Persuasive

Communication:
creating a sales pitch

MANAGERIAL COMMUNICATION
SESSION: 9

Prof. Sriparna Basu

What is Persuasion? What Do We Use it For?

2
Cialdini’s Six Different Forms of Persuasion

 Liking: Similarities, praise, and interpersonal attraction

 Reciprocity: mutuality ( ‘give what you wish to receive’)
 Social proof: Peer influence (effective horizontal, instead of
vertical, response)
 Consistency: Commitment indicating consistent behavior
 Authority: Expert speak to create compliance behavior
 Scarcity: using language of loss, fear of reduced opportunity
.

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How is Persuasion
Different from
Motivation?

4
How is Persuasion Different from
Motivation?
Motivation is incentive-oriented, but
persuasion is action-oriented
Motivation is used to influence
Persuasion is used to nudge the
recipient to action behavior
Motivation has a long-term impact
 Persuasion tends to be time-bound
 Monroe’s (1930) Motivated Sequence

Satisfactio
Visualizatio
Attention Need n
n Action
Of need

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 “
How is Persuasion Different From
Propaganda?

7
 Phrases that
Persuade? What
is Your Opinion?

Phrases
That Instantly
Persuade Peopl
e

8
 Communication Factors in Persuasion

■ Source: What characteristics of the speaker

Source influence the persuasion? (trustworthiness,
credibility, charisma)
■ Content: What aspects of the message
create maximum impact? (rational or
emotional? visual or semantic?)
Communication
Audience Content ■
Factors Framing: How is the issue presented? (Loss
or gain? Episode or general trend?
Examples or statistics?)
■ Audience: What is the nature of the
Framing
audience? (Demographics, Personality,
Interest?
9
Which Principle of Persuasion is Predominant Here?

10
Positive/Negative/Contrast Method Used In Persuasion

Positive method: Emphasizing positive aspects of the idea

Negative method: Focusing on dangers and difficulties caused by

not acting on the idea

Contrast method:
(i) Developing the negative picture first, and then
(ii) revealing what gains could be achieved by accepting the idea

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 What Are the Communication Touchpoints?

Conversati
Concise Compelling Conceptual Customized
onal

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 Does It Satisfy the Following?

 Does it convey the product

importance? What are the Outcomes Planned?
 What type of customers will find
value and why?
Consistent
 Does it give a glimpse of the kind of
competitiveness of the company? Credible Accessible
 Does it build relationship with the Concrete Value
audience? Product, added
 Does it seem real? price features
 Does it define the target audience?
 Is the audience is ready to adopt
this?
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Why Is It Important To have a Storyline in a Sales
Pitch?
Emotion Marketing

 Cause : where promotional campaign has the dual

purpose of increasing profitability while improving
society
 Guilt: where promotional campaign uses guilt appeal to
influence consumer behavior

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How Is a Tagline Different From a Story?

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 Figure Out the Story Behind the Following Taglines

 “ Kurl on: “When a mattress begins to matter”

 Cartier: "The art of being unique“

 Hidesign: "Real leather crafted the forgotten way“

 Bottega Veneta: “When your own initials are enough”

 Rolex: “A crown for every achievement”

 Patek Philippe: “You never really own a Patek Philippe; you merely look after it for the
next generation”

 Tata Steel: “We also make steel”

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