Lesson 4

Persuasive Writing and Sales Messages

Henan University of Technology

Transfer Abroad Undergraduate Programme

Learning Objectives

1. Explain persuasion, identify effective persuasive techniques, and apply the 3-x-3 writing process to persuasive messages

2. AIDA strategy for creating successful persuasive messages

3. Interpersonal persuasion at work and writing persuasive messages within organizations

4. Creating persuasive sales messages in print and online

Understanding Persuasion in the Digital Age

Many managers try to influence others instead of issuing commands.

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What is Persuasion?

Persuasion is “a process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue…”

Richard M. Perloff

Six Basic Principles That Direct Human Behavior

Reciprocation

Commitment

Social Proof

Liking

Authority

Scarcity

Effective Persuasion Techniques

Expecting and overcoming resistance

Tying facts to benefits

Establishing credibility

Making a reasonable,

specific request

Recognizing the power of loss

Sharing solutions and compromising

Applying the 3-x-3 Writing Process to Persuasive Messages

Phase 1: Analyze, Anticipate, Adapt• What do you want the receiver

to do or think?

• Does the receiver need to be persuaded?

• How can you adapt your message to appeal to this receiver?

Applying the 3-x-3 Writing Process to Persuasive Messages

Phase 2: Research, Organize, Compose

• What information do you need? Where can you locate it?

• Which strategy is better – direct or indirect?

Applying the 3-x-3 Writing Process to Persuasive Messages

Phase 3: Revise, Proofread, Evaluate

• Is the message clear and concise?• Is the message conversational?• Are format, grammar, andmechanics correct?• Will the message achieve its purpose?

Persuading With AIDA2

AIDA – Gaining Attention

AIDA – Gaining Attention

AIDA – Gaining Interest

AIDA – Gaining Interest

AIDA – Eliciting Desire

AIDA – Eliciting Desire

AIDA – Gaining Action

AIDA – Gaining Action

Persuading Employees: Messages Flowing Downward

• Persuasive requests may include the following: Participating in volunteer projects

Joining programs to stop smoking, lose weight, or start exercising

• Instructions or directives moving downward from supervisors usually require little persuasion.

BUT: Paying attention to tone is necessary

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Persuading the Boss: Messages Flowing Upward

• Focus on evidence such as facts• and figures.• If possible, quantify the benefits• of your idea..• Be confident when pitching your idea.

• BUT:• Be sensitive to tone; • use words such as suggest and recommend, • not you must or we should.

Creating Persuasive Sales Messages in Print and Online

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Creating Persuasive Sales Messages in Print and Online

• It’s a good example of an ad, which has been designed with the AIDA formula in mind.

• The designer has used bright colors to grab our attention.

• The ad clearly conveys the benefit, which the value propositions will deliver(fun with friends during the holiday period). The ad captures our interest and desire with this.

• ‘Buy Now’ button is placed in a visually prominent position. This is designed to motivate us to take action, by way of purchasing their holiday pass immediately.

Creating Persuasive Sales Messages in Print and Online