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Writing Persuasive Messages

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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
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Plan for Persuasion
Analyze your situation
Gather information
Select the medium
Organize your information

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Analyze the Situation
Audience
Demographics
Psychographics
Motivation
Purpose
Request action
Prompt decisions
Change attitudes
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Gather Information
Persuasive messages
Marketing and sales messages
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Select the Medium
Email messages
Social networking
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Organize the Message
Direct or indirect approach
Audience focus
Limited scope
Audience reaction
Power and expertise
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Write the Message
Use positive, polite language
Respect cultural expectations
Understand corporate cultures
Establish your credibility
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Completing the Message
Revise for clarity and conciseness
Critique design elements
Proofread the message
Select the delivery method
Developing Persuasive
Business Messages
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Persuasive Strategies
Frame your arguments (AIDA Model)
Balance emotion and logic
Reinforce your position
Anticipate objections
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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
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Emotions vs. Logic
Feelings, needs, and sympathies
Reasoning and evidence
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Reinforce Your Position
Believable evidence
Powerful words
Metaphors and stories
Audience benefits
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Anticipate Objections
Plan for resistance
Hostile audiences
Persuasion process
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Common Persuasive Messages
Requesting action
Presenting ideas
Requesting claims and adjustments
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Requests for Action
Direct approach straightforward
Indirect approach (similar to AIDA)
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Persuasive Ideas
Considering beliefs
Changing attitudes

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Claims and Adjustments
State your request
Support your request
Close your request
Developing Marketing and
Sales Messages
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Assess the Audience
Understand their needs
Discover their interests
Anticipate their concerns
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Analyze the Competition
Words and phrases
Themes
Writing styles
Creative approaches
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Determine Key Points
What are the selling points?
What are the benefits?
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Purchase Objections
High price
Poor quality
Compatibility issues
Perceived risk
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Using the AIDA Plan
Getting attention
Building interest
Increasing desire
Motivating action
Writing Promotional Messages
for Social Media
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Using Social Media
Conversation marketing
Social commerce
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Social Media Guidelines
Facilitate community building
Listen as much as you talk
Initiate and respond to conversations
Provide information that people want
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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
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Regulation of Marketing and
Sales Messages
Federal legislation
State legislation
International laws
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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
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