11.1
Should you encourage a postive response to your persuasive messages
Yes, you should, by (1) using positive and polite language, (2) understanding and respecting cultural differences, (3) being sensitive to organizational cultures, and (4) taking steps to establish your credibility.
Is the "AIDA" model a frequently used model when conducting persuasive speaking?
Yes the "AIDA" model which stands for Attention, Interest, Desire and Action is a frequently used model, because it directly targets the audience to perform an action.
When conducting a business message, should you just focus on your own company and goals?
No. It is arguably more important to pay attention to your audience needs as well as analyzing your competitors to get the upper hand on them.
Is all persuasion a necessarily bad thing?
No, of course not, despite it's negative connotation in some people's eyes, persuasion is oftentimes a necessary thing, and not always bad.
Is persuasion about trickery or getting people to act against their own best interests
No, it’s about letting audiences know they have choices and presenting your offering in the best possible light
Is using a "hard sell" an effective way of persuasion?
No. Nobody likes feeling pressured into doing something. When persuading it is important to make the audience feel like they have the choice.
Is all information good information?
No it is not. It is important to only present facts that the audience is interested in, or facts that directly relate to the message.
Must Marketing and Sales messaging always be truthful?
Yes, your company may even face legal action for false advertisement if your embellishments aren't considered 'Puffery' (also known as subjective claims)
Ethical persuasion never...
Attempts to trick people into acting against their own best interests.
Does the type of language one uses factor in to what people may think about a certain message?
Yes, very much so. The more vivid and lively your words seem the more likely the audience is to approve and agree with your message.
Are sales messages and marketing messages different?
Yes they are as they aim to achieve slightly different goals. Sales messages encourage potential buyers to make a purchase decision, while marketing messages lead potential customers into the business.
Must companies disclose when they give products away to reviewers?
Yes, legally, they must disclose, as this can be considered sponsorship and a form of advertising; lying about the nature of it is illegal.
What should be the first thing you do when planning persuasive messages?
Start by imagining yourself in that person’s position and identify the issues or opportunities they are likely to already be thinking about.
When persuading, should the speaker be overly emotional, overly logical, or a mix of both?
Balance is the key. Using both emotion and logic will help you make the strongest argument and connect with the audience on a much deeper level.
When conducting mobile marketing how important is it to keep that message short and concise?
Yes, it is super important. People tend to get frustrated and fed up with long winded messages or websites that don't load quickly, leading to a potential loss of business.
Do sponsors of public figures have a responsibility to make sure what these people say is truthful and follows advertising regulations?
Of course! Legally, these public figures are acting as vessels of advertising for these companies, in the same way a, say, television ad slot would, so they're bound by the same laws.
What is the most important thing to understand about someone if you aim to change someone’s attitudes, beliefs, or actions.
It is their Motivation. The more closely a persuasive message aligns with a recipient’s existing motivation, the more effective the message is likely to be.
Is anticipating any objections or concerns a strategic way to make your argument seem stronger?
Yes 100%. If the audience feels that you have thought of their worries or needs, they will be more likely to do whatever action you are asking of them.
Yes, If you analyze the advertisements you encounter in any medium, you’ll see variations on these techniques used again and again.
Must claims be backed up by hard evidence?
Yes, according to the FTC, offering a money-back guarantee or providing letters from satisfied customers is not enough, you must still be able to support your claims with objective evidence.