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Persuasion

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the attempt to change someone's attitudes, beliefs, or actions

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Demographics

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the age, gender, occupation, income, education, and other quantifiable characteristics of the people you're trying to persuade

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Psychographics

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personality, attitudes, lifestyle, and other psychological characteristics

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Motivation

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the combination of forces that drive people to satisfy their needs

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Persuasive Message

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most persuasive messages use the indirect approach for persuasive business messages, the choice between indirect/direct depends on the extent of your authority, expertise, or power within an organization

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AIDA

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Attention Interest Desire Action

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Attention

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your 1st objective is to encourage your audience to want to hear about your problem, idea, or product. Find common ground

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Interest

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Provide additional details that prompt audience members to imagine how the solution might benefit them

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Desire

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help audience members embrace your idea by explaining how the change will benefit them and answering potential objections

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Action

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suggest the specific action you want your audience to take. Include a deadline, when applicable.

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Emotional Appeal

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calls on feelings or audience sympathies

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Logical Appeal

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based on the reader's notions of reason; these appeals can use the analogy, induction, or deduction

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Analogy

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reason from specific evidence to specific evidence, borrowing from something familiar to explain something unfamiliar

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Induction

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work from specific evidence to a general conclusion.

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Deduction

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work from generalization to a specific conclusion

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Avoid Hasty Generalizations

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have plenty of evidence before drawing conclusions

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Avoid Circular Reasoning

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you try to support your claim by paraphrasing it

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Avoid Attacking an Opponent

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attack argument, not character

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Avoid Oversimplifying a Complex Issue

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don't reduce a complex issue to a simple either/or statement

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Avoid Faulty Analogies

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make sure the analogy holds

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Avoid Mistaken Assumptions of Cause and Effect

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you can't isolate the impact of a specific factor, you can't assume that its the cause of whatever effect you're discussing

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Avoid

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-using a hard sell: don't push, noone likes being pressured into making a decision -Resisting Compromise: you don't always get everything you ask for -Relying Solely on Great Arguments: be sure to not have dry logic and add emotional appeal/vivid language Do not assume persuasion is a one-shot effort, but understand it is a process instead.

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Persuasive Requests for Action

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open with hook and show readers that you understand their concerns use interest/desire sections of your message to show you have good reason for making requests Close with a request for specific action and make that course of action as easy to follow as possible for a positive response goals: to gain credibility for yourself/request and to make readers believe that helping you will solve a problem

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Persuasive Presentation of Ideas

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sometimes the objective of persuasive messages is simply to encourage people to consider a new idea

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Persuasive Claims/ Request for Adjustments

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begin: outlining the problem and reviewing what has been done so far Next: give your reader a good reason for granting your claim Close: on a respectful note that ensures a postive beneficial working relationship

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Marketing Messages

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ushering potential buyers through the purchasing process without asking them to make an immediate decision

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Sales Messages

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encouraging potential buyers to make a decision then and there

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Planning Marketing/Sale Messages

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assessing audience needs analyzing your competition determining key selling points(most attractive features of a product) and benefits(what the user experiences or gains) Anticipate Purchase Objection

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Writing Conventional Marketing/Sale Messages

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get the readers attention building interest increasing desire motivating action

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Promo Messages for Social Media

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facilitate community building listen as much as you talk Initiate/respond to conversations within community provide info people want identify/support your champions be real integrate AIDA at the right time/place

Chapter 9 Writing Persuasive Messages – Flashcards

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