Persuasion: Using Words to

Get What You Need

Linda Jones, Editorial DirectorADVANCE/Merion Matters

November 2012

Everybody is selling something

Persuasion

List the six steps of persuasion in America. Discuss the value of contributing to media. Write for social media. Describe the basics of writing ad copy.

Objectives

6 Steps of Persuasion--Robert Cialdini RECIPROCITYPeople are more likely to return a favor when they are given something. COMMITMENT AND CONSISTENCYPeople generally like to make commitments (have choices) and to stick with them. SOCIAL PROOFPeople will do things they see other people doing. LIKINGPeople are more easily persuaded by the requests of people they know and like; or at the very least people who are like them. AUTHORITYPeople are influenced by authority figures, or even the appearance of authority. SCARCITYThat which is less available or in short supply is seen as having greater value.

List the Six Steps of Persuasion in America

Why? Social proof, liking, authority

How? Know your audiences

Submission policies Consumers

Discuss the Value of Contributing to Media

Blogs Frequency Engagement Linking Value

Write for Social Media

FaceBook/Twitter Conversation Write to individuals Value

Write for Social Media

Bad news happens Don’t ignore Show empathy Have and follow policies

Write for Social Media

What do your readers like?

Write for Social Media

Avoid being “a crummy commercial”

Write for Social Media

AIDA Attention: Headlines and graphics Interest: Build on the headline Desire: Bridge between interest & action Action: Give tools; know what the action is

Describe the Basics of Writing Ad Copy

Keywords Dropdown? Know the list Free form? Think like a jobseeker Avoid facility-unique language

Remember to sell the position Measure results

Describe the Basics of Writing Ad Copy

Persuasion basics State your argument Give evidence/citations to support your

argument Include facts, numbers Relate to the audience; get them to trust you Establish importance of the issue Repetition: say the same thing repeatedly, but

in different ways

How to Get What You Want

Persuasion basics Say it first and last Give reasons why Be consistent with your message (support w/

evidence) Social proof (testimonials) Comparisons (metaphors, analogies) Address objectives Tell a story

How to Get What You Want

Writing a proposal Deliver information in the reader’s format and

language Anticipate questions and answer them Give only needed information; no padding Concentrate on benefits and outcomes, not

processes

How to Get What You Want

Beyond the Message Central route persuasion Peripheral route persuasion

Five Magic Words

How to Get What You Want

{A}You’ve Got to Hear this Song!{I}Amazing song by award-winning singer-songwriter & guitaristRichard Thompson. {D}It could changeYour life! {A}Click here to hear it.

Persuasion

Reciprocity Commitment and consistency Social proof Liking Authority Scarcity Include facts, numbers Say it first and last Magic words

Persuasion