7. Organize the Message
Chapter 9 - 7
Limited Scope
Audience Reaction
Power or Expertise
Audience Focus
Direct
Approach
Indirect
Approach
8. Write the Message
• Positive Language
• Cultural Awareness
• Corporate Cultures
• Your Credibility
Chapter 9 - 8
9. Complete the Message
• Evaluate the content
• Revise for clarity and conciseness
• Ask a colleague to review the draft
• Review the overall design elements
• Proofread for mechanical errors
• Distribute the message
Chapter 9 - 9
23. Getting Attention
Chapter 9 - 23
Features and Benefits
Genuine News
Common Ground
Personal Appeals
Insider Information
Promise of Savings
Samples and Demos
Problem Solutions
28. Using Social Media
Chapter 9 - 28
Conversation
Marketing
Social
Commerce
Conversation
Marketing
Social
Commerce
29. Social Media Guidelines
Chapter 9 - 29
•Facilitate community building
•Listen as much as you talk
•Initiate and respond to conversations
•Provide information that people want
30. Social Media Guidelines
Chapter 9 - 30
•Identify and support your champions
•Be authentic, transparent, and real
•Do not rely on the news media
•Integrate conventional strategies
32. Marketing and Sales
Communication
• Be truthful and non-deceptive
• Back up claims with evidence
• Do not use “Bait and switch” tactics
• Obey rules when marketing to children
• Be aware of contractual obligations
• Respect the rights of individuals
Chapter 9 - 32