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Persuasion: Persuasion:

Persuasion: - PowerPoint Presentation

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Persuasion: - PPT Presentation

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

persuasion social write media social persuasion media write writing copy people basics describe steps words avoid commitment facts hear song evidence route

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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