The document outlines a three-step process for writing persuasive messages: plan the message, analyze the situation, and write the message. It discusses analyzing the audience and purpose, gathering information, selecting a medium, and organizing information. Key recommendations include using the AIDA model (attention, interest, desire, action), balancing emotion and logic, reinforcing positions, and anticipating objections. The document also covers enhancing credibility, completing messages, marketing/sales applications, and using social media guidelines.
The document outlines a three-step process for writing persuasive messages: plan the message, analyze the situation, and write the message. It discusses analyzing the audience and purpose, gathering information, selecting a medium, and organizing information. Key recommendations include using the AIDA model (attention, interest, desire, action), balancing emotion and logic, reinforcing positions, and anticipating objections. The document also covers enhancing credibility, completing messages, marketing/sales applications, and using social media guidelines.
The document outlines a three-step process for writing persuasive messages: plan the message, analyze the situation, and write the message. It discusses analyzing the audience and purpose, gathering information, selecting a medium, and organizing information. Key recommendations include using the AIDA model (attention, interest, desire, action), balancing emotion and logic, reinforcing positions, and anticipating objections. The document also covers enhancing credibility, completing messages, marketing/sales applications, and using social media guidelines.
The document outlines a three-step process for writing persuasive messages: plan the message, analyze the situation, and write the message. It discusses analyzing the audience and purpose, gathering information, selecting a medium, and organizing information. Key recommendations include using the AIDA model (attention, interest, desire, action), balancing emotion and logic, reinforcing positions, and anticipating objections. The document also covers enhancing credibility, completing messages, marketing/sales applications, and using social media guidelines.
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Writing Persuasive
Messages
The Three-Step Process
Persuasion Asking for something of value Asking audience to take action
Plan the Message
Analyze your situation Gather information Select the medium Organize your information
Analyze the Situation
Audience
Purpose
Demographics
Request action
Psychographics
Prompt decisions
Motivation
Change attitudes
Gather Information Knowledge Beliefs Emotions
Select the Medium
Electronic mail Social media Personal attention Technological reach
Organize the Message
Direct or indirect approach Audience focus Limited scope Audience reaction Power and expertise
Write the Message
Use positive, polite language Respect cultural differences Understand corporate cultures Establish your credibility
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
Completing the Message
Evaluate the content Critique design elements Proofread the message Select the delivery method
Persuasive Messages Four essential strategies Frame your arguments (AIDA Model) Balance emotion and logic Reinforce your position Anticipate objections
Using the AIDA Model
Attention Interest Desire Action
Write Balanced Messages Emotions
Logic
Feelings
Analogy
Sympathies
Induction
Needs
Deduction
Avoiding Faulty Logic
Hasty generalizations Circular reasoning Attacking the opponent Oversimplification Cause and effect assumptions Faulty analogies Illogical support
Reinforce Your Position
Powerful words Figures of speech Right timing
Anticipate Objections Test your theories Ask the audience Present all sides
Types of Persuasive Messages Requests for action Presentation of ideas Requests for claims or adjustments
Marketing and Selling
Marketing messages Information Goodwill
Sales messages Action Purchase
Applying the Strategies
Assess audience needs Analyze the competition Present key selling points Highlight the benefits
Anticipating Objections High price Poor quality Compatibility Perceived risk
Applying the AIDA Model
Getting attention Building interest Increasing desire Motivating action
Getting Attention Product Benefits
Common Ground
Genuine News
Personal Appeals
Inside Information Promised Savings
Product Samples
Problem Solutions Evocative Images
Building Interest Build intrigue Support promises Highlight benefits
Increasing Desire Focus on the audience Emphasize the benefits Support your claims
Motivating Action The next step A sense of urgency Professionalism
Using Social Media
Conversation marketing and social commerce Interactive Networked Multidirectional Persuasive
Social 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 needed
Maintaining High Standards Business ethics Legal compliance Business etiquette
