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Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 2
Chapter 10Chapter 10
Writing Persuasive Messages
Learning ObjectivesLearning Objectives
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 3
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
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 4
Planning a Persuasive Planning a Persuasive MessageMessage
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Analyzing the SituationAnalyzing the Situation
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Gathering InformationGathering Information
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Selecting the Right MediumSelecting the Right Medium
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Organizing Your Organizing Your InformationInformation
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Writing a Persuasive Writing a Persuasive MessageMessage
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Enhancing Your CredibilityEnhancing Your Credibility
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Completing a Persuasive Completing a Persuasive MessageMessage
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Strategies for Persuasive Strategies for Persuasive Business MessagesBusiness Messages
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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
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 14
Framing Your Argument: Framing Your Argument: AIDAAIDA
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AIDA: ExampleAIDA: Example
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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
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Balancing Emotional and Balancing Emotional and Logical AppealsLogical Appeals
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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
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Reinforcing Your PositionReinforcing Your Position
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Anticipating ObjectionsAnticipating Objections
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Test Your Test Your TheoriesTheoriesTest Your Test Your TheoriesTheories
Ask the Ask the AudienceAudienceAsk the Ask the
AudienceAudience
Present All Present All SidesSides
Present All Present All SidesSides
Common Examples of Common Examples of Persuasive Business Persuasive Business
MessagesMessages
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Marketing and SellingMarketing and Selling
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Planning Marketing and Planning Marketing and Sales MessagesSales Messages
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Using Social MediaUsing Social Media
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Social Media GuidelinesSocial Media Guidelines
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• 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
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 27
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
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• 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
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 10 - 29
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Chapter 10- 30
