1. Performance Indicator 1
Performance Indicator Write internal and external business correspondence to convey and obtain information effectively.

2. Persuasive Messages Convince someone to agree with your point of view.
Specific purpose varies – political view, religious views, or selling them a product.

3. Three types of persuasive messages:
Logical persuasion: general claim and support with concrete data.
Ethical persuasion: considers the other persons point of view and includes in argument.
Emotional persuasion: most important element because it pulls at the heartstrings of the issue.

4. Elements of Persuasive Message
Gain Attention – if you don’t gain their attention, then it fails totally. You have to gain the prospect's attention for them to read your message.
What are ways to gain attention for the following:
Door Prizes Health clubs promotions
Raffles Soft drinks
Jokes Munchies

5. Elements of Persuasive Message
What gains the attention of parents?
Puppies and Kittens gain the attention of whom?
Does free or low prices grab your attention?
Shouting or talking loud gains your attention in public speaking.
What gains your attention advertising?
ALL CAPS, BOLD TYPE, ASKING QUESTIONS?

6. Elements of Persuasive Message
Focus on the Customer.
Prospects are more interested in themselves - - their goals, problems, needs, wants, dreams, etc.
Your product/service is of secondary importance. Is it going to help them? Solve one of their problems? Supply their wants or needs?

7. Elements of Persuasive Message
Stress Benefits.
How is it going to help your customer? Customers want to know the features, BUT how is it going to benefit me is the real question.
Am I going to save money, time, make money, feel better…..how is it going to benefit me?

8. Elements of Persuasive Message
Differentiate yourself from the competition.
Make your product standout from others.
Pepsi vs. Coke
Pizza Inn vs. Pizza Hut
Honda vs. Ford

9. Elements of Persuasive Message
Prove your case.
Seeing is believing
If your message states that you are better, faster, cheaper then be able to back it up – Prove it!
Demonstrate a good track record – Testimonials from satisfied customers.

10. Elements of Persuasive Message
Establish Credibility.
Company is the source of the product/service.
List credentials – year founded, number of years in business, ratings, awards, annual income, number of employees, etc.

11. Elements of Persuasive Message
Build Value.
Convince prospects you have great product/service and show them the value exceeds the price.
Ways to build value:
Product might cost more up front, but saves money in the long run.
Compare the cost of your product with more expensive products that address the same need.

12. Elements of Persuasive Message
Close with a call to action.
Get the customer buying your product/service.
Change their beliefs, attitudes, brand preferences.

13. Writing Techniques
Repetition - repeat the message in several different ways.
Reason why – give customers the reason why…
Consistency
Social Proof – name dropping
Comparisons
Identify the problem and solve. Identify the reader’s pain before offering your solution.