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Writing Persuasive Messages

Writing Persuasive Messages. Three-Step Process. Planning Writing Completing. Analyze Your Purpose. Clear Necessary Appropriate. Demographics Gender Income Education. Psychographics Personality Attitudes Lifestyle. Analyze the Audience. Consider Culture. Individual differences

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Writing Persuasive Messages

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  1. Writing Persuasive Messages Business Communication Essentials

  2. Three-Step Process • Planning • Writing • Completing Business Communication Essentials

  3. Analyze Your Purpose • Clear • Necessary • Appropriate Business Communication Essentials

  4. Demographics Gender Income Education Psychographics Personality Attitudes Lifestyle Analyze the Audience Business Communication Essentials

  5. Consider Culture • Individual differences • Expectations • Practices • Organizational differences • Previous messages • Tradition Business Communication Essentials

  6. Facts and sources Expertise Common ground Enthusiasm Objectivity Sincerity Trust Good intentions Establish Credibility Business Communication Essentials

  7. High Ethical Standards • Provide information • Boost understanding • Promote free choice • Avoid manipulation Business Communication Essentials

  8. Writing Persuasive Messages • Approach • Direct (deductive) • Indirect (inductive) • Important Elements • Define the main idea • Limit the scope • Group major point Business Communication Essentials

  9. Completing the Message • Evaluate the content • Appraise your credibility • Revise the message • Proofread the message • Evaluate design • Deliver the message Business Communication Essentials

  10. Persuasive Strategies • Choose an approach • Balance emotions and logic • Master the AIDA plan Business Communication Essentials

  11. Logic and Emotions • Promote action • Understand expectations • Overcome resistance • Sell your point of view Business Communication Essentials

  12. The AIDA Plan • Attention • Interest • Desire • Action Business Communication Essentials

  13. Persuasive Requests • Action requests • Claims and adjustments Business Communication Essentials

  14. Requests for Action • Gain attention • Use facts, figures, and benefits • Request some specific action Business Communication Essentials

  15. Claims and Adjustments • State the problem • Review the facts • Motivate the reader • Make your request Business Communication Essentials

  16. Sales and Fundraising Messages • For-profit organizations • Not-for-profit organizations Business Communication Essentials

  17. Sales Message Strategies • Stress selling points • Emphasize benefits • Obey the law Business Communication Essentials

  18. Sales Message Strategies • Use action terms • Talk about price • Support your claims Business Communication Essentials

  19. News items Features and benefits Numbers or questions Shared traits Product samples Emotions or values Stories and illustrations Challenges Solutions Getting Attention Business Communication Essentials

  20. The Central Selling Point • Study the competition • Know the product • Analyze the audience Business Communication Essentials

  21. Increasing Desire • Stress the main benefit • Refer to other benefits • Provide essential details Business Communication Essentials

  22. Motivating Action • State the next step • Create urgency • Include a post script • Apply good judgment Business Communication Essentials

  23. Fundraising Messages • Analyze the audience • Study the competition • Establish value • Keep the message personal Business Communication Essentials

  24. Fundraising Messages • Emphasize benefits • Detail the need • Stress urgency • Specify what’s needed Business Communication Essentials

  25. Reviewing Key Points • Using the three-step process • Reviewing persuasive strategies • Investigating persuasive requests • Analyzing sales messages • Discussing fund-raising messages Business Communication Essentials

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