Persuasive Messages in the Workplace: Definitions & Types

Lesson Transcript
Instructor: Jennifer Lombardo

Jennifer Lombardo received both her undergraduate degree and MBA in marketing from Rowan University. She spent ten years in consumer marketing for companies such as Nielsen Marketing Research, The Dial Corporation and Mattel Toys. She is currently an adjunct professor of marketing at Rowan University and a social media marketing consultant.

In the workplace, a persuasive message occurs when a person attempts to convince an individual or group to take certain specific actions. The two types of persuasive messages in the workplace are sales and marketing, which are utilized to achieve organizational objectives to inform, influence and persuade consumers to buy. Updated: 12/24/2019

Persuasive Message Definition

In the workplace, a persuasive message occurs when a person attempts to convince an individual or group to take certain specific actions. The two types of persuasive messages in the workplace are sales and marketing, which are utilized to achieve organizational objectives. Sales is the action of selling something, while marketing concerns activities that are used to educate, promote and inform consumers about a product or service.

Gigantic Homes is the seller of luxurious homes in the local area. They depend on persuasive messages to convince customers to purchase their beautiful homes. Let's take a look at how sales and marketing messages are used as a persuasive communication tool.

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  • 0:01 Definition
  • 0:46 Request for Action
  • 1:38 AIDA Model
  • 3:01 Sales
  • 4:57 Lesson Summary
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Request for Action

Sales and marketing messages are used for action, goodwill and information. These types of messages are a request for action in order to get the consumer to purchase a product. The sales message is all about closing the deal, while the marketing message is concerned with making the consumer aware of the deal. At Gigantic Homes, the sales team is responsible for closing the deal, while their vivid television ads showcase their beautiful homes.

Part of the process of developing a marketing message is to analyze the audience, know the competition and promote key selling points and benefits of a product. Gigantic Homes conducts surveys of the target audience to see what new design upgrades are demanded. For example, this year, homeowners wanted laundry rooms on the second floor to avoid lugging dirty clothes down steps.

AIDA Model

One way to utilize persuasion for a marketing or sales objective is through the use of the AIDA model. This marketing model is used to describe the steps that are needed to persuade a consumer to take action. The model stands for Awareness, Interest, Desire and Action.

Awareness is the first step of the AIDA process. Awareness is product knowledge gained through free product samples or emails. Gigantic sends monthly emails with video tours of their sample homes and the latest pricing information.

The second step is interest, or wanting to know more, and can be achieved by highlighting the benefits of the product or service. In this stage, the message should keep the attention of the consumer. Gigantic Homes was smart enough to hire a local sports celebrity, who also purchased their home, as their spokesperson.

The third step is desire, or a strong want, and focuses on the audience and adds supports for the product's claims. Gigantic Homes communicates to the consumer how reasonable it will cost to buy their homes.

The last, and final step, is action, and the marketing message should create a sense of urgency to buy. If a consumer is not ready to buy immediately, Gigantic Homes always adds a deadline date as to when prices will be going up.

Sales

Sales messages are utilized for a presentation of ideas. A sales presentation's purpose is to educate the consumer and be prepared for objections. There are specific steps that can be used to create an effective persuasive presentation of ideas. Gigantic Homes has an intensive sales training program where the salespeople are educated about the home product and learn the steps to close a sale.

1. Product Knowledge - this message explains how the consumer will benefit from the product.

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