Lesson 4 Persuasive Writing and Sales Messages Henan University of Technology Transfer Abroad Undergraduate Programme
Lesson 4
Persuasive Writing and Sales Messages
Henan University of Technology
Transfer Abroad Undergraduate Programme
Learning Objectives
1. Explain persuasion, identify effective persuasive techniques, and apply the 3-x-3 writing process to persuasive messages
2. AIDA strategy for creating successful persuasive messages
3. Interpersonal persuasion at work and writing persuasive messages within organizations
4. Creating persuasive sales messages in print and online
Understanding Persuasion in the Digital Age
Many managers try to influence others instead of issuing commands.
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What is Persuasion?
Persuasion is “a process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue…”
Richard M. Perloff
Six Basic Principles That Direct Human Behavior
Reciprocation
Commitment
Social Proof
Liking
Authority
Scarcity
Effective Persuasion Techniques
Expecting and overcoming resistance
Tying facts to benefits
Establishing credibility
Making a reasonable,
specific request
Recognizing the power of loss
Sharing solutions and compromising
Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 1: Analyze, Anticipate, Adapt• What do you want the receiver
to do or think?
• Does the receiver need to be persuaded?
• How can you adapt your message to appeal to this receiver?
Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 2: Research, Organize, Compose
• What information do you need? Where can you locate it?
• Which strategy is better – direct or indirect?
Applying the 3-x-3 Writing Process to Persuasive Messages
Phase 3: Revise, Proofread, Evaluate
• Is the message clear and concise?• Is the message conversational?• Are format, grammar, andmechanics correct?• Will the message achieve its purpose?
Persuading With AIDA2
AIDA – Gaining Attention
AIDA – Gaining Attention
AIDA – Gaining Interest
AIDA – Gaining Interest
AIDA – Eliciting Desire
AIDA – Eliciting Desire
AIDA – Gaining Action
AIDA – Gaining Action
Persuading Employees: Messages Flowing Downward
• Persuasive requests may include the following: Participating in volunteer projects
Joining programs to stop smoking, lose weight, or start exercising
• Instructions or directives moving downward from supervisors usually require little persuasion.
BUT: Paying attention to tone is necessary
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Persuading the Boss: Messages Flowing Upward
• Focus on evidence such as facts• and figures.• If possible, quantify the benefits• of your idea..• Be confident when pitching your idea.
• BUT:• Be sensitive to tone; • use words such as suggest and recommend, • not you must or we should.
Creating Persuasive Sales Messages in Print and Online
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Creating Persuasive Sales Messages in Print and Online
• It’s a good example of an ad, which has been designed with the AIDA formula in mind.
• The designer has used bright colors to grab our attention.
• The ad clearly conveys the benefit, which the value propositions will deliver(fun with friends during the holiday period). The ad captures our interest and desire with this.
• ‘Buy Now’ button is placed in a visually prominent position. This is designed to motivate us to take action, by way of purchasing their holiday pass immediately.
Creating Persuasive Sales Messages in Print and Online