Chapter 12 Flashcards
What are the 4 aspects of the Planning Persuasive Messages step?
Analyze the Situation
Gather the Information
Select the Right Media and Channels
Organize the Information
What to consider when Analysing the Situation?
- What are audience desires, needs, and culture?
Use info from: -Demographics
- Psychographics
- Motivation
What to consider when Gathering info?
Get necessary info to make message more convincing.
In particular for Persuasive Business messages, Marketing messages and sales messages
What to consider when selecting the Right Media and Channels
- Analyse options
- Select Cost effective combination
- Employ Multiple Media and Channels
What to Consider when Organizing Your Info?
- Audience-centred “You” Attitude
- Limit Scope- Define the main idea
- Use an Indirect Approach to Explain reason and build interest before asking for action.
- But still, decide which approach to use
What is to do in Writing step?
- Encourage a positive response by:
- Using Positive Language
- Being Sensitive to Organizational Cultures
- Establishing Your Credibility
- Respecting Cultural Differences
What are 3 ways in which you can build your credibility?
- Use Simple Language
- Provide Objective evidence
- Identify Information Sources
What are 4 things involved in the Completing Step?
- Give an objective evaluation of work
- Don’t over estimate your credibility
- Get knowledgeable colleague to review
- Proofread
What are the four essential Strategies for Persuasive Business Messages?
- Framing Your Arguments
- Balancing Emotional and Logical Appeals
- Reinforcing Your Position
- Anticipating Objections
Describe the AIDA Model in Framing Your Arguments.
- Attention
- Interest- built with facts
- Desire- built with additional evidence and answering possible objections and leads to:
- Action
What are the four factors to consider when Balancing Emotional and Logical Appeals?
- Actions you hope to motivate
- Readers’ expectations
- Degree of resistance
- Position in the power structure of the organization can affect how much logic vs how much emotion you use.
Give 3 common mistakes in persuasive business messages and how to avoid them.
- Hard sell tactics- Use “soft sell”- a calm convo
- Resisting compromise- understand persuasion often involves give and take
- Assuming that persuasion is a one-shot effort- one small step at a time
What 4 things to include to Reinforce your Position?
- Believable Evidence
- Examine Your Language
- Use Metaphors and Analogies, Anecdotes
- Audience Benefits
What are three things to do in Anticipating Objections?
- Identify Areas of Potential Resistance, get audience member’s thoughts too
- Find Solutions to Potential Objections
- Present All Sides of the Story
What are 3 Common Examples for Persuasive Business Messages?
Requests for Action
Presentations of Ideas
Claims and Requests for Adjustment
What are the 3 strategies to use to present Persuasive Requests for Action?
- Use the Direct Approach for your Anticipated Requests
- Use the Indirect Approach or AIDA for your Requests that are unanticipated.
- Open with an Attention-Getting Device
Goals:
Gain Credibility
Convince Your Readers You Will Help Solve a Problem
Persuasive Presentations of Ideas
-You may want to change audience beliefs:
Step:
-Convince the audience to re-examine long-held beliefs
-Or admit the possibility of new ways of thinking- there may be other ways to think about this
Making Persuasive Claims and Requests for Adjustment
- Outlining the problem and reviewing actions done already
- Be clear, calm and complete
- Give a good reason for granting the claim: Appeal to fairness; Show company responsibility but don’t go too emotional and make threats
- Be specific on the resolution you want
- Close respectfully; show that resolution will repair/ maintain relationship.
What is the difference between Marketing and Sales Messages?
Marketing:
- Don’t ask for an Immediate Decision
- Introduce New Products
Sales:
- Ask Prospect to Make Immediate Decision on Product or Service
- Request to Buy Specific Product or Service.
What are the 4 elements in planning Marketing and Sales Messages?
Assessing Audience Needs- what they need and why they need it
Analyzing Your Competition- strive to be unique
Determining Key Selling Points and Benefits- Selling points (focus on what the product does- features); benefits are the advantage you get from the features (focuses on the experience)
Anticipating Purchase Objections- expect objections involving price, quality, perceived risk. Know how to convince them otherwise in an ethical and legal manner
What model is used to write conventional Marketing and Sales Messages
Getting the Reader’s Attention- Using creative headlines and other mediums
Building Interest- Ensure good “pay off”- fulfil promises in the headline
Increasing Desire- Explain benefits in an organized manner, smooth transitions, give facts that can help minimize doubts.
Motivating Action- Make taking action easy, risk-free- eg “just call 1-888-…… operators are standing by”.
What are 7 guidelines for making Promotional Messages for Social Media?
Facilitate Community Building
Listen at Least as Much as You Talk
Initiate and Respond to Community Conversations
Provide Information that People Want about your products or company
Identify and Support Your Champions- Reward your enthusiastic fans
Be Real- Genuine, sincere, transparent
Integrate Conventional Marketing and Sales Strategies at right time and place
What is involved in Creating Promotional Messages for Mobile Devices?
Mobile Advertising:
- Short simple texts
- Mobile-Optimized Video
- Fast and Straightforward
What are some activities involved in mobile commerce (m-commerce)?
- Searching for product reviews and stores
- Finding coupons and other promotions
- Making Purchases
What are six legal guidelines for marketing and sales messages
Messages Must Be Truthful and Non-Deceptive- Deceptive messages mislead reasonable customers, and those statements are an important part of the decision making process.
Claims Must Be Backed By Evidence- Have objective evidence to support your product/service claims.
“Bait-and-Switch” Advertising is Illegal- Attract customers with a product that you don’t intend to sell, then try to sell them another (more expensive) product.
Children’s Messages Subject to Special Rules- For example, online marketers must obtain consent from parents before collecting personal information about children under age 13.
Can Be Binding Contracts in the Many States- Marketing and Sales messages seen as binding contracts in many states, failure to comply results in breach.
Must-Have Permission to Use Person’s Identity in making Marketing and Sales messages- like promoting a product, you get permission to use a customer’s photo for the promotion
How to Maintain Etiquette in making Marketing and Sales Messages?
Audience-Centred Approach- consider social trends, norms etc.
Use Technology to Demonstrate Sensitivity to User Needs- The algorithm can suggest info that only you are interested in, based on likes, search history, subscriptions, followings.
-Opt-In Email Newsletters- An example of tech that uses the "you" attitude. It only sends emails that customers have requested.
