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The importance of credibility is ......

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heightened for persuasive messages

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If audience members question your credibility, they are ______ to carefully consider your ideas, requests, or recommendations.

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unlikely

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______________ to understand their needs, values, and how they are influenced

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Analyzing your audience

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_______________ as you wrestle with the complicated business issues at hand

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Developing your ideas

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Creating a message structure that most effectively reduces ______________

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resistance and gains buy-in

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Methods of Influence

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Reciprocation Consistency Social proof Liking Authority Scarcity

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Reciprocation

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a principle of influence based on returning favors

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Consistency

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based on the idea that once people make an explicit commitment, they tend to follow through or honor that commitment

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Social proof

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a principle of influence whereby people determine what is right, correct, or desirable by seeing what others do

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Liking

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a principle of influence whereby people are more likely to be persuaded by people who they like

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Authority

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a principle of influence whereby people follow authority figures

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Scarcity

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a principle of influence whereby people think there is limited availability of something they want or need, so they must act quickly

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Savvy business communicators understand the importance of _________ into their persuasive messages

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injecting emotion

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Effective communicators find ways to appeal to the ___________ of products, services, and ideas

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core emotional benefits

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Components of Persuasive Messages

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Gain attention Raise a need Deliver a solution Provide a rationale Validate views Give counterpoints Call to action

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Set Up the Message Structure

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Direct Explicit Indirect Implicit

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Direct

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you begin with a main idea or argument and then provide the supporting reasons

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Explicit

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nothing is implied statements contain full and unambiguous meaning

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Indirect

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they provide the rationale for a request before making the specific request

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Implicit

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the request or some of the rationale for the request may be implied the reader needs to read between the lines to grasp the entire meaning

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Getting the Tone and Style Right for Persuasive Messages

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Apply personal touch Use action-oriented lively language Write with confidence Offer choice Show positivity

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Mass sales messages

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messages sent to a large group of consumers and intended to market a particular product or service.

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Even when consumers do not respond with ________, these messages can raise a company's __________

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immediate purchases brand awareness

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Structure of Mass Sales Messages

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Gain attention Generate interest Build desire Call to action

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Effective sales messages contain a ....

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central sales theme

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Messages are strongest when they contain a _______, ________ that consumers can recognize quickly

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coherent, unified theme

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Persuasive messages can potentially provide you with more professional opportunities and enhanced credibility, or .....

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they can close off future opportunities and diminish your credibility.

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Manipulation

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involves attempting to influence others by some level of deception so you can achieve your own interests

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By applying the _______, you can avoid sending persuasive messages that manipulate others

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FAIR test

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In a persuasive message, what is the next task after you finish stating the need? a.) gaining attention b.) offering a solution c.) giving a call to action d.) showing appreciation e.) providing a rationale

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b.) offering a solution In the body of your message, your first task is to tie your product, service, or idea to the needs of your readers. The best way to reduce the resistance your readers may have is to show that your message meets your readers' needs. Once you have stated the need, you may describe your solution, which is a recommended product, service, or idea.

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Which of the following components is likely to be included in the structure of a mass sales message? a.) an expression of sympathy b.) an apology c.) an expression of gratitude d.) an attempt to generate interest e.) an announcement

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d.) an attempt to generate interest The components included in the structure of a mass sales message are gaining attention, generating interest, building desire, and calling to.

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Which principle of influence operates on the idea that people think there is limited availability of something they want or need, so they must act quickly? a.) reciprocation b.) authority c.) scarcity d.) consistency e.) liking

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c.) scarcity Scarcity is a principle of influence whereby people think there is limited availability of something they want or need, so they must act quickly.

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Which of the following is the first task of most persuasive messages? a.) offering a solution b.) providing a rationale c.) validating readers d.) overcoming objections e.) gaining attention

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e.) gaining attention The first task of most persuasive messages is to gain the attention of your readers. You can do this in a variety of ways, including asking a rhetorical question, providing a compelling or interesting fact, revealing a compelling statistic, issuing a challenge, or posting a testimonial.

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Which of the following statements accurately describes the post-trust era (PTE)? a.) Persuasion does not work in the PTE. b.) Persuasion is more effective in the PTE. c.) The PTE has changed some persuasive strategies but not others. d.) The PTE has not affected the use of persuasion in a significant way. e.) Credibility is less important in the PTE than it was before.

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c.) The PTE has changed some persuasive strategies but not others. Some strategies for persuasion that once worked are less effective in the PTE. Other strategies continue to work well.

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To be able to craft messages that persuade people to modify their ideas or actions, you need to spend a significant amount of time a.) proofreading the text. b.) analyzing the audience. c.) perfecting the hard sell. d.) gaining attention. e.) providing a rationale.

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b.) analyzing the audience. To convince others to modify their own ideas and accept yours, you need to show that you care about them and that your ideas fit into their interests. Therefore, audience analysis is an important step.

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Haresh writes a persuasive message that employs the I-voice most of the time. As a result, the audience is likely to infer that Haresh a.) has their best interests at heart. b.) is presumptuous in assuming that they share common ideas. c.) is self-centered and concerned mainly about his own interests. d.) is impersonal and unconcerned. e.) has exaggerated the claims in his message.

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c.) is self-centered and concerned mainly about his own interests. One of the primary strategies you can use to personalize persuasive messages is your selection of voice—either you-voice, we-voice, I-voice, or impersonal voice. An overuse of the I-voice implies that you are self-centered.

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In the AIDA approach, after gaining attention, the next step is to a.) build interest and curiosity. b.) analyze the audience. c.) gather information about competitors' products. d.) choose influential arguments. e.) conclude with a specific call to action.

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a.) build interest and curiosity. In the AIDA approach, after gaining attention, the next step is to build interest and curiosity.

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Which of the following is true of the call to action in persuasive messages? a.) In internal persuasive messages, the call to action is always implicit. b.) In external persuasive messages, the call to action is specific and implicit. c.) The call to action is the concluding step in persuasive messages. d.) In the post-trust era, the call to action should involve a hard sell. e.) The call to action is more likely to be explicit for controversial change ideas.

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c.) The call to action is the concluding step in persuasive messages. You conclude persuasive messages with a call to action, which asks your readers to take a specific step toward the purchase of a product or service or acceptance of an idea. However, a call to action should not be a hard sell; pressuring others is increasingly ineffective in the post-trust era.

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External persuasive messages tend to a.) be slightly more direct than internal persuasive messages. b.) be slightly more explicit than internal persuasive messages. c.) be based on emotional appeals. d.) be based on logical appeals. e.) use the we-voice more than the I-voice.

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c.) be based on emotional appeals. Internal persuasive messages tend to be slightly more direct and explicit, and they tend to be based on logical appeals. In contrast, external persuasive messages tend to be slightly more indirect and implicit, and they tend to be based on emotional appeals.

BUSINESS COMMUNICATION CARDON CH 10 – Flashcards

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