Module 3

Writing Persuasive Messages

At the end of this module, students are expected to:
1. Gain knowledge of what persuasive message are.
2. Enumerate the basic process in planning business messages
3. Know the methods of writing compelling persuasive
messages.
4. Write sales letter and request for action persuasive message.
A. Pre-test
Write T if the statement is true and F if otherwise.
_____ 1. Competitive noise is technology based.
_____ 2. Many products go unsold because the message to advertise
them are compelling.
_____ 3. In these challenging times, it is rightful to create persuasive
messages that will be heard.
_____ 4. Persuasive messages means you are convincing your
customers not to buy your product.
_____ 5. In order to create compelling business messages, you should
take into account the motivation that drives consumers buy a product
Introduction - Planning Persuasive Messages
A lot of untold number of good ideas go unnoticed and good
products go unsold simply because messages to promote them are not
compelling enough to be heard above competitive noise.
In these challenging times, it is insightful to prepare compelling
messages that can be and will be heard.
B. Steps in Planning Persuasive Messages
B.1 Analyze audience – in terms of demographics (age, gender,
income, education and other quantifiable characteristics of the people
you want to persuade. You need to analyze their psychographics –
(personality, attitude, life style and psychological characteristics). You
also need to know their motivation in buying a product. Motivation is a
combination of forces that drives people to satisfy their needs. (Table
9) . For example if I try to persuade consumers to purchase a product
because of its fashion appeal, that message will connect to consumers
who are motivated by a desire to be in fashion but not to consumers
 who are drawn more by functionality or financial concern.
B.2. Getting information about consumers.
B.3 Selecting the right medium – Persuasion based marketing,
wherein marketers ask permission to consumers before sending the
message.
B.4 Organizing Information – the marketer is concerned about the
reader and not about himself. For example, if you are trying to convince
others to join your business venture, explain how it will help them and
not how it will help you.
Table 9
Needs Implication to Communication
Basic psychological Advertisement for sleeping pill
Needs – food, water, will have greater appeal for someone
Oxygen and other essentials suffering from insomnia than to
someone who has no problem in
sleeping.
Safety and security, protection Advertisement for insurance
From bodily harm, ensuring that to encourage parents to check
Loved ones are safe, financial about financial security of their
Security, protection of children and loved ones.
Personal identity, career
security
Affiliation and belonging – need for To be attractive for a loved one.
Companionship, acceptance, love Wearing a particular clothing
And popularity style that a particular social
group is likely to approve of.
Power and Control – the need to People who lack power want to
Feel in control of the situation know they have it. Ads such as
Or to exert authority over others. Take control of your life, your
finances, career, your future
Accomplishment – to feel a Knowing (when people
Sense of accomplishment or experience a sense of
To be admired by others for accomplishment) and sharing
Accomplishment other that (they have achieved
such). Advertisement for luxury
consumer products frequently
appeal to this need.
Adventure and distraction – need People crave for excitement,
For excitement and relief from adventure or even danger,
Daily routine others crave calmness and
predictability. Some need for
adventures are met by watching
horror movies, thrillers, novels
etc.
Knowledge, expectations, Learning is usually a means to an end.
Understanding – the need A way to fulfill some other needs. For
To keep learning. Others, acquiring new learning is a goal

Aesthetic appreciation – desire A jewelry package may look appealing

To experience beauty, order, other than the gemstone in that
Symmetry etc. Piece of jewelry.
Self Actualization – the need Abraham Maslow, even most
To be ‘all that we can be’, people met most or all of the
To reach ones potential as other needs, they still feel the
A human being. Need to self actualize.
Helping Others – need to The central motivation is on fund-
Believe that one is ‘making raising messages and other appeal
A difference’ in the lives for charity.
Of other people.
Persuasive messages has the purpose to convince people to change
their attitude, beliefs and actions.
Most persuasive messages uses indirect approach, which means you
want to explain your reason and build interest before asking for a
decision or for action or even before achieving your purpose.
In contrast when you have a close relationship with your audience and
the message is welcome or at least neutral, the direct approach might
be effective.
Using Indirect Approach to organize ideas
Persuasive Message Structure

OPENING – Introduce the subject or a problem

BACKGROUND – Establish the need of what you are suggesting

DETAILS – Explain using specific details and evidence

ACTION CLAUSE – Tell the reader what action they should take and end on a
courteous note
AIDA Model History
- In 1898, Elias St. Elmo Lewis, an eventual inductee of the
Advertising Hall of Fame, anonymously wrote a column about
three advertising principles he found useful throughout his career
in a printing magazine called The Inland Printer, one of the most
influential American magazines of the 19th century.
In his column, he states that a successful advertisement should
always follow a specific formula.
“The mission of an advertisement is to attract a reader, so that he
will look at the advertisement and start to read it; then to interest
him, so that he will continue to read it; then to convince him, so
that when he has read it he will believe it. If an advertisement
contains these three qualities of success, it is a successful
advertisement.”
AIDA MODEL IN PERSUASIVE MESSAGE
A – grabs Attention with the purpose of saving customer time and
frustration.
(Hey, what is That)
I- benefits – creates Interest by explaining how the new plan will work.
(That looks Interesting)
D- savings – creates Desire by presenting supporting evidence.
(I would like to have it)
A- Action – saves audience faces by completing a chore that might
cause the reader to delay
(I am getting it)

Read – Figure 9.4 AIDA MODEL FOR PERSUASIVE MESSAGE

To : Mr. Nicole Perazzo
Subject : Cost Cutting in Plastics
Attachments: Plastic Cost Analysis
Nicole:

Inspite of our recent switch to purchasing plastic products in bulk, our

costs for these containers are extremely high. In my January 5 message,
I included all the figures showing we purchased five tone of plastic
product containers each year and the price of Polyethylene Terephalate
(PET) rises and falls as petroleum oil fluctuate.
A - catches the readers attention with a blunt statement of a major
problem

(The high cost of plastics)

In January, I suggested that we buy plastic containers in bulk during
winter months, when petroleum prices tend to be lower. Because you
approved of that suggestion, we should realize a 10% savings this year.
However, our cost are still out of line, around 2 million a year
In addition, to the cost in dollars of these plastic containers is the cost in
image. We have recently been receiving an increasing number of
consumer letters complaining about our lack of a recycling program for
PET plastic containers both on the airplanes and in the airport
restaurants.
I – Builds interest in a potential solution to the problem by emphasizing
how bad the problem is and highlighting an associated problem.
(A Recycling plan)
After conducting some preliminary research, I have come up with the
following ideas:
- Provide recycling containers at all Fairmont West airport restaurant
-Offer financial incentives for the airlines to collect and separate PET
containers
-Set up specifically designated dumpsite at each airport for recycling
plastics
-Contract with A-Batt Waste Management for collection
I – Increases the recipient’s desire or willingness to take action by
outlining a solution
I have attached a detailed report of the costs involved. As you can see,
the net savings for the first year should run about 500,000.00. I have
also spoken to Ted Macy in Marketing. If we adopt the recycling plan, he
wants to build up a PR campaign around it.
(Savings) – motivates the reader one last time with a specific cost saving
figure, then requests for specific action
The PET recycling plan will help build our public image while saving us
money. If you agree with me, let us meet with Ted next week to get
things started. Please call me at 0966543210.
Post-test

Activity – Using the same letter in Figure 9.3, re write the letter using
direct Approach.
direct method pattern- persuasive messages

If your goal is to convince your audience to adopt a particular

idea, you might prefer the direct method pattern as a way of
organizing your message. This pattern consists of a claim and a
list of reasons to support it. Every piece of support in the speech
directly supports the central claim you wish to make. As Jaffe
(2004) points out, “It’s a good pattern to use when listeners are
apathetic or neutral, either mildly favoring or mildly opposing your
claim” (p. 329). The outline of a message on vegetarianism
Proposition
Vegetarianism offers many positive health benefits for people struggling
with obesity. Vegetarianism often reduces the amount of processed
food that one eats. Vegetarianism promotes a sense of reflective
consumption. Vegetarianism decreases the likelihood that one will
contract some diseases such as cancer and heart diseases.
As you c an see from this example, the statement of reasons that
follows the proposition directly supports the central claim. Each reason
offers a bit of evidence that vegetarianism is a good option for people
struggling with obesity.