2/3 You appel, generate appeal

Possible uses

  • Sales

  • Marketing

  • Strategy

    • Elicit Attention

    • generate Appeal

  • elicit Attention

    • Don’t blurt out request immediately

    • Summary of issue/problem

    • Unexpected statement

    • Reader benefit

    • compliment

    • Related facts

    • Simulating question

  • Generate Appeal

    • Convince audience you are credible an request is beneficial with

      • Fact and figures

      • Expert opinions

      • Examples

      • Specific details

      • Direct benefits

      • Indirect benefint

  • Address Counterargumment

    • Anticipate counter argument and calm fears

      • Reduce resistance

      • Anticipate objections

      • Offer counterarguments

      • Show value

  • Request Action

    • Tell them exactly what to do with deadlines if necessary

      • Describe specific request

      • Make action easy to take

      • Offer gift or incentive

      • Repeat main benefits

  • You view style you attidute

    • Looks at every aspect from the readers POV

    • Shows reader benefits emphasizes what the reader wants to know

    • Focuses on the positive

    • Promotes the readers ego

    • Empowers appreciation

    • Resumaries the message

  • You attitude

    • It’s more than using the “you”pronoun

    • Remember the goal of communication

    • Customers must feel valued and appreciated