Excellence in business communication 12e by vthill and brovee chapter 10

Apply the three-step writing process to persuasive messages.business messages, and identify the three most common categories of persuasive business messages... Describe an effective stra

1. Apply the three-step writing process to persuasive messages.

business messages, and identify the three most common

categories of persuasive business messages

Learning Objectives (1 of 2)

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

marketing and sales messages

Learning Objectives (2 of 2)

Using the Three-Step Process for Persuasive Messages

Using the Three-Step Process for Persuasive Messages

(LO 1) Apply the three-step writing process to persuasive

messages

Gather the Information

Organize the Message

Analyze the Situation

Select the Medium

Step 1: Planning Persuasive Messages

Analyzing the Situation

Gauging Audience Desires and Interests

Demographic Information

Psychographic Information

Audience’s Level of Motivation

Gathering Information

Persuasive and Compelling Persuasive and Compelling

Sales MessagesBusiness Messages Marketing

MessagesMarketing Messages

Selecting the Right Combination of Medium

and Channel

Selecting the Right Combination of Medium

and Channel

Nature of Persuasive Messages

Range of Consumer Attitudes

Variety of Communication Media

Organizing Your Information

The Direct or the Indirect Approach?

What Is Your Relationship with

the Audience?

What Is the Extent of Your Power,

Authority, or Expertise?

Step 2: Writing Persuasive Messages

Respect Cultural Differences

Establish Your Credibility

Use Positive and Polite

Language

Understand Culture

in Organizations

Building Your Credibility

Providing Objective Evidence

Identifying Your Source Materials

Focusing on the Audience’s Interests

Establishing Common Ground

Step 3: Completing Persuasive Messages

Produce Your Message

Distribute Your Message Evaluate Your Content

Proofread Your Message

Framing Your Arguments

(the AIDA Model)

Attention

Interest

Desire

Action

Catch the Audience’s Attention

Provide Additional Details or Benefits

Explain Benefits; Address Objections

Suggest Specific Audience Action

Balancing Emotional and Logical

Appeals (1 of 2)

Balancing Emotional and Logical

Appeals (1 of 2)

FeelingsEmotionsSympathies

AnalogyInductionDeduction

Emotional Appeals Logical Appeals

Balancing Emotional and Logical

Appeals (2 of 2)

Balancing Emotional and Logical

Appeals (2 of 2)

Avoiding Faulty Logic

Believable Evidence

Powerful Words

Metaphors and Stories

Audience Benefits

Reinforcing Your Position

Anticipating Objections

Counter Negative Elements Counter Negative Elements

Focus on Positive Communication Focus on Positive Communication

Present All Sides of the Situation Present All Sides of the Situation

Using a Hard Sell Approach

Being Resistant to Compromise

Relying Solely on Great Arguments

Using a “One-Shot” Approach

Avoiding Common Mistakes in Persuasive

Communication

Common Categories of Persuasive

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

Developing Marketing and

Planning Marketing and

Sales Messages

Planning Marketing and

Sales Messages

Audience Needs

Audience Needs

Purchase Objections

Purchase Objections

Selling Points and Benefits

Selling Points and Benefits

Competition Competition

Writing Conventional Marketing and

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

Promotional Messages in Social Media

Creating Promotional Messages for

Avoiding Ethical Lapses in Marketing and Sales Messages

Avoiding Ethical Lapses in Marketing and Sales Messages

(LO 4) Identify steps you can take to avoid ethical lapses in marketing and sales messages

Maintaining High Ethical and Legal

Standards

Using Persuasion as a Positive Force

Maintaining the “You Attitude”

During All Business Transactions

Understanding Legal Aspects of Promotional Communication

Basic Legal Aspects of Promotional

Communication (1 of 2)

Basic Legal Aspects of Promotional

Communication (1 of 2)

•Support Your Claims with Evidence•Support Your Claims with Evidence

•Don’t Use Bait-and-Switch Tactics•Don’t Use Bait-and-Switch Tactics

Basic Legal Aspects of Promotional

Communication (2 of 2)

Basic Legal Aspects of Promotional

Communication (2 of 2)

•Observe Contractual Obligations•Observe Contractual Obligations

•Respect the Rights of Individuals•Respect the Rights of Individuals

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