Persuasive Messages Persuasive Messages AOS 272 Types of Persuasive

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					Persuasive Messages

          AOS 272
Types of Persuasive Messages

   Requests reader would most likely
        Unknowing
        Disinterested

        Unwilling

   Sales messages
Appeal to Reader’s Interests
   Facts
   Logic
   Emotional appeals
Survival Needs
   Food
   Water
   Air
   Reproduction
Applies to:
   Unemployed
   Homeless
   Environmentalists
Security and Safety
   Safe shelter/neighborhoods
   Personal safety
   Routines and habits
   Job security
Applies to:
   Parents
   Women
   Children of dysfunctional parents
Love and Affiliation
   Relationships
   Organizations and clubs
   Friendships
Applies to:
   Teens and adolescents
   People with high social needs
   Respect and admiration
   Academic success
   Career success
Applies to:
   Those who have satisfied lower level
   People with low self-esteem
   Accomplishment
   Fulfillment
   “Be all you can be!”
Applies to:
   Financially successful
   Empty-nesters
   People with high self-esteem
    Gardner’s Seven Factors of
         Mental Change
   Reason
       Logic
       Analogy
       Classification
   Research
       Statistical tests
       Experiments
   Resonance
       Feels right
       Fits the situation
       Convincing

   Redescription
       Described in different forms: linguistic,
        spatial, numeric
   Rewards
       Resources
       Reinforcement
   Real world events
       Natural
       Political
       Economic
   Resistance
       Opposition
       Inertia
   FACTS - Proof of superiority or benefit
       Statistics
       Features
       Expert opinions
       Testimonials

       What are reader’s objections?
       Answer/refute these objections.

   What are reader’s objections?

   Answer/refute these objections.
Emotional Appeals
   When facts or logic don’t apply or are not
       Happy Families
       Humor
       Exotic Places
       Something for Nothing
       Bandwagon
       Plain Folks
       Sex Appeal
       Science and Statistics
       Patriotism
       Fears and Insecurities
Happy Families
   Plays on needs for
    affiliation and
                                  Associate product
                                   with positive feelings
                                  May be subtle or

Feeling lost in the shuffle?
      Exotic Places
   Make us want to be

   We would be beautiful,
    glamorous, and sexy if
    we were
Something for Nothing
   Coupons,
         Everybody’s Doing It
   We’d all like to be as
    attractive and
    popular as these people.
Plain Folks
   Trust and
      Celebrity Endorsements
   “Be Like Mike”
   Use sports and
    entertainment figures
Sex Appeal
Science and Statistics
Health and Nature
Fears and Insecurities
   Personal
   Future
Positive Effects
   Tobacco advertising – all the good
    things we do

   NFL participation in the United Way
Planning the Request
 1. Get audience to read entire message

 2. Get receiver to react positively
Indirect Plan (AIDA)
   Attention
   Interest
   Desire
   Action
   Attention
       Show benefit to reader
       Show need or problem

   Interest
       Expand on benefit
       Show relevance to audience
       Appeal to logic or emotions
   Desire
       Supply proof of reader benefits
       Answer potential questions
       Downplay any negative points or obstacles
   Action
       Motivate reader to immediate action
       Make action easy
Critical Points

   Benefits must appeal to reader

   Connection between benefits and
    request must be clear

   Action should be easy and immediate
Types of Appeals
   Humanitarian
       Your action will help others

   Individual responsibility
       It’s your “job” to do this

   Personal experience
       You are unique, or you may have had a
        similar experience
Attention Devices
What kinds of persuasive messages get
 your attention?
     Medium
          Mail
          Telephone
          TV/Radio
     Interest vs. Annoyance
Establishing Credibility
   Use simple language
   Evidence
       Research, facts, testimonials
   Credible Sources
       Verifiable
       Qualified
   Knowledge
       Background
       Research
   Common Ground
       Shared experience, similar beliefs
   Enthusiasm & Sincerity
       Care about the subject & audience
   Objectivity
       Fair and balanced
   Trustworthy
       Honest and factual
Sales Letters
   Advantages
       Inexpensive
       Can be targeted to a specific market
       Can be personalized

   Direct – product is obvious
   Indirect – goodwill, introduction, job
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
Central Selling Point
   The item of information most likely
    to motivate the reader to buy the
Other Persuasive Messages
   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
   Due Thursday, November 16

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