Performance Indicator 6.04 Write internal and external business correspondence to convey and obtain information effectively.

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Performance Indicator 6.04 Write internal and
external business correspondence to convey and
obtain information effectively.
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Persuasive Messages

• Convince someone to agree with your point of
  view.
• Specific purpose varies political view,
  religious views, or selling them a product.

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Three types of persuasive messages

• Logical persuasion general claim and support
  with concrete data.
• Ethical persuasion consider the other persons
  point of view and include in argument.
• Emotional persuasion most important element
  because it pulls at the heartstrings.

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Elements of Persuasive Message

• Gain Attention if you dont gain their
  attention, then it fails totally. You have to
  gain the prospect's attention for them to read
  your message.
• What are ways to gain attention for the
  following
• Abdominal exercises Health clubs
• Cars Soft drinks
• Beer Chewing gum

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Elements of Persuasive Message

• What gains the attention of parents?
• Puppies and Kittens gain the attention of whom?
• Does free or low in price grab your attention?
• Shouting or talking loud gains your attention in
  public speaking. What gains your attention
  advertising?
• ALL CAPS, BOLD TYPE, ASKING QUESTIONS?

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Elements of Persuasive Message

• Focus on the Customer.
• Prospects are more interested in themselves - -
  their goals, problems, needs, wants, dreams, etc.
• Your product/service is of secondary importance.
  Is it going to help them? Solve one of their
  problems? Supply their wants or needs?

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Elements of Persuasive Message

• Stress Benefits.
• How is it going to help your customer? Customers
  want to know the features, BUT how is it going to
  benefit me is the real question.
• Am I going to save money, time, make money, feel
  better..how is it going to benefit me?

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Elements of Persuasive Message

• Differentiate yourself from the competition.
• Make your product standout from others.
• Pepsi vs. Coke
• Pizza Inn vs. Pizza Hut
• Honda vs. Ford

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Elements of Persuasive Message

• Prove your case.
• Seeing is believing
• If your message states that you are better,
  faster, cheaper then be able to back it up
  Prove it!
• Demonstrate a good track record Testimonials
  from satisfied customers.

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Elements of Persuasive Message

• Establish Credibility.
• Company is the source of the product/service.
• List credentials year founded, number of years
  in business, ratings, awards, annual income,
  number of employees, etc.

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Elements of Persuasive Message

• Build Value.
• Convince prospects you have great product/service
  and show them the value exceeds the price.
• Ways to build value
• Product might cost more up front, but saves
  money in the long run.
• Compare the cost of your product with more
  expensive products that address the same need.

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Elements of Persuasive Message

• Close with a call to action.
• Get the customer buying your product/service.
• Change their beliefs, attitudes, brand
  preferences.

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Writing Techniques

• Repetition - repeat the message in several
  different ways.
• Reason why give customers the reason why
• Consistency
• Social Proof name dropping
• Comparisons
• Identify the problem and solve. Identify the
  readers pain before offering your solution.