Chapter 10

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Chapter 10Chapter 10

Writing Persuasive Messages

Learning ObjectivesLearning Objectives

1. Apply the three-step writing process to persuasive messages

2. Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages

Learning ObjectivesLearning Objectives

3. Describe an effective strategy for developing marketing and sales messages and explain how to modify your approach when writing promotional messages for social media

4. Identify steps you can take to avoid ethical lapses in marketing and sales messages

Planning a Persuasive Planning a Persuasive MessageMessage

Analyzing the SituationAnalyzing the Situation

Gathering InformationGathering Information

Selecting the Right MediumSelecting the Right Medium

Organizing Your Organizing Your InformationInformation

Writing a Persuasive Writing a Persuasive MessageMessage

Enhancing Your CredibilityEnhancing Your Credibility

Completing a Persuasive Completing a Persuasive MessageMessage

Strategies for Persuasive Strategies for Persuasive Business MessagesBusiness Messages

AIDA: Indirect ApproachAIDA: Indirect Approach

AIDA: Ideal for Indirect Approach

• Attention: Engage Audience

• Interest: Emphasize Relevance to Audience

• Desire: Explain Benefit to Audience

• Action: Explain Benefit of Action to Audience

AIDA Limitations

• It essentially talks at audiences, not with them

• It focuses on one-time events, not long-term relationships

Framing Your Argument: Framing Your Argument: AIDAAIDA

AIDA: ExampleAIDA: Example

The opening catchesthe reader’ attention with a blunt statement of a major problem.

concisely presented list Increases the recipient’s desire orwillingness to takeaction by outlining a solution.

The close motivates the reader one last time with a specific cost savings figure, then requests a specific action.

Balancing Emotional and Balancing Emotional and Logical AppealsLogical Appeals

Compare these two outlines for a proposal that asks management to fund an on-site daycare center. The version on the left relies heavily on emotional appeals, whereas the version on the right uses logical appeals (inductive reasoning, specifically). Throughyour choice of words, images, and supporting details, you can adjust the emotional-logical ratio in every message.

Avoiding Faulty LogicAvoiding Faulty Logic

Reinforcing Your PositionReinforcing Your Position

Anticipating ObjectionsAnticipating Objections

Test Your Test Your TheoriesTheoriesTest Your Test Your TheoriesTheories

Ask the Ask the AudienceAudienceAsk the Ask the

AudienceAudience

Present All Present All SidesSides

Common Examples of Common Examples of Persuasive Business Persuasive Business

MessagesMessages

Marketing and SellingMarketing and Selling

Planning Marketing and Planning Marketing and Sales MessagesSales Messages

Using Social MediaUsing Social Media

Social Media GuidelinesSocial Media Guidelines

• Facilitate community building

• Listen as much as you talk

• Initiate and respond to conversations

• Provide information people want

• Identify and support champions

• Be authentic and transparent

Persuasive Messages in Persuasive Messages in Social MediaSocial Media

The text of the post keeps the focus onthe story. The phrase “on our network”is a subtle reminder that AddThis is thecompany behind the data, but the write avoids any overt promotion.

Persuasive Messages:Persuasive Messages:Ethical & Legal Ethical & Legal ConsiderationsConsiderations

• Be truthful and non-deceptive

• Back up claims with evidence

• Avoid “bait and switch” advertising

• Learn rules for messages aimed at kids

• Determine state contract regulations

• Get permission for use of photos and names

Summary of ObjectivesSummary of Objectives

Chapter 10

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