Lecture Five - Linda Meegan PDF

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Linda Meegan...

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Lecture Five AMFEM: Attention-getter–separate opening paragraph Main idea, Features & Benefits –main idea followed by features and benefits, in short, logically/strategically sequenced paragraphs Evidence–either following all features and benefits, or integrated with them, in short , logically/strategically sequenced paragraph Motivator & Action–separate closing paragraph Two kinds of persuasive messages: 1. Request for information 2. Request for purchase of product/service Request for Info/Action: Gaining Attention  Compliment  Unexpected fact  Thought-provoking question  Reader benefit  Summary of problem  Request for help Presenting Main Idea, Features & Benefits to build interest  State main idea and attractively describe its features (at least three)  Describe direct and indirect, rational and emotional benefits (at least three) for the receiver  Either present evidence after all features and benefits, or integrate evidence with each feature and benefit Providing Evidence to Reduce Resistance  Offer at lease three pieces of evidence to support claims about features and benefits Evidence should:  Overcome possible objections  Be objective (3rd party, outside of you)  Be specific (names, numbers, dates, measurements) Kinds of evidence are:  Facts, figures, logic, stories, examples Motivating Action  Ask for specific next-step action confidently  Give a method; make it easy  Include an end date if appropriate  Offer motivator (repetition of key benefit)

Subject Lines in Persuasive Messages  Indirect persuasive-messages subject lines draw the reader in without revealing the main idea  They are either neutral or an advance attention-getting device o e-mails: need a subject line o Letters: don’t need subject line  Sentences = max. 20 words  Paragraphs = max. 8 lines See examples in lecture for before/after messages

Request for Purchase of Product/Service: Gaining Attention  Free offer of something attractive/valuable  Promise of a significant result  Question that's likely on the reader's mind  Quotation (recent, relevant, intriguing)  Product/service feature (most attractive)  Testimonial (positive)  Startling statement (relevant, intriguing) Presenting Main Idea, Features & Benefits to build interest  Product/service description (features)  Reader benefits o What each feature does for the reader: how it saves money/makes money, improves health, boosts status, reduces effort, produces pleasure, etc.  Rational appeals - facts, figures, logic  Emotional appeals - stories, people, feelings Providing Evidence to Reduce Resistance  Testimonials  Description of satisfied users  Guarantee  Attractive warranty  Free trial  Free sample  Results of performance tests  Results of polls  Reviews, ratings  Awards received Motivating Action  Close by repeating the central selling point and clear instructions for an easy next-step action to be taken o Gift o Incentive o Limited offer

o o o

Deadline Guarantee Repetition of selling features

Refer to lecture slides for examples of before/after messages...