Chapter 8 Persuasive Messages Audience Analysis Knowledge and attitude of the reader Effect on the reader Writer Credibility Prefer the DIRECT Plan When Writing to superiors Presenting a long or complex proposal The reader prefers directness Strong persuasion is not needed The reader will probably listen objectively Prefer the INDIRECT Plan When Writing to colleagues and subordinates Writing to someone outside the organization The reader prefers the indirect approach Strong persuasion is required The reader is initially resistant to your proposal Gain the Reader’s Attention Subject: Restructuring Budget Rhetorical question What do you think the labor costs are for changing just one light bulb?$2? $5? More? Unusual fact Our company spent more money on janitorial service last year than on research and development. Reader/Writer common ground Automotive News calls your 6-year/60,000 mile warranty the best in the business. Create Interest Not: Locating our plant in Greenville instead of in Anderson would result in considerable savings. But: Locating out plant in Greenville instead of in Anderson would result in annual savings of nearly $175,000, as shown in Table 3. Minimize Obstacles We believe the extensive publicity our sale will generate justifies your temporarily setting aside company policy and providing an in-store demonstrator. The ease of use that your representative will be able to display are sure to increase the sales of your microwaves. Motivate Action Not: I know you’re 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 May 15. This information will help allow for more benefit money. Interpret- Don’t Just Describe Not: The Comfy Lap Desk is 13”by31”. But: The Comfy Lap Desk is 13”- by-31” surface provides a enough room to hold an open encyclopedia and still have room to take notes. Not: The portable desk weighs only 12oz. But: You don’t have to be afraid to rest this lap desk on your knees for hours at a time. It weighs just 12oz- about the same as your favorite can of soft drink.