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Persuasion implies that you are communicating with someone who does not think or feel the same way as you do.

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If they question your credibility, they are unlikely to carefully consider your ideas, requests, or recommendations.

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*Applying the AIM Planning Process to Persuasive Messages*

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Persuasion involves -Planning: analyzing the audience's needs, values, and how they are influenced; -Developing your ideas as wrestle with complicated business issues at hand; -Creating a message structure that most effectively reduces resistance and gains buy-ins.

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*Understand Your Audience*

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to convince others to modify their own ideas and accept yours you have to show care about them and that your ideas fit their interests. -understand other side's position your best argument is always one that meets the needs and wants of your audience

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*Persuade through Shared Purpose and Shared Values*

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-professionals increasingly work in teams and communities (within organizations) tied together by a shared purpose and shared values -Whenever you make appeals to shared purpose and shared values, your credibility is typically the most important factor in gaining your colleagues' support.

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Can influence others:

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You are sincerely acting on behalf of the organization and them (caring) You are candid about the reasons behind the requests (character) Others are confident about your ideas and the positive differences (competence)

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When overused appeals to purpose and values may seem

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self-serving and insincere

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Reciprocation

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a principle of influence based on returning favors. (People tend to feel obligated to pay back others when they've received something of value)

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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 they like

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Authority

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principle of influence whereby people follow authority figures (ex. celebrities making you want something)

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Scarcity

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The principle of influence whereby people think there is limited availability of something that they want or need, so they must act quickly. (Ex. Colourpop)

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*Persuade through Emotion and Reason*

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Savvy business leaders/ communicators understand the importance of *injecting emotion into their persuasive messages* -Effective communicators find ways to appeal to the core emotional benefits of products, services, and ideas.

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Internal persuasive messages

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focus mostly on logical appeals

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External persuasive messages

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with those who emphasize price, generally include strong emotional appeals. -also avoid over the top tones

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*Develop your Ideas*

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Helps demonstrate voice of competence

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*Set up the Message Structure*

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most business writing is direct and explicit

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Direct

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begins with main idea or argument then provides supporting reasons

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Explicit

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Nothing is implied. Statements contain full and unambiguous meaning.

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Persuasive messages are more

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indirect and implicit

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Indirect

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provide rationale for a request before making the specific request

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Implicit

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

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Implicit--> asks politely for people to do or think differently

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Explicit--> Poor form

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Components of Persuasive Messages

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1. gain attention 2. raise a need 3. deliver a solution 4. provide a rationale 5. Validate the views, preferences, and concerns of others 6. Give counterpoints (optional) 7. Call to action

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*Attention*

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First task is to gain the attention of your readers: -Asking rhetorical questions -providing a compelling and interesting fact -revealing a compelling statistic -issuing a challenge -posting a testimonial

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Internal persuasive messages the primary means of gaining attention is demonstrating

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a business need- a gap between what is and what could be

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*Need, Solution, and Rationale*

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First task is to tie in your product, service, or idea into the needs of your readers

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Provide strong rationale

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Consider how direct you should be. If audience is resistant to product, create strong rationals (explanations)

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Validation

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implies that you recognize and appreciate others' needs, wants, ideas, and preferences as legitimate and reasonable. "Especially when they are different from your own" -by validating readers, you show respect and demonstrate balanced perspectives.

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*Action*

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you conclude persuasive messages with a call to action, which asks your readers to take a specific step towards the purchase of a product or service or acceptance of an idea. (Pressuring ideas among others is extremely ineffective in PTE)

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In external persuasive messages the call to action is typically a

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specific and explicit step

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The tone for persuasive messages should be

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confident and positive yet at the same time avoid exaggeration or hype

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The writing style of your messages should be

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action-oriented and lively. Proofreading by yourself and with the help of other colleagues.

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Guidelines 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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Voice in Persuasive Messages

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-you-voice -we-voice -i-voice -impersonal voice (writing in you-voice sends strong meta message: "this message is about you")

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Making the statement tangible implies that

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the readers can discern something in terms that are meaningful to them. Allows readers to sense the impacts on personal levels.

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*Making tangible Statements*

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Read aloud. If it doesn't seem like you are having a conversation with a client over the phone, then you are using the wrong tone.

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*Write with confidence*

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As you display more confidence in your idea, your product, or your service, you can effectively influence your audience.

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*Offer Choices*

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+emphasize choice rather than intent +use you-voice rather than we-voice which is preferable for many messages written to consumers. +Effective= short sentences with 7, 2, and 29 words +Ineffective= 30, 27, 36 words Overly complex language perceived as potentially deceptive.

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Emphasize Choice

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In persuasive messages, always be careful about being perceived as presumptuous-- unfairly assuming that you know or even share the thoughts, feelings, and intentions of others.

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*Show Positivity*

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Positivity in persuasive messages helps your audience focus on the benefits rather than the drawbacks of what you are trying to promote.

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Phrases such as best product on the market, state-of-the-art technology, or best-in-class service sounds increasingly

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hollow

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Statements to Avoid in the Post-Trust Era

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-trust me -excuses -unbelievable -explanations -too good to be true -fear tactics

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Internal and external persuasive messages contain many common elements:

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-they gain attention -raise a need -deliver a solution -provide a rationale -show appreciation for differences of opinions -give counterpoints -call readers to action

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Internal persuasive messages are

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more direct and explicit (logical)

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external persuasive messages

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slightly more indirect and implicit and tend to be on emotional appeals

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Ineffective message

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author personalizes the letter addressing each board member individually, and begins with tangible business problems

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Send messages in two forms

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-sends as letter first -and as a follow-up email a few days later

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Logical Appeals

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-this message does not highlight key ideas -this message is not personalized or tangible

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Logical Appeals:

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-gain ATTENTION -Provides a NEED and SOLUTION -Provides RATIONALE -VALIDATION on perspectives -Concludes with CALL TO ACTION

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Structure of Mass Sales Messages

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1. gain attention 2. Generate interest 3. Build desire 4. Call to Action

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Technology Tips: Video sharing in the workplace

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> focus on the message (analyze, gather, piece together) >Learn the software >Use the tools strategically

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AIDA approach:

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-attention -interest (and curiosity) -desire -action

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Most effective sales messages contain a central sales theme.

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Like other messages, sales messages are strongest when they contain a coherent, unified theme that consumers can recognize quickly.

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Sales messages that focus on price

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tend to emphasize it immediately. Generally the attention getter.

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Sales messages that focus on attributes

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typically de-emphasize price by making a brief mention of it near the message

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You can also apply the AIDA approach to other types of mass promotions

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for example a company seeks to attract the best college graduates to apply for positions -it has access to an e-mail list of current college students who have attended job fairs nearby

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By formatting with italics, bold fonts, and other features,

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ensures potential employees get the gist of the message rapidly

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Always carefully review your persuasive messages since nearly all of them are high-stakes communications.

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They can potentially provide you with more professional opportunities and enhanced credibility or they can close off future opportunities and diminish your credibility

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Persuasive messages are directed to others who

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resist your ideas, products, or services

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You may be best off if you

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seek out trusted colleagues who may be resistant in the same way as your audience

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Your Persuasive Message FAIR

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1. facts 2. access 3.impacts 4.respect

Chapter 10: Persuasive Message – Flashcards

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