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 Self- Actualization Esteem Love and Affiliation Physical Needs Security and Safety Love and Affiliation Esteem Self- Actualization Survival

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 Redescription Feels right Fits the situation Convincing Described in different forms: linguistic, spatial, numeric

Rewards Real world events Resources Reinforcement Natural Political Economic

Resistance Opposition Inertia

Arguments FACTS - Proof of superiority or benefit LOGIC 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.

Feeling lost in the shuffle? 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 Interest Show benefit to reader Show need or problem Expand on benefit Show relevance to audience Appeal to logic or emotions

Desire Action 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 Individual responsibility 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

Enthusiasm & Sincerity Objectivity Trustworthy Common Ground Shared experience, similar beliefs Enthusiasm & Sincerity Care about the subject & audience Objectivity Fair and balanced Trustworthy Honest and factual

Sales Letters Advantages Direct – product is obvious 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 Know your customers 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 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 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