Chapter 10: Writing Persuasive Messages

( Photo from :http://v-wireless.com/index_files/image006.jpg

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

· Persuasion is the attempt to change someone’s attitudes, beliefs, or actions.

· Failing to clarify your purpose is a common mistake with persuasive messages.

· Demographics include characteristics such as age, gender, occupation, income, and education.

· Psychographics include characteristics such as personality, attitudes, and lifestyle.

2. Identify seven ways to establish credibility in persuasive messages

· Using simple language

· Supporting your message with facts

· Identifying your sources

· Establishing common ground

· Being objective

· Displaying your good intentions

· Avoiding the “hard sell.”

3. Describe the AIDA model for persuasive messages

o Using the AIDA model is an effective way to organize most persuasive messages:

· Attention

· Interest

· Desire

· Action

4. Distinguish between emotional and logical appeals and discuss how to balance them

· Emotional appeals

· Logical appeals: analogy, induction, and deduction.

· Logical flaws include hasty generalizations, circular reasoning, and attacks on opponent’s oversimplifications, false assumptions of cause and effect, faulty analogies, and illogical support.

· Reinforcing your position

· Anticipating objections

· Common examples of persuasive business messages

5. Describe seven essential steps in developing marketing and sales messages

· Assess customer needs

· Analyze your competition to make sure your messages don’t overlap existing messages from competitors

· Determine key selling points and customer-oriented benefits

· Anticipate purchase objections and address as many as possible in your initial message

· Apply the AIDA model or a similar organizational plan to ensure a successful sequence of persuasive points

· Adapt your writing to social media, if appropriate

· Maintain high standards of ethics, legal compliance, and etiquette

6. Identify steps you can take to avoid ethical lapses in marketing and sales messages

Effective and ethical persuasive communicators focus on aligning their interests with the interests of their audiences. They help audiences understand how their proposals will provide benefits to the audience, using language that is persuasive without being manipulative. They choose words that are less likely to be misinterpreted and take care not to distort the truth. Throughout, they maintain a “you” attitude with honest concern for the audience’s needs and interests.

Interesting Web:

1. Persuasive Messages

http://www.scribd.com/doc/11856858/Persuasive-Messages

From this web, we can learn organization's persuasive messages methods and plan for claims.

2. How to Leave a persuasive Message That Makes Leads Call You Back

https://www.prospectzone.com/insurance/newsletter/mar06/persuasive- message.html

From this website, we can get some tips about persuasive message to leads