1. Persuasive Messages
Lecture no. 6

2. Understanding Persuasion
The most studied but least understood
Persuasion is not simple and let us be grateful for that
Mostly people resist persuasive messages
Most of the time, persuasive messages are in competition
Persuasive messages work best when they meet the needs of the receiver

3. Understanding Persuasion
All communication is persuasive to the extent that it attempts to influence behavior and thinking
In business communication, we often attempt to sell a favorable image of ourselves or our organization
Most business messages contain persuasive elements even if persuasion is not their principal objective
In terms of structure and content, a message is considered persuasive when its primary objective is to sell a product, service, idea, or course of action

4. Reader Resistance and Appeals
The three most important factors that will influence the extent to which your readers will resist or welcome your persuasive message are:
Your credibility
Their degree of interest in the subject of your message
The content of your message

5. Credibility
Your ability to persuade will depend heavily on whether the reader perceives you as credible and honest
Many TV ads use credible models for their ads like doctors/dentists etc. for personal care products
Credibility may be the single-most important factor in persuasive messages, since it is in such short supply!
Tip: be authoritative – but at the same time, be warm, open and friendly

6. Range of Credibility
Long-term credibility:  You are a well-known authority, and you have always been honest before.
Short-term credibility:  You offer facts and figures to prove that you are an expert, and your evidence is sound (logical).
Carry-over credibility:  You know a lot about one subject and have been honest about it, so you will probably be honest about a new subject, too.
Official credibility:  Your particular position or office shows that you should be credible.

7. Reader Interest
Typically people resist persuasion; this resistance may be due to:
Negative previous experience
Time
Money
Belief Systems

8. Appeals and Motivation
In general, people do things either because they desire a particular outcome, or they wish to avoid the consequences of a negative outcome
Appeals to what can be gained are often more effective than to appeals to the negative consequences of not acting
Another factor to consider in the persuasive process is the difference between your reader’s current situation, perspective, and beliefs and the situation, perspective, and beliefs you would like to persuade him or her to have

9. Categories of Appeals
Health
Wealth
Pleasure
Curiosity

10. Positive & Negative Appeals
Positive appeals focus on what the reader will gain by taking a particular action e.g. freshen your breath by using “Close Up”.
Negative appeals focus on avoiding a loss e.g. fight tooth decay by using “Colgate”.

11. Emotional & Rational Appeals
Emotional appeals rely on feelings and presuppositions rather than on logic e.g. Moltyfoam ads
Rational appeals attempt to be objective in evaluating the evidence available e.g. Ariel ads

12. Types of Persuasive Messages
Solicited persuasive messages are those responding to a reader’s request for information
Unsolicited persuasive messages target readers without being invited

13. Four Step Process Four P’s Promise Picture Prove Push AIDA/AICA
Attention
Interest
Desire/Conviction
Action

14. Promise (Pacing)
If your home were destroyed by fire or a natural disaster, would your insurance completely cover your loss? If you’re like most people, the answer is no. [In an unsolicited sales letter.]

15. Picture (Leading)
The homes in your area have increased in value by more than 600 percent since they were originally constructed in the 1960’s, and the chances are that your insurance policy has not kept pace with your home’s increase in value.

16. Prove (Blending outcomes)
Check your current policy to see whether it covers the full replacement value of your home and your possessions. How much would you have to pay, for example, to replace your furniture at today’s higher prices? Does your current policy provide that kind of coverage, or does it allow for reimbursement at purchase price only—or perhaps even depreciate the value of possessions that you would need to replace in the case of fire, theft, or natural disaster?

17. Push (Motivating)
After you’ve had a chance to review your current policy, give me a call to see how little it will cost to have the full coverage that will give you peace of mind about the safety of your investment in your home.