Chapter 9

Report
Chapter 9
Writing Persuasive
Messages
Copyright © 2014 Pearson Education, Inc.
Chapter 9 - 1
Learning Objectives
1. The Three-Step Writing Process
2. Persuasive message strategies
3. Persuasive message categories
4. Marketing and sales messages
5. Promotional messages for social media
6. High ethical and legal standards
Copyright © 2014 Pearson Education, Inc.
Chapter 9 - 2
The Three-Step Process for
Persuasive Messages
Copyright © 2014 Pearson Education, Inc.
Chapter 9 - 3
Plan for Persuasion
•Analyze the Situation
•Gather Information
•Select the Medium
•Organize the Message
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Chapter 9 - 4
Write the Message
•Positive Language
•Other Cultures
•Corporate Culture
•Your Credibility
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Chapter 9 - 5
Complete the Message
•Evaluate
•Revise
•Review
•Proofread
•Distribute
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Chapter 9 - 6
Summary of Discussion
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Chapter 9 - 7
Framing Your Arguments
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Chapter 9 - 8
The AIDA Model
1. Attention
2. Interest
3. Desire
4. Action
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Chapter 9 - 9
Balance the Appeals
Emotion
Marketing
and Sales
Business
Persuasion
Logic
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Chapter 9 - 10
Reinforce Your Position
Believable
Evidence
Powerful
Words
Metaphors
and Stories
Audience
Benefits
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Chapter 9 - 11
Anticipate Objections
Counter Negative Elements
Focus on Positive Communication
Present All Sides of the Situation
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Chapter 9 - 12
Common Mistakes
•The “Hard Sell”
•No Compromise
•Great Arguments
•One-Shot Plan
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Chapter 9 - 13
Summary of Discussion
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Chapter 9 - 14
Common Examples of
Persuasive Business Messages
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Chapter 9 - 15
Persuasive Messages
•Request Action
•Present Ideas
•Make Claims
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Chapter 9 - 16
Summary of Discussion
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Chapter 9 - 17
Developing Marketing and
Sales Messages
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Chapter 9 - 18
Planning Messages
Audience
Needs
Competition
Selling Points
and Benefits
Purchase
Objections
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Chapter 9 - 19
Writing Messages
•Get Attention
•Create Interest
•Increase Desire
•Motivate Action
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Chapter 9 - 20
Social Media Messages
•Get involved in online conversations
•Facilitate community building
•Listen as much as you talk
•Initiate and respond to conversations
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Chapter 9 - 21
Social Media Messages
•Provide information that people want
•Identify and support your champions
•Be authentic, transparent, and real
•Integrate conventional strategies
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Chapter 9 - 22
Ethics and Legality
•Promoting
•Marketing
•Selling
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Chapter 9 - 23
Promotional Messages
Be Truthful and Non-Deceptive
Back Claims with Evidence
Avoid Bait-and-Switch Tactics
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Chapter 9 - 24
Promotional Messages
Market to Children within the Law
Observe Contractual Obligations
Respect Rights of Individuals
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Chapter 9 - 25
Summary of Discussion
Copyright © 2014 Pearson Education, Inc.
Chapter 9 - 26
Writing
Persuasive Messages
Copyright © 2014 Pearson Education, Inc.
Chapter 9 - 27
Copyright © 2014 Pearson Education, Inc.
Chapter 9 - 28

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