What is a
Persuasive Message?
A “Persuasive
Message” is the best communication tool in business that is created to
persuade a person or group of persons to an event, idea, object, or to take
certain specific actions. Today, most of the companies are using sales and
marketing messages as a persuasive communication tool. The persuasive
communication achieves five things; motivation, convincing, call to action,
increased attention, and acceptance of alternative perspectives.
How
to write a persuasive marketing message for targeted prospects? The
following Five Steps may help you to formulate a powerful and
complete marketing message:
Step
1. Identifying Your Target Market
The first step in creating effective and
persuasive message is to identify your target market. You know, every business
entity, whether small or large, has a target market. Even a Dry Cleaner has a
target market, which is perhaps the professional people living five miles away
from his store. Their target market is geographic. So the first step is to
identify “Who is your target market?” Once you have done this, it will be
easier to create a
message for that market.
Step
2. Identify the Problem that Target Market Experiences
Today, each and every market is experiencing
some hindrances and restraints in its domain. The covert to crafting a
successful marketing message that will upsurge your market is to identify the
problems and sufferings your target
market experiences as a result of that problems. Remember! People do not
care about you until they know you care about them. Identifying the target
market’s pain and sufferings will tell the audience that you understand their
problems and you commiserate with
them. This will, in turn, help
you to narrow down your target market. So the second step in creating
successful and persuasive message is to know “What are the problems your target
market facing and how can you
resolve them?”
Step
3. Present the Solutions of Target Market’s Problems
The third step in creating a persuasive
message is to present the solutions to all the problems and sufferings that
your market is facing. Identify
the benefits of your solution to that problems and how these benefits will
reduce the pain and sufferings of your target prospects and will improve their life. If any suspected risk is there for your prospects taking the
advantage of your solutions, try to make them secure. So the third step is to
recognize “What are the solutions that you have offered to your prospects?
Step
4. Describe the Results You’ve Produced for Other People
After presenting your solution to the target
audience, you have to prove them that your solution works by talking all the
day and tell them how you solved the similar problems of other people. The people are skeptical and will not
automatically believe you. They will believe the other people who have achieved
the positive results of your solutions. You need to prove your solutions by
giving testimonials from existing
and previous customers who have achieved the benefits of your solution. So
the 4th step in creating marketing message is to “Describe the
results that your solution produces”.
Step
5. Communicate “What makes you different from Competitors”
The fifth and the last step in creating
persuasive message is to communicate your prospects about how you differed from
your competitors. Your competitors are looking for the differentiation of the products or services. You can’t do this
until you find the actual needs and requirements of your prospects or existing
customers. So you need to communicate your prospects “What makes you different
from the competitors”.
Conclusion
Keeping
in view the above 5 Steps simple formula, you can create
an effective marketing message which must be used in business communications by
knowing the wants, fears, problems, and needs of your target market and this
message should speak to those problems in a persuasive and believable manner.
This results in an attractive
message that stimulates your prospects to know more.
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