Chapter 10 Persuasive and Sales Messages © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 10 Persuasive and Sales Messages Business Communication: Process and Product, 8e Mary Ellen Guffey & Dana Loewy

What Is Persuasion? Persuasion is a “symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice.” -- Richard M. Perloff

Six Basic Principles That Direct Human Behavior Reciprocation Commitment Social Proof Liking Authority Scarcity

Effective Persuasion Techniques Establishing credibility Making a reasonable, specific request Tying facts to benefits Recognizing the power of loss Expecting and overcoming resistance Sharing solutions and compromising

Persuading With AIDA Attention Interest Desire Action

AIDA – Gaining Attention Summary of problem Unexpected statement Reader benefit Compliment Related facts Stimulating question

AIDA – Building Interest Facts, figures Expert opinions Examples Specific details Direct benefits Indirect benefits

AIDA – Eliciting Desire Reduce resistance Anticipate objections Offer counterarguments Use What if? scenarios Demonstrate competence Show value of proposal

AIDA – Prompting Action Describe specific request Sound confident Make action easy to take Offer incentive or gift Don’t provide excuses Repeat main benefits

Using AIDA Strategy in Requests, Claims, and Complaints Prewrite Determine your purpose. Know exactly what you want to achieve. Anticipate the reaction of your audience.

Using AIDA Strategy in Requests, Claims, and Complaints Gain Attention Use the indirect strategy rather than blurting out the request immediately. Begin with a problem description, unexpected statement, reader benefit, compliment, related facts, or stimulating question to grab attention.

Using AIDA Strategy in Requests, Claims, and Complaints Build Interest Convince the audience that your request is reasonable. Develop interest by using facts, statistics, examples, testimonials, and specific details. Establish your credibility, if necessary, by explaining your background and expertise.

Using AIDA Strategy in Requests, Claims, and Complaints Build Interest Support your request by tying facts to direct benefits (increased profits, more efficient operations, better customer relations, saving money, a returned favor) or indirect benefits (improving the community, giving back to the profession, helping the environment). In claims and complaints, be objective but prove the validity of your request.

Using AIDA Strategy in Requests, Claims, and Complaints Elicit Desire and Reduce Resistance Anticipate objections to your request by using What if? scenarios and provide compelling counterarguments. Demonstrate credibility and competence. In claims and complaints, use a moderate, unemotional tone.

Using AIDA Strategy in Requests, Claims, and Complaints Motivate Action Make a precise request that spells out exactly what you want done. Add a deadline date if necessary. Repeat a key benefit, provide additional details, or offer an incentive. Express appreciation. Be confident without seeming pushy.

Creating Persuasive Sales Messages in Print and Online Prewrite: Analyze your product or service. What makes it special? What central points should you emphasize? How does it compare with the competition?

Creating Persuasive Sales Messages in Print and Online Prewrite: Profile your audience. How will this product or service benefit your audience? What do you want the audience to do? Increase the response rate by targeting your audience through selected database mailing lists.

Creating Persuasive Sales Messages in Print and Online Gain Attention: Describe a product feature, present testimonials, make a startling statement, or show the reader in an action settling.

Creating Persuasive Sales Messages in Print and Online Gain Attention: Offer something valuable, promise a significant result, or describe a product feature.

Creating Persuasive Sales Messages in Print and Online Gain Attention: Suggest a solution to a problem, offer a relevant anecdote, use the receiver’s name, or mention a meaningful current event.

Creating Persuasive Sales Messages in Print and Online Build Interest Describe the product in terms of what it does for the reader: Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status.

Creating Persuasive Sales Messages in Print and Online Elicit Desire, Reduce Resistance Counter anticipated reluctance with attractive warranties, trial offers, free samples, money-back guarantees, or testimonials.

Creating Persuasive Sales Messages in Print and Online Elicit Desire, Reduce Resistance Build credibility with results of performance tests, polls, or awards. If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition.

Creating Persuasive Sales Messages in Print and Online Motivate Action Close by repeating a central selling point and with clear instructions for easy action. Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline.

Creating Persuasive Sales Messages in Print and Online Motivate Action Put the strongest motivator in a postscript. Make it easy to respond. In e-mails, include an opportunity to opt out.

Writing Successful E-Mail Sales Messages Craft a catchy subject line. Keep the main information “above the fold.” Make the message short, conversational, and focused. Convey urgency. Sprinkle testimonials throughout the copy. Provide a means for opting out.

What Are Press Releases? Press (news) releases announce important information to the media, traditional or digital: new products, management changes, new facilities, sponsorships, community projects, awards given or received, joint ventures, donation, or seminars and demonstrations.

Developing Persuasive Press Releases Open with an attention-getting lead or a summary of the important facts. Include answers to the five Ws and one H (who , what, when, where, why, and how) in the article– but not all in the first sentence. Appeal to the audience of the target media. Emphasize reader benefits written in the style of the focus publication or newscast.

Developing Persuasive Press Releases Present the most important information early, followed by supporting information. Insert intriguing and informative quotations of chief decision makers to lend the news release credibility. Make the document readable and visually appealing. Look and sound credible– no typos, no imaginative spelling or punctuation, no factual errors.