1. THE PERSUASIVE MESSAGEs

2. PERSUASION ?
USING ARGUMENT OR DISCUSSION TO CHANGE THE BELIEF AND ACTION

3. EFFECTIVE PERSUASION
A REASONABLE REQUEST +
A WELL PRESENTED ARGUEMENT

4. THE INDIRECT PATTERN PEOPLE MUST BE PERSUADED TO: GRANT YOU FAVOURS
ACCEPT YOUR RECOMMENDATIONS
BUY YOUR PRODUCTS
GRANT YOUR CLAIMS

5. EFFECTIVE SALES MESSAGES
PRODUCT KNOWLEDGE
CREDIBILITY
SPECIFIC READER BENEFITS

6. ANALYSING THE PURPOSE WHAT RESPONSE DO YOU WANT A MEETING
AN AGREEMENT FOR THE ACTION
IMMEDIATE ACTION

7. ADAPTING
FOCUS ON READER’S NEEDS OR BENEFITS

8. NEEDS? MONEY POWER COMFORT IMPORTANCE CONFIDENCE FRIENDS PEACE OF MIND
RECOGNITION

9. THE REQUEST MUST SOLVE A PROBLEM HELP ACHIEVE AN OBJECTIVE
MAKE LIFE EASIER

10. 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?

11. RESEARCH
GATHER ALL DATA TO SERVE YOUR PURPOSE

12. ORGANIZING DATA GAIN ATTENTION BUILD INTEREST REDUCE RESISTANCE
MOTIVATE ACTION

13. GAIN ATTENTION
INTERESTING
TARGETTED
BRIEF

14. BUILDING INTEREST FACTS & STATISTICS EXAMPLES EXPERT OPINION
SPECIFIC DETAILS
DIRECT & INDIRECT BENEFITS

15. REDUCING RESISTANCE ANTICIPATE OBJECTIONS & OFFSET THEM
BRAINSTORM FOR WHAT IF? SCENARIOS
PREPARE A COUNTERARGUEMENT FOR EACH WHAT IF? SITUATION
EMPHASIZE BENEFITS

16. REDUCING RESISTANCE CREDIBILITY = A BELIEVABLE SENDER
ESTABLISH YOUR EXPERTISE (CREDENTIALS)
DEMONSTRATE YOUR COMPETENCE

17. MOTIVATING ACTION THE PURPOSE (ANALYSIS PHASE)
SPECIFIC & CONFIDENT (NOT PUSHY)
NON APOLOGETIC
NO EXCUSES

18. ACTION STATEMENTS
“ We are certain we can develop a series of training sessions that will improve the communication of your employees” GENERAL

19. ACTION STATEMENTS
“ If you agree that our training proposal has merit, perhaps we could begin the series in June” TIMID

20. 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

21. 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

24. THE SALES MESSAGE

25. ANALYZE THE PRODUCT DESIGN CONSTRUCTION RAW MATERIAL
MANUFACTURING PROCESS

26. ANALYZE THE PRODUCT
EASE OF USE
EFFICIENCY
APPLICATIONS
DURABILITY

27. ANALYZE THE PRODUCT WARRANTIES SERVICE PRICE
STRENGTHS & WEAKNESSES VS COMPETITION

28. ADAPTING TO AUDIENCE
SPECIFICALLY TARGET AN AUDIENCE

29. ASSUMPTIONS
INTERESTS
NEEDS
DEMOGRAPHICS ( AGE, GENDER, INCOME ….)

30. GAINING ATTENTION
OPENING PARAGRAPH OF A SALES MESSAGE
MOST CRITICAL

32. BUILDING INTEREST
EMPHASIZE THE CENTRAL SELLING POINTS IN CLEAR AND SPECIFIC LANGUAGE
REASON / EMOTION / DUAL APPEAL

33. PRODUCT BENEFITS
FEATURES ARE MEANINGLESS
PEOPLE BUY BENEFITS

34. DEALING WITH RESISTANCE
PRICE
CREDIBILITY

35. PRICE PRICE AFTER THE DESIRE SHOW IT IN SMALL UNITS
SHOW HOW HE SAVES MONEY
COMPARISON WITH COMPETITOR

36. CREDIBILITY

37. ACTION MOTIVATORS A REPLY CARD STAMPED, PRE-ADRESSED ENVELOPE
TOLL FREE NUMBER
WEBSITE

38. ACTION MOTIVATORS GIFT OFFER LIMIT THE OFFER SET A DEADLINE
MONEY BACK GUARANTEE

39. THE POST SCRIPT TO REVEAL THE STRONGEST MOTIVATOR
REWARD FOR QUICK ACTION
RE-EMPHASIZE A SELLING POINT