- Slides: 53
Persuasive Messages AOS 272
Types of Persuasive Messages n Requests reader would most likely refuse Unknowing n Disinterested n Unwilling n n Sales messages
Appeal to Reader’s Interests n n n Facts Logic Emotional appeals
Survival Needs n n Food Water Air Reproduction
Applies to: n n n Unemployed Homeless Environmentalists
Security and Safety n n Safe shelter/neighborhoods Personal safety Routines and habits Job security
Applies to: n n n Parents Women Children of dysfunctional parents
Love and Affiliation n Relationships Organizations and clubs Friendships
Applies to: n n Teens and adolescents People with high social needs
Esteem n n n Respect and admiration Academic success Career success
Applies to: n n Those who have satisfied lower level needs People with low self-esteem
Self-Actualization n Accomplishment Fulfillment “Be all you can be!”
Applies to: n n n Financially successful Empty-nesters People with high self-esteem
Gardner’s Seven Factors of Mental Change n Reason n n Logic Analogy Classification Research n n Statistical tests Experiments
n Resonance n n Feels right Fits the situation Convincing Redescription n Described in different forms: linguistic, spatial, numeric
n Rewards n n n Resources Reinforcement Real world events n n n Natural Political Economic
n Resistance n n Opposition Inertia
Arguments n FACTS - Proof of superiority or benefit n n n Statistics Features Expert opinions Testimonials LOGIC n n What are reader’s objections? Answer/refute these objections.
Logic n What are reader’s objections? n Answer/refute these objections.
Emotional Appeals n When facts or logic don’t apply or are not effective n n n n n Happy Families Humor Exotic Places Something for Nothing Bandwagon Plain Folks Sex Appeal Science and Statistics Patriotism Fears and Insecurities
Happy Families n Plays on needs for affiliation and affection.
Humor n n Feeling lost in the shuffle? Associate product with positive feelings May be subtle or slapstick
Exotic Places n n Make us want to be there We would be beautiful, glamorous, and sexy if we were
Something for Nothing n Coupons, giveaways, premiums.
Everybody’s Doing It n We’d all like to be as attractive and popular as these people.
Plain Folks n Trust and credibility
Celebrity Endorsements n n “Be Like Mike” Use sports and entertainment figures
Science and Statistics
Health and Nature
Fears and Insecurities n n Personal characteristics Future
Positive Effects n n 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 n Interest n Desire n Action n
n Attention n Show benefit to reader Show need or problem Interest n n n Expand on benefit Show relevance to audience Appeal to logic or emotions
n Desire n n Supply proof of reader benefits Answer potential questions Downplay any negative points or obstacles Action n n Motivate reader to immediate action Make action easy
Critical Points n n n Benefits must appeal to reader Connection between benefits and request must be clear Action should be easy and immediate
Types of Appeals n Humanitarian n n Individual responsibility n n Your action will help others It’s your “job” to do this Personal experience n You are unique, or you may have had a similar experience
Attention Devices What kinds of persuasive messages get your attention? n Medium n n Mail Telephone TV/Radio Interest vs. Annoyance
Establishing Credibility n n Use simple language Evidence n n Credible Sources n n n Research, facts, testimonials Verifiable Qualified Knowledge n n Background Research
n Common Ground n n Enthusiasm & Sincerity n n Care about the subject & audience Objectivity n n Shared experience, similar beliefs Fair and balanced Trustworthy n Honest and factual
Sales Letters n Advantages n n n Inexpensive Can be targeted to a specific market Can be personalized Direct – product is obvious Indirect – goodwill, introduction, job application
Knowledge Needed n Know your product n n Know your customers n n Features, competitors, market Who they are What they want or need Know how sales are made Practice effective writing n n “You” viewpoint Positive language
Central Selling Point n The item of information most likely to motivate the reader to buy the product.
Other Persuasive Messages n n 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 n Due Thursday, November 16