Persuasive Messages Chapter 9

1.
Clarify your purpose. You should ask your self:
A.. What are the demographics of the audience? Include characteristics such as age, gender, occupation, income and education.
B. What are the psychographics of the audience? Such as personality, attitudes, and lifestyle.
C. Look at their motivations, the combination of forces that drive people to satisfy their needs
Look for their attention, Interests, desires and action you want them to take.

2. Demographics help you you identify your audience, and gear your message to their needs and desires specifically. Psychographics take into account their cultural experiences and practices so that you do not use an inappropriate appeal, or organize your message in an unfamiliar way that makes the audience feel uncomfortable.

3. Emotional appeals attempt to connect with the reader's feelings, while logical appeals are based on the reader's notions of reason. These can use analogy, induction or deduction.

4. Logical Appeals
Analogy- you reason with a specific evidence to specific evidence.
Induction- you work with specific evidence to a general conclusion
deduction- you work from a generalization to a specific conclusion.

5, AIDA Model
organizes your presentation into four phases:
Attention- your first objective is to encourage your audience to want to hear about your problem, idea or new product. The Main Idea. Find a common ground to build your case
Interest- provide additional details that prompt audience members to imagine how the solution might benefit them
Desire- help the audience members embrace your idea by explaining how the change will benefit them and answering potential objections
and Action- suggest specific action you want your audience to take. Include a deadline, when applicable.