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Class 12: Persuasive MessagesClass 12: Persuasive Messages

Persuasive Messages◦ Complaint◦ Reference Request

28/08/15 2Business Communication (BUS-100)

Used to change an audience’s beliefs, attitudes, and actions

Present an argument that readers will agree with and support

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

Longer and more complicated than routine messages Require much more planning

Planning Writing Completing

Analyse your purpose Analyse your audience Establish Credibility Be ethical

Purpose Difficult because:◦ Audiences are busy◦ There are competing requests

For these reasons, purpose must be clear, necessary and appropriate for the written channel

Audience◦ Search for common ground◦ Find points of agreement◦ Show how you can satisfy their needs

Ask◦ Who is my audience?◦ What do they need?◦ What do I want them to do?◦ How might they resist?◦ What other offers exist?

Appeal to your audiences needs! Find out their age, gender, occupation, income, etc. Change your message around this info

Credibility This is your capability for being believed because you’re

reliable and worthy of confidence. Credibility = believability

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

Be an expert◦ Clearly demonstrate your knowledge of the subject

Establish common ground◦ Highlight the beliefs that you share with the audience.

Be enthusiastic◦ Be excited about your subject

Be objective◦ Show all sides of the issue to present fair arguments

Be trustworthy◦ Earn audiences trust with honesty and dependability

Have good intentions◦ Keep audience’s interest at heart

Be ethical◦ To be ethical is to do things in an honest, moral way◦ Are morals universal？

Do not try to manipulate or trick your audience. Persuade your audience, but keep their needs at heart Why?

Direct? Indirect? Based on audience’s reaction

When to use Direct approach◦ When audience is objective◦ When a message is long◦ When audience has little time

Since the purpose is to convince or to change our audience’s mind, we should usually use:

The Indirect Approach

Use the same techniques Edit for style, content and readability Correct Errors

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4 strategies in successful persuasion◦ Framing your argument◦ Balancing your appeals◦ Reinforcing your position◦ Overcoming audience resistance

Framing your argument Similar to indirect approach, but even more involved. Use the AIDA approach

AIDA – 4 step argument

◦ Attention (Opening)◦ Interest (Body)◦ Desire (Body)◦ Action (Closing)

Attention Begin persuasive messages with an attention getting

statement that is:◦ Personalised◦ ‘You’ oriented◦ Straightforward◦ Relevant

Interest◦ Explain relevance of message◦ Give more details

Desire Second part of your body

Provide evidence Explain how change will help audience Answer possible questions in advance

Action Closing◦ Suggest action for readers to take◦ Repeat audience benefits◦ Make the action easy

Perfect for indirect messages Save main idea for action phase Can be used in direct messages Use main idea as attention getter

To be successful, narrow your focus◦ Why?

Stick to one goal or objective One action we want the audience to perform

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

Analyse your purpose Analyse your audience Establish Credibility Be ethical

Credibility◦ This is your capability for being believed because you’re

reliable and worthy of confidence.◦ Credibility = believability

Use Facts Name sources Be an expert Find common ground Be enthusiastic Be honest

Be ethical To be ethical is to do things in an honest, moral way Do not try to trick your audience

AIDA – 4 step argument◦ Attention (Opening)◦ Interest (Body)◦ Desire (Body)◦ Action (Closing)

4 strategies for successful persuasion◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance

In order to persuade our audience, we must appeal to them in some way

We can appeal to the heart and to the mind

Appealing to the audience’s heart is called an:◦ Emotional Appeal （情感吸引）◦ This is when we try to persuade our audience by using

their feelings

Emotional appeals◦ Use words like: success, value, only, just◦ This will make your audience comfortable

Emotional appeals◦ Make your audience think your idea is the right thing to

Appealing to the audience’s mind is called a:◦ Logical appeal◦ This is when we use evidence and facts to convince our

audience

Logical Appeals （以逻辑的吸引）◦ Have plenty of evidence◦ Don’t attack your opponents◦ Make sure your claims are true

Increase your credibility with strong language Use words that are strong and direct

Ask for small changes Prepare for opposition Be specific Create a “win-win” situation Use stories to make your points

Present all sides of your argument◦ The good◦ The bad

This will increase credibility

Think about possible objections and think of ways to answer them

This will help make your audience believe you

These are the four components of a successful persuasive message:◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance

Persuasive Requests Sales Letters

When asking for something small, use routine message strategy

When asking for something larger, use the AIDA plan

Keep the request specific and possible Say the direct and indirect benefits

Begin with an attention grabbing device.

Show the readers that you are concerned and have a reason for making the request

Interest and Desire sections Gain credibility for you and your request Make readers believe helping you will solve a problem

Action Section Once the idea has been shown, provide a specific action

including dates, times, etc.

Your purpose is to sell your product To do this we must highlight features and benefits,

obvious right?

Features = something our product has Benefits = advantages the user will get

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

Use the AIDA approach Remember the other strategies as well◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance

Attention: We want to use an attention getter that gets our reader

to read the whole message

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!

“How would you like to travel the world?” “Here is your free sample of Chanel perfume” “Tired of being alone? We have the answer to your

problem!” “New software types what you say!”

In the interest section, we must highlight the best feature of our product

To determine this, ask:◦ What does the competition offer?◦ What are buyers looking for?

Describe the product in detail, focusing on all positive features

Mention the main benefit of your product Mention other benefits as well (price, convenience, etc.)

Ask your readers to do what you want Convince them to act quickly

If you are successful, readers will want your product and do what you ask!

In persuasive messages, as in all kinds of business, we must be ethical and honest

This means following the rules of business

In sales messages◦ Lying about your competition◦ Making false promises◦ Lying about your product

Lying Bribery (贿赂 ) Stealing information Giving gifts (送礼 ) Accepting gifts Plagiarism Selling bad goods

We must follow the ethics of business and do business in an honest way

We will look at some ethical dilemmas Dilemma = a difficult choice

New media communication