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Persuasive Messages . AOS 272. Types of Persuasive Messages. Requests reader would most likely refuse Unknowing Disinterested Unwilling Sales messages. Appeal to Reader’s Interests. Facts Logic Emotional appeals. Self- Actualization. Esteem. Love and Affiliation.

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types of persuasive messages
Types of Persuasive Messages
  • Requests reader would most likely refuse
      • Unknowing
      • Disinterested
      • Unwilling
  • Sales messages
appeal to reader s interests
Appeal to Reader’s Interests
  • Facts
  • Logic
  • Emotional appeals
motivation

Self-

Actualization

Esteem

Love and Affiliation

Security and Safety

Physical Needs

Motivation

Survival

survival needs
Survival Needs
  • Food
  • Water
  • Air
  • Reproduction
applies to
Applies to:
  • Unemployed
  • Homeless
  • Environmentalists
security and safety
Security and Safety
  • Safe shelter/neighborhoods
  • Personal safety
  • Routines and habits
  • Job security
applies to1
Applies to:
  • Parents
  • Women
  • Children of dysfunctional parents
love and affiliation
Love and Affiliation
  • Relationships
  • Organizations and clubs
  • Friendships
applies to2
Applies to:
  • Teens and adolescents
  • People with high social needs
esteem
Esteem
  • Respect and admiration
  • Academic success
  • Career success
applies to3
Applies to:
  • Those who have satisfied lower level needs
  • People with low self-esteem
self actualization
Self-Actualization
  • Accomplishment
  • Fulfillment
  • “Be all you can be!”
applies to4
Applies to:
  • Financially successful
  • Empty-nesters
  • People with high self-esteem
gardner s seven factors of mental change
Gardner’s Seven Factors of Mental Change
  • Reason
    • Logic
    • Analogy
    • Classification
  • Research
    • Statistical tests
    • Experiments
slide16
Resonance
    • Feels right
    • Fits the situation
    • Convincing
  • Redescription
    • Described in different forms: linguistic, spatial, numeric
slide17
Rewards
    • Resources
    • Reinforcement
  • Real world events
    • Natural
    • Political
    • Economic
slide18
Resistance
    • Opposition
    • Inertia
arguments
Arguments
  • FACTS - Proof of superiority or benefit
    • Statistics
    • Features
    • Expert opinions
    • Testimonials
  • LOGIC
    • What are reader’s objections?
    • Answer/refute these objections.
logic
Logic
  • What are reader’s objections?
  • Answer/refute these objections.
emotional appeals
Emotional Appeals
  • When facts or logic don’t apply or are not effective
    • Happy Families
    • Humor
    • Exotic Places
    • Something for Nothing
    • Bandwagon
    • Plain Folks
    • Sex Appeal
    • Science and Statistics
    • Patriotism
    • Fears and Insecurities
happy families
Happy Families
  • Plays on needs for affiliation and affection.
humor
Humor
  • Associate product with positive feelings
  • May be subtle or slapstick

Feeling lost in the shuffle?

exotic places
Exotic Places
  • Make us want to be there
  • We would be beautiful, glamorous, and sexy if we were
something for nothing
Something for Nothing
  • Coupons, giveaways, premiums.
everybody s doing it
Everybody’s Doing It
  • We’d all like to be as attractive and

popular as these people.

plain folks
Plain Folks
  • Trust and

credibility

celebrity endorsements
Celebrity Endorsements
  • “Be Like Mike”
  • Use sports and entertainment figures
fears and insecurities
Fears and Insecurities
  • Personal characteristics
  • Future
positive effects
Positive Effects
  • Tobacco advertising – all the good things we do
  • NFL participation in the United Way
planning the request
Planning the Request

Goals:

1. Get audience to read entire message

2. Get receiver to react positively

indirect plan aida
Indirect Plan (AIDA)
  • Attention
  • Interest
  • Desire
  • Action
slide39
Attention
    • Show benefit to reader
    • Show need or problem
  • Interest
    • Expand on benefit
    • Show relevance to audience
    • Appeal to logic or emotions
slide40
Desire
    • Supply proof of reader benefits
    • Answer potential questions
    • Downplay any negative points or obstacles
  • Action
    • Motivate reader to immediate action
    • Make action easy
critical points
Critical Points
  • Benefits must appeal to reader
  • Connection between benefits and request must be clear
  • Action should be easy and immediate
types of appeals
Types of Appeals
  • Humanitarian
    • Your action will help others
  • Individual responsibility
    • It’s your “job” to do this
  • Personal experience
    • You are unique, or you may have had a similar experience
attention devices
Attention Devices

What kinds of persuasive messages get your attention?

  • Medium
    • Mail
    • Telephone
    • TV/Radio
  • Interest vs. Annoyance
establishing credibility
Establishing Credibility
  • Use simple language
  • Evidence
    • Research, facts, testimonials
  • Credible Sources
    • Verifiable
    • Qualified
  • Knowledge
    • Background
    • Research
slide45
Common Ground
    • Shared experience, similar beliefs
  • Enthusiasm & Sincerity
    • Care about the subject & audience
  • Objectivity
    • Fair and balanced
  • Trustworthy
    • Honest and factual
sales letters
Sales Letters
  • Advantages
    • Inexpensive
    • Can be targeted to a specific market
    • Can be personalized
  • Direct – product is obvious
  • Indirect – goodwill, introduction, job application
knowledge needed
Knowledge Needed
  • Know your product
    • Features, competitors, market
  • Know your customers
    • Who they are
    • What they want or need
  • Know how sales are made
  • Practice effective writing
    • “You” viewpoint
    • Positive language
central selling point
Central Selling Point
  • The item of information most likely to motivate the reader to buy the product.
other persuasive messages
Other Persuasive Messages
  • Proposals
  • Recommendations
  • Persuasive Claims
  • Collection Letters
in class assignment
In-Class Assignment

At Tolson Auto Repair, We have been in business for over 25 years. We stay in business by always taking into account what the customer wants. That’s why we are writing. We want to know your opinions to be able to better conduct our business.

slide51
Take a moment right now and fill out the enclosed questionnaire. We know everyone is busy, but this is just one way we have of making sure our people do their job correctly. Use the enclosed envelope to return the questionnaire.
the aquarium letter
The Aquarium Letter
  • Due Thursday, November 16