Persuasion: Using Words to Get What You Need Linda Jones, Editorial Director ADVANCE/Merion Matters November 2012

Everybody is selling something Persuasion

 List the six steps of persuasion in America.  Discuss the value of contributing to media.  Write for social media.  Describe the basics of writing ad copy. Objectives

6 Steps of Persuasion --Robert Cialdini RECIPROCITY People are more likely to return a favor when they are given something. COMMITMENT AND CONSISTENCY People generally like to make commitments (have choices) and to stick with them. SOCIAL PROOF People will do things they see other people doing. LIKING People are more easily persuaded by the requests of people they know and like; or at the very least people who are like them. AUTHORITY People are influenced by authority figures, or even the appearance of authority. SCARCITY That which is less available or in short supply is seen as having greater value. List the Six Steps of Persuasion in America

 Why?  Social proof, liking, authority  How?  Know your audiences  Submission policies  Consumers Discuss the Value of Contributing to Media

 Blogs  Frequency  Engagement  Linking  Value Write for Social Media

 FaceBook/Twitter  Conversation  Write to individuals  Value Write for Social Media

 Bad news happens  Don’t ignore  Show empathy  Have and follow policies Write for Social Media

 What do your readers like? Write for Social Media

 Avoid being “a crummy commercial” Write for Social Media

AIDA  Attention: Headlines and graphics  Interest: Build on the headline  Desire: Bridge between interest & action  Action: Give tools; know what the action is Describe the Basics of Writing Ad Copy

 Keywords  Dropdown? Know the list  Free form? Think like a jobseeker  Avoid facility-unique language  Remember to sell the position  Measure results Describe the Basics of Writing Ad Copy

 Persuasion basics  State your argument  Give evidence/citations to support your argument  Include facts, numbers  Relate to the audience; get them to trust you  Establish importance of the issue  Repetition: say the same thing repeatedly, but in different ways How to Get What You Want

 Persuasion basics  Say it first and last  Give reasons why  Be consistent with your message (support w/ evidence)  Social proof (testimonials)  Comparisons (metaphors, analogies)  Address objectives  Tell a story How to Get What You Want

 Writing a proposal  Deliver information in the reader’s format and language  Anticipate questions and answer them  Give only needed information; no padding  Concentrate on benefits and outcomes, not processes How to Get What You Want

 Beyond the Message  Central route persuasion  Peripheral route persuasion  Five Magic Words How to Get What You Want

{A}You’ve Got to Hear this Song! {I}Amazing song by award-winning singer-songwriter & guitarist Richard Thompson. {D}It could change Your life! {A}Click here to hear it.Click here Persuasion

 Reciprocity  Commitment and consistency  Social proof  Liking  Authority  Scarcity  Include facts, numbers  Say it first and last  Magic words Persuasion