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Chapter 8 (Crafting Sales Messages (Consider the Value (Gaining Attention,…
Chapter 8
Crafting Sales Messages
Betting on Mail
Consider the Value
Gaining Attention
Building Interest
Reducing Resistance/Building Desire
Motivating Action
Putting it Together
Writing Messages
Best Practives
Writing Short Persuasive Messages
Writing Effective Claims
Developing A Claim
Adopting a Tone
Crafting Persuasive Messages
Persuading the Employees
Pay Attention to Tone
Presenting Honest, Accurate Evidence
Persuading the Boss
Understanding Persuasion
How has persuasion changed
The Volume/Reach of Persuasive Messages Have Exploded
Spread at Warp Speed
Organizations of All Strips are in the Persuasion Business
Persuasive Techniques are subtle & Misleading
Persuasion is Complex & Impersonal
Planning & Writing
Crafting
Analyze the 1st Draft
Revising the 1st Draft