Effective Message Creation For Marketers

Persuasive Message Designing

To design persuasive message effectively

Nonverbal

 A message may be verbal or non verbal and also combination of both which are willing to receive by receiver or target audience.(Verbal-spoken or written and Nonverbal-a photograph, an illustration, or a symbol)

  A message is a form of an image, idea, attitude, though, or other information.

 The objective of a persuasive message include creating awareness of a service, promotion sales of a product, encouraging ( or discouraging) certain parties, attracting retail patronage, reducing post-purchase dissonance, creating goodwill or favorable image, or any combination of these and other communications objective.

Designing Persuasive Message

The marketer or sender need to create the objectives of the message, effective medium to reach target audience, design the message(encode) to be meet appropriate medium, and each audience.

The sender must encode the message to the target audience precisely.

Marketers encode message using pictures, words, symbols, spoke persons and special channels. The receivers decode the message and determine depending on their characteristics, motive and their personal experience. So, the marketer must know what they want to know their audience exactly and understand customers' personality characteristic.

 Images and Text

Most marketers tend to use images than text because the audience are more interesting and able to understand easily. Note that "One picture is worth a thousand words'.

Depending on marketers creativity, it should be consider to use image or text,but don't neglect consumer's perception.

 Message Farming

• Positive message Farming-gaining benefits by using a specific product.
• Negative message Farming-benefits to be last by not using the product

 One Sided Versus Two Sided Messages

Two sided message

• One sided - stress only favorable information of the product
• Two sided - include the competitor or the risks consumer might take with the product

One sided message is more effective when audience is friendly, initially favors the communicator's position, or not likely to hear an opposing argument.
Two sided message is more effective when the audience is critical or unfriendly(using competitive products), well educated, likely to hear opposing claims

Order Effects 

• Primary effect - presented at first
• Recency effect - presented at last

Order of benefits         :If audience interest is low,make first the most important point                                          to attract attention.
                                  If audience interest is high, the most important point can be made at last to attract attention.