1. Persuasive Messages and Ethics
Lecture 10

2. Yesterday Persuasive Messages 3 step writing process
Credibility and Ethics
Framing arguments with AIDA

3. Today Persuasive Messages How to be ethical Appealing to your audience
Supporting your argument
Dealing with resistance
Types of Persuasive Messages
How to be ethical

4. Persuasive Messages
Used to change an Audience’s beliefs, attitudes, and actions
Present an argument that readers will agree with and support

5. Persuasive Messages Used when: We are trying to sell something
Asking people to support an idea
Asking for an increase in salary
Asking your boss to use your ideas

6. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance

7. Framing the Message AIDA – 4 step argument Attention (Opening)
Interest (Body)
Desire (Body)
Action (Closing)

8. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance

9. Audience Appeal
In order to persuade our audience, we must appeal to them in some way
We can appeal to the heart and to the mind

10. Audience Appeal Appealing to the audience’s heart is called an:
Emotional Appeal
This is when we try to persuade our audience by using their feelings

11. Audience Appeal Emotional appeals
Use words like: success, free, savings, value
This will make your audience comfortable

12. Audience Appeal Emotional appeals
Make your audience think your idea is the right thing to do

13. Audience Appeal Appealing to the audience’s mind is called a:
Logical appeal
This is when we use evidence and facts to convince our audience

14. Audience Appeal Logical Appeals Have plenty of evidence
Don’t attack your opponents
Make sure your claims are true

15. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance

16. Supporting your argument
Increase your credibility with strong language
Use words that are strong and direct

17. Supporting your argument
Ask for small changes
Prepare for opposition
Be specific
Create a “win-win” situation
Use stories to make your points

18. Persuasive Strategies
4 strategies for successful persuasion
Framing your argument
Appealing to the audience
Supporting your argument
Dealing with Resistance

19. Dealing with Resistance
Present all sides of your argument
The good
The bad
This will increase credibility

20. Dealing with Resistance
Think about possible objections and think of ways to answer them
This will help make your audience believe you

21. Persuasive Strategies
These are the four components of a successful persuasive message

22. Types of Messages
Persuasive Requests
Sales Letters

23. Types of Messages
Persuasive Requests
Sales Letters

24. Persuasive Requests
When asking for something small, use routine message strategy
When asking for something larger, use the AIDA plan

25. Persuasive Requests
When asking for something small, use routine message strategy
When asking for something larger, use the AIDA plan

26. Persuasive Requests Keep the request specific and possible
Say direct and indirect benefits

27. Persuasive Requests Begin with an attention grabbing device.
Show the readers that you are concerned and have a reason for making the request

28. Persuasive Requests Interest and Desire sections
Gain credibility for you and your request
Make readers believe helping you will solve a problem

29. Persuasive Requests Action Section
Once the idea has been shown, provide a specific action including dates, times, etc.

30. Types of Messages
Persuasive Requests
Sales Letters

31. Sales Letters Your purpose is to sell your product
To do this we must highlight features and benefits

32. Sales Letters Features = something our product has
Benefits = advantages the user will get

33. Sales Letters LCD Screen 100 free text messages
Features
benefits
LCD Screen
100 free text messages
Prints 30 pages per minute
Wireless controllers
You won`t hurt your eyes
Communicate with friends
Get work done fast
Play games from anywhere in the house

34. Sales Letters Use the AIDA approach
Remember the other strategies as well
Appealing to the audience
Supporting your argument
Dealing with Resistance

35. Sales Letters Attention:
We want to use an attention getter that gets our reader to read the whole message

36. Attention An interesting question A sample of the product
A solution to a problem
Your product`s best feature
Anything to get the audience to read the message!

37. Attention “How would you like to travel the world?”
“Here is your free sample of Chanel perfume”

38. Attention “Tired of being alone? We have the answer to your problem!”
“New software types what you say!”

39. Interest
In the interest section, we must highlight the best feature of our product

40. Interest To determine this, ask: What does the competition offer?
What are buyers looking for?

41. Interest
Describe the product in detail, focusing on all positive features

42. Desire Mention the main benefit of your product
Mention other benefits as well (price, convenience, etc.)

43. Action Ask your readers to do what you want
Convince them to act quickly

44. Sales Letters
If you are successful, readers will want your product and do what you ask!

45. Business Ethics
In persuasive messages, as in all kinds of business, we must be ethical and honest
This means following the rules of business

46. Bad ethics In sales messages Lying about your competition
Making false promises
Lying about your product

47. Bad Ethics in Business Lying Bribery Stealing information Giving gifts
Accepting gifts
Plagiarism
Selling bad goods

48. Ethics
We must follow the ethics of business and do business in an honest way.

49. Business Ethics We will look at some ethical dilemmas
Dilemma = a difficult choice

50. Ethical Dilemmas We will look at some ethical dilemmas
Dilemma = a difficult choice