persuasion: using words to get what you need
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Persuasion: Using Words to Get What You Need. Linda Jones, Editorial Director ADVANCE/Merion Matters November 2012. Persuasion. Everybody is selling something. Objectives. List the six steps of persuasion in America. Discuss the value of contributing to media. - PowerPoint PPT PresentationTRANSCRIPT
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Persuasion: Using Words to
Get What You Need
Linda Jones, Editorial DirectorADVANCE/Merion Matters
November 2012
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Everybody is selling something
Persuasion
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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.
Objectives
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6 Steps of Persuasion--Robert Cialdini RECIPROCITYPeople are more likely to return a favor when they are given something. COMMITMENT AND CONSISTENCYPeople generally like to make commitments (have choices) and to stick with them. SOCIAL PROOFPeople 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 America
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Why? Social proof, liking, authority
How? Know your audiences
Submission policies Consumers
Discuss the Value of Contributing to Media
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Blogs Frequency Engagement Linking Value
Write for Social Media
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FaceBook/Twitter Conversation Write to individuals Value
Write for Social Media
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Bad news happens Don’t ignore Show empathy Have and follow policies
Write for Social Media
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What do your readers like?
Write for Social Media
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Avoid being “a crummy commercial”
Write for Social Media
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AIDA Attention: Headlines and graphics Interest: Build on the headline Desire: Bridge between interest & action Action: Give tools; know what the action is
Describe the Basics of Writing Ad Copy
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Keywords Dropdown? Know the list Free form? Think like a jobseeker Avoid facility-unique language
Remember to sell the position Measure results
Describe the Basics of Writing Ad Copy
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Persuasion basics State your argument Give evidence/citations to support your
argument Include facts, numbers Relate to the audience; get them to trust you Establish importance of the issue Repetition: say the same thing repeatedly, but
in different ways
How to Get What You Want
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Persuasion basics Say it first and last Give reasons why Be consistent with your message (support w/
evidence) Social proof (testimonials) Comparisons (metaphors, analogies) Address objectives Tell a story
How to Get What You Want
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Writing a proposal Deliver information in the reader’s format and
language Anticipate questions and answer them Give only needed information; no padding Concentrate on benefits and outcomes, not
processes
How to Get What You Want
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Beyond the Message Central route persuasion Peripheral route persuasion
Five Magic Words
How to Get What You Want
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{A}You’ve Got to Hear this Song!{I}Amazing song by award-winning singer-songwriter & guitaristRichard Thompson. {D}It could changeYour life! {A}Click here to hear it.
Persuasion
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Reciprocity Commitment and consistency Social proof Liking Authority Scarcity Include facts, numbers Say it first and last Magic words
Persuasion