mgmt chap 9 3003

• STEP 1: Planning Persuasive Messages
• -analyzing situation- demographics, osychogrpahics, motivation.
• -gathering info
• -select right medium-permission based marketing, which marketers ask permission before sending messages can help companies avoid antagonizing their target audiences.
• -organizing info

• Step 2: Writing persuasive messages
• 1.using positive and polite language
• 2.understanding and respecting cultural differences
• 3.being sensitive to organization cultures
• 4.taking steps to establish your credibility

• STEP 3: Completing Persuasive Messages
• credibility
• proofreading

• Framing your arguements
• AIDA model
• attention, interest, desire, action

• Balancing Emotional and Logical Appeals
• 3 types of reasoning
• -analogy-reason from specific evidence to specific evidence
• -induction-specific evidence to specific evidence.
• -dediction- you work from a generalization to a specifc conclusion.

Reinforcing Your Position


Anticipating Objections

• avoding common mistake ins persuasive communication
• -using a hard sell
• -resisting compromise
• -relying solely on great arguements
• -avoiding common mistakes in persuasive communication

• -persuasive requests for action
• -persusive presentation of Ideas
• -persusaive claims and requests

• marketing messages- usher potential buyers through the purchasing process without asking them to make an immediate decision
• sales messages-take over at that pont, ecouraging potential buyers to make a purchase decision then and there

• assesing audience needs
• -understanding audience needs

analyzing your competition -stuff companies arent using. avoid too similar to competition

• determing key selling points and benefits
• -selling points-most attractive features of the idea
• -benefits- the particular advantages that purchasers can realize from those features.

• aniticipating purchase objections
• -address as many as you can

creating a persuasive appeal AIDA

• conversation marketing- in which companies initiate, facilitate, and participate in conversations happening in a networked community of customers, journalists, blogger and other interested parties.
• social commerce- encompasses any aspect of buying and selling products and services or supporting customers throught the use of social media.

• GUIDELINES
• facilitate community building-audiences connect with your company and each other
• listen at least as much as you talk- listening
• initiate and respond to conversations within the community-make sure provide the info customers need in order to evaluate your products and services
• provided info that people want-q&a
• identify and support your champions-fans of company and products
• be authentic be transparet be real-open and conversational about themselves
• dont rely on the news media to distribute your message
• integrate conventional marketing and sales strategies at the right time and in the right places

marketing and sales messages must be truthful and nondeceptive

you must back up your claims with evidence

bait and switch advertising is illegal

marketing messages and websites aimed at childern are subject to special rules

marketing and sales messages are considered binding contracts in many states

in most cases you cant use a persons name, photograph, or other identity without permission.

• using simple language
• supporting your claims
• identifying your sources
• establishing common ground
• being objective
• displaying good intentions
• avoiding the hard shell