BA 2030 Lecture Notes - Lecture 4: Psychographic
4 Oct 2017
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Document Summary
Persuasion: the process of influencing your audience to agree with your point of view, recommendation, or request. Consider the needs of both the following: primary audience: the direct recipients of the message, secondary audience: other people who may read or hear your message. To create a persuasive message, focus on the audience"s: Information needs: motivation and benefits, potential resistance. Three levels of persuasion: reinforce an existing attitude, modify an existing attitude, change to a new attitude. Audience factors: demographics (age, gender, income, education, etc. , psychographics (personality, attitude, etc. , cultural (expectations) Maslow"s hierarchy: bottom to top, must achieve one level to reach another level. Refutation: a response intended to prove an objection wrong. Concession: an admission that the opposing point of view has merit but does not invalidate your argument. Using aida: applying the strategies, assess the audience, analyze the competition, present key selling points, highlight the benefits. Getting attention: features/benefits, personal appeals, product samples, common ground.
