Persuasive and Marketing Messages
Define the goals in persuasive message:
Build Interest – examples, details, expert opinion
Reduce Resistance – this needs to be anticipated so a good response is thoughtful and thorough (by asking them for suggestions and incorporating their ideas.)(http://www.bia.ca/articles/chng-managing-resistance.htm) and find a right time
Motivate Action – be specific about what you would like the reader or listener to do
Be Persuasive but Ethical – be honest, fair, and objective
How to organize the Persuasive and Marketing Messages
Persuasive messages flowing downward should sound conversational not authoritarian, preachy or parental.
Benefits should be emphasized.
When selling ideas to management, it is helpful if a case can be made for saving money.