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Chapter 8:Persuasive Messages (Creating Effective Sales Messages in Print…
Chapter 8:Persuasive Messages
Understanding Persuasion in the Digital Age
How Has Persuasion Changed in the Digital Age?
The Volume and Reach of Persuasive Messages Have Exploded
Persuasive Messages Spread at Warp Speed
Organizations of All Stripes Are in the Persuasion Business
Persuasive Techniques Are Subtler and More Misleading
Persuasion Is More Complex and Impersonal
Planning and Writing Persuasive Requests
Crafting an Effective Persuasive Message
Analyzing the First Draft
Revising the First Draft
Writing Effective Persuasive Claims and Complaints
Developing a Claim Message Logically
Adopting a Moderate Tone
Crafting Persuasive Messages in Digital-Age Organizations
Persuading Employees: Messages Flowing Downward
Paying Attention to Tone
Presenting Honest, Accurate Evidence
Persuading the Boss: Messages Flowing Upward
Creating Effective Sales Messages in Print and Online
Betting on Highly Targeted, Relevant Direct Mail
Considering the Value of Sales Letters
Gaining Attention in Sales Messages
Building Interest With Rational and Emotional Appeals
Reducing Resistance and Building Desire
Motivating Action at the Conclusion of a Sales Message
Putting Together All the Parts of a Sales Message
Writing Successful E-Mail Sales Messages
Best Practices for Online Sales Messages
Writing Short Persuasive Messages Online