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Persuasion: Using Words to Get What You Need

Persuasion: Using Words to Get What You Need. Linda Jones, Editorial Director ADVANCE/Merion Matters November 2012. Persuasion. Everybody is selling something. Objectives. List the six steps of persuasion in America. Discuss the value of contributing to media.

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Persuasion: Using Words to Get What You Need

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  1. Persuasion: Using Words to Get What You Need Linda Jones, Editorial Director ADVANCE/Merion Matters November 2012

  2. Persuasion Everybody is selling something

  3. Objectives List the six steps of persuasion in America. Discuss the value of contributing to media. Write for social media. Describe the basics of writing ad copy.

  4. List the Six Steps of Persuasion in America 6 Steps of Persuasion --Robert Cialdini RECIPROCITY People are more likely to return a favor when they are given something. COMMITMENT AND CONSISTENCY People generally like to make commitments (have choices) and to stick with them. SOCIAL PROOF People will do things they see other people doing. LIKING People are more easily persuaded by the requests of people they know and like; or at the very least people who are like them. AUTHORITY People are influenced by authority figures, or even the appearance of authority. SCARCITY That which is less available or in short supply is seen as having greater value.

  5. Discuss the Value of Contributing to Media • Why? • Social proof, liking, authority • How? • Know your audiences • Submission policies • Consumers

  6. Write for Social Media • Blogs • Frequency • Engagement • Linking • Value

  7. Write for Social Media • FaceBook/Twitter • Conversation • Write to individuals • Value

  8. Write for Social Media • Bad news happens • Don’t ignore • Show empathy • Have and follow policies

  9. Write for Social Media What do your readers like?

  10. Write for Social Media Avoid being “a crummy commercial”

  11. Describe the Basics of Writing Ad Copy AIDA Attention: Headlines and graphics Interest: Build on the headline Desire: Bridge between interest & action Action: Give tools; know what the action is

  12. Describe the Basics of Writing Ad Copy • Keywords • Dropdown? Know the list • Free form? Think like a jobseeker • Avoid facility-unique language • Remember to sell the position • Measure results

  13. How to Get What You Want • Persuasion basics • State your argument • Give evidence/citations to support your argument • Include facts, numbers • Relate to the audience; get them to trust you • Establish importance of the issue • Repetition: say the same thing repeatedly, but in different ways

  14. How to Get What You Want • Persuasion basics • Say it first and last • Give reasons why • Be consistent with your message (support w/ evidence) • Social proof (testimonials) • Comparisons (metaphors, analogies) • Address objectives • Tell a story

  15. How to Get What You Want • Writing a proposal • Deliver information in the reader’s format and language • Anticipate questions and answer them • Give only needed information; no padding • Concentrate on benefits and outcomes, not processes

  16. How to Get What You Want • Beyond the Message • Central route persuasion • Peripheral route persuasion • Five Magic Words

  17. Persuasion {A}You’ve Got to Hear this Song! {I}Amazing song by award-winning singer-songwriter & guitarist Richard Thompson. {D}It could change Your life! {A}Click here to hear it.

  18. Persuasion Reciprocity Commitment and consistency Social proof Liking Authority Scarcity Include facts, numbers Say it first and last Magic words

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