Ch. 12 Writing Persuasive Messages

Question 1

Three step writing process for persuasive messages:

Answer 1

1. Plan

• Analyze (clarify purpose): demographics, psychographics, and motivation
• Gather info
• Select media/channel
• Organize information

2. Write

• Use positive polite language *keep language simple
• Understand cultural differences
• Sensitive to organizational cultures
• Establish credibility

3. Complete
   - Revise

Question 2

What is the AIDA model stand for?

Answer 2

Attention
Intrest
Desire
Action

*Ideal for the indirect approach

Question 3

What are the four essential strategies?

Answer 3

1. Framing your arguments
2. Balancing Emotional and logical appeals
3. Reinforcing your position
4. Anticipating objections

Question 4

What is the purpose for the AIDA model?

Answer 4

It is tailor made for using the indirect approach, allowing you to save your main idea for the action phase.

Question 5

What limitations does the AIDA approach have?

Answer 5

1. It talks at the audience, not with them

2. It focuses on one time events, not long term relationships

Question 6

What factors should you consider to find the optimum balance of emotion and logic?

Answer 6

1. The actions you hope to motivate
2. Your readers expectations
3. The degree of resistance you need to overcome
4. Your position in the formal and informal power structure of the organization

Question 7

Define: Emotional appeal

Answer 7

calls on audience feelings and sympathies rather than facts, figures, and rational arguments

Question 8

Define logical appeal and give the three types of reasoning.

Answer 8

Calls on reasoning and evidence

1. Analogy
2. Induction (evidence to general conclusion)
3. Deduction (Generalization to a specific conclusion)

Question 9

How should you reinforce your position?

Answer 9

1. Examining your language; Find more powerful words

2. Consider using metaphors or anecdotes (brief stories)

Question 10

How should you anticipate objections?

Answer 10

1. By bringing up potential problems right away
2. Poke holes in your own theories and ideas before your audience
3. Present all sides of the story

Question 11

What are some common mistakes in persuasive communication?

Answer 11

1. Using a hard sell
2. Resisting compromise
3. Relying solely on great arguments
4. Assuming that persuasion is a one shot effort

Question 12

What are some common examples of persuasive business messages?

Answer 12

• Persuasive request for action
• Persuasive presentation ideas
• Persuasive claims and requests for adjustments

Question 13

Define: Marketing messages

Answer 13

Usher potential buyers through the purchasing process without asking them to make an immediate decision

Question 14

Define: Sales messages

Answer 14

Encourage potential buyers to make a purchase decision then and there

Question 15

Steps to planning marketing and sales messages:

Answer 15

1. Assessing audience needs
2. Analyzing your competition
3. Determining key selling points and benefits
4. Anticipating purchase objections

Question 16

Steps to writing conventional marketing and sales messages:

Answer 16

1. Get the readers attention
2. Building interest
3. Increasing desire
4. Motivating action