizations • Circular reasoning • Attacking the opponent • Oversimplification • Cause and effect assumptions • Faulty analogies

  15. Reinforce Your Position • Powerful words • Figures of speech • Right timing

  16. Anticipate Objections • Expect resistance • Present all sides • Involve the audience

  17. Common Mistakes • Selling too hard up front • Resisting compromise • Limiting your tactics • Using a one-shot plan

  18. Persuasive Messages • Requests for action • Presentation of ideas • Requests for claims or adjustments

  19. Marketing and Sales Messages • Marketing messages • Information • Goodwill • Sales messages • 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. Applying the Strategies • Analyze the audience • Study the competition • Present key selling points • Highlight the benefits

  22. Anticipating Objections • Poor quality • Compatibility • Perceived risk • Price issues

  23. Applying the AIDA Model • Getting attention • Building interest • Increasing desire • Motivating action

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

  25. Building Interest • Build intrigue • Support promises • Emphasize benefits

  26. Increasing Desire • Focus on the audience • Emphasize the benefits • Support your claims

  27. Motivating Action • The next step • A sense of urgency • Professionalism • A good impression

  28. Using Social Media • Conversation marketing • Interactive • Networked • Multidirectional • Persuasive

  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. Maintaining High Standards • Business ethics • Legal compliance • Etiquette

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