Delivering Persuasive Messages

1. Chapter 8 Delivering Persuasive Messages

2. Before Composing a Persuasive Message, Know . . .

3. How To Know Your Product Read all the available ________ Use the product or ______ others use it ________ the product, service, or idea with others Conduct tests or ___________ Talk to people who really ____ the product literature watch Compare experiments use

4. Knowing Your Receiver Identify basic demographics Age, gender, educational background, income level, race… Know receiver’s wants and needs Consider how you can meet receiver needs based on Maslow’s hierarchy

5. Inductive Outline Used for Persuasive Messages

6. Elements of Ethical Persuasion Clear definition of offered product or service Scientific evidence for product claims Context for comparative statements Audience sensitivity for ideas that are objectionable or offensive

7. Types of Persuasive Messages

8. Your Turn Which question is most important to answer before composing your persuasive message?

9. Apply Sound Writing Principles Keep paragraphs _____ Use ________ nouns, _____ verbs, and _______ language Put the receiver in the ________ Stress a central ______ _____ short concrete active specific spotlight selling point

10. Gaining Attention in Sales Messages

11. Introducing the Product, Service, or Idea Be cohesive Make attention-getter lead naturally to introduction Be action-oriented Place the product in receivers’ hands and allow them to use it Stress a central selling point Link attention-getter to discussion of distinctive feature

12. Presenting and Interpreting Factual Evidence Do not just say it, show it Present data to back up the central selling point Compare a new product with something familiar Be objective, avoiding exaggerations and subjective claims

13. Ways to Convince Customers

14. Subordinating the Price Create a _____ for the product first Use ______ to show how the price saves money State the price in _____ ____ Invite ___________with like products Mention price in a ___________clause combined with the central selling point desire figures smallunits comparisons subordinate

15. Motivating Action Make the action clear and simple to complete Restate the reward for action; relate to central selling point Provide incentive for quick action Ask confidently for action