Persuasive Messages 1

							Persuasive Messages

  Chapter 10
   Persuasion motivates someone to
    believe something or to do something
    that he or she would not otherwise have
    done.
 As businesspersons, you will need to
  persuade others to do as you want.
 In a sense, all business communication
  involves persuasion.
 Theessence of persuasion is
 overcoming initial resistance.
You will have the best chance of
succeeding if you tailor your message to
your audience, provide your reader with
reasons he or she will find convincing,
and anticipate and deflect or disarm his or
her objections.
Planning

    What is your purpose?
      Motivate the reader to agree with you or do
       as you ask.
      Plan an effective strategy to achieve your
       goal.
      Knowing what your purpose is helps you
       determine what kind of information to
       include.
      “Knowledge is power.”
Promoting a Product

  How is the product made?
  How is the product marketed?
  How is the product operated?
  How is the product maintained?
  What are the differences between your
   product and a competitor’s product?
Planning continued

    Knowledge and Attitude of
     the Reader
        What does the reader
         already know?
        Initial resistance calls for
         more objective, verifiable
         evidence than if your reader
         were initially neutral.
        Why is the reader resistant?
Planning continued

  Discuss how the reader will benefit from
   your proposal.
  Emphasize the reader rather than the
   product or idea you are promoting Aka
   The YOU attitude.
   NOT: The San Diego Accounting Society
    would like you to speak to us on the topic of
    expensing versus capitalizing 401-C assets.

   BUT: Speaking to the San Diego
    Accounting Society would enable you to
    present your firm’s views on the
    controversial topic of expensing versus
    capitalizing 401-C assets.
Planning continued

    Writer Credibility
      What is your credibility with the reader?
      The more trustworthy you are, the more
       trustworthy your message will appear.
Direct Plan

    Present Major Idea First
        To get readers to accept your proposal
         when using the direct plan, present your
         recommendation along with the criteria or
         brief rationale in the first paragraph.
Direct Plan
        Not: I recommend we hold our Pittsburgh sales
         meeting at the Mark-Congress Hotel.

        But: I have evaluated three hotels as possible
         meeting sites for our Pittsburgh sales
         conference and recommend we meet at the
         Mark-Congress Hotel. As discussed below, the
         Mark-Congress is centrally located, has the best
         meeting facilities, and is moderately priced.
Direct Plan

  Second and third paragraphs should
   include supporting evidence.
  Last paragraph should include a request
   for action.
When to Use Direct Plan

  You are writing to superiors in the
   organization.
  Audience is predisposed to listen
   objectively to your request.
  Proposal does not require strong
   persuasion.
  Proposal is long or complex.
  Reader prefers direct approach.
Indirect Plan—AIDA Plan

  Attention
  Interest
  Desire
  Action
Indirect Plan—AIDA Plan

     Gain Reader’s Attention
         Because a reluctant reader is more likely to
          agree to an idea after he or she understands its
          merits, your plan of organization is to convince
          the reader before asking for action.
         NOT: SUBJECT: Proposal to Sell the Roper
          Division (too specific)
         NOT: SUBJECT: Proposal (too general)
         BUT: SUBJECT: Analysis of Roper Division
          Profitability
Indirect continued

      The first test of a good opening sentence in
       a persuasive request is whether it is
       interesting enough to catch and keep the
       reader’s attention.
         A rhetorical question
         An unusual fact or unexpected statement

      Your opening statement must also be
       relevant to the purpose of your message.
Indirect continued

    Creating Interest and Justifying Your
     Request
      To convince, you must be objective,
       specific, logical, and reasonable.
      Avoid emotionalism, obvious flattery,
       insincerity, and exaggeration.
      Let the evidence carry the weight of your
       argument.
Indirect continued

    Types of evidence
        Facts and statistics
        Expert opinion
        Examples
Indirect continued

    Present the benefits that will accompany
     the adoption of your proposal, and
     provide enough background and
     objective evidence to enable the reader
     to make an informed decision.
Not: I know you are a busy person, but I
would appreciate your completing this
questionnaire.

But: So that this information will be available
for the financial managers attending our fall
conference, I would appreciate your
returning the questionnaire by October 15.
To,
Mr. Smith,
XYZ Corp.

Respected Mr. Smith,

How long has it been since you and your spouse had a really good time? How long has it
been since you last took a week off to enjoy the more beautiful things in life? How long
has it been since you saw the sea, basked in the sun during the day and gazed at the stars
at night?

We thought it's been a long time too.

At ABC Cruise we are offering very few select people an offer to stay on board our cruise
for a week, in the lap of luxury like no other in this world. We will pamper you and
indulge your every little desire. We will ensure that you and your spouse get a lovely time
together and get a bit of romance going! And that too at a 50% discount over our normal
rates!

Hard to say no, isn't it?

Regards,

ABC Cruise Vacations.
Types of Persuasive Requests using
AIDA Plan
  Sell an Idea
  Request a Favor
  Write a Persuasive Claim
Concepts for Persuasive Letters

  Select a central selling theme. Position
   and repetition throughout supports
   theme.
  E2=0, meaning—emphasize everything
   and you emphasize nothing.
  Obtain reader’s attention with rhetorical
   question, thought-provoking statement,
   unusual fact, current event, anecdote, or
   direct challenge.
Concepts continued

  Create desire by interpreting features.
  Show how each reader will benefit.
  Make the reader the subject of most of
   your sentences—not the product.
Concepts continued

  Avoid “I hope you will try our product.”
  Avoid “If you want to save money, . . .”
  Avoid “Hurry, hurry, order your product
   today!”
  Avoid “If you agree, place your order.”
Summary

  Persuasion is motivating someone to
   take action or to support an idea.
  To overcome resistance, you must
   establish your credibility and develop an
   appeal that meets a need of your reader.
  Use direct style.
  Use indirect style. Use AIDA format.
Summary

  Focus on a central selling theme.
  Minimize objections.
  Use a positive, confident tone throughout
   message.
  Identify clearly the specific action your
   reader needs to take.
Texting While Driving
Uncool, Dude!
Texting While Driving
Uncool, Dude!