Writing Persuasive Messages – Flashcards

Unlock all answers in this set

Unlock answers
question
How to persuade:
answer
- letting audiences know they have choices - presenting your offering in the best possible light - more challenging to write than routine message
question
Persuasive messages ask audiences to
answer
to give something of value (money in exchange for a product, for example) or take substantial action (such as changing a corporate policy),
question
Plan for Persuasion
answer
- analyze the situation - select the medium - gather info - organize message
question
Analyze the Situation
answer
- audience: close to needs (use Demographics, motivation and psychographics) - purpose: be clear
question
demographics
answer
age, gender, occupation, income, education, and other quantifiable characteristics
question
psychographics
answer
Personality, attitudes, lifestyle, and other psychological characteristics
question
motivation
answer
the combination of forces that drive people to satisfy their needs
question
Gather information
answer
- Sales - Marketing - Persuasion
question
Select the Medium
answer
- Persuasive Media: some audiences prefer some mediums to others - Personal Service: combine with technical research
question
Organize Information
answer
-audience: messages are about the receiver, tell them how they will benefit - scope: should be limited and focused on one thing they care about - Approach: direct v. indirect: -authority: helps pick indirect or direct
question
why use indirect approach:
answer
nature of persuasion is to convince your audience to change their attitudes, beliefs, or actions, so most persuasive messages
question
Use direct approach
answer
close relationship with your audience, and the message is welcome or neutral
question
Write the Message
answer
- persuasive message require you attitude by: Positive Language Other Cultures Corporate Culture Your Credibility
question
Complete the Message
answer
- evaluate: don't overestimate credibility -produce: design elements compliment argument - proofread: spelling mistakes weaken persuasion -distribute: best methods for audience
question
Developing Persuasive Business Messages
answer
you will be delivering persuasive business messages designed to elicit a preferred response in a non-sales situation
question
4 essential strategies for persuasive messages
answer
- Framing your arguments - Balancing emotional and logical appeals - Reinforcing your position -Anticipating objections
question
Frame the Argument
answer
AIDA - Attention: engage, brief, find common ground (don't be pushy) -Interest: emphasize relevance - Desire: explaining how the change will benefit them and answering potential objections. Action: tell them what you want them to do
question
Limitations of the AIDA model
answer
- Talking at audiences rather than with them - Focusing on one-time events, not long-term relationships
question
Balance the Message: Emotion and Logic
answer
To find the optimum balance, consider four factors: - The actions you hope to motivate - Your readers' expectations - The degree of resistance you need to overcome - How far you feel empowered to go in order to sell your point of view
question
persuasive business messages rely more on:
answer
logical appeals than on emotional appeals the main idea is usually to improve some other practical, measurable
question
emotional appeal:
answer
calls on human feelings, basing the argument on audience needs or sympathies -need to use logic also
question
logical appeal
answer
calls on reasoning and evidence Analogy: you reason from specific evidence to specific evidence. Induction: you work from specific evidence to a general conclusion Deduction: you work from a generalization to a specific conclusion.
question
Reinforce Your Position
answer
- believable evidence - powerful words: use strong verbs, vivd lango - metaphors and stories: brief stories help convey message - audience benefit: help them grant request
question
Anticipate Objections
answer
- Address Potential Objections - Uncover Potential Objections: poke wholes in your own theory - Present All Sides of the Situation: explain pros and cons of all sides
question
Common Mistakes
answer
The "Hard Sell": don't be pushy No Compromise: give and take is necessary Great Arguments: need to also connect emotionally One-Shot Plan: persuasion is a process, listen to others, then make a new position
question
3 Kinds of persuasive messages
answer
- Requests for Action: direct approach if request is anticipated, others might require you to introduce indirectly - Presentations of Ideas: to re-examine long-held opinions or admit the possibility of new ways of thinking - Claims and Adjustments: claims are routine messages, so use the direct approach
question
Claims ingredients:
answer
- a complete and specific review of the facts - a confident, positive tone. 1: outlining problem 2: review what's 3: give the reader good reason to grant claim, (fair play or goodwill) 4: close on a positive note
question
Marketing messages
answer
lure potential buyers through the purchasing process without asking them to make an immediate decision
question
Sales messages
answer
encouraging potential buyers to make a purchase decision then and there. (after marketing)
question
Planning Messages
answer
- audience needs - competition: crowded market- unique messages - selling points and benefits - purchase objections: identify upfront
question
Selling points:
answer
most attractive features of an idea or product
question
benefits
answer
advantages users will realize from selling points
question
Writing Messages
answer
marketing attention: product benefit, pics interest: pay off: the promise made headline by explaining how benefits will be delivered desire: hi light how they will benefit action: make it easy
question
Social Media Promotion
answer
Shift Focus: Encourage and participate in online conversations Build Community: audiences can connect with your company Listen Effectively: Listen at least as much as you talk, makes good convos Start Conversations: Use an objective, conversational style, not "advertising speak
question
Social Media Promotion
answer
Provide information that people want: offer information about your company and its products. Identify and support your champions: In marketing, enthusiastic fans of products = champions, spread your message, defend against detractors, and help other customers use your products. Be real: respond poorly to superficial attempts to be "social." respond positively to companies that are open and conversational Integrate conventional marketing and sales strategies at the right time and in the right places: Use the AIDA approach for specific tasks
question
persuasion as a positive force:
answer
-aligning their own interests with what's best for their audiences - giving them the freedom to choose
question
Promotional Messages
answer
- Federal Laws and Regulations - State Laws and Regulations - International Laws and Regulations legal aspects of promotional communication can be complex, varying geo FTC: regulate advertising
question
Legal Considerations
answer
-Be truthful and non-deceptive - Back up claims with evidence - Don't use "bait and switch" tactics - Obey rules if marketing to children - Respect contractual obligations (marketing is a binding contract) - Respect the rights of individuals
question
Etiquette Decisions
answer
- Taking an audience-centered approach (YOU attitude) should help you avoid etiquette missteps - consider audience needs
question
The 3 step process
answer
1. plan 2. write 3. complete
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New