Writing Persuasive MessagesPrentice Hall, 20081The Three-Step ProcessPersuasionGive Something of ValueTake Substantial ActionActionsBeliefsAttitudesPrentice Hall, 20082Planning for PersuasionAnalyze SituationAnalyze SituationGather InformationGather InformationSelect MediumSelect MediumGet OrganizedGet OrganizedPrentice Hall, 20083Analyze the SituationThe PurposeChanging AttitudesMotivating DecisionsRequesting ActionsThe AudienceDemographicsPsychographicsMotivationPrentice Hall, 20084Gather InformationKnowledgeKnowledgeEmotionsEmotionsBeliefsBeliefsPrentice Hall, 20085Select the Right MediumElectronic MailSocial MediaPersonal AttentionTechnological ReachPrentice Hall, 20086Organize the Message“You Attitude”Limited ScopeAudience ReactionPower StructureDirect ApproachIndirect ApproachPrentice Hall, 20087Write the MessagePositive LanguagePositive LanguageCultural DifferencesCultural DifferencesCorporate CulturesCorporate CulturesYour CredibilityYour CredibilityPrentice Hall, 20088Enhance Your Credibility Avoid theAvoid the “Hard Sell”“Hard Sell”Consider theConsider the AudienceAudienceBe ObjectiveBe Objective and Fairand FairBuild Build RapportRapportIdentifyIdentify SourcesSourcesProvideProvide EvidenceEvidenceUse SimpleUse Simple LanguageLanguagePrentice Hall, 20089Complete the MessageEvaluate ContentRevise MessageSeek AdviceCritique DesignProofread MessageDeliver MessagePrentice Hall, 200810Persuasive MessagesFour Essential StrategiesFrame the ArgumentBalance Logic and EmotionReinforce Your PositionAnticipate ObjectionsPrentice Hall, 200811InterestAttentionDesireActionUsing the AIDA MODELPrentice Hall, 200812Write Balanced MessagesEmotionsLogicFeelingsSympathiesNeedsAnalogyInductionDeductionPrentice Hall, 200813Avoid Faulty LogicCircular ReasoningOversimplificationFlawed AnalogiesHasty GeneralizationsAttacking the OpponentForced Cause and EffectPrentice Hall, 200814Reinforce Your PositionFigures of SpeechFigures of SpeechRight TimingRight TimingPowerful WordsPowerful WordsPrentice Hall, 200815Anticipate ObjectionsExpect ResistanceExpect ResistancePresent All SidesPresent All SidesInvolve AudienceInvolve AudiencePrentice Hall, 200816Common MistakesUsing the “Hard Sell”Using the “Hard Sell”Resisting CompromiseResisting CompromiseLimiting Your TacticsLimiting Your TacticsUsing a One-Shot PlanUsing a One-Shot PlanPrentice Hall, 200817Persuasive MessagesRequests for ActionPresentation of IdeasClaims and AdjustmentsPrentice Hall, 200818Marketing and Sales MessagesCommercial TransactionPersuasionPersuasionMarketingSellingInformationGoodwillActionProductPrentice Hall, 200819Marketing and Sales StrategiesAssessing audience needsAnalyzing the competitionSetting selling points and benefitsAnticipating purchase objectionsApplying the AIDA modelMaintaining high standardsPrentice Hall, 200820Applying the StrategiesPresent KeyPresent Key Selling PointsSelling PointsAnalyze Analyze the Audiencethe AudienceHighlightHighlight the Benefitsthe BenefitsStudy theStudy the CompetitionCompetitionPrentice Hall, 200821Anticipating ObjectionsPoor QualityPoor QualityCompatibilityCompatibilityPerceived RiskPerceived RiskPrice IssuesPrice IssuesPrentice Hall, 200822Applying the AIDA ModelGetting AttentionGetting AttentionBuilding InterestBuilding InterestIncreasing DesireIncreasing DesireMotivating ActionMotivating ActionPrentice Hall, 200823Genuine NewsGenuine NewsPromise of Promise of SavingsSavingsEvocativeEvocative ImagesImagesProduct BenefitsProduct BenefitsPersonal Personal AppealsAppealsProductProduct SamplesSamplesCommon GroundCommon GroundInsideInside InformationInformationSolutions toSolutions to ProblemsProblemsGetting AttentionPrentice Hall, 200824Building InterestBuild IntrigueBuild IntrigueSupport PromisesSupport PromisesHighlight BenefitsHighlight BenefitsPrentice Hall, 200825Increasing DesireFocus on AudienceFocus on AudienceEmphasize BenefitsEmphasize BenefitsSupport ClaimsSupport ClaimsPrentice Hall, 200826Motivating ActionThe Next StepThe Next StepA Sense of UrgencyA Sense of UrgencyProfessionalism Professionalism A Good ImpressionA Good ImpressionPrentice Hall, 200827Using Social MediaConversation MarketingNetworkedPersuasiveInteractiveMultidirectionalPrentice Hall, 200828Social Media Guidelines Facilitate community building Initiate and respond to conversations Identify and support your champions Dont rely on the news media Use the AIDA model as neededPrentice Hall, 200829Maintain High StandardsBusiness EthicsBusiness EthicsLegal ComplianceLegal ComplianceEtiquetteEtiquettePrentice Hall, 200830