Chapter 12

Question 1

What are the 4 aspects of the Planning Persuasive Messages step?

Answer 1

Analyze the Situation​

Gather the Information​

Select the Right Media and Channels​

Organize the Information

Question 2

What to consider when Analysing the Situation?

Answer 2

• What are audience desires, needs, and culture?

Use info from: -Demographics

                     - Psychographics
                     - Motivation

Question 3

What to consider when Gathering info?

Answer 3

Get necessary info to make message more convincing.

In particular for Persuasive Business messages, Marketing messages and sales messages

Question 4

What to consider when selecting the Right Media and Channels

Answer 4

• Analyse options
• Select Cost effective combination
• Employ Multiple Media and Channels

Question 5

What to Consider when Organizing Your Info?

Answer 5

• 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

Question 6

What is to do in Writing step?

Answer 6

1. Encourage a positive response by:
   
   • Using Positive Language
   • Being Sensitive to Organizational Cultures
   • Establishing Your Credibility
   • Respecting Cultural Differences

Question 7

What are 3 ways in which you can build your credibility?

Answer 7

• Use Simple Language
• Provide Objective evidence
• Identify Information Sources

Question 8

What are 4 things involved in the Completing Step?

Answer 8

1. Give an objective evaluation of work
2. Don’t over estimate your credibility
3. Get knowledgeable colleague to review
4. Proofread

Question 9

What are the four essential Strategies for Persuasive Business Messages?

Answer 9

• Framing Your Arguments​
• Balancing Emotional and Logical Appeals​
• Reinforcing Your Position​
• Anticipating Objections

Question 10

Describe the AIDA Model in Framing Your Arguments.

Answer 10

1. Attention
2. Interest- built with facts
3. Desire- built with additional evidence and answering possible objections and leads to:
4. Action

Question 11

What are the four factors to consider when Balancing Emotional and Logical Appeals?

Answer 11

1. Actions you hope to motivate​
2. Readers’ expectations​
3. Degree of resistance​
4. Position in the power structure of the organization can affect how much logic vs how much emotion you use.

Question 12

Give 3 common mistakes in persuasive business messages and how to avoid them.

Answer 12

• 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

Question 13

What 4 things to include to Reinforce your Position?

Answer 13

• Believable Evidence​
• Examine Your Language​
• Use Metaphors and Analogies​, Anecdotes
• Audience Benefits

Question 14

What are three things to do in Anticipating Objections?

Answer 14

• Identify Areas of Potential Resistance​, get audience member’s thoughts too
• Find Solutions to Potential Objections​
• Present All Sides of the Story​

Question 15

What are 3 Common Examples for Persuasive Business Messages?

Answer 15

Requests for Action​

Presentations of Ideas​

Claims and Requests for Adjustment​

Question 16

What are the 3 strategies to use to present Persuasive Requests for Action?

Answer 16

• 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​

Question 17

Persuasive Presentations of Ideas

Answer 17

-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

Question 18

Making Persuasive Claims and Requests for Adjustment

Answer 18

1. Outlining the problem and reviewing actions done already
2. Be clear, calm and complete
3. Give a good reason for granting the claim: Appeal to fairness; Show company responsibility but don’t go too emotional and make threats
4. Be specific on the resolution you want
5. Close respectfully; show that resolution will repair/ maintain relationship.

Question 19

What is the difference between Marketing and Sales Messages?

Answer 19

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.

Question 20

What are the 4 elements in planning Marketing and Sales Messages?

Answer 20

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

Question 21

What model is used to write conventional Marketing and Sales Messages

Answer 21

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”.

Question 22

What are 7 guidelines for making Promotional Messages for Social Media?

Answer 22

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

Question 23

What is involved in Creating Promotional Messages for Mobile Devices?

Answer 23

Mobile Advertising:

• Short simple texts
• Mobile-Optimized Video
• Fast and Straightforward

Question 24

What are some activities involved in mobile commerce (m-commerce)?

Answer 24

• Searching for product reviews and stores
• Finding coupons and other promotions
• Making Purchases

Question 25

What are six legal guidelines for marketing and sales messages

Answer 25

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

Question 26

How to Maintain Etiquette in making Marketing and Sales Messages?

Answer 26

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.