THE PERSUASIVE MESSAGEs
PERSUASION ? USING ARGUMENT OR DISCUSSION TO CHANGE THE BELIEF AND ACTION
EFFECTIVE PERSUASION A REASONABLE REQUEST + A WELL PRESENTED ARGUEMENT
THE INDIRECT PATTERN PEOPLE MUST BE PERSUADED TO: GRANT YOU FAVOURS ACCEPT YOUR RECOMMENDATIONS BUY YOUR PRODUCTS GRANT YOUR CLAIMS
EFFECTIVE SALES MESSAGES PRODUCT KNOWLEDGE CREDIBILITY SPECIFIC READER BENEFITS
ANALYSING THE PURPOSE WHAT RESPONSE DO YOU WANT A MEETING AN AGREEMENT FOR THE ACTION IMMEDIATE ACTION
ADAPTING FOCUS ON READER’S NEEDS OR BENEFITS
NEEDS? MONEY POWER COMFORT IMPORTANCE CONFIDENCE FRIENDS PEACE OF MIND RECOGNITION
THE REQUEST MUST SOLVE A PROBLEM HELP ACHIEVE AN OBJECTIVE MAKE LIFE EASIER
THE RECEIVER’S QUESTIONS WHY SHOULD I? WHAT’S IN IT FOR ME? SO WHAT? WHO CARES? SAYS WHO? WHAT’S IN IT FOR YOU?
RESEARCH GATHER ALL DATA TO SERVE YOUR PURPOSE
ORGANIZING DATA GAIN ATTENTION BUILD INTEREST REDUCE RESISTANCE MOTIVATE ACTION
GAIN ATTENTION INTERESTING TARGETTED BRIEF
BUILDING INTEREST FACTS & STATISTICS EXAMPLES EXPERT OPINION SPECIFIC DETAILS DIRECT & INDIRECT BENEFITS
REDUCING RESISTANCE ANTICIPATE OBJECTIONS & OFFSET THEM BRAINSTORM FOR WHAT IF? SCENARIOS PREPARE A COUNTERARGUEMENT FOR EACH WHAT IF? SITUATION EMPHASIZE BENEFITS
REDUCING RESISTANCE CREDIBILITY = A BELIEVABLE SENDER ESTABLISH YOUR EXPERTISE (CREDENTIALS) DEMONSTRATE YOUR COMPETENCE
MOTIVATING ACTION THE PURPOSE (ANALYSIS PHASE) SPECIFIC & CONFIDENT (NOT PUSHY) NON APOLOGETIC NO EXCUSES
ACTION STATEMENTS “ We are certain we can develop a series of training sessions that will improve the communication of your employees” GENERAL
ACTION STATEMENTS “ If you agree that our training proposal has merit, perhaps we could begin the series in June” TIMID
ACTION STATEMENTS “ Because we are convinced that you will want to begin improving the skills of your employees immediately, we have scheduled your series begin in June” TOO PUSHY
ACTION STATEMENTS “ You will see decided improvement in the communication skills of your employees. Please call me at …….. By May 1st to give your approval so that training sessions may start in June, as we discussed ” EFFECTIVE
THE SALES MESSAGE
ANALYZE THE PRODUCT DESIGN CONSTRUCTION RAW MATERIAL MANUFACTURING PROCESS
ANALYZE THE PRODUCT EASE OF USE EFFICIENCY APPLICATIONS DURABILITY
ANALYZE THE PRODUCT WARRANTIES SERVICE PRICE STRENGTHS & WEAKNESSES VS COMPETITION
ADAPTING TO AUDIENCE SPECIFICALLY TARGET AN AUDIENCE
ASSUMPTIONS INTERESTS NEEDS DEMOGRAPHICS ( AGE, GENDER, INCOME ….)
GAINING ATTENTION OPENING PARAGRAPH OF A SALES MESSAGE MOST CRITICAL
BUILDING INTEREST EMPHASIZE THE CENTRAL SELLING POINTS IN CLEAR AND SPECIFIC LANGUAGE REASON / EMOTION / DUAL APPEAL
PRODUCT BENEFITS FEATURES ARE MEANINGLESS PEOPLE BUY BENEFITS
DEALING WITH RESISTANCE PRICE CREDIBILITY
PRICE PRICE AFTER THE DESIRE SHOW IT IN SMALL UNITS SHOW HOW HE SAVES MONEY COMPARISON WITH COMPETITOR
CREDIBILITY
ACTION MOTIVATORS A REPLY CARD STAMPED, PRE-ADRESSED ENVELOPE TOLL FREE NUMBER WEBSITE
ACTION MOTIVATORS GIFT OFFER LIMIT THE OFFER SET A DEADLINE MONEY BACK GUARANTEE
THE POST SCRIPT TO REVEAL THE STRONGEST MOTIVATOR REWARD FOR QUICK ACTION RE-EMPHASIZE A SELLING POINT