Persuasive Messages AOS 272. Types of Persuasive Messages Requests reader would most likely refuse...
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Transcript of Persuasive Messages AOS 272. Types of Persuasive Messages Requests reader would most likely refuse...
Persuasive Messages
AOS 272
Types of Persuasive Messages
Requests reader would most likely refuse
Unknowing Disinterested Unwilling
Sales messages
Appeal to Reader’s Interests
Facts Logic Emotional appeals
Motivation
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
Esteem
Respect and admiration Academic success Career success
Applies to:
Those who have satisfied lower level needs
People with low self-esteem
Self-Actualization
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
Arguments FACTS - Proof of superiority or benefit
Statistics Features Expert opinions Testimonials
LOGIC What are reader’s objections? Answer/refute these objections.
Logic
What are reader’s objections?
Answer/refute these objections.
Emotional Appeals When facts or logic don’t 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
Happy Families Plays on needs for
affiliation and affection.
Humor Associate product
with positive feelings
May be subtle or slapstick
Feeling lost in the shuffle?
Exotic Places Make us want to be
there
We would be beautiful, glamorous, and sexy if we were
Something for Nothing Coupons,
giveaways, premiums.
Everybody’s Doing It We’d all like to be as
attractive and popular as these people.
Plain Folks Trust and
credibility
Celebrity Endorsements
“Be Like Mike” Use sports and
entertainment figures
Sex Appeal
Science and Statistics
Health and Nature
Patriotism
Fears and Insecurities Personal
characteristics Future
Positive Effects
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)
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
application
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 product.
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