PREPARING PERSUASIVE MESSAGES

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

Persuasion-Ellen Guffey
Persuasion is defined as the ability to use argument or discussion to influence an individuals beliefs or actions.
Successful persuasion depends largely on the reasonableness of your request, your credibility, and your ability to make the request attractive to the receiver.

Persuasion
1. Attract attention 2. Arouse psychological needs

3. Present persuasive information showing the receiver how to satisfy those psychological needs
4. Present evidence to support claims 5. Urge action.

Plan before you Write

1.

Know the Product, Service or Idea

1.
2. 3.

4.
5.

Details- Read all available Literature Using product & watching others use it Compare it with competitors Conducting tests & experiments Soliciting reports from users

2.

Know the Receiver

1.

Logos- A logical appeal that consist of such information as facts and statics. Business audiences 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 Audience: Anticipate their Unreceptive

objections and respondd Subtly

3.

Identify the Desired Action

Writing Principles
1.

2.
3. 4. 5.

Short Paragraphs Concrete Nouns & Verbs Specific Language- Great= Why it is Great? Receiver Centric Stress a central selling point or appeal
1. 2.

Benefit Major Satisfying Point

Attention Get the receivers Attention Interest Arouse Interest

Desire Create desire (Evidence of Value of Product)

Action Encourage Action

INDUCTIVE APPROACH

Gain Attention

Objectives are
1.

2.

3.

Introduce a relationship between the receiver and the product, service or idea Focus on central selling feature Use an original approach

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

Create Desire

Align central point to Evidence

Present
Claim

and Interpret Factual Evidence

& 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

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

Exercises-Lehman, Dufrene & Sinha

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