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Writing Writing Persuasive Persuasive MessagesMessages

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Three-Step Writing Three-Step Writing ProcessProcess

Step 1 Step 3Step 2

Planning Writing Completing

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Planning the Planning the MessageMessage

Analyze the situationAnalyze the situation

Gather the informationGather the information

Select the mediumSelect the medium

Organize the messageOrganize the message

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Analyze the Analyze the SituationSituation

Audience Members

Decision Makers

Alternative Positions

Corporate Culture

Points ofResistance

DesiredActions

Clarify Your PurposeClarify Your PurposeClarify Your PurposeClarify Your Purpose

Build Your CaseBuild Your CaseBuild Your CaseBuild Your Case

Express Your PurposeExpress Your PurposeExpress Your PurposeExpress Your Purpose

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Physiological

Food, shelter,air, water, and sleep

Safety andSecurity

Job security, stability, and

protection

Social

Affection, group ties, friends,

and acceptance

Status andEsteem

Uniqueness, self-worth,

respect, and recognition

Self-Actualization

Self-realization, creativity,

wisdom, and fulfillment

Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs

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Analyze the Analyze the AudienceAudience

IncomeIncomeIncomeIncome

GenderGenderGenderGender

EducationEducationEducationEducation

Other FactorsOther FactorsOther FactorsOther Factors

DemographicsDemographicsDemographicsDemographics

AttitudesAttitudesAttitudesAttitudes

PersonalityPersonalityPersonalityPersonality

LifestyleLifestyleLifestyleLifestyle

Other FactorsOther FactorsOther FactorsOther Factors

PsychographicsPsychographicsPsychographicsPsychographics

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Preparing the MessagePreparing the Message

GatheringGatheringInformationInformationGatheringGathering

InformationInformationSelecting Selecting

the Mediumthe MediumSelecting Selecting

the Mediumthe Medium

LogicalLogicalLogicalLogical

EmotionalEmotionalEmotionalEmotional

TraditionalTraditionalTraditionalTraditional

ElectronicElectronicElectronicElectronic

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Organizing the Organizing the

MessageMessageDirect Approach

(Deductive)Direct Approach

(Deductive)Indirect Approach

(Inductive)Indirect Approach

(Inductive)

Define the Main IdeaDefine the Main Idea

Limit the ScopeLimit the Scope

Group Major PointsGroup Major Points

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Writing the MessageWriting the Message

Maintain a “you” attitudeMaintain a “you” attitude

Use positive languageUse positive language

Respect cultural differencesRespect cultural differences

Establish credibilityEstablish credibility

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Completing the Completing the MessageMessage

EvaluateEvaluatethe Contentthe Content

EvaluateEvaluatethe Contentthe Content

Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Revise for ClarityRevise for Clarityand Concisenessand Conciseness

Evaluate Design Evaluate Design and Deliveryand Delivery

Evaluate Design Evaluate Design and Deliveryand Delivery

ProofreadProofreadthe Messagethe Message

ProofreadProofreadthe Messagethe Message

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Developing Developing Persuasive MessagesPersuasive Messages

Employing the AIDA PlanEmploying the AIDA Plan

Balancing Emotion and LogicBalancing Emotion and Logic

Reinforcing Your PositionReinforcing Your Position

Dealing With ResistanceDealing With Resistance

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