Persuasive Messages

AOS 272

Types of Persuasive Messages

Requests reader would most likely refuse

Unknowing Disinterested Unwilling

Sales messages

Appeal to Reader’s Interests

Facts Logic Emotional appeals

Motivation

Survival Needs

Food Water Air Reproduction

Applies to:

Unemployed Homeless Environmentalists

Security and Safety

Safe shelter/neighborhoods Personal safety Routines and habits Job security

Applies to:

Parents Women Children of dysfunctional parents

Love and Affiliation

Relationships Organizations and clubs Friendships

Applies to:

Teens and adolescents People with high social needs

Esteem

Respect and admiration Academic success Career success

Applies to:

Those who have satisfied lower level needs

People with low self-esteem

Self-Actualization

Accomplishment Fulfillment “Be all you can be!”

Applies to:

Financially successful Empty-nesters People with high self-esteem

Gardner’s Seven Factors of Mental Change

Reason Logic Analogy Classification

Research Statistical tests Experiments

Resonance Feels right Fits the situation Convincing

Redescription Described in different forms:

linguistic, spatial, numeric

Rewards Resources Reinforcement

Real world events Natural Political Economic

Resistance Opposition Inertia

Arguments FACTS - Proof of superiority or benefit

Statistics Features Expert opinions Testimonials

LOGIC What are reader’s objections? Answer/refute these objections.

Logic

What are reader’s objections?

Answer/refute these objections.

Emotional Appeals When facts or logic don’t apply or are

not effective Happy Families Humor Exotic Places Something for Nothing Bandwagon Plain Folks Sex Appeal Science and Statistics Patriotism Fears and Insecurities

Happy Families Plays on needs for

affiliation and affection.

Humor Associate product

with positive feelings

May be subtle or slapstick

Feeling lost in the shuffle?

Exotic Places Make us want to be

there

We would be beautiful, glamorous, and sexy if we were

Something for Nothing Coupons,

giveaways, premiums.

Everybody’s Doing It We’d all like to be as

attractive and popular as these people.

Plain Folks Trust and

credibility

Celebrity Endorsements

“Be Like Mike” Use sports and

entertainment figures

Sex Appeal

Science and Statistics

Health and Nature

Patriotism

Fears and Insecurities Personal

characteristics Future

Positive Effects

Tobacco advertising – all the good things we do

NFL participation in the United Way

Planning the Request

Goals:1. Get audience to read entire message

2. Get receiver to react positively

Indirect Plan (AIDA)

Attention Interest Desire Action

Attention Show benefit to reader Show need or problem

Interest Expand on benefit Show relevance to audience Appeal to logic or emotions

Desire Supply proof of reader benefits Answer potential questions Downplay any negative points or

obstacles Action

Motivate reader to immediate action Make action easy

Critical Points

Benefits must appeal to reader

Connection between benefits and request must be clear

Action should be easy and immediate

Types of Appeals Humanitarian

Your action will help others

Individual responsibility It’s your “job” to do this

Personal experience You are unique, or you may have had a

similar experience

Attention Devices

What kinds of persuasive messages get your attention? Medium

Mail Telephone TV/Radio

Interest vs. Annoyance

Establishing Credibility Use simple language Evidence

Research, facts, testimonials Credible Sources

Verifiable Qualified

Knowledge Background Research

Common Ground Shared experience, similar beliefs

Enthusiasm & Sincerity Care about the subject & audience

Objectivity Fair and balanced

Trustworthy Honest and factual

Sales Letters

Advantages Inexpensive Can be targeted to a specific market Can be personalized

Direct – product is obvious Indirect – goodwill, introduction, job

application

Knowledge Needed Know your product

Features, competitors, market Know your customers

Who they are What they want or need

Know how sales are made Practice effective writing

“You” viewpoint Positive language

Central Selling Point

The item of information most likely to motivate the reader to buy the product.

Other Persuasive Messages

Proposals Recommendations Persuasive Claims Collection Letters

In-Class Assignment

At Tolson Auto Repair, We have been in business for over 25 years. We stay in business by always taking into account what the customer wants. That’s why we are writing. We want to know your opinions to be able to better conduct our business.

Take a moment right now and fill out the enclosed questionnaire. We know everyone is busy, but this is just one way we have of making sure our people do their job correctly. Use the enclosed envelope to return the questionnaire.

And again, we’re happy you chose Tolson Auto Repair. We want to take care of your auto needs.

The Aquarium Letter Due Thursday, November 16