Persuasive Messages

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Persuasive Messages

• AOS 272

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Types of Persuasive Messages

• Requests reader would most likely refuse
• Unknowing
• Disinterested
• Unwilling
• Sales messages

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Appeal to Readers Interests

• Facts
• Logic
• Emotional appeals

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Motivation
Survival
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Survival Needs

• Food
• Water
• Air
• Reproduction

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Applies to

• Unemployed
• Homeless
• Environmentalists

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Security and Safety

• Safe shelter/neighborhoods
• Personal safety
• Routines and habits
• Job security

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Applies to

• Parents
• Women
• Children of dysfunctional parents

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Love and Affiliation

• Relationships
• Organizations and clubs
• Friendships

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Applies to

• Teens and adolescents
• People with high social needs

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Esteem

• Respect and admiration
• Academic success
• Career success

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Applies to

• Those who have satisfied lower level needs
• People with low self-esteem

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Self-Actualization

• Accomplishment
• Fulfillment
• Be all you can be!

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Applies to

• Financially successful
• Empty-nesters
• People with high self-esteem

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Gardners Seven Factors of Mental Change

• Reason
• Logic
• Analogy
• Classification
• Research
• Statistical tests
• Experiments

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• Resonance
• Feels right
• Fits the situation
• Convincing
• Redescription
• Described in different forms linguistic,
  spatial, numeric

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• Rewards
• Resources
• Reinforcement
• Real world events
• Natural
• Political
• Economic

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• Resistance
• Opposition
• Inertia

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Arguments

• FACTS - Proof of superiority or benefit
• Statistics
• Features
• Expert opinions
• Testimonials
• LOGIC
• What are readers objections?
• Answer/refute these objections.

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Logic

• What are readers objections?
• Answer/refute these objections.

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Emotional Appeals

• When facts or logic dont 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

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Happy Families

• Plays on needs for affiliation and affection.

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Humor

• Associate product with positive feelings
• May be subtle or slapstick

Feeling lost in the shuffle?
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Exotic Places

• Make us want to be there
• We would be beautiful, glamorous, and sexy if we
  were

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Something for Nothing

• Coupons, giveaways, premiums.

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Everybodys Doing It

• Wed all like to be as attractive and
• popular as these people.

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Plain Folks

• Trust and
• credibility

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Celebrity Endorsements

• Be Like Mike
• Use sports and entertainment figures

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Sex Appeal
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Science and Statistics
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Health and Nature
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(No Transcript)
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(No Transcript)
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Patriotism
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Fears and Insecurities

• Personal characteristics
• Future

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Positive Effects

• Tobacco advertising all the good things we do
• NFL participation in the United Way

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Planning the Request

• Goals
• 1. Get audience to read entire message
• 2. Get receiver to react positively

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Indirect Plan (AIDA)

• Attention
• Interest
• Desire
• Action

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• Attention
• Show benefit to reader
• Show need or problem
• Interest
• Expand on benefit
• Show relevance to audience
• Appeal to logic or emotions

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• Desire
• Supply proof of reader benefits
• Answer potential questions
• Downplay any negative points or obstacles
• Action
• Motivate reader to immediate action
• Make action easy

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Critical Points

• Benefits must appeal to reader
• Connection between benefits and request must be
  clear
• Action should be easy and immediate

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Types of Appeals

• Humanitarian
• Your action will help others
• Individual responsibility
• Its your job to do this
• Personal experience
• You are unique, or you may have had a similar
  experience

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Attention Devices

• What kinds of persuasive messages get your
  attention?
• Medium
• Mail
• Telephone
• TV/Radio
• Interest vs. Annoyance

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Establishing Credibility

• Use simple language
• Evidence
• Research, facts, testimonials
• Credible Sources
• Verifiable
• Qualified
• Knowledge
• Background
• Research

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• Common Ground
• Shared experience, similar beliefs
• Enthusiasm Sincerity
• Care about the subject audience
• Objectivity
• Fair and balanced
• Trustworthy
• Honest and factual

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Sales Letters

• Advantages
• Inexpensive
• Can be targeted to a specific market
• Can be personalized
• Direct product is obvious
• Indirect goodwill, introduction, job
  application

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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

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Central Selling Point

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

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Other Persuasive Messages

• Proposals
• Recommendations
• Persuasive Claims
• Collection Letters

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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. Thats why we are writing. We want to know
  your opinions to be able to better conduct our
  business.

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• 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.

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• And again, were happy you chose Tolson Auto
  Repair. We want to take care of your auto needs.

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The Aquarium Letter

• Due Thursday, November 16