chapter 10 - persuasive message
DESCRIPTION
Business CommunicationTRANSCRIPT
PERSUASIVE MESSAGE
PERSUASIVE:The ability to use argument and
discussion to influence an
individual’s beliefs or actions.
3
EFFECTIVE PERSUASION TECHNIQUES
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3
6
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Establish credibility
Make logical, precise request
Tie facts to benefitsRecognize the power of loss
Expect and overcome resistance
Share solutions and compromise
The Importance of
Tone
Avoid sounding preachy or
parental
Don’t pull rank
Avoid making threats
Soften your words when
persuading upward
Be enthusiastic, positive, and
likable
Gaining attention
Building interest
Reducing
resistanceMotivating action
Major Elements
4in Successful Persuasive Messages
GAINING ATTENTION
Problem description
Unexpected statement
Reader benefit
Compliment
Related facts
Stimulating question
BULDING INTEREST
• Facts, statistics
• Expert opinions
• Examples
• Specific details
• Direct/Indirect benefits
REDUCE RESISTANCE
• “What if” scenarios
• Show/Increase
credibility
MOTIVATING ACTION
Avoid
• Too general
• Too timid
• Too pushy
Individual Assignment
You’re about to write a letter
asking for the 4-month
internship at your dream
company.
Apply the techniques you
study today to write a
persuasive letter (maximum 2
pages)