Sample Persuasive Messages Paper Ephraim Iivula COMM/470 February 21, 2011 Elizabeth Kachmor University of Phoenix Sample Persuasive Message Electronic commerce’s pace and ever spreading popularity has become a momentous day-to-day global trend. As a result consumers around the world are benefiting from the variety of choices offered through e-tailing. Besides increased choice of products and services, e-tailing has become the most cost saving commercial means for time and effort. Retailing conducted over the Internet is called electronic retailing, or e-tailing, and those who conduct retail business online are called e-tailers. E-tailing also can be conducted through auctions. E-tailing makes it easier for a manufacturer to sell directly to the customer, cutting out the intermediary” (Turban et al. 2008, p. 98). Competitiveness motivates e-tailing as a result of its global outreach competence. In this manner traders ensure existing clientele retention and increase their customer base with new ones. However, e-tailing success does not simply come at a silver platter.
Traders need to conduct ample research and extensive marketing to remain competitive. E-tailing opens a global front of competitors and thus traders require an in-depth comprehension of online consumer behaviors and that of competitors. This paper aims to classify three behaviors inherent in e-tailing, explain how each medium enables e-commerce. The communications medium, in which each behavior occurs, is analyzed in the communication process. This analysis will include descriptions of the purpose, sender, receiver, message, environment, technology, noise, and feedback.
Last, the paper will also encompass a sample persuasive message aimed at a virtual audience. Behaviors of E-tailing A process of surfing the net for services or products brings scores of factors in a consumer’s mind. “Sound business thinking, visionary leadership, thorough competitive analysis and financial analysis, and the articulation of a well–thought-out EC strategy are essential. So, too, is ensuring appropriate infrastructure, particularly a stable and scalable technology infrastructure to support the online and physical aspects of EC business operations” (Turban et al. 008, p. 98). Therefore, a client accustomed to the effect or benefit of a specific product or services would find it easier to kick start the searching process with that brand name. The underlining principle is that such a consumer connects with the brand as a result of constant application and product acquisition through traditional retailing. In this way the product brand name and consumer have created a vivid affection, consumer trust, and this lingers in the consumer’s recollection while conducting an online search.
The purchasing process, the commodity, and the bond of affection illustrate an e-tailing behavioral model of a given consumer. The fundamental objective of an e-tailing site is to exert a positive influence in a consumer’s mind, by eliminating all potential inhibiting factors so that the consumer places the order without hesitation. Consequently, an e-trader would hope that the sold commodity helps to cultivate the necessary trust, confidence, and loyalty in the consumer to guarantee a recurring site and succeeding additional sales. The initial phase of consumer behavioral model analyzed here is the purchasing process.
At this phase an online site should guarantee security of its online payment method, authenticity of the site, competitive pricing, orderly commodity shipping logistic, and delivery time frame after the payment process. This phase should employ a relentless marketing strategy to overshadow rivals offering the same products or services. This would include free shipment, probable discounted prices on ordering point’s accumulation. This can also include product samples or limited day’s trials on software offering in cases of electronic application sales.
A site can also include FAQ (Frequent Asked Questions) and answers, an interactive page and a toll free number for consumer feedback. All these aspects help to enhance a consumer’s sense of trust and confidence and ultimately sale. Various communication means is applicable at this juncture, from real-time chat to interactive financial web. Products offered need to satisfy the after-sale warranty requirement alongside the clause that indemnify for possible production defects. Consumers need assurance that defective products would be accepted back for refund.
The trader (sender) initiates the communication method, and makes a provision of ordering alternatives to the client (receiver) and showcase upcoming special offers to the consumer and potential reimbursement-like marketing mix (purpose). The noise at this point is at the minimal level as a trader (sender) ensures a smooth process and a hassle-free transaction. An online trading complimented by a medium of this fashion will linger in the mind of any consumer and ultimately ensure a regular visit on the trader’s site that raises the online earnings.
The second phase is the search of the desired commodity or service. Unlike at any other purchasing stage, here the autonomous variables play a significant role. The demographic aspects and distinctiveness of consumers on issues like lifestyle, culture, gender, and age feature prominently at this level. As the above factors are independent and cannot possibly be easily optimized, a trader has only variables like products range, pricing, and logistics to leverage so as to swing the consumer’s preference in his or her favor.
For the effective utilization of this medium an e-tailer must design the trading site that pulls enough traffic to remain on top of the famous search engines or else trade via established sites such as Ebays. Site advertisements and an appropriate pricing strategy are the key communications medium that an e-tailer optimizes. This further ensures that consumers take note of the brand name and would wish to give it a shot, which result in a sale. In a nutshell this communication model consists of a consumer (sender) commencing a commodity search using a search engine (purpose) on the web (technology).
This method displays advertised commodity or service information and the available sites. The last phase in the consumer behavioral model engrosses the “the bond of affection” or rather an after-sale stage. Many businesses have taken this phase for granted as soon as the products are no longer in their possessions. Poor after sale services, ignoring product warranty claims and reduced contact with a consumer give rise to mistrust and perception of conducting business in bad faith by the trader.
An e-tailer primed for success has to provide continual information to the consumer so as to create a lasting bond of affection, and this facilitates additional purchases by the consumer. Touching base with the consumer on the product performance or services feedback would impress the consumer farther and he or she would inform friends about the brand, and this will increase the clientele. The additional aspect that enhances a consumer’s e-tailing experience at the e-tailer’s trading site is data capturing.
Once a consumer purchases a product or service, the site must capture that information to facilitate a smooth transaction process in the future. Information such as contact details, product preferences, and e-mail address is necessary for personalized advertisement to inform the consumer about future offerings or for promotional purposes. Moreover, a database, and an archive should keep this information for surveys, product performance, and market analysis. Sampling a Persuasive Message The art of persuasion requires an e-tailer to convince people to notice the advantage in a suggested solution or procedure.
For such message to exert a maximum effect its sender must have cultivated a certain level integrity. This includes ample field expertise, be trustworthy, and reasonable credibility. An effective persuasive message needs a direct tone and to the point to make it easier on recipients to follow. A persuasive message needs to seize the concentration of the recipient. The message should create yearning in the recipient’s mind by applying poignant or coherent appeal, and concludes with a prompting tone as illustrated below: “Tired of standing in the cue at a local retailer, and paying exorbitant cost, with little choices? Massive savings of more than $200 per annum and pay bills online at a click of a button with the use of “secured payment” service. No delays associated with mailing logistical nightmares, safe, and delivery at the door step. Simply click on the interactive link and follow step-by-step instructions to place the order. Visit the site today and start massive savings! ” Conclusion The modeled e-tailer has put marketing mix strategies into the trading site and communication measures that enhance consumer closeness and increase the clientele.
The paper has detailed behaviors inherent in e-tailing and analyzes communication methods specific to each behavior. Correlation between communication and e-commerce highlighted and subsequently demonstrated a persuasive message sample. References Turban et al. (2008). Electronic commerce 2008: A managerial perspective (5th ed. ). Upper Saddle River, NJ: Pearson Prentice Hall. Roebuck, D. B. (2006). Improving business communication skills (4th ed. ). Upper Saddle River, NJ: Pearson Prentice Hall.