GEB 3213 EXAM 2 PERSUASIVE
MESSAGES QUESTIONS AND
ANSWERS
3 steps of persuasion
1. what you are selling
2. know your audience
3. make sure you can clearly express how you want the audience to act
know your product
1. how does the product benefit the audience
2. what specific features make the product stand out from its competitors
3. how much does the product cost
study competition
most audiences want to see major differences between your product and others
so you have to ___________
logical appeal
tap into consumers desire for durability, convenience, or low price
emotional appeal
connect people's desire to be respected, praised, remembered, or appreciated
AIDA format
A - Grab the reader's ATTENTION
I - Introduce and arouse INTEREST in the product
D - Create DESIRE for the product through solid evidence
A - request ACTION
, not requested info
use the AIDA format for audiences who have ______________
mail fraud
you can be charged with _______ if you exaggerate in a persuasive letter
delivered by the US postal service
attention grabbers
1. a provocative question
2. a startling fact
3. a striking story
4. powerful quote by an expert/celeb
AIDA requirements
1. grab attention
2. bring up central selling point in beginning
3. take a unique approach; avoid cliches
action oriented
keep the orientation of your message _________
imagery
use _____ to be descriptive and paint a picture for you audience
first
emphasize the best aspect of your product _______
own paragraph
give each selling point its __________
evidence
use ______ to stenghten your selling points and support your assertions
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