Transcript Document 7151624

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