Persuasive Messages

Persuasive Messages

By

ASEEM M. RIZVI

Persuasive Messages

Definition The attempt to change an audience’s attitudes,

beliefs, or actions The nature of persuasion is to convince your

audience or to change their attitudes,beliefs, or actions.

Persuasive Messages

Effective persuasion is the ability to present a message in a way that will lead others to support it.

Persuasive messages aim to influence audiences who are inclined to resist, therefore, persuasive messages are generally longer, are usually more detailed, and often depend more heavily on strategic planning tasks.

Persuasive messages Analyzing Audience Who is my audience? What are their needs? What do I want them to do? How might they resist? [By covering all aspects, explaining the

pros & cons of each. It will increase your credibility.] Avoid following common Mistakes: Using an Upfront Hard Sell: Setting out a strong position at the

start. Resisting Compromise: You cannot persuade if you don’t

change. Relying Solely on Great Arguments: Arguments matter but they

are not the only thing. Mutually beneficial framework, vivid language, and right emotional level are equally important.

Assuming Persuasion is a One Shot Effort: Persuasio5n is a process not a one time event.

Persuasive Messages

Are there alternative positions I need to examine? What does the decision maker consider the most

important issue? How might the organization's culture influence my

strategy?• Demographics: Age, Gender, Occupation, Income,

Education and other quantifiable characteristics of the people you are trying to persuade.

• Psychographics: Personality, Attitude, Lifestyle, and other psychological characteristics of an individual.

Persuasive messages

Cultural Differences Understanding of this will help satisfy the

needs of audience In France, Hard-sell techniques cannot be

used In Germany, people tend to focus on technical

details. In Sweden, people tend to focus on

theoretical questions. In U.S.A, people concerned with more

practical matters.

Persuasive messages

Credibility: To persuade skeptics, you must convince them that

you know what you are talking about

Your credibility is your capability of being believe because you are reliable and worthy of confidence

Some of the best ways to gain credibility are to Support your messages with facts: Testimonial,

documents , Guarantee, Statistics

Persuasive Messages-Credibility

Name your resources: tell your audience where your information comes from

Be an Expert: Knowledge of message’s subject area help you give your audience the quality information necessary to make decisions

Establish common ground: Those beliefs, attitudes, and background experiences that you have in common will help them identify with you.

Persuasive Messages-Credibility

Be enthusiastic: Your excitement about your subject

can infect your audience. Be Objective: Your ability to understand and

acknowledge all slides of an issue helps you present fair and logical arguments in your persuasive messages.

Be Sincere: Your concern, genuineness, good faith help you focus on your audience’s needs.

Be trustworthy: Your honest and dependability help you earn your audience’s needs [Use of proper words, meaning of which say more than dictionary meaning.

Persuasive Messages-Credibility(Reinforcing your Position)

Instead of Use this

I think we should attempt to get approval on this before it’s too late

Let’s get immediate approval on this

It seems to me that…

This plan can work if we really push it.

I believe…

With our support this plan will work

I’ve been thinking lately that may be someone could…

After careful thought over the past two months, I’ve decided that…

Persuasive Messages-Credibility(Reinforcing your Position)

Be Moderate: Request for little changes instead of all at a time.

Use Simple Language: Audience will be cautious, watching for fantastic claims, emotional manipulation. Use plain and simple language.

Be Specific: Back up your claims with evidence, and when necessary cite actual facts and figures.

Create a Win-Win Situation: Make it possible for you and your audience to gain something. Audience will find it easier to change if they stand to benefit.

Time you message appropriately: The time to sell fans is appropriate in summer.

Use Anecdotes and Stories to make your point: Don’t tell directly to audience what will happen to him? Instead tell them about Ali what happened when his hard disk crashed.

From Beginning to End

OPENING PARAGRAPH: Attract Attention

MIDDLE PARAGRAPH: Build Interest Encourage Desire.

LAST PARAGRAPH: Call for Action

AIDA persuasive strategy

A = Attention --Get the reader‘s attention, make them want to hear your problem or idea. Write a brief and engaging opening sentence, with no extravagant (excessive) claims or irrelevant points. Be sure to find some common ground on which to build your case

I = Interest--Build the reader interest by further explaining benefits and appealing to his or her logic or emotion. Explain the relevance by continuing the theme you started with, paint a more detailed picture with words. Get your audience thinking.

AIDA persuasive strategy

D = Desire--Build desire by showing how your offer can really help reader. Reduce resistance by thinking up answering in advance any questions audience might have. If your idea is complex, explain how would you implement it.

A = Action--Give a strong and simple call to action and provide a convenient means for the reader to take the next step. Make it more than a statement. This is opportunity to remind readers of the benefits of taking action. Make the action easy.

OPENING PARAGRAPH: Attract Attention

Successful Openings include Open-ended, thought-provoking Question Agreeable Statement Compliment An Immediate Request A Piece of Genuine News A Personal Appeal to Reader’s Emotions and

Values Product’s Most attractive Feature alongwith the

Associated Benefits A sample of the Product A Concrete Illustration with Story Appeal. A Solution to A Problem

Open Ended, thought-provoking Question

It encourages receiver to read further. Open ended means more than yes or no

response.

Examples:

“what would you do if you were under fire?”

“How many life will you save today?”

Agreeable Statement

A statement which creates common ground between you and the receiver.

Examples:

“Summer vacations are for spending time with family and friends”

“You will find no shortage of advice on how to run the business”

Compliment

It acknowledges the receiver’s expertise and actions.

Example“You have maintained an enviable credit record”

“Your Creativity has made all the difference in our firm”

An Immediate Request

Example:

“Make a promise”

“Stop in today to win a Rs. 10,000 prize,”

Opening Para

A Piece of Genuine News: In the past 11 months, inflation has risen to 23%,

history highest. A Personal Appeal to Reader’s Emotions and

Values: The only thing worse than paying taxes is paying

taxes when you don’t have to… Product’s Most attractive Feature alongwith the

Associated Benefits: New Biometric system ends attendance problems

and bunking

Opening Para

A sample of the Product: Here’s your free sample of the new Palmy bath soap.

A Concrete Illustration with Story Appeal: In 2008, stock trading was on boom, Ali invested almost all his

money in stocks. He used to keep records in his laptop….

A Solution to A Problem: Tired of scorching sunbeam making roofs oven preset at 300

deg F. Stay cool and save electric bill upto 25%

MIDDLE PARAGRAPHS: Build Interest Encourage Desire

Create interest and desire by implying.

1. Receive benefits

2. Using concrete, descriptive words

3. Addressing receivers concerns

4. Using appropriate appeal.

Receivers benefits

Receivers benefits are direct or indirect. Direct benefits are expressly stated: reduced

workload, monetary compensation etc Indirect Benefits: include personal satisfaction

or enhanced reputation.

Cont…

Examples:

The membership entitles you to: Free admission Gift shop discounts Educational workshop discounts Guest passes

Addressing receiver’s Concerns

Determine the possible concerns of the reader and offer positive information

Example:

Mention of schools, hospitals and shopping malls nearby a new build housing scheme.

Using appropriate appeal

Emotional appeals Rational appeals Combination of appeals

Emotional appeals

Example:“Prompt payers like you are the exception, and your

excellent credit records enabled you to receive additional credit”

“Each year more 17000 in Pakistan are diagnosed with Lung Cancer. We have chosen to fight the battle. Will you join us?”

Rational appeals

Example

“Since 1997 more than Rs. 40 00 000 has been denoted to 5 cancer research, Screening and treatment.”

Combination of appeals

Example:

Each year more than 17000 in Pakistan are diagnosed with Lung Cancer. The cancer centers require your donations for cancer research, screening and treatment.

LAST PARAGRAPH: Call for Action

Make a confidence request Include contact numbers, email address

website etc State a time period.

Example

“This is your chance to be heard! Register your opinion on 1st May between 9am and noon by calling the Opinion Hotline at 0900-78601.

Techniques Used in Motivating Action A postage paid reply card / a stamped and

preaddressed envelope A toll free telephone number An easy website Promise of a follow up call

For an extra push:

Extra Push Motivating Action

Offer a gift: You’ll receive a free cell phone with the purchase of any new car

Promise an incentive: With every new, paid subscription,

we’ll donate one rupee to --- Limit the offer: Only the first one hundred customers

receive free cheques.

Set a deadline: You must act before December 1 to get these low prices.

Guarantee Satisfaction: We’ll return your full payment if you’re not entirely satisfied – no questions asked.

PERSUASIVE APPLICATION

Non routine Request

Request for donation of Money, Time, Knowledge, Or support.

Request for Cooperation• Claim Messages• Collection Messages.

• Sales Letters