1.  Ineffectiveness of Information Campaigns (AP 33)

• People opposed to your view turn off as the information become effective. (dissonance theory explains this)

• As persuasion begins to work it lowers receiver confidence in their previous views.  Ironically, that yields less willingness to listen to further opposing views.  (again, dissonance theory explains this.)

• Result:  dissonance often leads to rejection or distortion of information  --- selective perception.

• Solution:  Embed your message in "non-persuasion" settings and in small bits.  e.g. entertainment shows, short ads, dramas, jokes (e.g. Sesame Street).

• Note the effect of this on political campaigns (Daily Show guests and You Tube, for example)

2.  Direct (mail) Persuasion - The direct mail advertisers are very good and do lots of research (AP 35)

• get the "right" mailing list!

  • The envelop is an attention getter

  •  An odd size envelop works best

  • Put a catch phrase on the envelop (hueristics)

• make it look like "official" mail

• use heuristics and cognitive shorthands

• use personal references, include the receiver’s name

• include opportunities to act (commitment, time investment ) and distraction from thinking of counter-arguments (e.g. sticker hunt by Publishers Clearinghouse)

• use surveys for response set.

• use group identity (dear friend ...)

• use fear appeals AND a way to resolve how to deal with fear

• list or ask for large commitments and make your expected amount the lowest box