Writing Persuasive Messages.ppt

Writing Persuasive Messages
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
1
The Three-Step Process
Persuasion
Give Something
of Value
Take Substantial
Action
Actions
Beliefs
Attitudes
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
2
Planning for Persuasion
Analyze Situation
Gather Information
Select Medium
anized
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
3
Analyze the Situation
The Purpose
Changing Attitudes
Motivating Decisions
Requesting Actions
The Audience
Demographics
Psychographics
Motivation
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
4
Gather Information
Knowledge
Emotions
Beliefs
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
5
Select the Right Medium
Electronic Mail
Social Media
Personal Attention
Technological Reach
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
6
Organize the Message
“You Attitude”
Limited Scope
Audience Reaction
Power Structure
Direct
Approach
Indirect
Approach
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
7
Write the Message
Positive Language
Cultural Differences
Corporate Cultures
Your Credibility
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
8
Enhance Your Credibility
Avoid the
“Hard Sell”
Consider the
Audience
Be Objective
and Fair
Build
Rapport
Identify
Sources
Provide
Evidence
Use Simple
Language
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
9
Complete the Message
Evaluate Content
Revise Message
Seek Advice
Critique Design
Proofread Message
Deliver Message
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
10