Persuasive Messages and Ethics Lecture 10 Yesterday Persuasive

Persuasive Messages and Ethics Lecture 10

Yesterday Persuasive Messages 3 step writing process Credibility and Ethics Framing arguments with AIDA

Today Persuasive Messages Appealing to your audience Supporting your argument Dealing with resistance Types of Persuasive Messages How to be ethical

Persuasive Messages Used to change an Audience’s beliefs, attitudes, and actions Present an argument that readers will agree with and support

Persuasive Messages Used when: We are trying to sell something Asking people to support an idea Asking for an increase in salary Asking your boss to use your ideas

Persuasive Strategies 4 strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance

Framing the Message AIDA – 4 step argument Attention (Opening) Interest (Body) Desire (Body) Action (Closing)

Persuasive Strategies 4 strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance

Audience Appeal In order to persuade our audience, we must appeal to them in some way We can appeal to the heart and to the mind

Audience Appealing to the audience’s heart is called an: Emotional Appeal This is when we try to persuade our audience by using their feelings

Audience Appeal Emotional appeals Use words like: success, free, savings, value This will make your audience comfortable

Audience Appeal Emotional appeals Make your audience think your idea is the right thing to do

Audience Appealing to the audience’s mind is called a: Logical appeal This is when we use evidence and facts to convince our audience

Audience Appeal Logical Appeals Have plenty of evidence Don’t attack your opponents Make sure your claims are true

Persuasive Strategies 4 strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance

Supporting your argument Increase your credibility with strong language Use words that are strong and direct

Supporting your argument Ask for small changes Prepare for opposition Be specific Create a “win-win” situation Use stories to make your points

Persuasive Strategies 4 strategies for successful persuasion Framing your argument Appealing to the audience Supporting your argument Dealing with Resistance

Dealing with Resistance Present all sides of your argument The good The bad This will increase credibility

Dealing with Resistance Think about possible objections and think of ways to answer them This will help make your audience believe you

Persuasive Strategies These are the four components of a successful persuasive message

Types of Messages Persuasive Requests Sales Letters

Types of Messages Persuasive Requests Sales Letters

Persuasive Requests When asking for something small, use routine message strategy When asking for something larger, use the AIDA plan

Persuasive Requests When asking for something small, use routine message strategy When asking for something larger, use the AIDA plan

Persuasive Requests Keep the request specific and possible Say direct and indirect benefits

Persuasive Requests Begin with an attention grabbing device. Show the readers that you are concerned and have a reason for making the request

Persuasive Requests Interest and Desire sections Gain credibility for you and your request Make readers believe helping you will solve a problem

Persuasive Requests Action Section Once the idea has been shown, provide a specific action including dates, times, etc.

Types of Messages Persuasive Requests Sales Letters

Sales Letters Your purpose is to sell your product To do this we must highlight features and benefits

Sales Letters Features = something our product has Benefits = advantages the user will get

Sales Letters FEATURES BENEFITS LCD Screen You won`t hurt your eyes 100 free text messages Communicate with friends Prints 30 pages per minute Get work done fast Wireless controllers Play games from anywhere in the house

Sales Letters Use the AIDA approach Remember the other strategies as well Appealing to the audience Supporting your argument Dealing with Resistance

Sales Letters Attention: We want to use an attention getter that gets our reader to read the whole message

Attention An interesting question A sample of the product A solution to a problem Your product`s best feature Anything to get the audience to read the message!

Attention “How would you like to travel the world? ” “Here is your free sample of Chanel perfume”

Attention “Tired of being alone? We have the answer to your problem!” “New software types what you say!”

Interest In the interest section, we must highlight the best feature of our product

Interest To determine this, ask: What does the competition offer? What are buyers looking for?

Interest Describe the product in detail, focusing on all positive features

Desire Mention the main benefit of your product Mention other benefits as well (price, convenience, etc. )

Action Ask your readers to do what you want Convince them to act quickly

Sales Letters If you are successful, readers will want your product and do what you ask!

Business Ethics In persuasive messages, as in all kinds of business, we must be ethical and honest This means following the rules of business

Bad ethics In sales messages Lying about your competition Making false promises Lying about your product

Bad Ethics in Business Lying Bribery Stealing information Giving gifts Accepting gifts Plagiarism Selling bad goods

Ethics We must follow the ethics of business and do business in an honest way.

Business Ethics We will look at some ethical dilemmas Dilemma = a difficult choice

Ethical Dilemmas We will look at some ethical dilemmas Dilemma = a difficult choice