1 preparing persuasive messages
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PREPARING
PERSUASIVEMESSAGES
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Persuasion
Persuasion is the ability to influence others to
accept your point of view. It is an honest,organized presentation of information on
which a person may choose to act
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Persuasion-Ellen Guffey
Successful persuasion depends largely on the
reasonableness of your request, your credibility, and
your ability to make the request attractive to thereceiver.
Persuasion is defined as the ability to use
argument or discussion to influence an
individualsbeliefs or actions.
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Persuasion
1. Attract attention
2. Arousepsychological
needs3. Present persuasiveinformation showingthe receiver how tosatisfy thosepsychological needs
4. Present evidenceto support claims
5. Urge action.
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Plan before you Write
1. Know the Product, Service or Idea
1. Details- Read all available Literature
2. Using product & watching others use it
3. Compare it with competitors
4. Conducting tests & experiments
5. Soliciting reports from users
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2. Know the Receiver
1. Logos- A logical appeal that consist of such
information as facts and statics. Businessaudiences prefer that this is presented visually
2. Ethos- An ethical appeal based on information
or an association that provides credibility for
ourselves, our products or position.
3. Pathos- An emotional appeal that works by
eliciting an emotional response from the
audience
Unreceptive Audience:Anticipate theirobjections and respondd Subtly
3. Identify the Desired Action
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Writing Principles
1. Short Paragraphs
2. Concrete Nouns & Verbs
3. Specific Language- Great= Why it is Great?
4. Receiver Centric
5. Stress a central selling point or appeal
1. Benefit
2. Major Satisfying Point
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A
Attention
Get the receivers Attention
I
Interest
Arouse Interest
D
Desire
Create desire (Evidence of Value of Product)
A
Action
Encourage Action
INDUCTIVE APPROACH
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Gain Attention
Objectives are
1. Introduce a relationship between the receiver
and the product, service or idea
2. Focus on central selling feature3. Use an original approach
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Gain Interest
The first sentence should arouse interest or
lead to the interest
Effective introduction is Cohesive, Action
Centered & Stresses a Central Selling Point
Cohesive- Unity
Action Centered- Receiver is the HERO
Stress a Central Selling Point
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Create Desire
Align central point to Evidence
Present and Interpret Factual Evidence
Claim & Evidence
Be Objective and Ethical Preposterous Language leads
Incomplete Information
Do not omit, distort or hide important information
Include Testimonials, Guarantees and Enclosures
Subordinate the Price
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Motivate Action
Make the action clear and simple to complete
Restate the reward for taking action (central
selling point)
Provide an incentive for quick action
Ask confidently for action
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Exercises-Lehman, Dufrene &
Sinha
Page 194
Ex-1
Ex-2
Ex-3