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Delivering Persuasive Messages

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Michael Garza

on 1 April 2013

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Transcript of Delivering Persuasive Messages

Types of Sales messages:
1) Unsolicited: a message written to someone who has not requested it.
2) Solicited: a message prepared to answer a potential buyer or supporter's question. Objective 1: Develop effective outlines and appeals for messages that persuade. Persuasion is the ability to influence others to accept your point of view.
-For persuasion to be effective, you must:
Understand your product, service, or idea
Know your audience
Anticipate the arguments that might come from the audience, and have a rational and logical response to those arguments. Making a Claim To convince an adjuster, gain the receiver's attention, develop a central appeal that emphasizes an incentive for making the adjustment, and end with the request for an adjustment you consider fair. By:
Michael Garza
Virian Garza
Cassie Gonzalez
Carlos Guasch
Ashley Guerrero Chapter 8:
Delivering Persuasive Messages Objective 2: Write effective sales messages Objective 3: Write effective and persuasive requests (claim, favor, and information requests, and persuasion within an organization). Objectives: Develop effective outlines and appeals for messages that persuade.
Write effective sales messages.
Write effective persuasive requests and persuasion within an organization. Planning before writing:
Gather information about
Your product, service, or idea
Your audience
Desired action Know the product, service, or idea:
Read available literature
Using the product or observing others use it
Comparing the product service, or idea with others
Conducting tests and experiments
Soliciting reports from users Before writing, you need concrete answers to questions:
What will be the receiver benefit?
What are its superior features?
What makes the product/service stand out compared to its competitors?
What is the cost to the receiver? Inductive approach:
Sherwin Cody persuasive process, AIDA
Attention; get receiver's attention
Interest; introduce the product, service, or idea to arouse interest.
Desire; Create desire by presenting convincing evidence of the value of the product.
Action; Encourage action Be sure to include:
Sound writing principles - unity, coherence, and emphasis
Keep paragraphs short
Use concrete nouns and active verbs
Use specific language
Let receivers have the spotlight
Stress a central selling point for added appeal. AIDA
-Gain Attention
-Generate Interest
-Create Desire
-Motivate Action

*For solicited sales messages, the first step can be skipped. Step 1: Gain Attention
Use an attention getter to
-Introduce a relationship between the receiver and the product, service or idea.
-Focus on a central selling feature.
-Use an original approach.
Common attention-getting devices
-Startling announcement
-Famous quote
-Story Step 2: Generate Interest
Introduce the product, service, or idea.
-Be cohesive - one idea should naturally lead to the next.
-Be action oriented - create a clear picture of the audience using the product.
-Stress a central selling point - introduce a distinctive feature. Step 3: Create Desire
Provide convincing evidence
-Present and interpret factual evidence
Use to establish credibility
Should be clearly explained when necessary
Know how much is too much
-Be objective
Use specific, concrete language.
Avoid exaggerations, unsupported claims, etc.
-Include testimonials, guarantees, and enclosures.
-Subordinate the price
Discuss price after discussing the advantages.
Compare to similar products.
State in terms of small units. Step 4: Motivate Action
-Make it clear and simple to complete.
-Restate the reward (central selling point)
-Provide an incentive for quick action
-Ask confidently for action 1. What’s the essential, material, basis of your complaint? 1-2 sentences.
2. What evidence do you have to back it up? 3-5 sentences.
3. What is the exact, material form of redress you’re seeking? An apology back doesn’t count. You want 500 frequent miles, or you want a $35 fee waived, or you want your next cellphone activation to be free.
4. Briefly, what channels have you gone through already to address your complaint? Name employees by name and employee or extension number.
5. Keep it under one page.
6. Include your contact info. Request for a favor or information—Gain the receiver's attention, build interest by emphasizing the reward for taking action, and encourage the receiver to grant the favor or send the information. Request for favor Persuasion within an organization When persuading an employee or supervisor to take specific actions, gain the receiver's attention, introduce and build interest and support for the proposed idea, address any major resistance, and encourage the receiver to take a specific action.
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