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Writing Persuasive Messages Copyright © 2010 Pearson Education International Chapter 10 - 1 Writing Persuasive Messages Copyright © 2010 Pearson Education International Chapter 10 - 1

Learning Objectives • Apply the three-step writing process to persuasive messages • Identify seven Learning Objectives • Apply the three-step writing process to persuasive messages • Identify seven ways to establish credibility in persuasive messages • Describe the AIDA model for persuasive messages Copyright © 2010 Pearson Education International Chapter 10 - 2

Learning Objectives • Distinguish between emotional and logical appeals and discuss how to balance Learning Objectives • Distinguish between emotional and logical appeals and discuss how to balance them • Describe five essential steps in developing sales and marketing messages • Identify steps you can take to avoid ethical lapses in marketing and sales messages Copyright © 2010 Pearson Education International Chapter 10 - 3

The Three-Step Process • Persuasion – Asking for something of value – Asking audience The Three-Step Process • Persuasion – Asking for something of value – Asking audience to take action Copyright © 2010 Pearson Education International Chapter 10 - 4

Plan the Message • Analyze your situation • Gather information • Select the medium Plan the Message • Analyze your situation • Gather information • Select the medium • Organize your information Copyright © 2010 Pearson Education International Chapter 10 - 5

Analyze the Situation • Audience • Purpose – Demographics – Request action – Psychographics Analyze the Situation • Audience • Purpose – Demographics – Request action – Psychographics – Prompt decisions – Motivation – Change attitudes Copyright © 2010 Pearson Education International Chapter 10 - 6

Gather Information • Knowledge • Beliefs • Emotions Copyright © 2010 Pearson Education International Gather Information • Knowledge • Beliefs • Emotions Copyright © 2010 Pearson Education International Chapter 10 - 7

Select the Medium • Electronic mail • Social media • Personal attention • Technological Select the Medium • Electronic mail • Social media • Personal attention • Technological reach Copyright © 2010 Pearson Education International Chapter 10 - 8

Organize the Message • Direct or indirect approach – Audience focus – Limited scope Organize the Message • Direct or indirect approach – Audience focus – Limited scope – Audience reaction – Power and expertise Copyright © 2010 Pearson Education International Chapter 10 - 9

Write the Message • Use positive, polite language • Respect cultural differences • Understand Write the Message • Use positive, polite language • Respect cultural differences • Understand corporate cultures • Establish your credibility Copyright © 2010 Pearson Education International Chapter 10 - 10

Enhance Your Credibility Assess Your Credibility Find Common Ground Use Simple Language Be Objective Enhance Your Credibility Assess Your Credibility Find Common Ground Use Simple Language Be Objective and Fair Provide Evidence Consider the Audience Identify Sources Avoid the “Hard Sell” Copyright © 2010 Pearson Education International Chapter 10 - 11

Completing the Message • Evaluate the content • Critique design elements • Proofread the Completing the Message • Evaluate the content • Critique design elements • Proofread the message • Select the delivery method Copyright © 2010 Pearson Education International Chapter 10 - 12

Persuasive Messages • Four essential strategies – Frame your arguments (AIDA Model) – Balance Persuasive Messages • Four essential strategies – Frame your arguments (AIDA Model) – Balance emotion and logic – Reinforce your position – Anticipate objections Copyright © 2010 Pearson Education International Chapter 10 - 13

Using the AIDA Model • Attention • Interest • Desire • Action Copyright © Using the AIDA Model • Attention • Interest • Desire • Action Copyright © 2010 Pearson Education International Chapter 10 - 14

Write Balanced Messages • Emotions • Logic – Feelings – Analogy – Sympathies – Write Balanced Messages • Emotions • Logic – Feelings – Analogy – Sympathies – Induction – Needs – Deduction Copyright © 2010 Pearson Education International Chapter 10 - 15

Avoiding Faulty Logic • • Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause Avoiding Faulty Logic • • Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause and effect assumptions Faulty analogies Illogical support Copyright © 2010 Pearson Education International Chapter 10 - 16

Reinforce Your Position • Powerful words • Figures of speech • Right timing Copyright Reinforce Your Position • Powerful words • Figures of speech • Right timing Copyright © 2010 Pearson Education International Chapter 10 - 17

Anticipate Objections • Test your theories • Ask the audience • Present all sides Anticipate Objections • Test your theories • Ask the audience • Present all sides Copyright © 2010 Pearson Education International Chapter 10 - 18

Types of Persuasive Messages • Requests for action • Presentation of ideas • Requests Types of Persuasive Messages • Requests for action • Presentation of ideas • Requests for claims or adjustments Copyright © 2010 Pearson Education International Chapter 10 - 19

Marketing and Selling • Marketing messages – Information – Goodwill • Sales messages – Marketing and Selling • Marketing messages – Information – Goodwill • Sales messages – Action – Purchase Copyright © 2010 Pearson Education International Chapter 10 - 20

Applying the Strategies • Assess audience needs • Analyze the competition • Present key Applying the Strategies • Assess audience needs • Analyze the competition • Present key selling points • Highlight the benefits Copyright © 2010 Pearson Education International Chapter 10 - 21

Anticipating Objections • High price • Poor quality • Compatibility • Perceived risk Copyright Anticipating Objections • High price • Poor quality • Compatibility • Perceived risk Copyright © 2010 Pearson Education International Chapter 10 - 22

Applying the AIDA Model • Getting attention • Building interest • Increasing desire • Applying the AIDA Model • Getting attention • Building interest • Increasing desire • Motivating action Copyright © 2010 Pearson Education International Chapter 10 - 23

Getting Attention Product Benefits Common Ground Personal Appeals Inside Information Promised Savings Product Samples Getting Attention Product Benefits Common Ground Personal Appeals Inside Information Promised Savings Product Samples Problem Solutions Evocative Images Copyright © 2010 Pearson Education International Genuine News Chapter 10 - 24

Building Interest • Build intrigue • Support promises • Highlight benefits Copyright © 2010 Building Interest • Build intrigue • Support promises • Highlight benefits Copyright © 2010 Pearson Education International Chapter 10 - 25

Increasing Desire • Focus on the audience • Emphasize the benefits • Support your Increasing Desire • Focus on the audience • Emphasize the benefits • Support your claims Copyright © 2010 Pearson Education International Chapter 10 - 26

Motivating Action • The next step • A sense of urgency • Professionalism Copyright Motivating Action • The next step • A sense of urgency • Professionalism Copyright © 2010 Pearson Education International Chapter 10 - 27

Using Social Media • Conversation marketing and social commerce – Interactive – Networked – Using Social Media • Conversation marketing and social commerce – Interactive – Networked – Multidirectional – Persuasive Copyright © 2010 Pearson Education International Chapter 10 - 28

Social Media Guidelines • Facilitate community building • Initiate and respond to conversations • Social Media Guidelines • Facilitate community building • Initiate and respond to conversations • Identify and support your champions • Don’t rely on the news media • Use the AIDA model as needed Copyright © 2010 Pearson Education International Chapter 10 - 29

Maintaining High Standards • Business ethics • Legal compliance • Business etiquette Copyright © Maintaining High Standards • Business ethics • Legal compliance • Business etiquette Copyright © 2010 Pearson Education International Chapter 10 - 30