Communication

Module 5: Oral Communication: The Magic of Persuasion

Oral Communication: The Magic of Persuasion

I. Persuasion

1.

1.

1. Definition:  In  The Dynamics of Persuasion, Perloff defines the term as "…a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue, through the transmission of a message in an atmosphere of free choice". In simple words, persuasion is the deliberate attempt to influence others. Persuasive messages are transmitted verbally or non-verbal through television, radio, the internet, or face-to-face. (Cherry, 2020)

2. Attitude in Persuasion:  The presence of emotion in the process of persuasion is essential for its effect. But there is another piece of the puzzle as important as emotions: attitude. Persuasion is the study of attitudes. They shape our world in the most unperceivable way. Attitudes are almost biological parts of our body. We have attitudes about music, politics, money, sex, race, even God. It doesn't matter if we communicate through Skype, Facebook, or a cell phone; attitudes are everywhere. (Perloff, 2017)

Attitude can be perceived as a mental and emotional entity that characterizes a person. Also called "hypothetical construct," a concept inferred from people's actions. This does not mean that attitude is made up by the brain or only palpable through what people say or do. Thoughts, cognitive structures, and emotions are as real as physical behaviors. (Perloff, 2017)

In psychology, an attitude is a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. They are often the result of experience or upbringing. (Cherry, 2021)

·

·

· Components of Attitude   (Cherry, 2021)

· Cognitive Component: Your thoughts and beliefs about the subject.

· Affective Component: How the object, person, issue, or event makes you feel

· Behavioral Component: How attitude influences your behavior

There are also explicit and implicit attitudes. Explicit attitudes openly influence our behavior and beliefs while consciously aware of them. On the other hand, implicit attitudes also affect behavior, but subconsciously. Attitudes can be learned, and they can be based on experience, social factors, and observation. And although they have some sort of power over behavior, they are not set in stone. (Cherry, 2021)

·

·

· Attitude Change: The same influences that create attitude can also change it. Learning provokes an attitude switch through operant conditioning and observation. An audience can be motivated to listen and think about a message. A speaker can create a positive reaction to an object, person, or event by associating positive feelings, leading to an attitude shift. A person's attitude can also change because of conflicting beliefs about a topic. (Cherry, 2021)

3. Aristotle: the pioneer of persuasion: The Greek philosopher Aristotle defined the art of persuasion more than 2,000 years ago. His work titled Rhetoric has been the basis of the world's most influential speeches, presentations, and ideas in history. The following are five rhetorical devices that the philosopher identified and must be applied to master the magic of persuasion. (Gallo, 2019)

·

·

· Ethos or "Character": Aristotle believed that a speaker's actions had to back their words, or they would lose credibility and ultimately weaken an argument. As humans, we are hardwired to search for reasons to trust one another, which can be achieved relatively quickly. In ethos, the audience gains some insight into your quality as a speaker. (Gallo, 2019)

In a famous TED Talk, Human Rights Attorney Bryan Stevenson speaks on reforming the criminal justice system. Stevenson began with this: "I spend most of my time in jails, prisons, and death row. I spend most of my time in very low-income communities in the projects and places where there's great hopelessness." He establishes his character for the audience, building a sense of trust between himself and his listeners. He builds a base of credibility to lay an argument on. (Gallo, 2019)

·

·

· Logos or "Reason": Use data, evidence, and facts to form a rational argument. Make a logical appeal to reason, think why your audience should listen to your idea, what steps they should take next. If the goal of an idea is to earn a profit, your audience will ask you how to do it, how much they'll win, and how much savings will be accomplished. (Gallo, 2019)

· Pathos or "Emotion": There must be an emotion present for persuasion to ignite. Aristotle had the rhetorical device of storytelling as the best way to transfer emotion from one person to another, and neuroscientists have proved this accuracy in the present day. People are moved by how spoken words make them feel. Studies have found that narratives trigger neurochemicals in the brain that connect people on a deeper, emotional level. It has been accounted that the winning formula is to wrap a big idea in a story. (Gallo, 2019)

· Metaphor: "To be a master of metaphor is the greatest thing by far," wrote Aristotle. The philosopher saw the metaphor as "verbal beauty." A metaphor or analogy turns an abstract idea into something concrete by comparing it to something familiar to the audience. Those who master the metaphor turn words into images for a clear understanding of ideas. (Gallo, 2019)

· Brevity: Brevity is a crucial element in making a persuasive speech. In the book, Aristotle's Way, Edith Hall, professor at King's College in London, writes, "Aristotle had discovered that there are fairly universal limits to the amount of information which any human can absorb and retain. When it comes to persuasion, less is always more". Aristotle believed that persuasion could be learned. According to Hall, this was a threat to the political class in ancient Greece when the tool was made available to the masses. We communicate ideas have changed over time, but our brains have not. Aristotle advocated that the ability to change somebody's perspective could unleash human potential and maximize happiness. (Gallo, 2019)

ii.  Persuasion in Advertisement: The average U.S. adult is exposed to insane advertising every day. On top of that, target diversity has obliged marketers to be savvier when selecting their ways of persuasion. Persuasive advertising leverages the desires and interests of consumers to convince them to purchase a product or service. This form of advertising often focuses on the benefits the product or service can offer the end-user. (Chi, 2021)

1.

1.

1. Persuasive Advertising Key Points: The following techniques sum up persuasive advertising in six key points: (Chi, 2021)

·

·

·

· The Carrot and The Stick: Humans are hardwired to move towards pleasure like a horse trying to reach a carrot. In this imaging, carrots are the promises of gain that fill the hopes of whoever is reading or watching your advertisement. On the other hand, the stick signifies the possibility of loss, evoking fear to stop doing a certain action and start doing the alternative. A concrete example of this technique reads as follows: (Chi, 2021)

Carrot : "15 minutes could save you 15% or more on car insurance." – Geico

Stick : "Get All-State. You can save money and be better from Mayhem like me." – All-State

Geico lures potential clients to make a small-time investment to produce big gains in these examples. In contrast, All-State uses "Mayhem" as a menacing character, so people start using their service out of fear of a bad outcome with an "inferior" company. (Chi, 2021)

·

·

·

· The Scarcity Principle: A product presentation can be skyrocketed if you use a language that evokes exclusivity. People value objects and experiences that are rare. Having something that most people want but can't have, gives a sense of self-worth and power. "Exclusive offer" or "Limited availability" can spike a consumer's demand for a product. (Chi, 2021)

· One Message Per Advertisement: A known advertisement characteristic is the time limit. Sticking to only one message will make it easy for your customers to understand your product's main feature. This will persuade them to read or watch the rest of your advertisement and get to know the additional values and benefits. (Chi, 2021)

· Write in the Second Person: Writing advertising in the second person grips your prospect's attention and inserts them into the narrative's experience. Engagement personally increases a potential client's ability to imagine a future and better life with your product or service at hand. (Chi, 2021)

· Give your Audience a Sense of Control: As previously explained in this module, effective persuasion thrives in an atmosphere of free choice. Phrases like "Feel free" or "No pressure" increase a prospect's feeling of control, giving a sense of power when making a "free" and "conscious" decision. (Chi, 2021)

· Use a Call-to-Value Instead of a Call-to-Action : As with everything, there are skeptical prospects out there. In some cases, a direct call does not work as planned, and skeptics need some dedicated convincing. Your ad's last line has to be the best of them all, like a bullseye shot communicating your offer's value. Give your prospect a glimpse of their life if they choose your product. (Chi, 2021)

1.

2. The AIDA Formula: Extensively used by advertising professionals, the AIDA formula is a tried and proven persuasive writing technique. AIDA is an acronym that represents the following steps: (Saeks, 2009)

1.

· Attention (Awareness): Stand out! Attract the attention of the customer.

· Interest: raise customer interest by demonstrating features, advantages, and benefits.

· Desire: convince customers that they want the product or service and that it will satisfy their needs.

· Action: lead customers towards taking a specific and measurable action.

Each element in this formula is designed to produce the desired effect in terms of persuasion. The development of the model can be traced back to the American advertising advocate, E. St. Elmo Lewis. The formula was initially developed for structuring sales negotiations, and today is one of the best-known models of advertising research. The goal is to guide potential customers from the stage when they are first aware of a product and encourage them to make their way to the purchase stage. (Digital Guide Ionos, 2020)

·

·

·

· A –  Attract attention: The first phase of the AIDA model initiates the activation, perception, end emotional process. As a rule, content that ignites attention usually brings new, contradictory, or provocative information. (Digital Guide Ionos, 2020)

· I –  Maintain Interest: Once you have the customer's attention, the next step is to get them interested and keep them that way. For this, it is crucial to know what the target group is interested in, what's important to them, what needs they have, and what problems they want to have solved. For example, a potential customer who continues to visit a website and reads up on the information about the battery life of Bluetooth headphones is probably planning to get some soon. (Digital Guide Ionos, 2020)

· D –  Create desire: A consumer's general interest develops into a concrete purchasing intent. This is the moment to display what you offer. Make the target group see you in a positive light and brands, products, and services. (Digital Guide Ionos, 2020)

· A –  Get action: If the previous steps work successfully, this last one should lead to an action by the interested party. The customer buys the product or uses the offered services, usually triggered by a call to action. The following are examples of classic calls to action: (Digital Guide Ionos, 2020)

·

·

·

·

·

· Order Bluetooth headphones now!

· Simply call for a free quote!

· Other call-to-actions are time-constrained, putting the buyer under pressure, making them more likely to buy. (Digital Guide Ionos, 2020)

·

· Bluetooth headphones – bargain price only available today.

· Order Bluetooth headphones online now and save 20%.

· Limited edition. For a short time only.

· A promise of security or additional services may increase the probability of purchasing. (Digital Guide Ionos, 2020)

·

· … order a trial subscription.

· Buy one get one free.

· 10% discount on your first purchase.

· Now with free return shipping.

· Double the data volume with a new contract.

iii. Speaking Persuasion: We engage in persuasive speaking every day, without ever noticing, from discussing political perspectives to deciding what to eat. Although it sounds like it, persuasive speech is not entirely controlled by the speaker. Persuasion occurs when an audience assents to what a speaker says. This way, both (speaker and audience) can meet halfway on an idea or perspective. The following are basic tips for persuasive speaking: (University of Pittsburg, n.d.)

·

·

· Recognize your audience. Non-verbal reactions like a furrowed eyebrow, nodding head, or rolling eyes are some general signals that work as feedback for the speaker to know if the persuasion is on track or not. (University of Pittsburg, n.d.)

· Identify the target audience. Audiences are almost always divided into three parts: those who agree with a subject, those who disagree, and those who are undecided about it. Addressing a group of people who already trust an idea increases the audience's belief, but it doesn't go much further. Also, persuading an audience that profusely disagrees with an idea might come with trouble.  When a speaker is working for persuasion, they must aim to the part of the audience that stands in the middle. (University of Pittsburg, n.d.) undecideds allow a speaker to tailor a speech towards specific concerns about a topic.

· Pre-empt common objections. A well-constructed speech must answer a skeptic's objections from within. The speaker has to be aware of the skeptical perspectives that a topic can have and approach them carefully and ordered. (University of Pittsburg, n.d.)

· Fact, value, or policy. Facts take different parts, depending on the kind of speech presented. An informative speech, for example, reviews findings on a topic based on facts. On the other hand, a persuasive speech passes judgment on those facts and confirms their accuracy. Values are more flexible; they tackle what is good, right, or beautiful, depending on the topic. Values can be individual, of common knowledge, or nationally held. Policy, in some way, brings together facts and values because it aims to define what actions should be taken to resolve a particular problem or situation. (University of Pittsburg, n.d.)       

· Articulate the goals of the speech. For performing a persuasive speech effectively, a speaker needs to have a specific aim. Suppose a persuasive speech wants the audience to take action on a certain aspect (sign a petition, write a legislator, or buy a product). In that case, the speaker must guide the speech, so the conclusion calls for this specific action. (University of Pittsburg, n.d.)

iv. Persuasive Writing: Persuasive writing is everywhere, advertisements tug on heartstrings to incite people to buy a product, health magazines publish columns about new must-try diets, travel brochures convince you of the trendiest vacation spots available. In Persuasive writing, the goal is to lure a specific audience to go your side. Although you may still acknowledge both sides of an argument, present information in the light most favorable for you.  As you write and re-write, think carefully and critically about the words and structures you employ for the persuasion to take form as needed.  (The Writing Center, n.d.)

1.

1.

1.

1.

1. Persuasive Writing Tools: An influential aspiring writer must keep the following techniques in the toolbox for easy grab. (Masterclass, 2021)

·

·

·

·

·

· Pick a topic you're passionate about. If you have the opportunity to choose the topic of discussion, select what appeals to your sensibilities. There will be research work to be done anyway, but a strong opinion on a subject will make the job, if not more accessible, more fluent. You will do your best persuading when it's something you truly believe in. (Masterclass, 2021)

· Know your audience. Know who you are talking to first. To convince readers to agree with your thoughts, keep in mind your target demographic. If you write about why standardized testing should be removed from school systems, your target will likely be parents and teachers. (Masterclass, 2021)

· Hook the reader's attention. That first line or sentence has to be crafted to catch. It must have everything a reader needs to know what is about to get into and stay till the end. Agreeing or not. Start with a fact, research findings, or any other evidence that clearly expresses the point of view. A clear statement will immediately clue your position on a topic and how you will present it. (Masterclass, 2021)

· Research both sides. Inside the enormous variety of opinions we live in, readers may be stuck in their ways. Researching both sides of an argument or topic will reveal any follow-up questions a reader may have that can doubt your position. Knowing this with anticipation gives you the space to carefully construct an argument to counter the opposition effectively. (Masterclass, 2021)

· Be empathetic. It is easier for readers to believe you if they feel you can relate to and understand their experiences. Empathy is extremely useful for persuasive writing, as it targets the audience's sensitivities while providing a logical explanation for why their beliefs should change. (Masterclass, 2021)

· Ask rhetorical questions. These are the questions that the readers will have to answer for themselves regarding your point of view, especially when the information provided reflects credibility and factual support for the main idea. (Masterclass, 2021)

· Emphasize your point. Hyperbolic statements work to convey an impactful image. Exaggeration to express urgency, exclusivity, or simply to make a point has proved effective results. For example, if your goal is to persuade a reader not to go to a certain restaurant, you might refer to the lousy service that "nearly starved you to death." We know that is likely untrue, but it still creates a vivid picture that the reader can refer to. (Masterclass, 2021)

· Repeat yourself. Finding different ways to make the same point can be an effective move to remind the readers about your central message gradually. Strategic repetition through rephrasing, true stories, metaphors, or other literary devices will serve to reinforce your point without sounding cacophonic. (Masterclass, 2021)

References

Cherry, Kendra (2021).  Attitudes and Behavior in Psychology. Retrieved from :  https://www.verywellmind.com/attitudes-how-they-form-change-shape-behavior-2795897Links to an external site.

Cherry, Kendra (2020).  Psychology of Persuasion and Social Influence. Retrieved from:   https://www.verywellmind.com/what-is-persuasion-2795892Links to an external site.

Chi, Clifford (2021).  Persuasive Advertising: What It Is and How to Do it. Retrieved from:   https://blog.hubspot.com/marketing/persuasive-advertisingLinks to an external site.

Gallo, Carmina (2019).  The Art of Persuasion Hasn't Changed in 2,000 Years. Retrieved from :  https://hbr.org/2019/07/the-art-of-persuasion-hasnt-changed-in-2000-yearsLinks to an external site.

 Masterclass (2021).  8 Persuasive Writing Tips and Techniques. Retrieved from:   https://www.masterclass.com/articles/persuasive-writing-tips-and-techniques#what-is-persuasive-writingLinks to an external site.

 Perloff, Richard (2017) . The Dynamics of Persuasion. Retrieved from:   https://wartafeminis.files.wordpress.com/2020/07/routledge-communication-series-richard-m.-perloff-the-dynamics-of-persuasion_-communication-and-attitudes-in-the-21st-century-routledge-2017.pdfLinks to an external site.

  Saeks, Ford (2009). Aida Formula: How to Design Effective Marketing Materials. Retrieved from :  https://www.primeconcepts.com/aida-formula/Links to an external site.

 The Writing Center (n.d.) . Persuasive Writing. Retrieved from:   https://www.law.georgetown.edu/wp-content/uploads/2019/09/Persuasive-Writing.pdfLinks to an external site.

 University of Pittsburg (n.d.).  Persuasive Speaking. Retrieved from:   https://www.comm.pitt.edu/persuasive-speakingLinks to an external site.

Module 5: Oral Communication: The Magic of Persuasion

Oral Communication: The Magic of Persuasion

I. Persuasion

1.

1.

1. Definition:  In  The Dynamics of Persuasion, Perloff defines the term as "…a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue, through the transmission of a message in an atmosphere of free choice". In simple words, persuasion is the deliberate attempt to influence others. Persuasive messages are transmitted verbally or non-verbal through television, radio, the internet, or face-to-face. (Cherry, 2020)

2. Attitude in Persuasion:  The presence of emotion in the process of persuasion is essential for its effect. But there is another piece of the puzzle as important as emotions: attitude. Persuasion is the study of attitudes. They shape our world in the most unperceivable way. Attitudes are almost biological parts of our body. We have attitudes about music, politics, money, sex, race, even God. It doesn't matter if we communicate through Skype, Facebook, or a cell phone; attitudes are everywhere. (Perloff, 2017)

Attitude can be perceived as a mental and emotional entity that characterizes a person. Also called "hypothetical construct," a concept inferred from people's actions. This does not mean that attitude is made up by the brain or only palpable through what people say or do. Thoughts, cognitive structures, and emotions are as real as physical behaviors. (Perloff, 2017)

In psychology, an attitude is a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. They are often the result of experience or upbringing. (Cherry, 2021)

·

·

· Components of Attitude   (Cherry, 2021)

· Cognitive Component: Your thoughts and beliefs about the subject.

· Affective Component: How the object, person, issue, or event makes you feel

· Behavioral Component: How attitude influences your behavior

There are also explicit and implicit attitudes. Explicit attitudes openly influence our behavior and beliefs while consciously aware of them. On the other hand, implicit attitudes also affect behavior, but subconsciously. Attitudes can be learned, and they can be based on experience, social factors, and observation. And although they have some sort of power over behavior, they are not set in stone. (Cherry, 2021)

·

·

· Attitude Change: The same influences that create attitude can also change it. Learning provokes an attitude switch through operant conditioning and observation. An audience can be motivated to listen and think about a message. A speaker can create a positive reaction to an object, person, or event by associating positive feelings, leading to an attitude shift. A person's attitude can also change because of conflicting beliefs about a topic. (Cherry, 2021)

3. Aristotle: the pioneer of persuasion: The Greek philosopher Aristotle defined the art of persuasion more than 2,000 years ago. His work titled Rhetoric has been the basis of the world's most influential speeches, presentations, and ideas in history. The following are five rhetorical devices that the philosopher identified and must be applied to master the magic of persuasion. (Gallo, 2019)

·

·

· Ethos or "Character": Aristotle believed that a speaker's actions had to back their words, or they would lose credibility and ultimately weaken an argument. As humans, we are hardwired to search for reasons to trust one another, which can be achieved relatively quickly. In ethos, the audience gains some insight into your quality as a speaker. (Gallo, 2019)

In a famous TED Talk, Human Rights Attorney Bryan Stevenson speaks on reforming the criminal justice system. Stevenson began with this: "I spend most of my time in jails, prisons, and death row. I spend most of my time in very low-income communities in the projects and places where there's great hopelessness." He establishes his character for the audience, building a sense of trust between himself and his listeners. He builds a base of credibility to lay an argument on. (Gallo, 2019)

·

·

· Logos or "Reason": Use data, evidence, and facts to form a rational argument. Make a logical appeal to reason, think why your audience should listen to your idea, what steps they should take next. If the goal of an idea is to earn a profit, your audience will ask you how to do it, how much they'll win, and how much savings will be accomplished. (Gallo, 2019)

· Pathos or "Emotion": There must be an emotion present for persuasion to ignite. Aristotle had the rhetorical device of storytelling as the best way to transfer emotion from one person to another, and neuroscientists have proved this accuracy in the present day. People are moved by how spoken words make them feel. Studies have found that narratives trigger neurochemicals in the brain that connect people on a deeper, emotional level. It has been accounted that the winning formula is to wrap a big idea in a story. (Gallo, 2019)

· Metaphor: "To be a master of metaphor is the greatest thing by far," wrote Aristotle. The philosopher saw the metaphor as "verbal beauty." A metaphor or analogy turns an abstract idea into something concrete by comparing it to something familiar to the audience. Those who master the metaphor turn words into images for a clear understanding of ideas. (Gallo, 2019)

· Brevity: Brevity is a crucial element in making a persuasive speech. In the book, Aristotle's Way, Edith Hall, professor at King's College in London, writes, "Aristotle had discovered that there are fairly universal limits to the amount of information which any human can absorb and retain. When it comes to persuasion, less is always more". Aristotle believed that persuasion could be learned. According to Hall, this was a threat to the political class in ancient Greece when the tool was made available to the masses. We communicate ideas have changed over time, but our brains have not. Aristotle advocated that the ability to change somebody's perspective could unleash human potential and maximize happiness. (Gallo, 2019)

ii.  Persuasion in Advertisement: The average U.S. adult is exposed to insane advertising every day. On top of that, target diversity has obliged marketers to be savvier when selecting their ways of persuasion. Persuasive advertising leverages the desires and interests of consumers to convince them to purchase a product or service. This form of advertising often focuses on the benefits the product or service can offer the end-user. (Chi, 2021)

1.

1.

1. Persuasive Advertising Key Points: The following techniques sum up persuasive advertising in six key points: (Chi, 2021)

·

·

·

· The Carrot and The Stick: Humans are hardwired to move towards pleasure like a horse trying to reach a carrot. In this imaging, carrots are the promises of gain that fill the hopes of whoever is reading or watching your advertisement. On the other hand, the stick signifies the possibility of loss, evoking fear to stop doing a certain action and start doing the alternative. A concrete example of this technique reads as follows: (Chi, 2021)

Carrot : "15 minutes could save you 15% or more on car insurance." – Geico

Stick : "Get All-State. You can save money and be better from Mayhem like me." – All-State

Geico lures potential clients to make a small-time investment to produce big gains in these examples. In contrast, All-State uses "Mayhem" as a menacing character, so people start using their service out of fear of a bad outcome with an "inferior" company. (Chi, 2021)

·

·

·

· The Scarcity Principle: A product presentation can be skyrocketed if you use a language that evokes exclusivity. People value objects and experiences that are rare. Having something that most people want but can't have, gives a sense of self-worth and power. "Exclusive offer" or "Limited availability" can spike a consumer's demand for a product. (Chi, 2021)

· One Message Per Advertisement: A known advertisement characteristic is the time limit. Sticking to only one message will make it easy for your customers to understand your product's main feature. This will persuade them to read or watch the rest of your advertisement and get to know the additional values and benefits. (Chi, 2021)

· Write in the Second Person: Writing advertising in the second person grips your prospect's attention and inserts them into the narrative's experience. Engagement personally increases a potential client's ability to imagine a future and better life with your product or service at hand. (Chi, 2021)

· Give your Audience a Sense of Control: As previously explained in this module, effective persuasion thrives in an atmosphere of free choice. Phrases like "Feel free" or "No pressure" increase a prospect's feeling of control, giving a sense of power when making a "free" and "conscious" decision. (Chi, 2021)

· Use a Call-to-Value Instead of a Call-to-Action : As with everything, there are skeptical prospects out there. In some cases, a direct call does not work as planned, and skeptics need some dedicated convincing. Your ad's last line has to be the best of them all, like a bullseye shot communicating your offer's value. Give your prospect a glimpse of their life if they choose your product. (Chi, 2021)

1.

2. The AIDA Formula: Extensively used by advertising professionals, the AIDA formula is a tried and proven persuasive writing technique. AIDA is an acronym that represents the following steps: (Saeks, 2009)

1.

· Attention (Awareness): Stand out! Attract the attention of the customer.

· Interest: raise customer interest by demonstrating features, advantages, and benefits.

· Desire: convince customers that they want the product or service and that it will satisfy their needs.

· Action: lead customers towards taking a specific and measurable action.

Each element in this formula is designed to produce the desired effect in terms of persuasion. The development of the model can be traced back to the American advertising advocate, E. St. Elmo Lewis. The formula was initially developed for structuring sales negotiations, and today is one of the best-known models of advertising research. The goal is to guide potential customers from the stage when they are first aware of a product and encourage them to make their way to the purchase stage. (Digital Guide Ionos, 2020)

·

·

·

· A –  Attract attention: The first phase of the AIDA model initiates the activation, perception, end emotional process. As a rule, content that ignites attention usually brings new, contradictory, or provocative information. (Digital Guide Ionos, 2020)

· I –  Maintain Interest: Once you have the customer's attention, the next step is to get them interested and keep them that way. For this, it is crucial to know what the target group is interested in, what's important to them, what needs they have, and what problems they want to have solved. For example, a potential customer who continues to visit a website and reads up on the information about the battery life of Bluetooth headphones is probably planning to get some soon. (Digital Guide Ionos, 2020)

· D –  Create desire: A consumer's general interest develops into a concrete purchasing intent. This is the moment to display what you offer. Make the target group see you in a positive light and brands, products, and services. (Digital Guide Ionos, 2020)

· A –  Get action: If the previous steps work successfully, this last one should lead to an action by the interested party. The customer buys the product or uses the offered services, usually triggered by a call to action. The following are examples of classic calls to action: (Digital Guide Ionos, 2020)

·

·

·

·

·

· Order Bluetooth headphones now!

· Simply call for a free quote!

· Other call-to-actions are time-constrained, putting the buyer under pressure, making them more likely to buy. (Digital Guide Ionos, 2020)

·

· Bluetooth headphones – bargain price only available today.

· Order Bluetooth headphones online now and save 20%.

· Limited edition. For a short time only.

· A promise of security or additional services may increase the probability of purchasing. (Digital Guide Ionos, 2020)

·

· … order a trial subscription.

· Buy one get one free.

· 10% discount on your first purchase.

· Now with free return shipping.

· Double the data volume with a new contract.

iii. Speaking Persuasion: We engage in persuasive speaking every day, without ever noticing, from discussing political perspectives to deciding what to eat. Although it sounds like it, persuasive speech is not entirely controlled by the speaker. Persuasion occurs when an audience assents to what a speaker says. This way, both (speaker and audience) can meet halfway on an idea or perspective. The following are basic tips for persuasive speaking: (University of Pittsburg, n.d.)

·

·

· Recognize your audience. Non-verbal reactions like a furrowed eyebrow, nodding head, or rolling eyes are some general signals that work as feedback for the speaker to know if the persuasion is on track or not. (University of Pittsburg, n.d.)

· Identify the target audience. Audiences are almost always divided into three parts: those who agree with a subject, those who disagree, and those who are undecided about it. Addressing a group of people who already trust an idea increases the audience's belief, but it doesn't go much further. Also, persuading an audience that profusely disagrees with an idea might come with trouble.  When a speaker is working for persuasion, they must aim to the part of the audience that stands in the middle. (University of Pittsburg, n.d.) undecideds allow a speaker to tailor a speech towards specific concerns about a topic.

· Pre-empt common objections. A well-constructed speech must answer a skeptic's objections from within. The speaker has to be aware of the skeptical perspectives that a topic can have and approach them carefully and ordered. (University of Pittsburg, n.d.)

· Fact, value, or policy. Facts take different parts, depending on the kind of speech presented. An informative speech, for example, reviews findings on a topic based on facts. On the other hand, a persuasive speech passes judgment on those facts and confirms their accuracy. Values are more flexible; they tackle what is good, right, or beautiful, depending on the topic. Values can be individual, of common knowledge, or nationally held. Policy, in some way, brings together facts and values because it aims to define what actions should be taken to resolve a particular problem or situation. (University of Pittsburg, n.d.)       

· Articulate the goals of the speech. For performing a persuasive speech effectively, a speaker needs to have a specific aim. Suppose a persuasive speech wants the audience to take action on a certain aspect (sign a petition, write a legislator, or buy a product). In that case, the speaker must guide the speech, so the conclusion calls for this specific action. (University of Pittsburg, n.d.)

iv. Persuasive Writing: Persuasive writing is everywhere, advertisements tug on heartstrings to incite people to buy a product, health magazines publish columns about new must-try diets, travel brochures convince you of the trendiest vacation spots available. In Persuasive writing, the goal is to lure a specific audience to go your side. Although you may still acknowledge both sides of an argument, present information in the light most favorable for you.  As you write and re-write, think carefully and critically about the words and structures you employ for the persuasion to take form as needed.  (The Writing Center, n.d.)

1.

1.

1.

1.

1. Persuasive Writing Tools: An influential aspiring writer must keep the following techniques in the toolbox for easy grab. (Masterclass, 2021)

·

·

·

·

·

· Pick a topic you're passionate about. If you have the opportunity to choose the topic of discussion, select what appeals to your sensibilities. There will be research work to be done anyway, but a strong opinion on a subject will make the job, if not more accessible, more fluent. You will do your best persuading when it's something you truly believe in. (Masterclass, 2021)

· Know your audience. Know who you are talking to first. To convince readers to agree with your thoughts, keep in mind your target demographic. If you write about why standardized testing should be removed from school systems, your target will likely be parents and teachers. (Masterclass, 2021)

· Hook the reader's attention. That first line or sentence has to be crafted to catch. It must have everything a reader needs to know what is about to get into and stay till the end. Agreeing or not. Start with a fact, research findings, or any other evidence that clearly expresses the point of view. A clear statement will immediately clue your position on a topic and how you will present it. (Masterclass, 2021)

· Research both sides. Inside the enormous variety of opinions we live in, readers may be stuck in their ways. Researching both sides of an argument or topic will reveal any follow-up questions a reader may have that can doubt your position. Knowing this with anticipation gives you the space to carefully construct an argument to counter the opposition effectively. (Masterclass, 2021)

· Be empathetic. It is easier for readers to believe you if they feel you can relate to and understand their experiences. Empathy is extremely useful for persuasive writing, as it targets the audience's sensitivities while providing a logical explanation for why their beliefs should change. (Masterclass, 2021)

· Ask rhetorical questions. These are the questions that the readers will have to answer for themselves regarding your point of view, especially when the information provided reflects credibility and factual support for the main idea. (Masterclass, 2021)

· Emphasize your point. Hyperbolic statements work to convey an impactful image. Exaggeration to express urgency, exclusivity, or simply to make a point has proved effective results. For example, if your goal is to persuade a reader not to go to a certain restaurant, you might refer to the lousy service that "nearly starved you to death." We know that is likely untrue, but it still creates a vivid picture that the reader can refer to. (Masterclass, 2021)

· Repeat yourself. Finding different ways to make the same point can be an effective move to remind the readers about your central message gradually. Strategic repetition through rephrasing, true stories, metaphors, or other literary devices will serve to reinforce your point without sounding cacophonic. (Masterclass, 2021)

References

Cherry, Kendra (2021).  Attitudes and Behavior in Psychology. Retrieved from :  https://www.verywellmind.com/attitudes-how-they-form-change-shape-behavior-2795897Links to an external site.

Cherry, Kendra (2020).  Psychology of Persuasion and Social Influence. Retrieved from:   https://www.verywellmind.com/what-is-persuasion-2795892Links to an external site.

Chi, Clifford (2021).  Persuasive Advertising: What It Is and How to Do it. Retrieved from:   https://blog.hubspot.com/marketing/persuasive-advertisingLinks to an external site.

Gallo, Carmina (2019).  The Art of Persuasion Hasn't Changed in 2,000 Years. Retrieved from :  https://hbr.org/2019/07/the-art-of-persuasion-hasnt-changed-in-2000-yearsLinks to an external site.

 Masterclass (2021).  8 Persuasive Writing Tips and Techniques. Retrieved from:   https://www.masterclass.com/articles/persuasive-writing-tips-and-techniques#what-is-persuasive-writingLinks to an external site.

 Perloff, Richard (2017) . The Dynamics of Persuasion. Retrieved from:   https://wartafeminis.files.wordpress.com/2020/07/routledge-communication-series-richard-m.-perloff-the-dynamics-of-persuasion_-communication-and-attitudes-in-the-21st-century-routledge-2017.pdfLinks to an external site.

  Saeks, Ford (2009). Aida Formula: How to Design Effective Marketing Materials. Retrieved from :  https://www.primeconcepts.com/aida-formula/Links to an external site.

 The Writing Center (n.d.) . Persuasive Writing. Retrieved from:   https://www.law.georgetown.edu/wp-content/uploads/2019/09/Persuasive-Writing.pdfLinks to an external site.

 University of Pittsburg (n.d.).  Persuasive Speaking. Retrieved from:   https://www.comm.pitt.edu/persuasive-speakingLinks to an external site.