Copyright (c) 2012 Pearson Education Chapter 10 - 2 Learning Objectives The Three-Step Writing Process Persuasive business messages Examples of persuasive messages Marketing and sales messages Promotional messages for social media High ethical and legal standards.
Copyright (c) 2012 Pearson Education Chapter 10 - 2 Learning Objectives The Three-Step Writing Process Persuasive business messages Examples of persuasive messages Marketing and sales messages Promotional messages for social media High ethical and legal standards.
Copyright (c) 2012 Pearson Education Chapter 10 - 2 Learning Objectives The Three-Step Writing Process Persuasive business messages Examples of persuasive messages Marketing and sales messages Promotional messages for social media High ethical and legal standards.
Copyright 2012 Pearson Education Chapter 10 - 2 Learning Objectives The Three-Step Writing Process Persuasive business messages Examples of persuasive messages Marketing and sales messages Promotional messages for social media High ethical and legal standards Using the Three-Step Process for Persuasive Messages Copyright 2012 Pearson Education Chapter 10 - 3 Copyright 2012 Pearson Education Chapter 10 - 4 Plan for Persuasion Analyze your situation Gather information Select the medium Organize your information
Copyright 2012 Pearson Education Chapter 10 - 5 Analyze the Situation Audience Demographics Psychographics Motivation Purpose Request action Prompt decisions Change attitudes Copyright 2012 Pearson Education Chapter 10 - 6 Gather Information Persuasive messages Marketing and sales messages Copyright 2012 Pearson Education Chapter 10 - 7 Select the Medium Email messages Social networking Copyright 2012 Pearson Education Chapter 10 - 8 Organize the Message Direct or indirect approach Audience focus Limited scope Audience reaction Power and expertise Copyright 2012 Pearson Education Chapter 10 - 9 Write the Message Use positive, polite language Respect cultural expectations Understand corporate cultures Establish your credibility Copyright 2012 Pearson Education Chapter 10 - 10 Completing the Message Revise for clarity and conciseness Critique design elements Proofread the message Select the delivery method Developing Persuasive Business Messages Copyright 2012 Pearson Education Chapter 10 - 11 Copyright 2012 Pearson Education Chapter 10 - 12 Persuasive Strategies Frame your arguments (AIDA Model) Balance emotion and logic Reinforce your position Anticipate objections Copyright 2012 Pearson Education Chapter 10 - 13 Frame the Argument Getting attention Building interest Creating desire Motivating action Balance the Message Actions you want to motivate The expectations of readers Expected degree of resistance Your level of empowerment Copyright 2012 Pearson Education Chapter 10 - 14 Copyright 2012 Pearson Education Chapter 10 - 15 Emotions vs. Logic Feelings, needs, and sympathies Reasoning and evidence Copyright 2012 Pearson Education Chapter 10 - 16 Reinforce Your Position Believable evidence Powerful words Metaphors and stories Audience benefits Copyright 2012 Pearson Education Chapter 10 - 17 Anticipate Objections Plan for resistance Hostile audiences Persuasion process Copyright 2012 Pearson Education Chapter 10 - 18 Common Persuasive Messages Requesting action Presenting ideas Requesting claims and adjustments Copyright 2012 Pearson Education Chapter 10 - 19 Requests for Action Direct approach straightforward Indirect approach (similar to AIDA) Copyright 2012 Pearson Education Chapter 10 - 20 Persuasive Ideas Considering beliefs Changing attitudes
Copyright 2012 Pearson Education Chapter 10 - 21 Claims and Adjustments State your request Support your request Close your request Developing Marketing and Sales Messages Copyright 2012 Pearson Education Chapter 10 - 22 Assess the Audience Understand their needs Discover their interests Anticipate their concerns Copyright 2012 Pearson Education Chapter 10 - 23 Analyze the Competition Words and phrases Themes Writing styles Creative approaches Copyright 2012 Pearson Education Chapter 10 - 24 Determine Key Points What are the selling points? What are the benefits? Copyright 2012 Pearson Education Chapter 10 - 25 Copyright 2012 Pearson Education Chapter 10 - 26 Purchase Objections High price Poor quality Compatibility issues Perceived risk Copyright 2012 Pearson Education Chapter 10 - 27 Using the AIDA Plan Getting attention Building interest Increasing desire Motivating action Writing Promotional Messages for Social Media Copyright 2012 Pearson Education Chapter 10 - 28 Copyright 2012 Pearson Education Chapter 10 - 29 Using Social Media Conversation marketing Social commerce Copyright 2012 Pearson Education Chapter 10 - 30 Social Media Guidelines Facilitate community building Listen as much as you talk Initiate and respond to conversations Provide information that people want Copyright 2012 Pearson Education Chapter 10 - 31 Social Media Guidelines Identify and support your champions Be authentic, transparent, and real Do not rely on the news media Integrate conventional strategies Maintaining High Standards of Ethics, Legal Compliance, and Etiquette Copyright 2012 Pearson Education Chapter 10 - 32 Copyright 2012 Pearson Education Chapter 10 - 33 Regulation of Marketing and Sales Messages Federal legislation State legislation International laws Copyright 2012 Pearson Education Chapter 10 - 34 Legal Considerations Be truthful and non-deceptive Back up claims with evidence Shun bait and switch tactics Obey rules if marketing to children Respect contractual obligations Respect the rights of individuals Copyright 2012 Pearson Education 35 Chapter 10 - 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.
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