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Business Communication
Today
Today
Chapter 12
Writing Persuasive Messages
Psychographic Information
Motivational Levels of the
Audience
Copyright 2016 Pearson Education Limited Chapter 12 6
Gathering Information
Persuasive
Persuasive and
and
Compelling
Compelling
Business Marketing
Marketing Sales
Messages Messages
Messages Messages
Audience Scope
Messag
e
Approach Authority
Copyright 2016 Pearson Education Limited Chapter 12 9
Step 2: Writing
Persuasive Messages
Use Positive and Respect Cultural
Polite Language Differences
Expectations
Expectations
Balance
Balance
Resistance
Resistance
Emotion Empowerment
Empowerment
Copyright 2016 Pearson Education Limited Chapter 12 18
Selecting Types of
Appeals
Emotional
Logical Appeals
Appeals
Feelings Analogy
Emotions Induction
Sympathies Deduction
Copyright 2016 Pearson Education Limited Chapter 12 19
Avoiding Faulty Logic
Hasty
Generalizations
Circular Reasoning
Avoid Attacking an
These Opponent
Mistakes in Oversimplification
Logic False Cause-Effect
Faulty Analogies
Illogical Support
Copyright 2016 Pearson Education Limited Chapter 12 20
Reinforcing Your
Position
Believable Powerful
Evidence Words
Metaphors Audience
and Stories Benefits
DevelopSolutions
Develop Solutionstotothe
the
Objections
Objections
PresentAll
Present AllSides
Sidesof
ofthe
the
Situation
Situation
Copyright 2016 Pearson Education Limited Chapter 12 22
Avoiding Common
Mistakes in Persuasive
Communication
Common Mistakes
Presentations of
Presentations of Ideas
Ideas
Claims and
Claims and Requests
Requests for
for
Adjustments
Adjustments
Copyright 2016 Pearson Education Limited Chapter 12 24
Persuasive Requests
for Action
Direct Indirect
Approach to Approach to
Persuasion Persuasion
Anticipated Request
Unanticipated Request
Selling Points
Selling Points Purchase
Purchase
and Benefits
and Benefits Objections
Objections
Listenas
Listen asMuch
Muchas
asYou
YouTalk
Talk
Initiateand
Initiate andRespond
Respondtoto
Conversations
Conversations
Copyright 2016 Pearson Education Limited Chapter 12 33
Writing Promotional
Messages for Social
Media
ProvideInformation
Provide InformationPeople
PeopleWant
Want
Identifyand
Identify andSupport
SupportYour
Your
Champions
Champions
BeReal,
Be Real,Open,
Open,and
and
Conversational
Conversational
IntegrateConventional
Integrate ConventionalStrategies
Strategies
Copyright 2016 Pearson Education Limited Chapter 12 34
Creating Promotional
Messages for Mobile
Devices
Promotion Keep Promotional
al Messages Short and
Messages Simple
The
Keep the Mobile
Mobile
Experience Fast and
Experienc
Straightforward
e
Copyright 2016 Pearson Education Limited Chapter 12 35
Summary of Discussion
In this section, we discussed the
following:
Planning Marketing and Sales Messages
Writing Conventional Marketing and Sales
Messages
Writing Promotional Messages for Social
Media
Creating Promotional Messages for Mobile
Devices
The next section will cover Maintaining
High Standards of Ethics, Legal
Copyright 2016 Pearson Education Limited Chapter 12 36
Maintaining High
Maintaining High Standards
Standards
of Ethics,
of Ethics, Legal
Legal Compliance,
Compliance,
and Etiquette
and Etiquette
(LO 12.4) Identify steps you can take
to avoid ethical lapses in marketing
and sales messages.
Federal Laws
Federal Laws and
and Regulations
Regulations
State Laws
State Laws and
and Regulations
Regulations
International Laws
International Laws and
and
Regulations
Regulations
Copyright 2016 Pearson Education Limited Chapter 12 38
Legal Considerations
for Marketing and
Sales Efforts
Be truthful and non-deceptive.
Back up claims with evidence.
Dont use bait and switch tactics.
Obey rules when marketing to
children.
Respect contractual obligations.
Respect the rights of individuals.
Copyright 2016 Pearson Education Limited Chapter 12 39
Avoiding Etiquette
Missteps
Audience-
Sensitivity to
Centered
User Needs
Approach