Applying and Interviewing for Employment

- Use a 3 step process to create attention getting letters
- Impress with knowledge and professionalism
- opening paragraph should convey the reason your writing and keep the reader compelled.
- Middle section should expand your opening and present more strengths
- Do not bring up salary, unless previously for a requirement
- Final paragraph, ask for a specific action and how they should respond.
- Think about a follow up message: show any additions to your skills or how you have learned more about the company
- May be interviewed several times before an offer.

The following is a website with many videos of job interviews:

http://www.best-interview-strategies.com/videos.html

- Differentiate yourself from other candidates in the screening stage.
- selection stage: may interview with several people
-final stage: interviewer may try to sell you on working at the firm
- Follows a set sequence and allows the interview team to compare answers of different potentials.
-Open ended interview: adapts line questions based on your responses.
- Panel interview: meet several interviewers at once
- Group Interview: one employer, group of candidates
- Behavioral interviews: address how you handled situations in the past
- Situational interview: asked to explain how to handle various situations
- Working interview: preform real or fake work tasks
- Stress interviews: show how you will handle things in the future

Here are websites with tips for different interviews:

Panel Interviews: http://www.best-job-interview.com/panel-interview-tips.html

Group Interviews:http://www.job-application-and-interview-advice.com/group-interview-tips.html

Behavioral Interviews:http://www.brockport.edu/career/behave.htm

Situational Interviews:http://www.careerchoiceguide.com/situational-interview.html

Working Interviews:http://www.careercc.com/interv3.shtml

Stress Interviews:http://www.indobase.com/resumes/stress-interview.html

- Use a variety of media when interviewing ex: virtual meetings

- A telephone interview is just as important as if it were in person
- if interviewing by email, be sure to double check responses before sending
- If video interviewing, speak to the camera as though you are addressing a person
- Computer based interviews can be simple structured to realistic job situations
-Suitability is based on (1) academic preparation (2) work experience (3) job related personality traits
- Compatibility with an organization is based on a personal, background, attitudes, and style.
- Expect questions about personal interests, world events, and many other topics
- Pre-employment tests shows objectives, quantitative information, and information about skills and habits
- employers expect you to know something about the company and the industry.
- Be prepared to relate your qualifications to he organization's needs.
- practice answering questions and be prepared, so you can respond with confidence.
- Plan questions to ask the interviewer to see if the job meets your goals as well.
- Think of how to relate to skills and accomplishments
- Build confidence to prepare thoroughly and address shortcomings as best as you can
- Stage mock interviews to prepare
- Nonverbal behavior has an effect on the interviewer's opinions.... The way you speak is just as important as what you say
- be well groomed and dress conservatively, the employer will judge you on your view of what is appropriate
- Be ready as soon as you arrive at the interviewing site, do not fumble when you get to the site
- Stay on your toes
- Be prepared to face substantial questions at the beginning of the interview.
- Make sure to emphasize tour strengths
- Pay attention to your verbal and non verbal messages you are sending-
- Interviewers know what they shouldn't and think about how you would respond to an unlawful question
- Make sure to end with courtesy and enthusiasm

Here is a website of how and why job interviews should be followed up:

http://www.quintcareers.com/job_interview_follow-up.html

- Six types of Follow Up Messages
1. Thank you message
2. Message of inquiry
3. Request for a time extension
4. letter of acceptance
5. Letter of declining a job offer
6. Letter of resignation

This following is a link to a video of what not to do at a job interview:
http://video.google.com/videoplay?docid=-2664192855320111160#

Building Careers and Writing Resumes

-Important to know when looking for a job: The easiest way for you to find a job, help wanted advertisements, is the least preferred way for company's to find employees.
- Most preferred: Someone inside the organization
- Least preferred: Solicit resumes through advertising
- Because of newer technologies of today, easy to stay in touch with whats happening in the business world.
- Look beyond a company's communication materials. Look at other firms in the industry to see what they think about the company.
- Start networking early, classmates and friends can be some of the best business contacts.
-Be a contributer to the networking process.
-Look at your college's placement office as they can be some of the best resources.
-By viewing your resume as a business message, its easier to decide what should be written in it.
About.com gives us some tips for writing resumes:
http://jobsearchtech.about.com/od/resumes/Writing_Resumes.htm

-Key to resumeorganization: connect your personal strengths with the qualities the employer is looking for.
-Weakness to employers: frequent job changes and gaps in work history---> be prepared to explain.
- Chronological resume: most commonly used, but may not be right for a particular stage in your career.
- Functional resume: used by people with little employment history or gaps in their history, employers may use this approach as hiding a weakness.
- Combination resume: highlights your skills and provides a timeline history of your employment.
- make information clear and compelling, this may be the only information your employer has about you.
The Ivy League addministration published a website that documents all of the differences in ways to organize your resume:

http://www.ivyleagueadmission.com/organization.html

- Be honest and keep your integrity, do not just reply on your resume.
- Make your qualities apparent to the potential employer, they will not search through to find you among many applicants.
- a resume should tell your story and give employers a layout of who you are as an employee.
- use short phrases using strong verbs and nouns.
- Provide complete and accurate information
- Get a professional sounding email for better business purposes.
- Objective should be phrased to meet the employers needs and not your own.
-Qualifications give a quick view of how you can be valuable to employees
- Education may be your stronges selling point, present carefully
- Relate past expierence to the current position you are applying too.
- qualify your accomplishments in quantity: scores and numeric increases
- Indicate special skills and qualities that are personal, but make sure they are relevant
- Do not add personal data unless there is a reason to.
- have a list of references
- Avoid common errors, it will get your resume looked over
- keep your design simple, clean, and effective
- Start with a traditional print, with a clean classy look.
- Use a powerpoint to supplement, but realize your employer may not use them.
- Create a scannable resume, as it can be easier for employers.
- a plain test version is a computer file with no formatting. Verify what is needed and make sure your word processing program is compatible.
- Think about privacy and security when posting your resume online.
- proofread thoroughlt and ask other to as well, it improves your chances when employers are reading.
- Pay close attention to the specific wishes of each employer.
- Spend time looking at the best way to post your resume.

Here are some helpful examples for resumes and cover letters:

http://www.resume-resource.com/

I found this link very helpful when it came to look at resumes and cover letters:
http://jobsearch.about.com/od/resumes/a/resumecenter.htm

Writing Reports and Proposals

1. Adapting to your audience
- Being sensitive to your audience’s needs
--- long and complex reports demand a lot from readers, “you” attitude is important
- Building strong relationships with your audience
--- reports can be read for years after written and may reach audiences not specifically intended - Controlling your style and tone
--- adj. level of formality to match the situation and audiences expectations
The following is a useful site in adapting to your audience:

http://www.hawaii.edu/mauispeech/html/analyzing_your_audience.html

2. Composing Reports and Proposals
--- review your outline and verify the wording of your headings
--- Inrto needs to provide context for the reader, introduce the subject, preview main ideas, and establish tone
--- Body presents analysis and interpretation
--- Closing emphasizes main points and summarizes audience benefits
- Drafting report content
--- Content must be accurate, complete, balances, clear, logical, and properly documented
--- Report introduction
------ Carefully select elements to include, and don’t include what your audience doesn’t need
--- Report Body
------ Contain only enough information to convey your message, don’t overload with excessive details
--- Report close
------ depends on the type of report and the approach
------ Long reports => divide your close into separate sections for conclusions, recommendations, and actions
-Drafting Proposal content
--- AIDA model works well

--- 6 strategies to persuasive argument: (1) demonstrate your knowledge (2) Provide concrete information and knowledge (3) research the competition (4) prove it is a workable proposal (5) Adopt the “you” attitude (6) Package the proposal activities
Here is a helpful site for the AIDA model:
http://www.google.com/imgres?imgurl=http://www.davedolak.com/graphix/aida.gif&imgrefurl=http://www.davedolak.com/advtg.htm&h=250&w=323&sz=9&tbnid=XukCUAKU75CwvM:&tbnh=91&tbnw=118&prev=/images%3Fq%3Dthe%2BAIDA%2Bmodel&usg=__52NPFNitlOY1SLBiXUyqoQFNo6E=&ei=1L_dS8ahFIP-8AaokfmRCA&sa=X&oi=image_result&resnum=4&ct=image&ved=0CBoQ9QEwAw

--- Proposal introduction
------ convince readers that a problem or an opportunity exists
--- Proposal Body
------ willing to accommodate a promotional style, as long as it is professional and focused
------ indicates how you will accomplish the solution presented
--- Proposal Close
------ last chance to convince the reader=> make it be clear, compelling, and audience oriented
- Drafting Online Content
--- transmitting the content and adapting to local culture norms and practices
--- Effective links in online reports let readers know exactly what to expect
---search engine optimization: (SEO) fine tuning your content to make it more findable by visitors
--- Focus : (1) offer fresh, high quality, content (2) use relevant key words (3) encourage links to your site from other sites
- Collaborating on Wikis
--- Understanding the Wiki Philosophy
------ requires a shift in your mindset from the approach you use for individual writing
--- Adapting the 3 step process for successful Wiki writing
------ when adding, make sure it fits in smoothly with organization and content
- Helping readers find their way
--- provided through style guidelines or document templates
--- Heading and links
------ provided through style guidelines or document templates
------ improves the documents readability
--- Transitions
------ Connects ideas by helping readers move from one thought to the next
--- Previews and reviews
------ helps readers prepare for upcoming info and reviews, verify them and clarify them





3. Using technology to create Reports and Proposals
--- Technological tools include: templates, linked and embedded documents, electronic forms, electronic documents, multimedia documents, and proposal- writing software
--- utilizing technology can reduce mechanical work involved in writing long reports


This site gives us exapmles of useful technology to create reports and proposals:


http://www.microsoft.com/enable/business/plan.aspx

Planning Reports and Proposals

1. Creating Effective Reports and Proposals
--- reports: written accounts the objectively communicate information about some aspect of a business
---informal reports: offer data, facts, feedback, and other types of info without analysis or recommendations
--- analytical reports: offer both information and analysis and included recommendations
---proposals: special category of reports that combine information delivery and persuasive communication
--- reports can be for internal and external readers
Here is a site for the wrtiting of effective reports and proposals:
http://www.writinghelp-central.com/business-reports.html

2. Applying the 3 step writing process to reports or proposals
- Analyzing the situation
--- because of the length and complexity of most reports, it is important to define your purpose
--- Defining your Purpose
------ sometimes you are told and sometimes you must identify
------statement of purpose: defines why you are preparing the report
--- Preparing your work plan
------ saves time and produces a more effective report
------ formal work may contain (1) statement of the problem (2) state the purpose and scope (3) discuss tasks to be accomplished (4) describe any additional products and activities (5) review project assignments, schedules, and resources (6) plans for the follow up delivery of the report (7) working outline
- Gathering information
---some reports require formal research projects to gather necessary information
- Selecting the right medium
--- may be required to use a specific medium
--- deliver more formal reports electronically
- Organizing your information
--- most business reports use the direct approach
--- indirect approach to build support for the main idea or to avoid being arrogant
--- Long reports combine direct and indirect approaches, build support for interm conclusions or recommendations
--- Consider audience expectations when deciding on the organization of report
- Organizational strategies for informational reports
--- topical organization is built around the content itself using: comparison, importance, sequence, chronology, spatial orientation, geography, or category
---Creating successful business plans
------ Particularly to solicit investment, must meet specific expectations
------ cover: summary, mission and objectives, company and industry, products or services, market and competition, management, operations plan, overall schedule, risks and problems, and exit strategy
--- Organizing website content
------ make sure to keep in mind: (1) web readers are demanding (2) reading online can be difficult (3) nonlinear, multidimensional medium
------ multiple purposes and multiple audiences need to be addressed during planning
------ informative architecture: describe the structure and navigational flow of all parts of a website
------ map various paths and different types of users are to take through your website and develop content to fit
Here is a website with strp by step instructions in making your first website:
http://www.adobe.com/devnet/dreamweaver/articles/first_website_pt1.html

3. Planning Analytical reports
--- to analyze, understand, and explain and to think through a problem or a opportunity
--- 3 Categories: (1) reports to assess opportunities (2) reports to solve problems (3) reports to support decisions
--- clarify the problem by determining what to analyze, why the issue is important, who is involved, where the trouble is located, and how and when it started
--- problem factoring: a series of logical, connected questions
---hypothesis: potential explanation that needs to be tested
- Organizational Strategies for analytical reporting
--- before choosing, determine whether your audience is receptive or skeptical
--- Focusing on conclusions
------ best approach when addressing a receptive audience
--- Focusing on Recommendations
------when readers want to know what you think they should do =>focus on recommendations
------ If there is a risk involved, inform your audience
--- Focusing on Logical Arguments
------2+2=4 Approach: convinces readers of your point of view by demonstrating that everything adds up
------Yardstick approach: use a number or criteria to evaluate one or more possible solutions
This is a website showing how to write an analytical report:
http://www.ehow.com/how_5142708_write-analytical-report.html

4. Planning proposals
--- requests for proposals: (RFP) includes instructions that specify exactly the type of work to be performed or products to be delivered. Buyers solicit proposals by punishing a request
--- unsolicited proposals require additional persuasive element => audience isn’t expecting a proposal and might not be conscious of the problem you propose to solve
--- every proposal competes for something
- Organizational Strategies for Proposals
--- using the indirect approach is the best way to build a case in an unsolicited proposal
This site gives examples of project and business proposals:
http://www.writinghelptools.com/proposal-sample.html

Designing Visual Communication

1. Understanding Visual Communication
- The power of images
---visuals often carry a powerful meaning
---visual symbolization: colors, shapes, and design elements have them; symbolic, connotative meaning can evolve and mean different things in different cultures
- Visual Evolution in Business Communication
--- becoming more visual due to advances in technology and changing audience expectation
--- visual literacy: ability to create and interpret individuals
- Visual Design Principles
--- all aspects of a visual design must set audience expectations
--- 6 Fundamental Principles: consistency, contrast, balance, emphasis, convention, and simplicity
- Ethics of Visual Communication
--- power of visuals= responsibility to communicate ethically
--- ethical guidelines
-----1. Consider all interpretations and misinterpretations
-----2. Provide context
-----3. Don’t hide negative information that runs counter to your argument
-----4. Don’t exaggerate what supports argument
-----5. Don’t oversimplify complex situations
-----6. Don’t imply cause/ effect relationships without proof
-----7. Avoid emotional manipulation
-----8. Careful the way you aggregate data

Here are the business ethics that today's business world concentrates on:

http://managementhelp.org/ethics/ethics.htm

2. Identifying Points to illustrate
--- effective visual messages are: clear, complete, concise, connected, and compelling
--- step back and visualize the flow of your message from the audience’s perspective

3. Selecting the right type of visual
--- many types of visuals and each is best suited to a particular communication problem
- Presenting Data
--- Tables
----- can display extensive amounts of data, but can be simple for online display and electronic presentations
--- Line and surface charts
----- line: use to show trends over time or relationship between two or more variables
----- surface chart: (area) form of a line chart with a cumulative effect. All lines add to the top line which is the total
--- Bar charts, pictograms, and Gantt Charts
-----bar chart: portrays numbers by the height or length of its rectangular bars, making numbers easy to read
-----pictogram: chart that portrays numbers as symbols instead of words or numbers
-----time line chart: shows how much time is needed to complete each task in a given project
-----Gantt chart: used to track progress toward completing a project
--- Scatter and Bubble Diagrams
----- scatter diagram: (XY) used to complete several entities on two or more variables
-----bubble diagram: expands to 3 variables with the size of the bubbles representing the third
--- Pie Charts
----- shows how the parts or a whole area are distributes, pie charts are easier for audiences to understand parts within a whole

This site is called "Microsoft Excel Library" and shows and informs how to process data on microsoft excel:

http://www.businessbookmall.com/Microsoft_Excel_Directions_For_Beginners.htm

---Data visualization
----- help readers make sense of massive data sets
- Presenting information, concepts, and ideas
--- Flow charts and organization charts
----- flow chart: illustrates a sequence of events from start to finish
----- organization chart: shows positions, units, or functions of an organization and how they relate
---maps
----- used to represent statistics by geographical area or showing spatial relationships
--- Drawings, diagrams, and photographs
----- Drawings/ diagrams to show how something works or is used or made
----- Drawings are sometimes better then photos as they can show detail
----- Use photos to show exact appearances and for visual appeal
----- Guidelines for using photographs: (1) consider if a diagram is more effective than a photograph (2) learn to use basic image processing tools (3) match the file to the application (4) make sure photos have communication value (5) be aware of copy writes and model permission
--- Animation and Video
----- if done right, often an unparalleled visual impact
----- can be used to recruit customers or get employees involved in the promotional process

Here is a link to a video that informs us of visualization of business

http://channel9.msdn.com/pdc2008/BB26/

4. Producing and Integrating Visuals
- Creating Visuals
--- computers can offer many tools but does not give the design sensibility that is needed for visual effects
--- Computer tools can save time and produce better results
- Integrating visuals with text
--- The level of sophistication should match the communication situation
--- maintaining a balance between illustration and words
----- place visuals to accent key points in text
----- balance visuals and texts
----- must match needs, expectations, and interpretation skills from the audience
--- Referencing Visuals
----- introduce and place them near the points they illustrate
----- helps readers understand why text is important
--- Placing Visuals
----- Place the closest to its in text reference as possible- helps understand relevance and minimum effort or reading
--- Writing Titles, Captions, and Legends
----- title: identifies the content purpose of the visual
----- descriptive title: identifies the topic of illustration
----- informative title: draws attention to the conclusion that needs to be drawn from the data
-----caption: offers additional discussion of the visuals
-----legend: helps readers “decode” the visual explanation
-Verify the quality of your visuals
--- Is the visual accurate?
--- Is the visual properly documented?
--- Is the visual honest?

Finding, Evaluating, and Processing Information

1. Supporting your messages with solid research
--- make sure your reporting, analysis, and recommendations are supported by solid research

2. Planning your research
--- no planning wastes time and makes unsatisfactory results
- Maintaining ethics and etiquette in your research
--- take precautions to avoid ethical lapses and problems. Remember:
------ don’t force a specific outcome
------ respect privacy of participants
------ document sources and give credit
------ respect intellectual property and digital rights of sources
------ don’t extract more that sources provide
------ don’t misrepresent with your results
- Familiarizing yourself with the subject
--- familiarize yourself with a new subject before you start research
--- develop a problem statement: defines the problem or purpose of research- guides investigation
- Identifying information gaps
--- focus research by identifying most important gaps in information
- Prioritizing Research Needs
--- not enough time or money to answer every question, setting priorities is important

This site concentrates on advice in planning your research:
http://managementhelp.org/research/planning.htm

3. Locating Data and Information
---secondary research: research done previously for another purpose
---primary research: research done specifically for the current project
- Evaluating Sources
--- know your sources to avoid embarrassing and damaging mistakes
--- To evaluate, ask some questions:
------ 1. Does the source have a reputation for honesty and reliability?
------2. Is the source biased?
------3. What is the purpose of the material?
------4. Where did the source get its information? Is the author credible?
------5. Is the material current? And complete?
------6. Are all the claims supported by evidence?
- Conducting secondary research
--- conduct secondary research first
--- Finding information at the Library
------ offer information and resources that you cannot find anywhere else=> including research labs
------ can locate info in: newspapers, business books, directories, almanacs, general publications, and electronic databases
--- Finding information Online
------ most information online has not been subjected to offline publishing
------ start with a reliable web directory
------ gather information from the company websites, but keep in mind they are biased
------ understanding search engines, web directories, and databases
------search engines: identify individual webpages that contain specific words from your search
------ powerful but have limits
------ specialized search engines help reach hidden information
------web directories: have human editors to evaluate and select websites
------metacrawlers: save time by using multiple search engines
------ online databases: give access to most important resources that search engines can’t reach=> Make sure you are aware of how the operate so you don’t get unpredictable results
------ use research tools effectively: read instructions, pay attention to details, review search and display options carefully, try term variations, adjust the scope of your search
------ take advantage of innovative research technology: latest technology includes desktop and enterprise search engines, research and content managers, social bookmarking sites, and newsfeeds
- Documenting your sources
--- proper documentation is an ethical responsibility and an important resource
--- copywrite protections may prevent your form using some materials without permission
This is a college site that tells us the most important reasons to document our sources:
http://writing.colostate.edu/guides/documents/review_essay/com2b4.cfm

- Conducting Primary Research
---Conducting Surveys
------ must be based on a sample of a population of interests
------ provide clear instructions to prevent mistakes in answers
------ test your survey before using it
------ online surveys are quick and inexpensive but require some planning
--- Conducting interviews
------ easy to conduct but require planning for useful results
------ use both open ended, closed questions, and focus groups
------ face to face interviews give opportunity to gage nonverbal responses



4. Processing Data and Information
---after collecting research, next step is to convert to useable info
-Quoting, Paraphrasing, and Summarizing
---quoting: reproducing the content and indicating who created it initially
---paraphrasing: expressing someone else’s ideas in your own words
---summarizing: distills content into fewer words
- Analyzing your data
---Gaining Insights
------mean: average
-----median: “middle of the road” or midpoint
------mode: number that occurs most often in a series
------trends: patterns that repeat over time
------causation: shows cause and effect relationships
------correlation: indicates simultaneous changes in 2 variations that may not necessarily be related
--- Guarding against mistakes and misinterpretations
------ errors that might have crept in during collection and processing data
------ avoid faulty comparisons, don’t push results beyond their limits, steer clear of misleading representations
This site gives examples of how to process and anaylze data:
http://classweb.gmu.edu/ndabbagh/Resources/IDKB/info_processing.htm


5. Applying your findings
- Summarizing your research
--- unbiased presentation of information regarding a particular topic, without attempts to draw conclusions or make recommendations
- Drawing Conclusions
--- a logical interpretation of research results
- Making recommendations
--- a suggested course of action
--- knowledge management systems keep organization and share research results
The following site is strategies for drawing conclusions:
http://leo.stcloudstate.edu/acadwrite/conclude.html


6. Managing information
--- knowledge management: (KM) a set of technologies, policies, and procedures that let colleagues capture and share information throughout an organization

Writing Persuasive Messages

1. Using the 3 step writing process for persuasive messages
--- persuasion: an attempt to change an audience’s attitudes, beliefs, or actions
- Step 1: Planning a Persuasive Messages
--- failing to clarify your purpose is a common mistake
- Analyzing the Situation
--- knowing the audiences demographics (age, gender, occupation, income, and education) and psychographics (personality, attitudes, and lifestyles)
--- must be aligned with the audience’s motivations
--- can influence he need, action, and outcome
- Gathering information
--- gather info necessary to create a compelling message
- Selecting the right medium
--- may use multi medias to reach entire audience
- Organizing your information
--- include only the information needed to help your audience take the next step toward a favorable decision
--- if ready to hear your proposal, use direct approach
--- direct or indirect: influenced by your authority, enterprise, and power in the organization
- Step 2: Writing a Persuasive Message
--- use the “you” attitude to try and change the negative message
---encourage by using (1) positive and polite language (2) understanding cultural differences (3) be sensitive to organizational culture (4) take steps to establish credibility
- Step 3: Completing a persuasive message
--- judge your arguments when evaluation and do not overestimate credibility
--- meticulous proofreading

For business communications, this is a site for concentrating on the important points:

http://www.associatedcontent.com/article/5043/effective_persuasive_messages_for_business.html

2. Developing Persuasive Business Messages
--- your success will always depend on your ability to craft persuasive messages
- Structuring for persuasive business messages
--- persuading is more effective that forcing as people think they made a decision themselves
- Structuring Persuasive Business Messages
--- Use the AIDA model: Attention, Interest, Desire, Action
--- AIDA model is ideal for indirect approach, however it has limitations and needs to be motified for social media
- Balancing Emotional and Logical Appeals
--- to find balance, factors (1) the actions you hope to motivate (2) your reader’s expectations (3) the degree of resistance (4) how far empowered you feel to sell your point of view
--- emotional appeals: attempt to connect with the reader’s feelings or sympathies
--- logical appeals: are based on the reader’s notions of reason; and can include analogy, induction, and deduction
---logical flaws: include hasty generalizations, circular reasoning, attacks on opponents, oversimplification, false assumptions of cause and effect, and faulty illogical support
- Reinforcing your Position
--- choose words carefully and use abstractions to enhance emotional content
--- highlight direct and indirect benefits of complying with your request
- Anticipating Objections
--- Present both sides of an issue when you expect to encounter strong resistance
--- Powerful persuasive messages can encounter strong resistance
- Common examples of persuasive business messages
--- many opportunities to write persuasive messages including business reports and memos, websites, and letters requesting adjustments
- Persuasive requests for Action
--- explain why the request is reasonable
--- sometimes just to encourage people to try a new idea
- Persuasive Presentations of Ideas
--- asking your audience to reexamine their options or assumptions or to adapt to a new way of thinking
- Persuasive claims and requests for adjustments
--- if a routine claim or request is unsuccessful, may need to craft a more persuasive message to explain why you deserve a more satisfactory response

3. Developing Marketing and Sales Messages
--- marketing and sales messages can use the same techniques as persuasive messages
--- marketing messages: urge potential buyers through purchasing process w/o asking for an immediate decision
---sales messages: makes a specific request for people to purchase a specific product or service
- Assessing Audience Needs
--- purchasing decisions often involve more than the basic product or service
--- begin by assessing audience needs, interests, and emotional concerns as for any other business
- Analyzing your competition
--- most marketing and sales messages have to compete for the audience’s attention
--- avoid themes, writing styles, and creative approaches that are similar
- Determining key selling points and benefits
--- selling points=> focus on the product
--- benefits=> focus on the user
--- prioritize the items you plan to discuss
- Anticipating Purchasing Objectives
--- crucial to effective marketing and sales messages
--- price can be a tricky issue- be from a position of prominence
- Applying AIDA of a similar model
--- getting attention: use a variety of messages in marketing and sales messages including: your product’s strongest feature, a piece of genuine news, an appeal to the reader’s emotions, a promise of savings, or a solution to a problem
---building interest: expand on and support the promises in your attention- getting opening
---increasing desire: add details and benefits to increase desire for the product or service. Avoid being so enthusiastic that you lose credibility. Provide support for your claims
--- Motivation Action: after generation interest and desire=>time to persuade readers to the preferred action
- Writing persuasive Messages for social media
--- conversation marketing: companies initiate and facilitate conversations in a networked community of customers, journalists, and bloggers.
--- social commerce: involves the use of social media in buying and selling and customer support
--- requires a more conversational approach: facilitate community building to initiate and respond to conversations in the community, identify and support you champions, don’t rely on news media, and use the AIDA model at the right time and right place
- Maintaining high standards of ethics, legal compliance, and etiquette
--- stealth marketing: customers do not know they are being catered to
--- marketing and sales messages are covered by a variety of regulations. Including:
------ must be truthful and non-deceptive
------ must back up claims with evidence
------ considered binding contracts in many states
------ do not use a person’s name, picture, or identification without permission
--- high ethical standards is a key aspect a good communication
--- Communication technology can help you be sensitive to audience needs