Writing Persuasive Messages - wps..ppt

? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 1 Writing Writing Persuasive Messages Persuasive Messages ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 2 Three-Step Three-Step Persuasion Process Persuasion Process ? Planning ? Writing ? Completing ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 3 Planning the Message Planning the Message ? Analyze the situation ? Gather the information ? Select the medium ? Organize the message ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 4 Analyze the Situation Analyze the Situation ? Clarify your purpose ? Express your purpose ? Build your case ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 5 Maslow Maslow ’’ s s Hierarchy of Needs Hierarchy of Needs ? Survival (physiological) ? Safety and security ? Social ? Esteem and status ? Self-actualization ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 6 Analyze the Audience Analyze the Audience ? Demographics – Gender – e – Education ? Psychographics – Personality – Attitudes – Lifestyle ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 7 Preparing the Message Preparing the Message ? Gathering information – Logical – Emotional ? Selecting the medium – Traditional – Electronic ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - anizing the anizing the Message ? Direct approach ? Indirect approach ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - 9 Writing the Message Writing the Message ? Maintain a “ you ” attitude ? Use positive language ? Respect cultural differences ? Establish credibility ? Prentice Hall, 2007 Excellence in munication, 7e Chapter 9 - pleting the pleting the Message ? Evaluate the content ? Revise for clarify and conciseness ? Evaluate design and delivery ? Proofread the message