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

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

3. 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.

4. 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. 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 exercisesHealth clubs Abdominal exercisesHealth clubs CarsSoft drinks CarsSoft drinks BeerChewing gum BeerChewing gum

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

6. Elements of Persuasive Message Focus on the Customer. 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?

7. Elements of Persuasive Message Stress Benefits. 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?

8. Elements of Persuasive Message Differentiate yourself from the competition. Differentiate yourself from the competition. –Make your product standout from others. Pepsi vs. Coke Pizza Inn vs. Pizza Hut Honda vs. Ford

9. Elements of Persuasive Message Prove your case. 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.

10. Elements of Persuasive Message Establish Credibility. 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.

11. Elements of Persuasive Message Build Value. 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.

12. Elements of Persuasive Message Close with a call to action. Close with a call to action. –Get the customer buying your product/service. –Change their beliefs, attitudes, brand preferences.

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