Persuasive Messages: Getting Results

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Persuasive Messages Getting Results!

• Richard A. Cornell
• University of Central Florida

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Introduction

• Actionthats our objective!
• The persuasive message influences the reader to
  do act on your request.
• Persuasive communication is not just about sales
  letters!

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Other persuasive messages

• Requests for favors/Invitations
• Proposals
• Memos urging cooperation/on policy or performance
  changes
• Job application letters
• Requests for donations
• Some claim letters

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Psychology of Persuasion

• Presupposes some resistance
• Realize the readers need level
• How it relates to your audience - gain a benefit
  or avoid a loss
• Use BILL approachbig idea a little later

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ANSA Approach

• A is for attentiontime counts!
• N is for need developmentmotivates towards a
  solution.
• S is for solution to the problemtells how to
  satisfy the need.
• A is for actionreminds reader of benefits.

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Attention I

• Quote famous person
• Tell a story
• Use an astonishing fact
• News announcement may work
• Provide a proverb
• Bargain alert
• Solve a problem
• Split sentence

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Attention II

• Free gift
• Question
• Free sample
• Interesting anecdote
• Outstanding feature
• What-if opening
• Analogy

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Ways to arouse interest

• Position of emphasisin first line
• Use second personYOU works!
• Heavy use of action verbs and concrete
  nounshelps arouse interest through visualization
• Be originalavoid copycat, trite, worn
• Relate to reader needscan use or -

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Need Development

• Agitation moves reader to action - balance theory
  so use lots of yous
• Exposing readers to problems they can identify
  with creates tension
• Restoring psychological balance alleviates it
• Let product or idea solve the problem

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Solution to the Problem

• Description of benefits product or idea has to
  offer
• Third-party quotes or testimonials
• Enclosed samples or free-trial offers
• Special price or cost justification
• Answers to possible objections about your product
  or idea

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Feature-Benefit Distinction

• Describe benefits of your product or idea, not
  product or idea features!
• Features are attributes of product/idea
• Benefits describe what the features mean to the
  customer

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Testimonials and References

• Authoritative referencehelps build credibility
  and strengthens your position
• Customer/client testimonialshelps convince
  others they will like your product/idea
• Use strength in testimonials
• Be specific and use a recognized expert

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Product Samples and Trial Offers

• Purpose is to get the reader to use the product
  or idea
• Want to effect a change in behavior
• Helps overcome resistance
• Helps defuse defensive attitude

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Price Information

• Emphasize low price or cost if applicableotherwis
  e bury it in the middle
• Mention price after youve described benefits
• State price in small unitsonly 33 cents a day
  vs.. 120.45 per year

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Anticipate Objections

• Address costs in proposal
• Show how increased costs will increase worker
  efficiency or reduce training time off the job
• Address anticipated objections early in your
  message

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The Action Close

• Should persuade your reader to do something
  specific
• Should remind your reader of the benefits of
  buying your product or ideais actually reselling
  the concept
• Set a deadline for action desired
• Adopt an assumptive tone move from if you do
  to heres how you

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What Weve Learned

• No matter what your field, YOU are always selling
  something!
• Break time and then on to From resume
  to interview!

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Break for 15 minutes
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Interviews to Get The Job
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Common Complaints

• Ill-prepared for the interview
• Vague interests
• Unrealistic expectations
• Poor communication skills
• Lack of motivation or enthusiasm
• Lack of follow-up

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How to Avoid the Complaints

• Understand yourself and what you want
• Do your homework about the organizationin
  advance!
• Assemble your portfolio and take it to the
  interview
• Practice effective communication skills

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Prepare for these questions

• What good are you?
• Tell me about yourself?
• Know your rights in advance

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Illegal or Inappropriate?

• Questions related to race or national origin
• Questions related to age or handicaps
• Questions about your religion
• Questions about Marital or Family relationships

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Handling illegal questions

• Answer the question
• Ask how it relates to the job qualification
• Direct refusal
• Acknowledge concern, ask for clarity
• Address underlying concern
• Terminate the interviewyea EEOC!

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And now, a word from our sponsors