1 preparing persuasive messages

7/30/2019 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

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