MGMT 1000 Chapter Notes - Chapter 10: Recycling Symbol
20 Jun 2018
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CHAPTER 10 – Persuasive and Sales Messages
Persuasion
- Persuasion is symbolic process – ex. Flags, red cross, recycling symbol, maple leaf
- Persuasion involves an attempt to influence
- Persuasion is self-persuasion – making compelling arguments but letting other “self-
influence”
- Persuasion involves transmitting a message
- Persuasion requires free choice
Persuasion in the digital age
- Greater volume and reach of persuasive messages
- Persuasive messages travel vary quickly
- Persuasive techniques are more subtle and misleading
- Persuasion is more complex and impersonal
Effective persuasion techniques
- Establish credibility
- Make a reasonable, specific request
- Tie facts to benefits
- Recognize the power of loss
- Expect and overcome resistance
- Share solutions and compromise
Persuasive messages (3x3 writing process)
- Analyse your purpose – know what you want to achieve
- Adapt to the audience to make your message heard
- Research and organize persuasive data
AIDA strategy – 4 steps, but successful messages blend tem together
- A – Attention (opening) – capture attention, create awareness, make proposition, draws
audience in
- I - Interest (Body) – describe selling point, focus on benefits relevant to reader’s needs
- D – Desire (Body) – reduce resistance, reassure reader, motivate action
- A – Action (Closing) – offer incentive or gift, set deadline, make it easy for reader to
respond, close sale
ATTENTION
INTEREST
DESIRE
ACTION
Summary of problem
Unexpected statement
Reader benefit
Compliment
Related facts
Stimulating question
Facts, figures
Expert opinions
Examples
Specific details
Direct benefits
Indirect benefits
Reduce resistance
Anticipate objections
Offer counterarguments
Use “what if” scenarios
Demonstrate
competence
Show value of proposal
Describe specific
request
Sound confident
Make action easy to
take
Offer incentive or
gift
Don’t provide
excuses
Repeat main benefits
