PERSUASIVE MESSAGES

NADEEM AHMED

PERSUASIVE MESSAGESPersuasion

The attempt to change an audience’s attitudes, beliefs, or actions. Bovee & Thill.

Persuasion techniques

- a cornerstone of marketing and selling.- necessary skill for career advancement

Two Studies

Product Study

Product knowledge. Comparison to other

Products

Prospect StudyKnowledge of peopleEmotional Appeals relate to ego, status, and self-satisfaction and arouse feelings.

Rational/Logical Appeals relate to logic and

intellect and provide tangible information.

TwoTwoStudiesStudies

AIDA Formula/Scheme

A

I

D

A

Gain Attention

Create Interest

Stimulate Desire

Motivates Action

AIRA Formula/Scheme

Gain Attention

Create Interest

Reduce Resistance

Motivate Action

A

I

R

A

Gaining Attention1. Offer

Take your old refrigerators to one of our collection centers, and we'll change it with the new one by difference of little more payment.

2. Benefit

You'll help our environment and help your neighbors in the process.

3. QuestionDo you want a home of your dreams in the heart of the city?

Gaining Attention4. Quotation or proverb

Opportunity seldom knocks twice.5. Related fact

The electricity load shedding has highly disturbed theproduction of companies.

6. Testimonial

"I never stopped eating, yet I lost 107 pounds."—Adnan Sami Khan."I am proud to be using this book…My pupils love it too.“

Dr. Abdul Wahab, Pakistan

7. Startling Statement

Drivers injure or cripple more than 500,000 victims every year.

Gaining Attention8. Other options

•Product feature•Solution to a problem•Anecdote•Personalized statement using•receiver’s name•Relevant current event

Building Interest

Dual AppealsCombine rational

and emotional appeals.

Emotional Appeals

Focus on status, ego, and

sensual feelings.

Rational AppealsFocus on making or

saving money, increasing efficiency, or making good use of resources.

BuildBuildInterestInterest

Building Interest1. Rational Appeal

The Signature Air Purifier uses an electronic filter that never needs replacing. Just rinse it off, and it's as good as new. No costly replacement filters means that the unit will literally pay for itself.

2. Emotional AppealYou can join well-known celebrities who enjoy pure, fresh air with the Signature Air Purifier. And it's so quiet that you can use it in a baby's room.

3. Dual Appeal

Enjoy fresh, clean, crisp air as pure as in the mountains. You can eliminate cooking odors, chemical fumes, pet odors, and cigarette smoke with our risk-free introductory offer that costs you nothing.

Reducing Resistance

Listperformancetests, polls,or awards.

Offer afree trial

or sample.

Promisemoney-backguarantee or

warranty

Namesatisfied

users.

Includetestimonials.

ReducingReducingResistanceResistance

Reducing Resistance1. Testimonials

I learned so much in your language courses that I began to dream in French.” –Holly Franker, Beaumont, Texas

2. Names of satisfied users Enclosed is a partial list of private pilots who enthusiastically subscribe to our services.

3. Money-back guarantee or warrantyWe offer the longest warranties in the business –all parts and service on-site for two years!

4. Free trial or sampleWe’re so confident that you’ll like our new accounting program that we want you to try it absolutely free.

5. Performance tests, polls, or awardsOur TP-3000 was named Best Web Phone, and Etown.com voted it Cell Phone of the Year.

Motivate Action

Include a P.S.with a specialinducement.

Guarantee satisfaction.

Seta deadline.

Limitthe offer.

Promise anincentive.

Offer a gift.

MotivateMotivateActionAction

Motivating Action1. Offer a gift

You’ll receive a free cell phone with the purchase of any new car.

2. Promise an incentive With every new, paid subscription, we’ll plant a tree in one of America’s Heritage Forests.

3. Limit the offerOnly the first 100 customers receive free checks.

4. Set a deadlineYou must act before June 1 to get these low prices.

5. Guarantee satisfaction We’ll return your full payment if you’re not entirely satisfied –no

questions asked.

Examples of Faulty Communication

Here are actual classified advertisements that have appeared in newspapers.

• For Sale: 1988 Cadillac hearse, body in good condition.

• For Sale: Large great Dane. Registered pedigree. Will eat anything. Especially fond of children.

More Sales Bloopers• Auto manufacturer: “Buy a (model) and You’ll never

buy another.

• Laundry/cleaners: “Don’t kill your wife let us do your dirty work for you.”

• Launderette: “When you finish washing, remove all your clothes.”

• Classified Ad: “WANTED: used car for an elderly man in good condition.”

Dear Dr. Thomas:

Because you know Atlanta and live here in our town, we thought about asking you to speak at our GSU Business Awards banquet April 28.

A few students on campus have read and admired your book Beyond Race and Gender, which appeared last spring and became a bestseller across the nation. We were amazed that a local author is now the nation’s diversity management guru. But what exactly did you mean when you said that America is no longer a melting pot of ethnic groups—it’s an “American mulligan stew”?

Georgia State University doesn’t have any funds for honoraria, so we can invite only local speakers. The Reverend James R. Jones and Vice Mayor Rebecca A. Timmons were speakers in the past. Our awards banquet gets started at 6 p.m. with a social hour, followed by dinner at 7 and the speaker from 8:30 until 9. If you require, we can arrange transportation for you and your guest.

Although you are a very busy person, we hope you will agree to this invitation. Thank you in advance. Please notify our advisor, Professor Alexa North.

Sincerely yours,

Dear Dr. Thomas:

Your book Beyond Race and Gender stimulated provocative discussion across the nation and on our campus when it first appeared last spring.

Business students at Georgia State University now consider you the nation’s diversity management guru, and for that reason they asked me to use all my powers of persuasion in this invitation. Because we admire your work, we would like you to be our keynote speaker at the GSU Business Awards banquet April 28.

As students at an urban campus in a metropolitan area, we are keenly aware of diversity issues. In your words, America is no longer a melting pot of ethnic groups; it is now an “American mulligan stew.” We would like to hear more about the future workforce and how managers can maximize the contribution of all employees.

Although we can’t offer you an honorarium, we can promise you a fine dinner at the GSU Faculty Club and an eager and appreciative audience of over 100 business students and faculty. Speakers in the past have included the Reverend James R. Jones and Vice Mayor Rebecca A. Timmons.

Dr. Thomas Page 2 Current date

The evening includes a social hour at 6 p.m., dinner at 7 p.m., and your remarks from 8:30 until 9. So that you won’t have to worry about transportation or parking, we will arrange a limousine for you and your guest.

Please make this our most memorable banquet yet. Just call our adviser, Professor Alexa North, at 356-9910 before April 5 to accept this invitation.

Sincerely yours,