Copyright © 2017 Pearson Education, Inc Excellence in in Excellence Business Communication Communication Business Chapter 10 Writing Persuasive Messages Copyright © 2017 Pearson Education, Inc Learning Objectives (1 of 2) Apply the three-step writing process to persuasive messages Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages Copyright © 2017 Pearson Education, Inc Chapter 10 - Learning Objectives (2 of 2) Describe an effective strategy for developing marketing and sales messages, and explain how to modify your approach when writing promotional messages for social media Identify steps you can take to avoid ethical lapses in marketing and sales messages Copyright © 2017 Pearson Education, Inc Chapter 10 - Using the the Three-Step Three-Step Process Process for for Persuasive Persuasive Using Messages Messages (LO 1) Apply the three-step writing process to persuasive messages Copyright © 2017 Pearson Education, Inc Chapter 10 - Step 1: Planning Persuasive Messages Analyze the Situation Select the Medium Copyright © 2017 Pearson Education, Inc Gather the Information Organize the Message Chapter 10 - Analyzing the Situation Gauging Audience Desires and Interests Demographic Information Psychographic Information Audience’s Level of Motivation Copyright © 2017 Pearson Education, Inc Chapter 10 - Gathering Information Persuasive Persuasive and and Compelling Compelling Business Messages Copyright © 2017 Pearson Education, Inc Marketing Marketing Messages Messages Sales Messages Chapter 10 - Selecting the Right Combination of Medium and Channel Nature of Persuasive Messages Range of Consumer Attitudes Variety of Communication Media Copyright © 2017 Pearson Education, Inc Chapter 10 - Organizing Your Information The Direct or the Indirect Approach? What Is Your Relationship with What Is the Extent of Your Power, the Audience? Authority, or Expertise? Copyright © 2017 Pearson Education, Inc Chapter 10 - 10 Common Categories of Persuasive Messages Requests for Action Presentation of Ideas Claims and Requests for Adjustment Copyright © 2017 Pearson Education, Inc Chapter 10 - 22 Persuasive Requests for Action Direct Direct Approach Approach to to Indirect Indirect Approach Approach to to Persuasion Persuasion Persuasion Persuasion Anticipated Request Unanticipated Request Copyright © 2017 Pearson Education, Inc Chapter 10 - 23 Persuasive Presentation of Ideas Consider a New Idea Changing Attitudes or Beliefs About Reexamine Opinions a Topic Reconsider Ways of Thinking Copyright © 2017 Pearson Education, Inc Chapter 10 - 24 Persuasive Claims and Requests for Adjustment Review the Facts in a Positive Tone Outline the Problem and Its Status Give Reasons for Granting the Claim Close on a Respectful Note Copyright © 2017 Pearson Education, Inc Chapter 10 - 25 Developing Marketing Marketing and and Developing Sales Messages Messages Sales (LO 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 Copyright © 2017 Pearson Education, Inc Chapter 10 - 26 Planning Marketing Marketing and and Planning Sales Messages Messages Sales Audience Audience Needs Needs Competition Competition SellingPoints Points Selling Purchase Purchase andBenefits Benefits and Objections Objections Copyright © 2017 Pearson Education, Inc Chapter 10 - 27 Writing Conventional Marketing and Sales Messages • Getting Attention Using the AIDA Model • Building Interest • Increasing Desire • Motivating Action Copyright © 2017 Pearson Education, Inc Chapter 10 - 28 Writing Promotional Messages for Social Media Get Involved in Online Conversations Get Involved in Online Conversations Listen as Much as You Talk Listen as Much as You Talk Initiate and Respond to Conversations Initiate and Respond to Conversations Be Authentic, Transparent, and Real Be Authentic, Transparent, and Real Copyright © 2017 Pearson Education, Inc Chapter 10 - 29 Promotional Messages in Social Media Copyright © 2017 Pearson Education, Inc Chapter 10 - 30 Creating Promotional Messages for Mobile Devices Promotional Promotional Messages Messages Keep Keep Promotional Promotional Messages Messages Short Short and and Simple Simple The The Mobile Mobile Keep Keep the the Mobile Mobile Experience Experience Fast Fast and and Experience Experience Straightforward Straightforward Copyright © 2017 Pearson Education, Inc Chapter 10 - 31 Avoiding Ethical Ethical Lapses Lapses in in Marketing Marketing and and Avoiding Sales Messages Messages Sales (LO 4) Identify steps you can take to avoid ethical lapses in marketing and sales messages Copyright © 2017 Pearson Education, Inc Chapter 10 - 32 Maintaining High Ethical and Legal Standards Using Persuasion as a Positive Force Maintaining the “You Attitude” During All Business Transactions Copyright © 2017 Pearson Education, Inc Understanding Legal Aspects of Promotional Communication Chapter 10 - 33 Basic Legal Aspects of Promotional Communication (1 of 2) •Be Truthful and Non-Deceptive •Be Truthful and Non-Deceptive •Support Your Claims with Evidence •Support Your Claims with Evidence •Don’t Use Bait-and-Switch Tactics •Don’t Use Bait-and-Switch Tactics Copyright © 2017 Pearson Education, Inc Chapter 10 - 34 Basic Legal Aspects of Promotional Communication (2 of 2) •Obey Laws When Marketing to Minors •Obey Laws When Marketing to Minors •Observe Contractual Obligations •Observe Contractual Obligations •Respect the Rights of Individuals •Respect the Rights of Individuals Copyright © 2017 Pearson Education, Inc Chapter 10 - 35 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher Printed in the United States of America Copyright © 2017 Pearson Education, Inc Chapter - 36 .. .Excellence in in Excellence Business Communication Communication Business Chapter 10 Writing Persuasive Messages Copyright © 2017 Pearson Education, Inc Learning Objectives (1... Pearson Education, Inc Chapter 10 - Gathering Information Persuasive Persuasive and and Compelling Compelling Business Messages Copyright © 2017 Pearson Education, Inc Marketing Marketing Messages... Education, Inc Chapter 10 - 26 Planning Marketing Marketing and and Planning Sales Messages Messages Sales Audience Audience Needs Needs Competition Competition SellingPoints Points Selling Purchase