PERSUASIVE

MESSAGES

CHAPTER 8
 OBJECTIVES

– Explain digital age persuasion

– Identify time proven persuasive techniques
– How to write compelling claims and deliver successful complaints
– Understand interpersonal persuasion at work
– How to compose persuasive message within organization
– How to create effective and ethical direct mail and email sales
messages employing the AIDA strategy
Understanding Persuasion in the Digital
Age

– Persuasive skills are becoming more important at workplace

• Leaner corporate hierarchies

• Blurring lines of authority

• Reliance on teams

• Savvy, well-informed consumers

 Understanding Persuasion in the
Digital Age

– Managers recently try to influence others instead

of issuing commands.
EFFECTIVE PERSUASION
TECHNIQUES

ESTABLISH CREDIBILITY

MAKE A REASONABLE, SPECIFIC REQUEST

TIE FACTS TO BENEFITS

RECOGNIZE THE POWER OF LOSS

EXPECT AND OVERCOME RESISTANCE

SHARE SOLUTIONS AND COMPROMISE

Persuasive Requests
Requests
Messages for Action
for Action

Presentation
Presentation
of Ideas
of Ideas

Claims and
Claims and
Adjustments
Adjustments
 Developing
Persuasive Messages
Structuring Your Message

Balancing Emotion and Logic

Reinforcing Your Position

Dealing With Resistance

 WRITING PLAN FOR
PERSUASIVE REQUEST

– Opening – Capture attention.

Describe a problem.

Make an unexpected statement.

Suggest reader benefits.

Offer praise or compliments.

Ask a stimulating question.

 WRITING PLAN FOR
PERSUASIVE REQUEST
Body – Build interest.
– Explain purpose of the request.
– Prove its merit.
– Use facts, statistics, expert opinion, examples, details.
– Focus on direct and indirect benefits.
– Anticipate objections, offer counterarguments.
 WRITING PLAN FOR
PERSUASIVE REQUEST
Closing – Motivate action.
• Ask for a particular action.
• Make the action easy to take.
• Show courtesy, respect, gratitude.
Writing Effective Persuasive Claims
and Complaints
State
State the
the Problem
Problem

Review
Review the
the Facts
Facts
Written
Written Claim
Claim or
or
Request
Request Adjustment
Adjustment
Motivate
Motivate the
the Reader
Reader

Make
Make Your
Your Request
Request
 PERSUADING EMPLOYEES

MESSAGES FLOWING DOWNWARD

– Instructions or directives moving downward from supervisors usually
require little persuasion.
– Paying attention to tone is necessary.
– Presenting honest and accurate evidence

WHEN?
• Participating in volunteer projects such as: joining programs to stop
smoking, lose weight, start exercising or charity activities
 PERSUADING THE BOSS

MESSAGES FLOWING UPWARD

– Persuade the management requires skillful and techniques
– Able to provide facts, figures, datas or any evidence to support
your messages
– Be confident and knowledgeable with your ideas
– Paying attention on using your words and tone

WHEN?
• Adoping new procedure or invest in a new product/ new
equipment
 Marketing
and Sales Messages

The Audience

The Competition

Selling Points
and Benefits
Attention Interest

AIDA Model

Action Desire
Writing Plan for Sales Messages

– Opening – Gain attention

 Offer something valuable or promise a benefit.

 Ask a question.

 Provide a quotation, fact, or product feature.

 Start with a testimonial or startling statement.

 Writing Plan for Sales Messages

– Body – Build interest.

 Describe central selling points.

 Make rational and emotional appeals.

 Elicit desire; reduce resistance.

 Consider money-back guarantees, free samples, performance tests.

Writing Plan for Sales Messages

– Closing – Motivate action.

 Offer a gift.

 Promise an incentive.

 Limit the offer; set a deadline.

 Guarantee satisfaction.
Writing Successful E-Mail Sales Messages

• Craft a catchy subject line.

• Keep the main information “above the fold.”
• Make the message short, conversational, and
focused.
• Convey urgency.
• Sprinkle testimonials throughout the copy.
• Provide a means for opting out.
 Writing Short Persuasive Messages
Online
• Businesscommunicators use social media to promote their
businesses, further their causes, and build their online personas—
not primarily for overt selling.

• Many of the principles of persuasion also apply to micromessages

(online posts or tweets) although only parts of the AIDA strategy
may be used.
Types of Persuasive Posts and Tweets

– Updates of events, experiences, thoughts, and exploits

– Promotional offers such as an invitation to participate in

games

– Announcements of interesting events, publications, and

Thank You !