Lecture_Chap8.pptVIP

? 2009 Cengage Learning. All rights reserved. BCOM Chapter 08 Learning Objective 1 Develop effective outlines and appeals for messages that persuade. Persuasive Message: Plan Before You Write Know your product, service, or idea Know your audience Know the desired action you wish your audience to take Aristotle’s 3 Types of Persuasion Logos: logical appeal that consists of facts and statistics Ethos: appeal based on information or association that provides credibility for seller, product or position Pathos: emotional appeal that works by eliciting an emotional response from audience How To Know Your Product What will the product, service or idea do for the receiver? What are its superior features? How is it different from the competition? What is the cost to the receiver? Apply Sound Writing Principles Clear Definition Scientific Evidence Context for Comparison Audience Sensitivity Learning Objective 2 Explain how the inductive approach can be used to create persuasive messages. Inductive Outline Used in Persuasive Messages Gaining Attention in Sales Messages Introducing the Product, Service, or Idea Be cohesive Attention-getter must lead naturally to introduction Be action-oriented Place product in the receivers’ hands and allow them to use it Stress a central selling point Attention-getter must lead to discussion of distinctive feature Presenting and Interpreting Factual Evidence Don’t just say it, show it Present data to back up the central selling point Compare a new product with something familiar Be objective, excluding exaggerations and subjective claims Elements of Ethical Persuasion Clear definition of offered product or service Scientific evidence for product claims Context for comparative statements Audience sensitivity for ideas that are objectionable or offensive Subordinating the Price Create a ______ for the product first Use _______ to show how the price saves money State the price in _____ _____ Invite ____________ with like products