Writing Persuasive Messages参考.ppt

Prentice Hall, 2008 Business Communication Essentials, 3e Writing Persuasive Messages The Three-Step Process Planning for Persuasion Analyze the Situation Gather Information Select the Right Medium Organize the Message Write the Message Enhance Your Credibility Complete the Message Persuasive Messages Write Balanced Messages Avoid Faulty Logic Reinforce Your Position Anticipate Objections Common Mistakes Persuasive Messages Marketing and Sales Messages Marketing and Sales Strategies Assessing audience needs Analyzing the competition Setting selling points and benefits Anticipating purchase objections Applying the AIDA model Maintaining high standards Applying the Strategies Anticipating Objections Applying the AIDA Model Getting Attention Building Interest Increasing Desire Motivating Action Using Social Media Social Media Guidelines Facilitate community building Initiate and respond to conversations Identify and support your champions Don’t rely on the news media Use the AIDA model as needed Maintain High Standards Sloppy production undermines your credibility, so revise and proofread with care. When you evaluate your content, try to judge your argument objectively and try not to overestimate your credibility. Your design elements must complement, not detract from, your argument. When revising for clarity and conciseness, carefully match the purpose and organization to audience needs. Meticulous proofreading will identify any mechanical or spelling errors that would weaken your persuasive potential. If possible, ask an experienced colleague who knows your audience well to review your draft. Make sure your distribution methods fit your audience’s expectations as well as your purpose. Persuasive messages aim to influence audiences who may be inclined to resist at first. Even if they agree that your idea or product is attractive, they face so many options in today’s crowded markets that you’ll often need to use persuasive techniques to convince them that your