Persuasive Messages

1. 3.00 Understand product/service management, emotional intelligence, financial analysis, selling and customer relations. 3.04 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: a general claim that is supported with concrete data. • Ethical persuasion: consider the other person’s point of view and include it in argument. • Emotional persuasion: an effective element because it pulls at the heartstrings.

4. Characteristics of Persuasive Messages • Gain Attention – if you don’t gain their attention, then the message fails. You have to gain the prospect's attention for them to read/hear your message. • What are ways you could gain attention for the following? • Abdominal exercises Health clubs • Cars Soft drinks • Beer Chewing gum

5. Elements of Persuasive Message • What gains the attention of parents? • Puppies and Kittens gain the attention of whom? • Does “free” or “low price” grab your attention? • Shouting or talking loudly gains your attention in public speaking. What gains your attention advertising? • ALL CAPS, bold type, asking questions? • Pictures? Color? Motion?

6. Characteristics of Persuasive Messages • 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. Characteristics of Persuasive Messages • Stress the Benefits • How is it going to help your customer? Customers want to know about the features, BUT how is it going to benefit them is the real question. • Are they going to save money, time, make money, feel better… “How is it going to benefit me?”

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

9. Characteristics of Persuasive Messages • 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 • Get him/her to make a decision • Make it easy to buy

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.

14. Types of written persuasive messages • Introduction – try us and our products • We have something new for you • We have changed, you should come see us • Forgive us and give us another chance • It is time to buy! • We need a loan • Come work for us

15. Importance of writing Persuasive Messages • Not all communication is handled face-to-face or by talking • Sometimes giving the customer a letter and time to think gets you better results • Being able to write persuasively means you can still get the person to act even if you can’t get the chance to talk