Persuasive Messages

							Module 9 – Writing Persuasive Messages

Learning Objectives
   1. Describe the AIDA plan for persuasive messages
   2. Distinguish between emotional and logical appeals and discuss how to balance them.
   3. Explain how to overcome resistance to your persuasive message
   4. Compare sales messages with fundraising messages
   5. List guidelines to help strengthen your fundraising message.

The Three-Step Process
   1. Planning
   2. Writing
   3. Completing

Planning Persuasive Messages
   1. Purpose
   2. Analyze Audience
   3. Audience Needs
   4. Cultural Differences
   5. Credibility
   6. Ethics

Persuasive Messages
   1. aim to influence audiences who are inclined to resist
   2. are generally longer
   3. are usually more detailed

Determining the Purpose
   PURPOSE: persuade people to do something different or to try something new
         Audience attitudes
         Written formats
         Competing messages
         Clarity
         Necessity appropriateness

Analyzing the Audience
  1. Demographics
          Gender
          Income
          Education
          Other
  2. Psychographics
          Personality
          Attitudes
          Lifestyle
          Other
Maslow’s Hierarchy of Needs
  1. Physiological
         a. Food, shelter, air, water, and sleep
  2. Safety and Security
         a. Job security, stability, and protection
  3. Social
         a. Affection, group ties, friends, and acceptance
  4. Status and Esteem
         a. Uniqueness, self-worth, respect, and recognition
  5. Self-Actualization
         a. Self-realization, creativity, wisdom, and fulfillment

Considering Cultural Differences
Individual Differences --- Organizational Differences
Persuasion is different in different cultures.
    1. In France, aggressive and hard-sell technique does not win respect.
    2. In Germany, people focus on technical matters, and make sure their figures are exact.
    3. In Sweden, audiences tend to focus on theoretical questions and strategic implications
    4. In the U.S., audiences are usually concerned with more practical matters.

Establishing Credibility
   1. Facts
   2. Sources
   3. Expertise
   4. Common Ground
   5. Enthusiasm
   6. Objectivity
   7. Sincerity
   8. Trust
   9. Good Intentions

Setting Ethical Standards
    1. Provide Information
    2. Promote free choice
    3. Obey the law
    4. Avoid manipulation

Persuasive Messages
   1. Use the AIDA Plan
   2. Balance Emotion and Logical Appeals
   3. Reinforce your Position
   4. Deal with Resistance

Examples of Faulty Logic
   1. Hasty Generalizations
   2. Begging the Question
   3. Attacking the Opponent
   4. Oversimplification
   5. Assuming a False Cause
   6. Faulty Analogies
   7. Illogical Support

How to Deal With Resistance
  1. Anticipate Objections
  2. Use “What If” Scenarios
  3. Involve Your Audience

Persuasive Messages
   1. Action Requests
   2. Claims and Adjustments
   3. Sales and Fundraising

Sales Message Strategies
   1. Selling Points
   2. Benefits
   3. Legal Issues
   4. The AIDA Plan

Getting Attention
   1. News Items
   2. Provocative Questions
   3. Shared Traits
   4. Emotions or Values
   5. Product Samples
   6. Challenges
   7. Features and Benefits
   8. Stories and Illustrations
   9. Solutions

The Central Selling Point
   1. Study the Competition
   2. Know the Product
   3. Analyze the Audience

Increasing Desire
   1. Use Action Terms
   2. Discuss Pricing
   3. Support Your Claims

Motivating Action
  1. Explain the Next Step
  2. Create Urgency
  3. Include a Post Script
  4. Apply Good Judgment

Writing Fundraising Messages
   1.   Analyze the Audience
   2.   Study the Competition
   3.   Clarify Benefits
   4.   Keep the Message Personal

Available tools of learning—not required for this unit of study:
   1. Learning Objectives Checkup -- Test your knowledge (pg. 295-296)
   2. Improve Your Grammar, Mechanics, and Usage -- (pg.298-299)