John Ruskin

1
John Ruskin
He who has truth at his heart need never fear
the want of persuasion on his tongue.
2
persuasion

• 3 influencing factors
• persuaders credibility
• receivers motivation
• strength of appeal

3
persuasion

• credibility of persuader
• position or authority
• expertise
• trust
• similarity

4
persuasion

• motivation of receiver

• self-actualization
• need for esteem
• need to belong
• safety, security
• physiological

Maslows Hierarchy of Needs
5
appeal

• reason
• acknowledge opposing view
• evidence
• statistics, data
• emotion
• pride, fear, envy, love, respect
• authority
• expert testimonial

6
structure

• capture attention
• overcome indifference
• introduce proposal
• satisfy readers needs
• call to action
• link act to benefit

7
goal
indifference
interest

• action!

8
sales letter

• understand your product
• features
• benefits
• price/value
• understand your customer
• demographic
• psychographic (lifestyle)
• needs, wants, preferences

9
sales letter

• capture attention
• question, fact, offer, story
• introduce product
• how will this make a difference?
• build desire
• details, sensuous language
• call to action
• when, where, how?

10
sales letter

• capture attention
• question, fact, offer, story
• introduce product
• how will this make a difference?
• build desire
• details, sensuous language
• call to action
• when, where, how?

11
return to schedule
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