Writing Persuasive Messages[精].ppt

Writing Persuasive Messages
Prentice Hall, 2008
1
The Three-Step Process
Persuasion
Give Something
of Value
Take Substantial
Action
Actions
Beliefs
Attitudes
Prentice Hall, 2008
2
Planning for Persuasion
Analyze Situation
Gather Information
Select Medium
anized
Prentice Hall, 2008
3
Analyze the Situation
The Purpose
Changing Attitudes
Motivating Decisions
Requesting Actions
The Audience
Demographics
Psychographics
Motivation
Prentice Hall, 2008
4
Gather Information
Knowledge
Emotions
Beliefs
Prentice Hall, 2008
5
Write the Message
Positive Language
Cultural Differences
Corporate Cultures
Your Credibility
Prentice Hall, 2008
8
Enhance Your Credibility
Avoid the
“Hard Sell”
Consider the
Audience
Be Objective
and Fair
Build
Rapport
Identify
Sources
Provide
Evidence
Use Simple
Language
Prentice Hall, 2008
9
Complete the Message
Evaluate Content
Revise Message
Seek Advice
Critique Design
Proofread Message
Deliver Message
Prentice Hall, 2008
10