3 hours deadline-600 words
rocksolid
CH10.pptxCh. 10, Slide 1
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Ch. 10, Slide 2
Learning Outcome 1
Explain digital-age persuasion, identify time-proven persuasive techniques, and apply the 3-x-3 writing process to persuasive messages in print and online.
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Ch. 10, Slide 3
Understanding Persuasion in
the Digital Age
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Many managers try to influence others instead of issuing commands.
Leaner corporate hierarchies
Blurring lines of authority
Reliance on teams
Savvy, well-informed consumers
Persuasive skills are more important than ever:
Ch. 10, Slide 4
What Is Persuasion?
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Persuasion is “a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice.”
—Richard M. Perloff
Ch. 10, Slide 5
Perloff’s Five Components of Persuasion
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Is a symbolic process
Involves an attempt to influence
Is self-persuasion
Involves transmitting a message
Requires free choice
Ch. 10, Slide 6
Six Basic Principles That Direct
Human Behavior
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Reciprocation
Commitment
Social Proof
Liking
Authority
Scarcity
Ch. 10, Slide 7
How Has Persuasion Changed
in the Digital Age?
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
The volume and reach of persuasive messages have exploded.
Persuasive messages spread at warp speed.
Organizations of all stripes are in the persuasion business.
Persuasive techniques are more subtle and misleading.
Persuasion is more complex and impersonal.
Ch. 10, Slide 8
Effective Persuasion Techniques
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Establishing credibility
Making a reasonable, specific request
Tying facts to benefits
Recognizing the power of loss
Expecting and overcoming resistance
Sharing solutions and compromising
Phase 1: Analyzing, Anticipating, Adapting
Ch. 10, Slide 9
Applying the 3-x-3 Writing Process
to Persuasive Messages
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
What do you want the receiver to do or think?
Does the receiver need to be persuaded?
How can you adapt your message to appeal to this receiver?
Phase 2: Researching, Organizing, Composing
Ch. 10, Slide 10
Applying the 3-x-3 Writing Process
to Persuasive Messages
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
What information do you need? Where can you locate it?
How will you logically organize this information?
Which strategy is better–direct or indirect?
Phase 3: Revise, Proofread, Evaluate
Ch. 10, Slide 11
Applying the 3-x-3 Writing Process
to Persuasive Messages
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Is the message clear and concise?
Is the language conversational?
Are format, grammar, and mechanics correct?
Will the message achieve its purpose?
Ch. 10, Slide 12
Learning Outcome 2
Describe the traditional four-part AIDA strategy for creating successful persuasive messages, and apply the four elements to effective and ethical business messages.
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Ch. 10, Slide 13
Persuading With AIDA
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Summarize the problem.
1
AIDA – Gaining Attention
Ch. 10, Slide 14
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Make an unexpected statement.
2
Focus on reader benefits.
3
A
Ch. 10, Slide 15
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Use a compliment.
4
AIDA – Gaining Attention
Give related facts.
5
Ask a stimulating question.
6
A
I
Ch. 10, Slide 16
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Provide facts and figures.
1
AIDA – Building Interest
Use expert opinions for support.
2
Give examples.
3
Ch. 10, Slide 17
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Use specific details.
4
AIDA – Building Interest
Show direct benefits.
5
List indirect benefits.
6
I
Ch. 10, Slide 18
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Reduce resistance.
1
AIDA – Eliciting Desire
Anticipate objections.
2
Offer counterarguments.
3
D
Ch. 10, Slide 19
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Use What if? scenarios.
4
AIDA – Eliciting Desire
Demonstrate competence.
5
Show the value of the proposal.
6
D
Ch. 10, Slide 20
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Describe a specific request.
1
AIDA – Prompting Action
Sound confident.
2
Make the action easy to take.
3
A
Ch. 10, Slide 21
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Offer an incentive or gift.
4
AIDA – Prompting Action
Don’t provide excuses.
5
Repeat main benefits.
6
A
Ch. 10, Slide 22
Being an Ethical Persuader
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Build Credibility:
1
Be truthful and believable.
2
Stick to the facts and don’t exaggerate.
3
Don’t manipulate or mislead.
4
Don’t omit crucial information.
5
Don’t provide deceptive emphasis.
Ch. 10, Slide 23
Learning Outcome 3
Craft persuasive messages that request actions, make claims, and deliver complaints.
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Ch. 10, Slide 24
Using the AIDA Strategy in Requests, Claims, and Complaints
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Who cares?
What’s in it for you?
What’s in it for me?
Why should I?
Determine your purpose. Know exactly what you want to achieve. Anticipate the reaction of your audience.
Prewrite
Ch. 10, Slide 25
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Gain
Attention
Use the indirect strategy rather than blurting out the request immediately.
Begin with a problem description, unexpected statement, reader benefit, compliment, related facts, or stimulating question to grab attention.
Using the AIDA Strategy in Requests, Claims, and Complaints
Ch. 10, Slide 26
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Build
Interest
Convince the audience that your request is reasonable.
Build interest by using facts, statistics, examples, testimonials, and specific details.
Establish your credibility, if necessary, by explaining your background and expertise. Use testimonials, expert opinions, or research if necessary.
Using the AIDA Strategy in Requests, Claims, and Complaints
Ch. 10, Slide 27
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Build
Interest
Support your request by tying facts to direct benefits (increased profits, more efficient operations, better customer relations, saving money, a returned favor)
List indirect benefits (improving the community, giving back to the profession, helping the environment).
In claims and complaints, be objective but prove the validity of your request.
Using the AIDA Strategy in Requests, Claims, and Complaints
Ch. 10, Slide 28
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Elicit Desire and
Reduce Resistance
Anticipate objections to your request by using What if? scenarios and then providing compelling counterarguments.
Demonstrate credibility and
competence.
Using the AIDA Strategy in Requests, Claims, and Complaints
In claims and complaints, use a moderate, unemotional tone.
What if…?
Ch. 10, Slide 29
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Motivate
Action
Make a precise request that spells out exactly what you want done.
Add a deadline if necessary.
Using the AIDA Strategy in Requests, Claims, and Complaints
Repeat a key benefit, provide additional details, or offer an incentive. Express appreciation.
Be confident without seeming pushy.
Ch. 10, Slide 30
Focusing on Benefits in
Persuasive Requests
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Direct Benefit:
If you’re able to address our group, you’ll have an attentive audience of 50 potential users of your latest software products.
Indirect Benefit:
Your professionalism and your willingness to come and inspire newcomers in the field of digital media will be long remembered by all attendees.
Ch. 10, Slide 31
“Before”—Ineffective Request
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Dear Dr. Thomas:
Because you know Atlanta and live here in our town, we thought about asking you to speak at our GSU Business Awards banquet April 28.
A few students on campus have read and admired your book Beyond Race and Gender, which appeared last spring and became a bestseller across the nation. We were amazed that a local author is now the nation’s diversity management guru. But what exactly did you mean when you said that America is no longer a melting pot of ethnic groups—it’s an “American mulligan stew”?
Georgia State University doesn’t have any funds for honoraria, so we can invite only local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our awards banquet gets started at 6 p.m. with a social hour, followed by dinner at 7 and the speaker from 8:30 until 9. If you require, we can arrange transportation for you and your guest.
Although you are a very busy person, we hope you will agree to this invitation. Thank you in advance. Please notify our advisor, Professor Alexa North.
Sincerely yours,
Ch. 10, Slide 32
“After”—Improved Request
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Dear Dr. Thomas:
Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it first appeared last spring.
Business students at Georgia State University now consider you the nation’s diversity management guru, and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, we would like you to be our keynote speaker at the GSU Business Awards banquet April 28.
As students at an urban campus in a metropolitan area, we are keenly aware of diversity issues. In your words, America is no longer a melting pot of ethnic groups; it is now an “American mulligan stew.” We would like to hear more about the future workforce and how managers can maximize the contribution of all employees.
Although we can’t offer you an honorarium, we can promise you a fine dinner at the GSU Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons.
Ch. 10, Slide 33
“After”—Improved Request
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Dr. Thomas Page 2 Current date
The evening includes a social hour at 6 p.m., dinner at 7 p.m., and your remarks from 8:30 until 9 p.m. So that you won’t have to worry about transportation or parking, we will arrange a limousine for you and your guest.
Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at (422) 356-9910 before April 5 to accept this invitation.
Sincerely yours,
Ch. 10, Slide 34
Learning Outcome 4
Understand interpersonal persuasion at work, and write persuasive messages within organizations.
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Ch. 10, Slide 35
Persuasion in Digital-Age Organizations
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Managers no longer serve as primary information providers.
Many supervisors view themselves as collaborators and mentors.
Executives increasingly rely on persuasion to achieve buy-in from subordinates.
Ch. 10, Slide 36
Persuasion in Digital-Age Organizations
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Shift in authority is affecting the strategies and tone of workplace persuasive messages.
Ch. 10, Slide 37
Persuading Employees:
Messages Flowing Downward
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Persuasive requests may include the following:
Participating in volunteer projects
Joining programs to stop smoking, lose weight, or start exercising
Ch. 10, Slide 38
Persuading Employees:
Messages Flowing Downward
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Instructions or directives moving downward from supervisors usually require little persuasion.
BUT:
Paying attention to tone is necessary.
Ch. 10, Slide 39
Persuading Employees:
Messages Flowing Upward
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Focus on evidence such as facts and figures.
If possible, quantify the benefits of your idea in dollar terms.
Be confident and even-handed when pitching your idea.
Ch. 10, Slide 40
Persuading Employees:
Messages Flowing Upward
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
BUT:
Be sensitive to tone; use words such as we suggest and we recommend, not you must or we should.
Ch. 10, Slide 41
Learning Outcome 5
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Create effective and ethical direct-mail and e-mail sales messages.
Ch. 10, Slide 42
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Prewrite: Analyze your product or service.
What makes it special?
1
What central points should you emphasize?
2
How does it compare with the competition?
3
Ch. 10, Slide 43
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Prewrite: Profile your audience.
How will this product or service benefit the audience?
1
What do you want the audience to do?
2
Increase the response rate by targeting your audience through selected database mailing lists.
Ch. 10, Slide 44
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Gain Attention
Describe a product feature, present testimonials, make a startling statement, or show the reader in an action setting.
1
Offer something valuable, promise a significant result, or describe a product feature.
2
Ch. 10, Slide 45
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Suggest a solution to a problem, offer a relevant anecdote, use the receiver’s name, or mention a meaningful current event.
3
Gain Attention
Ch. 10, Slide 46
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
3
Describe the product in terms of what it does for the reader: Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status.
Build Interest
Ch. 10, Slide 47
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Elicit Desire, Reduce Resistance
3
Counter anticipated reluctance with attractive warranties, trial offers, free samples, money-back guarantees, or testimonials.
1
Ch. 10, Slide 48
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
3
Build credibility with results of performance tests, polls, or awards.
2
If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition.
3
Elicit Desire, Reduce Resistance
Ch. 10, Slide 49
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
3
Close by repeating a central selling point with clear instructions for easy action.
1
Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline.
2
Motivate Action
Ch. 10, Slide 49
Creating Persuasive
Sales Messages in Print and Online
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
3
Put the strongest motivator in a postscript.
3
Make it easy to respond.
4
In e-mails, include an opportunity to opt out.
5
Motivate Action
Ch. 10, Slide 51
Direct Mail or E-Mail?
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Characteristics of Direct Mail
Direct mail offers a higher response rate than e-mail.
1
Direct mail can be personalized and carries a more complete message.
2
Direct mail is expensive compared to e-mail.
3
Ch. 10, Slide 52
Direct Mail or E-Mail?
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Popularity of E-Mail
E-mail is the No. 1 marketing medium, ahead of direct mail.
4
E-marketers can distribute a promotion faster than traditional messages.
5
Ch. 10, Slide 53
Writing Successful E-Mail
Sales Messages
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Craft a catchy subject line.
1
Keep the main information “above the fold.”
2
Make the message short, conversational, and focused.
3
Ch. 10, Slide 54
Writing Successful E-Mail
Sales Messages
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Sprinkle testimonials throughout the copy.
4
Provide a means for opting out.
5
Ch. 10, Slide 55
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Business communicators use social media to promote their businesses, further their causes, and build their online personas—not primarily for overt selling.
1
Many of the principles of persuasion also apply to micromessages (online posts or tweets) although only parts of the AIDA strategy may be used.
2
Writing Short Persuasive
Messages Online
Ch. 10, Slide 56
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Updates of events, experiences, thoughts, and exploits
Promotional offers such as an invitation to participate in games
Announcements of interesting events, publications, and media links
Types of Persuasive Posts and Tweets
Ch. 10, Slide 57
Learning Outcome 6
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Apply basic persuasive techniques in developing compelling press releases.
Ch. 10, Slide 58
What Are Press Releases?
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Press (news) releases announce important information to the media, traditional or digital:
new products
management changes
new facilities
sponsorships
community projects
awards given or received
joint ventures
donation
seminars
demonstrations
Ch. 10, Slide 59
The Purpose of Press Releases
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Organizations hope that the media will pick up the news and provide good publicity.
BUT: Purely self-serving or promotional information is not appealing to editors and producers.
Ch. 10, Slide 60
Developing Persuasive Press Releases
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Open with an attention-getting lead or a summary of the important facts.
Include answers to the five Ws (who, what, when, where, why) and one H (how) in the article—but not all in the first sentence!
Appeal to the audience of the target media. Emphasize reader benefits written in the style of the focus publication or newscast.
5 Ws
and 1 H
Ch. 10, Slide 61
Developing Persuasive Press Releases
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Present the most important information early, followed by supporting information. Don’t put your best ideas last because they may be ignored.
Insert intriguing and informative quotations of chief decision makers to lend the news release credibility.
Ch. 10, Slide 62
Developing Persuasive Press Releases
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
Make the document readable and visually appealing. Limit the text to one or two double-spaced pages with attractive formatting.
Look and sound credible—no typos, no imaginative spelling or punctuation, no factual errors.
Ch. 10, Slide 63
© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
