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Transcript of Chapter 10
Know the Rules
Taking an audience-centered approach, in which you show respect for your readers and their values, should help you avoid any...etiquette missteps (p. 307).
Developing Persuasive Business Messages
Avoid Common Mistakes in
Frame, Balance, Reinforce, Anticipate...
Frame Your Arguments
Use indirect approach
Interest, Desire, Action) approach (p. 295-96)
AIDA can also be used with direct approach
AIDA has limitations
Balancing Emotional/Logical Appeals
-have to find a balance between the two appeals (p. 297)
-most business messages rely on logical appeals (p. 298)
-analyze the following here:
-actions hoping to motivate
-degree of resistance
-position in the org. structure
AVOID the following:
Using a hard sell- no need to push
Resisting compromise- give and take here
Relying only on arguments -connect here
Assuming persuasion is simple- it's a process
3 Step Writing Process Still Works
They usually comprise of...
Common Persuasive Business Messages
Determine the purpose
Consider the audience-
Understand their motivation
Persuasive Presentations of Ideas
Writing Persuasive Messages
Select the right medium; layering is possible
social media implications
"personal attention with technological
reach and efficiency" (p. 292)
ORGANIZING YOUR INFORMATION
Make messages all about the receiver
Demonstrate what gains/benefits they will receive
Limit your focus
Most often use the indirect approach
Writing Persuasive Messages
Encourage a positive response by
doing the following:
use positive/polite language
understand/ cultural differences
be sensitive to organizational cultures
take steps to establish credibility, esp. if confronting a hostile/skeptical audience; see pg. 294 for techniques
Completing Business Messages
Details matter here (wording, design elements, proofreading, distribution methods)
Self and group evaluate here, especially if an individual knows the intended audience well
Be objective throughout
Don't overestimate individual credibility
- Address possible objections/concerns in message
**Doing so implies appreciation of and confidence in message.
-Look for potential faults in the position and address, esp.
if a hostile audience
Reinforce Your Opinion
Review position for quality and strength
Examine word choice
Consider using figurative language
Review benefits to audience
Persuasive Requests for Action
If anticipated, use direct approach, if not consider using
Thus, gain credibility, get readers to want to help meet request, close
with an easy-to-follow request to attain positive response.
Persuasive Claims and Requests for Adjustment
May want to change audience's attitudes or beliefs; awareness
"Key ingredients of a good persuasive claim are a complete and specific review of the facts and a confident and positive tone" (p. 303).
Outline problem, discuss progress, be clear, and then "give reader a good reason for granting your claim" (p. 303). Utilize appeals, close respectfully.
Assume positive outcome.
Developing Marketing and Sales Messages
Maintaining High Standards of Ethics, Legal Compliance, and Etiquette
The goal is to get your audience to "participate in a commercial transition" (p. 303).
Marketing vs. Sales Messages
Messages that usher "potential buyers through
the purchasing process without asking them
to make an immediate decision" (p. 303).
Messages that "encourage potential
buyers to make a purchase decision" immediately (p. 303).
The "copy" or wording in these messages are designed and provided by trained professionals across several disciplines.
PLANNING MARKETING AND SALES MESSAGES
1. Assess audience needs
- consider demographics,
pyschographics, motivation, and consider appeals
2. Analyze the competition
- survey and acknowledge the competing messages
3. Determine key selling points by prioritizing features and benefits
- highlight this company's selling points; focus on products/ideas features and advantages or benefits to readers
4. Anticipate purchase objections
- address objections before they interfere with the message to assuage concerns
Writing Conventional Marketing and Sales Messages
Within the context of AIDA, remember to,
b. Build interest - after grabbing their attention, work to keep it
c. Increase desire - facilitate interest by describing benefits to audience; layer mediums here, utilize appeals, "address...objections and minimize doubts" (p. 305)
d. Motivate action - effectively persuade audiences to act, buy
a. Get the reader's attention -what will separate this message from the rest?
Writing Promotional Messages for Social Media
Goal: Promote and facilitate online conversations
Initiate and respond to community conversations; use conversation marketing
Provide information people want about your company or products
"Be real" about online company's presence
Use marketing/sales strategies when/where appropriate
Marketing and sales messages should mutually benefit the audience and company
Demonstrate the "you" attitude to show concern for audience's needs and interests
Truthful advertising is the standard, one that is upheld by the FTC, other federal agencies, and states and their laws
Keeping current with changing regulations is necessary
Be aware of legal considerations, especially those on
"Last Week Tonight with John Oliver: GM Ad (HBO)"