The document provides guidance on effective persuasion. It discusses understanding the product/idea, audience, and desired action. It recommends learning about competitors and conducting tests. It also discusses appealing to logic, trustworthiness, and emotions. The document outlines an inductive approach to gain attention, interest, desire, and motivate action through clear calls to action and incentives.

2. Persuasion
Convince
“Yes”
Impress
Tricking
Trust

3. Persuasion
Influence others to accept your
point of view
Not an attempt to manipulate or
trick someone

4. Steps to Follow
0 Need information about:
0Your Product, Service or Idea
0Your Audience
0The Desired Action

5. Know your Product, Service or
Idea
0 Reading available literature
0 Practical Applicability
0 Comparing with competitors
0 Conducting tests & Experiments
0 Soliciting reports from Users

6. Know your Product, Service or
Idea
0 What the product, service or idea do for the receivers?
0 What are its superior features?
0 How is the product or service different from its
competitor? How is the proposed idea superior to
other viable alternatives?
0 What is the cost to the receiver?
0 What is the major difference?

7. Know your Receiver
• Logic
Logos • Reasoning(Facts &
Statistics)
• Trust (Credibility)
Ethos • Association
• Eliciting an Emotional Response
Aristotle Pathos • Desire for Social Status/Be
popular/loved/admired

8. The Desired Action
0 Keep Paragraphs Short
0 Use Specific Language
0 Let Receiver Have the Spotlight
0 Stress a Central Selling Point or Appeal

9. Inductive Approach
Attention
Interest
Desire
Action

10. Gain Attention
0 A personal Experience
0 A solution to a Problem
0 A startling Announcement
0 A “What-If” opening
0 A Question
0 A Story
0 A Proverb or quote from a famous person

11. Gain Interest
0 Be Cohesive / Interrelated
0 Be Action Oriented
0 Stress a central selling point

12. Gain Desire
0 Present and Interpret Factual Evidence
0 Include Testimonials, Guarantees & Enclosures

13. Motivate Action
0 Make the action clear and simple to complete
0 Restate the reward for taking action (Central Selling
Point)
0 Provide Incentive for Quick Action
0 Ask confidently for Action

14. Dear Jessica:
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what you want.
You can use the enclosed authorization number to save Rs.50 on the rather expensive
PearJam. You have to go to our website, comPear.com/PearMusic to use it. You can do it
whenever you feel like it.

15. Dear Ms. Lawrence
Do you want to access the music you love and arrange the songs? How YOU want to? Want
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With comPear’s new online digital music store PearMusic, you can find songs from top rated
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Load the songs onto your PearJam handheld music player and upto three comPear
computers.
Mix songs from various artists to make your favorite playlists
Burn a single playlist up to ten times without changes.
Get a free 30-second preview for every song.
Listen to CD-quality music on your computer and your PearJam.
Browse the PearMusic store by genre, artist, album, composer, or song.
Access cover art for CDs and watch exclusive full-length music videos.
Visit www.comPear.com/PearMusic today and check out the collection that is growing daily.
Use the enclosed authorization number to save Rs750 on your purchase of a PearJam
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