lecturer: gareth jones class 8: persuasive messages
TRANSCRIPT
Business CommunicationLecturer: Gareth Jones
Class 8: Persuasive Messages
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Persuasive Messages◦ Complaint◦ Reference Request
Today
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Used to change an Audience’s beliefs, attitudes, and actions
Present an argument that readers will agree with and support
Persuasive Messages
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Used when:◦We are trying to sell something◦ Asking people to support an idea◦ Asking for an increase in salary◦ Asking your boss to use your ideas
Persuasive Messages
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Longer and more complicated than routine messages Require much more planning
Persuasive Messages
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Planning Writing Completing
3 Step Writing Process
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Analyse your purpose Analyse your audience Establish Credibility Be ethical
Planning
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Purpose
Difficult because:◦ Audiences are busy◦ There are competing requests
Planning
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For these reasons, purpose must be clear, necessary and appropriate for the written channel
Planning
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Audience◦ Search for common ground◦ Find points of agreement◦ Show how you can satisfy their needs
Planning
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Ask◦Who is my audience?◦What do they need?◦What do I want them to do?◦ How might they resist?◦What other offers exist?
Planning
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Appeal to your audiences needs! Find out their age, gender, occupation, income, etc. Change your message around this info
Planning
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Credibility This is your capability for being believed because
you’re reliable and worthy of confidence. Credibility = believability
Planning
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Support your message with facts. ◦ Documents, statistics, research results
Name your sources◦Where did this information come from?◦ If audience respects your sources, this is very effective
Getting Credibility
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Be an expert◦ Clearly demonstrate your knowledge of the subject
Establish common ground◦ Highlight the beliefs that you share with the audience.
Getting Credibility
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Be enthusiastic◦ Be excited about your subject
Be objective◦ Show all sides of the issue to present fair arguments
Getting Credibility
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Be trustworthy◦ Earn audiences trust with honesty and dependability
Have good intentions◦ Keep audience’s interest at heart
Getting Credibility
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Be ethical◦ To be ethical is to do things in an honest, moral way.◦ Are morals universal (普遍的 )?
Planning
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Do not try to manipulate or trick your audience. Persuade your audience, but keep their needs at heart Why?
Planning
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Planning Writing Completing
3 Step Writing Process
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Direct? Indirect? Based on audience’s reaction
Writing
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When to use Direct approach◦When audience is objective◦When a message is long◦When audience has little time
Writing
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Since the purpose is to convince or to change our audience’s mind, we should usually use:
The Indirect Approach
Writing
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Planning Writing Completing
3 Step Writing Process
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Use the same techniques Edit for style, content and readability Correct Errors
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Completing
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4 strategies in successful persuasion◦ Framing your argument◦ Balancing your appeals◦ Reinforcing your position◦Overcoming audience resistance
Persuasive Strategies
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4 strategies for successful persuasion◦ Framing your argument◦ Balancing your appeals◦ Reinforcing your position◦Overcoming audience resistance
Persuasive Strategies
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Framing your argument Similar to indirect approach, but even more involved. Use the AIDA approach
Persuasive Strategies
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AIDA – 4 step argument
◦ Attention (Opening)◦ Interest (Body)◦ Desire (Body)◦ Action (Closing)
AIDA approach
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Attention Begin persuasive messages with an attention getting
statement that is:◦ Personalised◦ ‘You’ oriented◦ Straightforward◦ Relevant
AIDA approach
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Interest◦ Explain relevance of message◦ Give more details
AIDA approach
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Desire Second part of your body
Provide evidence Explain how change will help audience Answer possible questions in advance
AIDA approach
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Action Closing◦ Suggest action for readers to take◦ Repeat audience benefits◦Make the action easy
AIDA approach
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Perfect for indirect messages Save main idea for action phase Can be used in direct messages Use main idea as attention getter
AIDA approach
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To be successful, narrow your focus◦Why?
Stick to one goal or objective One action we want the audience to perform
AIDA approach
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Used when:◦We are trying to sell something◦ Asking people to support an idea◦ Asking for an increase in salary◦ Asking your boss to use your ideas
Persuasive message
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Analyse your purpose Analyse your audience Establish Credibility Be ethical
Strategy
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Credibility◦ This is your capability for being believed because you’re
reliable and worthy of confidence.◦ Credibility = believability
Credibility
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Use Facts Name sources Be an expert Find common ground Be enthusiastic Be honest
Credibility
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Be ethical To be ethical is to do things in an honest, moral way Do not try to trick your audience
Ethics
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AIDA – 4 step argument◦ Attention (Opening)◦ Interest (Body)◦ Desire (Body)◦ Action (Closing)
AIDA approach
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Persuasive Strategies 4 strategies for successful persuasion◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
Audience Appeal In order to persuade our audience, we must appeal to
them in some way We can appeal to the heart and to the mind
Audience Appeal Appealing to the audience’s heart is called an:◦ Emotional Appeal◦ This is when we try to persuade our audience by using their
feelings
Audience Appeal Emotional appeals◦ Use words like: success, free, savings, value◦ This will make your audience comfortable
Audience Appeal Emotional appeals◦Make your audience think your idea is the right thing to do
Audience Appeal Appealing to the audience’s mind is called a:◦ Logical appeal◦ This is when we use evidence and facts to convince our
audience
Audience Appeal Logical Appeals◦ Have plenty of evidence◦ Don’t attack your opponents◦Make sure your claims are true
Persuasive Strategies 4 strategies for successful persuasion◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
Supporting your argument Increase your credibility with strong language Use words that are strong and direct
Supporting your argument Ask for small changes Prepare for opposition Be specific Create a “win-win” situation Use stories to make your points
Persuasive Strategies 4 strategies for successful persuasion◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
Dealing with Resistance Present all sides of your argument◦ The good◦ The bad
This will increase credibility
Dealing with Resistance Think about possible objections and think of ways to
answer them This will help make your audience believe you
Persuasive Strategies These are the four components of a successful
persuasive message:◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
Types of Messages Persuasive Requests Sales Letters
Types of Messages Persuasive Requests Sales Letters
Persuasive Requests When asking for something small, use routine message
strategy When asking for something larger, use the AIDA plan
Persuasive Requests Keep the request specific and possible Say the direct and indirect benefits
Persuasive Requests Begin with an attention grabbing device.
Show the readers that you are concerned and have a reason for making the request
Persuasive Requests Interest and Desire sections Gain credibility for you and your request Make readers believe helping you will solve a problem
Persuasive Requests Action Section Once the idea has been shown, provide a specific
action including dates, times, etc.
Types of Messages Persuasive Requests Sales Letters
Sales Letters Your purpose is to sell your product To do this we must highlight features and benefits,
obvious right?
Sales Letters Features = something our product has Benefits = advantages the user will get
Sales Letters
Features LCD Screen 100 free text messages Prints 30 pages per minute Wireless controllers
Benefits You won`t hurt your eyes Communicate with friends Get work done fast Play games from anywhere
in the house
Sales Letters Use the AIDA approach Remember the other strategies as well◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
Sales Letters Attention: We want to use an attention getter that gets our
reader to read the whole message
Attention An interesting question A sample of the product A solution to a problem Your product`s best feature
Anything to get the audience to read the message!
Attention “How would you like to travel the world?” “Here is your free sample of Chanel perfume”
Attention “Tired of being alone? We have the answer to your
problem!” “New software types what you say!”
Interest In the interest section, we must highlight the best
feature of our product
Interest To determine this, ask:◦What does the competition offer?◦What are buyers looking for?
Interest Describe the product in detail, focusing on all positive
features
Desire Mention the main benefit of your product Mention other benefits as well (price, convenience,
etc.)
Action Ask your readers to do what you want Convince them to act quickly
Sales Letters If you are successful, readers will want your product
and do what you ask!
Business Ethics In persuasive messages, as in all kinds of business, we
must be ethical and honest This means following the rules of business
Bad ethics In sales messages◦ Lying about your competition◦Making false promises◦ Lying about your product
Bad Ethics in Western Business Lying Bribery Stealing information Giving gifts Accepting gifts Plagiarism Selling bad goods
Ethics We must follow the ethics of business and do business
in an honest way.
Business Ethics We will look at some ethical dilemmas Dilemma = a difficult choice