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Persuasive Messages

Persuasive Messages. ENG 301 Dr. Beatty. Inductive Approach. A ttention I nterest D esire A ction. Attention. Focus on a Central Selling Feature Ask Question Shocking Statistic Quotation Curiosity Visual Anecdote What if. Interest. Introduce Product, Service, or Idea

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Persuasive Messages

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  1. Persuasive Messages ENG 301 Dr. Beatty

  2. Inductive Approach • Attention • Interest • Desire • Action

  3. Attention • Focus on a Central Selling Feature • Ask Question • Shocking Statistic • Quotation • Curiosity • Visual • Anecdote • What if

  4. Interest • Introduce Product, Service, or Idea • TEMPUR pressure-relieving material is a breakthrough in sleep technology that has forever changed the way millions sleep. • Present and Interpret Convincing Evidence • The story of this revolutionary material, the heart and soul of all Tempur-Pedic products, begins with NASA's research to develop a material to relieve the tremendous g-forces experienced by astronauts. Our Swedish scientists, realizing the enormous potential of the material, spent nearly a decade and millions of research dollars perfecting TEMPUR material as the ultimate sleep surface.

  5. Interest (cont’d) • Present and Interpret Convincing Evidence • Our patented integration of multiple layers of TEMPUR material with different base materials provides a variable balance of pressure-relieving comfort and therapeutic support. The top TEMPUR Comfort Layer (A) is a softer formula that reacts immediately to your body temperature and weight. As you sink further into the mattress, the TEMPUR Support Layer (B) completely absorbs and distributes your body weight and supports your spine in perfect alignment. The typical AirFlow System™ Base Layer (C) provides a supportive base for the TEMPUR components and increases the flow of air to maximize comfort and responsiveness.

  6. Desire • Include Testimonials, Guarantees, & Enclosures • Tempur-Pedic Swedish Mattresses are the only viscoelastic mattresses to earn the Good Housekeeping Seal of approval. • Visit our website and ask actual customers how the Tempur-Pedic mattress led to their best night’s sleep ever. • My boyfriend let me use his Tempur-Pedic pillow so I can decide if I'd like to actually buy one....OMG! I didn't want to give it back!!! I had the BEST night sleep ever! I usually wake up a lot in the middle of the night but I slept straight through and woke up feeling great with no pains of any kind. I usually sleep on two standard size pillows but I shall soon get rid of those because I'm getting my own neck pillow by Tempur-Pedic. It is worth EVERY PENNY!

  7. Action • Present a clear and simple action • Place your order today by calling (888) 555-1111. • Re-state the reward (central selling point) for taking the action • Why wait another day to start getting your best night’s sleep ever? Order today for immediate delivery. • Provide an incentive for taking action NOW! • Place your order now and you will receive a free Tempur-pedic travel pillow as our gift.

  8. Your Turn • Situation: Promote Lasik eye surgery to existing clients who wear glasses. • Audience: Existing clients in our practice. • Purpose: Persuade them to come in for a free Lasik seminar that will feature a live Lasik laser vision correction procedure followed by a Q & A session with our Lasik experts.

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