Persuasive Message In your Persuasive message, you were asked to analyze the AIDA approach used by an entrepreneur in one of Shark Tanks most successful pitches. For this assignment, you are required to take an item that you use most often- a binder- and create a sales pitch based on the AIDA approach. You can get as creative as you like with your binder. For example, your binder can have a solar panel for charging your IPhone. Remember that I will be the shark in this case, so your AIDA approach, numbers, and pitch have to very appealing and strong. Here is what I am looking for in your message: 1. 4 clear paragraphs (Attention, Interest, Desire, and call for Action) 2. Block format 3. One inch margin 4. 12 point font 5. Times New Roman font 6. Two spaces between paragraphs 7. Formal/ professional tone venture and distrac- s, etc. iew your draft. Your design elements must complement, an experienced colleague who not detract from, your argument. In addition, meticulous proofreading will identify any mechanical or spelling errors that would weaken your persuasive potential. Finally, make sure your distribution methods fit your audience's expectations as well as your purpose. fulfill some other need; vertisers appeal to it the gemstones in a piece self-actualization as the it as one of the higher- of their other needs, they le of appealing to this 2 ou can be." you LEARNING OBJECTIVE Describe an effective strategy for developing persuasive business messages. other appeals to charity. Developing Persuasive Business Messages Your success as a businessperson is closely tied to your ability to encourage others to accept new ideas, change old habits, or act on your recommendations. Unless your career takes into marketing and sales, most of your persuasive messages will consist of persuasive business messages, which are those designed to elicit a preferred response in a nonsales situation. Even if you have the power to compel others to do what you want them to do, per- suading them is more effective than forcing them. People who are forced into accepting a decision or plan are less motivated to support it and more likely to react negatively than if they're persuaded. Within the context of the three-step process, effective persuasion involves four essential strategies: framing your arguments, balancing emotional and logi- cal appeals, reinforcing your position, and anticipating objections. (Note that all these concepts in this section apply as well to marketing and sales messages, covered later in the chapter.) MOBILE APPS Want to persuade your local govern- ment to address a problem? The City Sourced app aims to facilitate civic engagement through mobile communication. essages because you're to inadvertently insult and that you're here to e, a message that seems nd intrusive in a high- FRAMING YOUR ARGUMENTS so too does the culture agreement and conflict en encourage open dis- The AIDA model is a useful approach for many persuasive messages: • Attention • Interest • Desire • Action nce, you must convince ig to mislead them. Use Many persuasive messages follow some variation of the indirect approach. One of the most commonly used variations is called the AIDA model, which organizes your message into four phases (see Figure 9.2 on the next page): • Attention. Your first objective is to encourage your audience to want to hear about your problem, idea, or new product—whatever your main idea is. Be sure to find some common ground on which to build your case. • Interest. Provide additional details that prompt audience members to imagine how the solution might benefit them. • Desire. Help audience members embrace your idea by explaining how the change will benefit them and answering potential objections. • Action. Suggest the specific action you want your audience to take. Include a deadline, when applicable. motional manipulation. ake. ects those sources. and background experi- 10% off 216 PART 3 Brief Business Messages if you buy today! Details details details Free trial Endorsements Guarantee How we can help Healthy! Wealthy! Happy! STE That makes it even better; let's do this! Sounds great, but can you really deliver on that promise? Hey, I want to be healthy, wealthy, and happy! ОК, , prove that you can help me. Action Desire Interest Attention Motivate them to take action, whether that is seeking more information, making a decision in your favor, or making a purchase Catch the audience's eyes and ears, then getting people to pay attention to your message amid all the other messages clamoring for their attention Move prospects from "I'm interested” to “I want this" by continuing to show how your solution will benefit them and by removing any doubts Provide concise information points that "pay off the promise you made to get their attention as you build a case that you can meet their individual needs Figure 9.2 The AIDA Model for Persuasive Messages With the AIDA model, you craft one or more messages to move recipients through four stages of attention, interest, desire, and action. The model works well for both persuasive business messages (such as persuad- ing your manager to fund a new project) and marketing and sales messages. REAL-TIME UPDATES LEARN MORE BY READING THIS ARTICLE your Fi The AIDA model is tailor-made for using the indirect approach, allowing you to save your main idea for the action phase. However, it can also work with the direct approach, Using stories to persuade in which case you use your main idea as an attention-getter , Learn why stories are usually more effective than build interest with your argument, create desire with plain data when it comes to changing minds. Go to http://real- evidence, and emphasize your main idea in the action phase timeupdates.com/bce7. Under "Students," click on “Learn More." with the specific action you want your audience to take. When your AIDA message uses the indirect approach and is delivered by memo or email, keep in mind that your subject line usually catches your The AIDA model is ideal for the reader's eye first. Your challenge is to make it interesting and relevant enough to capture indirect approach. reader attention without revealing your main idea. If you put your request in the subject line, you're likely to get a quick “no” before you've had a chance to present your arguments: Instead of This Write This Request for development budget to add automated IM response system Reducing the cost of customer support inquiries The AIDA approach has With either the direct or indirect approach, AIDA and similar models do have limita- limitations: tions. First, AIDA is a unidirectional method that essentially talks at audiences, not with • It essentially talks at audiences, not with them . It focuses on one-time events, sion, rather than on building a mutually beneficial, long-term relationship. AIDA is still a valuable tool for the right purposes, but as you'll read later in the chapter, a conversational not long-term relationships W to h them. Second, AIDA is built around a single event, such as asking single event, such as asking an audience for a de approach is more compatible with today's social media. 7 BALANCING EMOTIONAL AND LOGICAL APPEALS Emotional appeals attempt to connect with the reader's feelings or sympathies. Few persuasive appeals are purely logical or purely emotional, and a key skill is finding the right balance for each message (see Figure 9.3). An emotional appeal calls on audience sympathies. For instance, you can make up feelings of uns
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