文档介绍：CHAPTER 9:
WRITING PERSUASIVE MESSAGES
CHAPTER SUMMARY
Chapter 9 focuses on writing effective persuasive messages by applying the three-step writing process introduced in earlier chapters. The messages addressed in this chapter are often more suitable for the indirect approach, but most persuasive messages go beyond the indirect approach used for negative messages. This chapter introduces the AIDA plan, a more intense plan for persuasive messages. A writer grabs the audience’s attention and proceeds to develop interest and desire before the action close motivates the audience to take action. Whether the employee needs to write a persuasive request for action or a persuasive claim for adjustment, this chapter provides guidance for writing such messages effectively. The subtleties of preparing sales and fundraising messages are also addressed. Studying and applying the suggestions in this chapter will assist a writer in putting together an effective persuasive message.
CHAPTER OUTLINE
Using the Three-Step Writing Process for Persuasive Messages
Step 1: Planning Persuasive Messages
Analyze Your Purpose
Analyze Your Audience
Gauging Audience Needs
Considering Cultural Differences
Establish Your Credibility
Strive for High Ethical Standards
Step 2: Writing Persuasive Messages
Step 3: Completing Persuasive Messages
Sending Persuasive Messages
Strategies for Persuasive Messages
Balancing Emotional and Logical Appeals
Emotional Appeals
Logical Appeals
Using the AIDA Plan
Types of Persuasive Requests
Persuasive Requests for Action
Persuasive Claims and Requests for Adjustments
Sending Sales and Fundraising Messages
Strategies for Sales Messages
Determining Selling Points and Benefits
Staying Within the Law
Using Action Terms
Talking About Price
Supporting Your Claims
Adapting the AIDA Plan to Sales Messages
Getting Attention
Building Interest
Increasing Desire
Motivating Action
Strategies for Fundraising Messag