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25 Cards in this Set
- Front
- Back
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Persuasion
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- defined as the ability to use argument or discussion in attempting to change an individual’s beliefs or actions
• Does not include any negative strategies such as trickery • Present information that will allow others to recognize the benefits of what you are offering them |
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Effective Persuasion Techniques
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1. establish credibility
2. make reasonable, precise request 3. tie facts to benefits 4. recognize power of loss 5. expect and overcome resistance 6. share solutions and compromise |
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Importance of tone
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-avoid sounding preachy/parental
- don't pull rank - avoid making threats -soften words when persuading -enthusiastic -positive and likable |
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3x3 writing process applied to Persuasive messages
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- analyzing your purpose
-adapting to the audience -collecting information -organizing the message • Step 1: Prewriting-analyze, anticipate, adapt • Step 2: Writing-research, organize, compose • Step 3: Revise, proofread, evaluate |
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Components of persuasive message (4)[indirect pattern for sales/persuasion]
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1. gain attention
2. build interest 3. reduce resistance 4. motivate action |
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1. gaining attention
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- free offer
-promise - question ... |
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2. building interest
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- rational appeals
- emotional appeals - product description ... |
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3. reducing resistance
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- testimonials
- guarantee - free trial - sample ... |
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4. Motivating action
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- gift
- limited offer - deadline - guarantee ... |
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1. Gaining attention
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-brief, relevant, engaging
- problem description -unexpected statement -reader benefit(*shape the message to the receiver's interests and benefits) -compliment -related fact -stimulating question |
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2. Building interest
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- several paragraphs to build interest and reduce resistance
-use facts, stats - expert opinion -examples - direct benefits -specific/direct details(ex. tax write-off for contribution) -indirect detail (ex. benefit from feeling good about helping others) |
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3. Reducing Resistance
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• what if questions
• Integrate counterarguments while presenting benefits • Establish credibility • demonstrate competence • show value of proposal |
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4. Motivating Action
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-inspire receiver to act
• describe specific request • sound confident • make action easy to take • offer incentive • don't provide excuses • repeat main benefit |
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Be persuasive, but ETHICAL
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- maintain credibility and respect by being honest, fair, and objective
• Do not deceive your audience by making up facts, leaving out crucial information or exaggerating to emphasize your request • Avoid fallacies |
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Persuasive Requests for favours/actions
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-indirect pattern*
-Pin-pointing what your purpose is when writing your persuasive message will allow you to prepare a request that is well thought out and has a clear message. -request for money, time, info, privileges... |
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Persuading within org. (internal)
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-strong and honest arguments
-detailing specific reader benefits -providing evidence (ex. to managers for new procedures/product...) -strong case when explain that it would save money |
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Complaint letters:make persuasive claims
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-damaged prod., mistakes in bills...
- claim letter=complaint -direct pattern* -solid evidence •reasonable •logical(clear facts) •moderate tone |
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Effective Sales messages
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-Sales messages use persuasion in order to promote services and goods
-goal: to get someone to offer you his or her attention for a few moments. |
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Sales Letter
1. gain attention |
-offer something valuale
-promise a result -pose a stimulant qst. -solution to prob. -statement with receiver's name |
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Sales Letter
2. Build interest |
-describe prod.
-saves/makes money? -reduces effort? -improves health...? -status boost? |
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Sales Letter
3. Reduce Resistance |
-guarantee/waranties
-trial offers -samples of prod. |
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Sales Letter
4. Motivate Action |
-central selling point
-clear instructions for easy action -prompt reader to act immediately(limited offer, gift, incentive...) -Strongest motivator in postscript(P.S line) |
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Persuasive Press Releases
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-announcement of info about company/prod. to media
1. attention-getting opener 2. place key info up front 3. appeal to target audience 4. maintain visual interest |
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Summary of Chapter 10(5 objectives)
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1. Apply the 3x3 writing process to persuasive messages
2. Explain the components of a persuasive message, how to blend them effectively 3. Write Successful persuasive messages, requesting favours and actions, persuading within organizations, and writing complaint letters 4. Plan and compose outstanding sales messages 5. Describe the basic elements in persuasive press releases |
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Quiz questions
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http://apps.facebook.com/slideshare/slideshow/8319518?from=slidespacevio
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