Using Words to Get What You Need Linda Jones Editorial Director ADVANCEMerion Matters November 2012 Everybody is selling something Persuasion List the six steps of persuasion in America ID: 196522
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Slide1
Persuasion: Using Words to Get What You Need
Linda Jones, Editorial Director
ADVANCE/Merion Matters
November 2012Slide2
Everybody is selling something
PersuasionSlide3
List the six steps of persuasion in America.Discuss the value of contributing to media.Write for social media.Describe the basics of writing ad copy.
ObjectivesSlide4
6 Steps of Persuasion--Robert Cialdini
RECIPROCITY
People are more likely to return a favor when they are given something.
COMMITMENT AND CONSISTENCY
People generally like to make commitments (have choices) and to stick with them.
SOCIAL PROOF
People will do things they see other people doing.
LIKINGPeople are more easily persuaded by the requests of people they know and like; or at the very least people who are like them. AUTHORITYPeople are influenced by authority figures, or even the appearance of authority. SCARCITYThat which is less available or in short supply is seen as having greater value.
List the Six Steps of
Persuasion in AmericaSlide5
Why? Social proof, liking, authorityHow? Know your audiencesSubmission policiesConsumers
Discuss the Value of
Contributing to MediaSlide6
BlogsFrequencyEngagement LinkingValue
Write for Social Media Slide7
FaceBook/TwitterConversationWrite to individualsValue
Write for Social MediaSlide8
Bad news happensDon’t ignoreShow empathyHave and follow policies
Write for Social MediaSlide9
What do your readers like?Write for Social MediaSlide10
Avoid being “a crummy commercial”Write for Social MediaSlide11
AIDAAttention: Headlines and graphicsInterest:
Build on the headline
Desire:
Bridge between interest & actionAction: Give tools; know what the action is
Describe the Basics of
Writing
Ad Copy Slide12
Keywords Dropdown? Know the listFree form? Think like a jobseeker Avoid facility-unique language Remember to sell the position
Measure results
Describe the Basics of
Writing Ad CopySlide13
Persuasion basicsState your argumentGive evidence/citations to support your argumentInclude facts, numbersRelate to the audience; get them to trust youEstablish importance of the issue
Repetition: say the same thing repeatedly, but in different ways
How to Get
What You Want
Slide14
Persuasion basicsSay it first and lastGive reasons whyBe consistent with your message (support w/ evidence)Social proof (testimonials)Comparisons (metaphors, analogies)
Address objectives
Tell a story
How to Get What You WantSlide15
Writing a proposalDeliver information in the reader’s format and languageAnticipate questions and answer them Give only needed information; no paddingConcentrate on benefits and outcomes, not processes
How to Get What You WantSlide16
Beyond the MessageCentral route persuasionPeripheral route persuasionFive Magic Words
How to Get What You WantSlide17
{A}You’ve Got to Hear this Song!{I}Amazing song by award-winning
singer-songwriter & guitarist
Richard Thompson. {D}It could change
Your life! {A}
Click here
to hear it.
PersuasionSlide18
Reciprocity Commitment and consistencySocial proof
Liking
Authority
Scarcity
Include
facts, numbers
Say
it first and lastMagic wordsPersuasion