Performance Indicator
6.04
Write internal and external
business correspondence
to convey and obtain
information effectively.
Persuasive Messages
 Convince someone to agree with your point
of view.
 Specific purpose varies – political view,
religious views, or selling them a product.
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.
Elements of Persuasive Message
 Gain Attention – if you don’t 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
 Cars
 Beer
Health clubs
Soft drinks
Chewing gum
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?
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?
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?
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
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.
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.
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.
Elements of Persuasive Message
 Close with a call to action.
– Get the customer buying your product/service.
– Change their beliefs, attitudes, brand
preferences.
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
reader’s pain before offering your solution.