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    Writing Persuasive Messages

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    Aiman Iqbal
    This document discusses the three-step process for creating persuasive messages: 1. Planning - Analyze the audience, gather relevant information, and select appropriate media channels. 2. Writing the message - Use positive language, establish credibility, present logical arguments and address the audience's interests. 3. Completing the message - Evaluate the content objectively, ensure design elements complement the message, and meticulously proofread. It provides guidelines for developing effective persuasive business messages and marketing/sales communications through framing arguments, balancing emotional and logical appeals, reinforcing positions, and anticipating objections. Ethics and legal compliance are also addressed.

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    © All Rights Reserved
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    Writing Persuasive Messages

    Uploaded by

    Aiman Iqbal
    31 views21 pages
    This document discusses the three-step process for creating persuasive messages: 1. Planning - Analyze the audience, gather relevant information, and select appropriate media channels. 2. Writing the message - Use positive language, establish credibility, present logical arguments and address the audience's interests. 3. Completing the message - Evaluate the content objectively, ensure design elements complement the message, and meticulously proofread. It provides guidelines for developing effective persuasive business messages and marketing/sales communications through framing arguments, balancing emotional and logical appeals, reinforcing positions, and anticipating objections. Ethics and legal compliance are also addressed.

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    Chapter12

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    This document discusses the three-step process for creating persuasive messages: 1. Planning - Analyze the audience, gather relevant information, and select appropriate media channels. 2. Writing the message - Use positive language, establish credibility, present logical arguments and address the audience's interests. 3. Completing the message - Evaluate the content objectively, ensure design elements complement the message, and meticulously proofread. It provides guidelines for developing effective persuasive business messages and marketing/sales communications through framing arguments, balancing emotional and logical appeals, reinforcing positions, and anticipating objections. Ethics and legal compliance are also addressed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    31 views21 pages

    Writing Persuasive Messages

    Uploaded by

    Aiman Iqbal
    This document discusses the three-step process for creating persuasive messages: 1. Planning - Analyze the audience, gather relevant information, and select appropriate media channels. 2. Writing the message - Use positive language, establish credibility, present logical arguments and address the audience's interests. 3. Completing the message - Evaluate the content objectively, ensure design elements complement the message, and meticulously proofread. It provides guidelines for developing effective persuasive business messages and marketing/sales communications through framing arguments, balancing emotional and logical appeals, reinforcing positions, and anticipating objections. Ethics and legal compliance are also addressed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    WRITING

    PERSUASIVE
    MESSAGES
    CHAPTER 12
    GROUP 7
    U M M E A B E E H A J A F F E RY - 1 6 8 6 5
    A N O O S H A FAT I M A
    HUSSAIN MUSLIM - 17259
    SAMREEN IQBAL
    MANAHIL SALEEM - 17208
    MUHAMMAD ABDULLAH NADEEM-
    17374
    UNDERSTANDING THE Pg
    378

    THREE- STEP WRITING


    PROCESS FOR PERSUASIVE
    MESSAGES
    STEP 1: PLA NNING PERSUASIV E MESSA GES

    Having a great idea or a great


    product is not enough; you
    need to be able to convince
    others of its merits.
    Persuasion is the attempt to change someone’s attitudes, beliefs, or acti
    Pg
    379
    A. Analyzing The Situation

    i. Clarify your purpose


    ii. make sure you’re clear
    about what you really
    hope to achieve

    To understand and categorize


    audience needs, you should
    refer to specific information
    • Demographics
    • Psychographics
    • Motivation

    B. Gathering Information
    Pg
    380
    Pg
    C. Selecting The Right Media And Channels 380

     Analyze the options available


     Make sure you would reach
    the targeted number of
    people
     Pick more than one medium,
    in case needed

    D. Organizing Your Information


     Focus on one central
    opportunity
     Indirect approach-build
    interest
     Direct approach if high
    expertise and authority
    Pg
    381
    ST E P 2 : W RI T I N G P ERS UAS I VE
    M E SS A Gresponse?
    Encourage ES
     Positive and polite language
     Respect for all cultures
     Sensitivity to organizational cultures
     Establish credibility

    Identify Establish
    Simple Objective
    Information Common
    Language Evidence
    sources Grounds
    Display
    Willingness
    Logical No Hard-
    To Gain Trust
    Arguments Audience’s Sell Tactics
    Best Interest
    Pg

    STEP 3: COMPLETING PERSUASIVE MESSAGES 382

    Evaluate Your Content!!!


     Judge your argument objectively
     DO NOT overestimate your credibility
     Make the designing elements complement
     Meticulous proofreading

    Persuasive
    Business
    Persuasive Messages
    Measures
    Marketing And
    Sales Messages
    Pg
    DEVELOPING 382

    PERSUASIVE BUSINESS
    MESSAGES
    S T R AT E G I E S F O R
    P E R S UA S I V E B U S I N E SS
    M ESS A GYour
    Framing E S arguments
     Balancing Emotional and Logical appeals
     reinforcing Your Position
     anticipating objections
    Pg
    I. Framing Your Arguments • Attention
    383
    AIDA Model • Interest
    • Desire
    • Action
    II. Balancing Emotional and Logical Pg
    384
    appeals
    Emotional Appeals
    Emotional appeals attempt to connect with the reader’s feelings or sympathies.
    Pg
    Logical Appeals 385
    Logical appeals are based on Avoid hasty
    the reader’s notions of generalizations
    reason; these appeals can
    use;

    To guard against faulty


    • Analogy Avoid circular reasoning

    logic; follow these


    • Induction 
    • Deduction Avoid attacking an
    Pg

    guidelines:
    opponent
    2. Reinforcing Your
    386
    Position Avoid oversimplifying a
    complex issue
    Choose your words carefully Avoid mistaken
    to trigger the desired assumptions of cause and
    responses. effect

    3. Anticipating Avoid faulty analogies


    Objections
    Avoid illogical support
    Even powerful persuasive
    messages can encounter
    audience resistance.
    AVOIDING COMMON MISTAKES IN PERSUASIVE
    COMMUNICATION Pg
     Using a hard sell. 388
     Resisting compromise.
     Relying solely on great arguments. 
     Assuming that persuasion is a one-shot e ort.
    Pg
    388

    COMMON EXAMPLES OF PERSUASIVE


    BUSINESS MESSAGES 
    Requests for Action
    Presentation of Ideas
    Claims and Requests for Adjustment
    PERSUASIVE REQUESTS FOR ACTIONS
    Pg 388-
    389

    DIRECT APPROACH  INDIRECT APPROACH 

    Introduce The Main Idea

    Explain The Main Idea

    Courteous Close
    Good
    Reasoning

    Persuasive
    Claims And
    Requests
    Adjustments
    Confident
    Facts And And
    Figures Positive
    Tone
    PLANNING MARKETING AND
    S A L E S M E SS A G E S Pg 390-
    391

    Assessing Analyzing
    Audience Competitio
    Needs n

    Deterring
    Anticipatin
    Key Selling
    g Purchase
    Points And
    Objections
    Benefits
    Pg
    391
    Step Assessing audience needs
    1

    PLANNING Step Analyzing competition


    2
    MARKETING
    AND SALES Step Key selling points and
    MESSAGES 3 benefits

    Step Anticipating purchase


    4 objections
    Pg
    392

    Getting the readers


    attention

    Writing
    Conventio
    Motivating action
    nal Building Interest
    Marketing
    and Sales
    Messages

    Increasing desire
    Pg
    393

    SOCIAL MEDIA
    PROMOTION
    • Facilitate community building
    • Listen at least as much as you talk
    • Initiate and respond to conversations
    within the community
    • Provide information people want
    • Identify and support your champions
    • Be real
    • The right times and in the right
    places
    Pg
    395

    MARKETING AND YOU MUST BACK “BAIT-AND-


    ETHICS,
    LEGAL
    SALES MESSAGES UP YOUR CLAIMS SWITCH”
    MUST BE TRUTHFUL WITH EVIDENCE ADVERTISING IS
    AND NONDECEPTIVE ILLEGAL

    COMPLIANS
    AND
    ETIQUETTE
    MARKETING TO MESSAGES ARE CAN'T USE
    CHILDREN ARE CONSIDERED IDENTITY WITHOUT
    SUBJECT TO BINDING PERMISSION
    SPECIAL RULES CONTRACTS IN MANY
    STATES
    THANKYOU!

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