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Persuasive Messages: Manisha Suvanjan Randhir Debajyoti Ankur Varun Maithili

The document discusses persuasive messages and provides guidance on creating effective persuasive communications. It outlines the basic elements of persuasion including establishing credibility, making emotional and logical appeals, and handling resistance. It also describes the three-step writing process of planning, writing, and completing a message. Additionally, it discusses models for persuasive writing like the AIDA model and provides examples of common situations that require persuasive messaging both inside and outside an organization.

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67 views22 pages

Persuasive Messages: Manisha Suvanjan Randhir Debajyoti Ankur Varun Maithili

The document discusses persuasive messages and provides guidance on creating effective persuasive communications. It outlines the basic elements of persuasion including establishing credibility, making emotional and logical appeals, and handling resistance. It also describes the three-step writing process of planning, writing, and completing a message. Additionally, it discusses models for persuasive writing like the AIDA model and provides examples of common situations that require persuasive messaging both inside and outside an organization.

Uploaded by

debojyoti88
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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PERSUASIVE MESSAGES

MANISHA
SUVANJAN
RANDHIR
DEBAJYOTI
ANKUR
VARUN
MAITHILI
Persuasive Sales Letter
Dear Valued Customers,
We can save money,time,and frustration by modifying our toll-free message
system.Currently,the bill for our toll-free number at the ticket office runs at least 3000 for September
(compared with 493 on average for the other 11months). Plus, we’re so busy fielding calls during
September that our other work piles up. In addition, Tiger fans are frustrated by having to wait on hold at
least five minutes and often longer.
By providing callers with an additional option, we can relieve a lot of the pressure. Under the new
system, callers will hear all the same messages and have all the same options as before.
This new message system will help us:
Save money on our toll-free line
Manage our time and stress levels
Providing better customer service
Our staff is enthusiastic about trying this new plan. If we implement it this September, then after Durga
Puja, we could call a random selection of the customers to see how they liked the new system.

Attached is a sheet with possible wording for the new message. Please let me know by 30 September
whether you’d like to give this a try.

Thanks,
Ram
POINTS FOR DISCUSSION
• Meaning of persuasion
• Basic elements of persuasion
• Four P’s of persuasion
• Three-step writing process
• Seven ways of establish credibility
• Common examples
• AIDA model
• Balancing Emotional and Logical Appeals
MEANING OF PERSUASION

Persuasion is the attempt to


change someone’s attitudes,
beliefs, or actions.
ELEMENTS OF PERSUASION
MAKING
ESTABLISHING
EMOTIONAL
CREDIBILITY APPEAL

MAKING
LOGICAL APPEAL

HANDLING CLARIFYING
RESISTANCE POSITION
Four P’s of Persuasion
Persuasive Writing Message
• Promise
• Picture
• Proof
• Push
Steps in writing persuasive messages

Step 1: Plan Your Message


• Analyzing the Situation
• Gathering Information
• Selecting the right Medium
• Organizing the Information
Steps (contd…)
Steps 2: Write Your Message
• Using positive and polite language
• Understanding and respecting cultural
differences.
• Being sensitive to organizational cultures
• Taking steps to establish your credibility
Steps (contd…)
Step 3: Complete your message
• Judge the argument objectively
• Matching the purpose and
organization to audience needs.
• Distribution methods must fit to the
audience expectations as well as the
purpose
Seven ways of establishing credibility

• Using simple language


• Supporting the message with facts
• Identifying the sources
• Being an expert
• Establishing common grounds
• Being objective
• Displaying good intentions
AIDA MODEL
The AIDA model organizes the
message into four phases:
A- Attention
I- Interest
D-Desire
A- Action
Objectives
PHASE OBJECTIVES
ATTENTION Get the reader’s attention with a
benefit that is of real interest or
value.
INTEREST Build the reader’s interest by further
explaining benefits and appealing to
his or her logic or emotions.

DESIRE Build desire by providing additional


supporting details and answering
potential questions.

ACIONS Motivate the reader to take the next


step by closing with a compelling call
to action and providing a convenient
means for the reader to respond.
Persuasive Message Using the AIDA
Model
PLAN WRITE COMPLETE

ANALYZE THE ADOPT TO THE AUDIENCE REVISE THE MESSAGE


SITUATION
GATHER INFORMATION COMOSE THE MESSAGE PRODUCE THE MESSAGE
SELECT THE RIGHT MEDIUM DISTRIBUTE THE MESSAGE
ORGANIZE THE INFORMATION PROOFREAD THE MESSAGE
Common Examples
Inside The Organization
•Requesting money for new equipment
•Selling a supervisor on an idea for improving
quality
•Suggesting more efficient operating procedures
•Eliciting cooperation from competing department
•Winning employee support for new benefits
packages
Contd…
Outside The Organization
• Soliciting investment funds
• Shaping public opinions
• Requesting adjustments that go
beyond a supplier's contractual
obligations.
Emotional And Logical Appeals

Emotional Appeals

Emotional appeals attempt to


connect with the reader’s feeling
or sympathies
Contd…

Logical Appeals

Logical are based on the reader’s


notions of reason; these appeals can
use analogy, induction or deduction.
Guidelines For Avoiding Faulty Logic

• Avoid hasty generalizations


• Avoid circular reasoning
• Avoid attacking an opponent
• Avoid mistaken assumptions of cause & effect
• Avoid over simplifying a complex issue
• Avoid faulty analogies
• Avoid illogical support
Balancing Emotional And Logical Appeals

Four Factors For Maintaining Optimum Balance


• The actions you hope to motivate
• Your reader’s expectations
• The degree of resistance you need to
overcome
• How far you feel empowered to go to sell your
point of view
Conclusion
• Get the reader’s attention
• Build the reader’s interest
• Increase the reader’s desire
• Motivate the reader to take action
• Balance emotional and logical appeals
• Reinforce the position
• Anticipate objections
THANK
YOU

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