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How to make your messages seductive, convincing and irrestistible
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Persuasive Punch! How to make your messages
seductive, convincing and
irresistible
Copyright © The Aha! Advantage 2014
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ppealing: Different, valuable and personalized
motional: Warm, arousing and plot-driven
imple: One central truth, easy to grasp and picture
nexpected: Surprising, intriguing and seductive
redible: Trusted, transparent and verifiable
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Persuasive punch is what makes messages seductive,
convincing and irresistible
2 Copyright © The Aha! Advantage 2014
For a message to pack a persuasive
punch it must pass the SAUCE® test
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Is your message...
Simple: One central truth, easy to grasp and picture
Copyright © The Aha! Advantage 2014 3
Clarity Visibility
One central truth
Difficult to understand
CLARITY Easy to grasp
Difficult to picture Easy to picture VISIBILITY
ONE CENTRAL TRUTH One central truth Competing messages
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Copyright © The Aha! Advantage 2014 4
Perceived Value
Self Interest
Differentiation
Generalized benefits Specific benefits
Low perceived value
Highly differentiated Undifferentiated DIFFERENTIATION
PERCEIVED VALUE High perceived value
SELF INTEREST
Is your message...
Appealing: Different, valuable and personalized
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Copyright © The Aha! Advantage 2014 5
Intrigue Self-Persuasion
Surprise
Attention grabbing Unremarkable SURPRISE
Lacks interest
INTRIGUE Sustains interest
Hard sell Self-generated conclusions SELF-PERSUASION
Is your message...
Unexpected: Surprising, intriguing and seductive
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Copyright © The Aha! Advantage 2014 6
Transparency Credentials
Trust
Unproven Verifiable
Secretive
Trustworthy Suspicious Trust
TRANSPARENCY Transparent
CREDENTIALS
Is your message...
Credible: Transparent, credentialed and verifiable
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Copyright © The Aha! Advantage 2014 7
Emotional Arousal
Storyline
Affective Warmth
Facts and figures Plot-driven
Low arousal
Warm Cold AFFECTIVE WARMTH
EMOTIONAL AROUSAL High arousal
STORYLINE
Is your message...
Emotional: Warm, arousing and plot-driven
8
SAUCE® shows you where your messages lack persuasive punch
Copyright © The Aha! Advantage 2014
Simple
Appealing
Credible Unexpected
Emotional
SAUCE® Radar Chart Persuasive Punch Gauge
15 - 18
19 - 27
28 - 36
42 - 45
37 - 41
off-putting
irritating
unconvincing
promising
compelling
9 Copyright © The Aha! Advantage 2014
Do your sales and marketing messages
pack a persuasive punch?
10
Over 80% of marketing and sales communications fail
the SAUCE® test
Copyright © The Aha! Advantage 2014
Just 14% of messages pass the SAUCE test
Persuasive 14%
Unconvincing 74%
Off-Putting 12%
Simple
Appealing
Credible Unexpected
Emotional
SAUCE radar chart
SAUCE® analysis of marketing and sales messages in a selection of BusinessWeek, Forbes, Fortune and Harvard Business Review.
Copyright © The Aha! Advantage 2014
The science behind SAUCE®
11
The SAUCE® criteria are built on a foundation of scientific research.
Recent discoveries in the psychology of influence, and cognitive
neuroscience means we can now measure persuasive impact with
scientific precision.
The SAUCE® model has been developed by Harry Mills, an acclaimed
expert on persuasion. Harry is the Harvard Manage/Mentor on
influence. Harry is also the author of eleven books on influence,
negotiation and sales including Artful Persuasion: How to Command
Attention, Change Minds and Influence People.
Contact
If you would like to license SAUCE® or are looking for help to add persuasive punch to your sales and marketing messages, contact:
Harry Mills
CEO, The Aha! Advantage
Phone: +64 4 499 6770
Mobile: +64 21 452 256 Email: [email protected]
Website: www.ahaadvantage.com
12 Copyright © The Aha! Advantage 2014