Persuasive Messages Module Twelve McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

Persuasive Messages Primary Purposes To have the reader act. To provide enough information so the reader knows exactly what to do. To overcome any objections that might prevent or delay action.

Persuasive Messages Secondary Purposes To build a good image of the writer. To build a good image of the writer’s organization. To cement a good relationship between the writer and reader. To reduce or eliminate future correspondence on the same matter.

What is the best persuasive strategy? Use direct request pattern when The audience will do as you ask without resistance. You need a response only from people willing to act. The audience is busy and may not read all messages. Your organization’s culture prefers them.

What is the best persuasive strategy? Use the problem-solving pattern when The audience is likely to object to doing as you ask. You need action from everyone. You trust the audience to read the entire message. You expect logic to be more important than emotion in the decision

How should I organize persuasive messages? In direct requests, start with the request. In a problem-solving message, start with the problem you share.

Organizing Problem-Solving Messages Describe the problem you both share. Give the details of the problem. Explain the solution to the problem. Show that any negative elements are outweighed by advantages. Summarize any additional benefits. Ask for the action you want.

A Problem-Solving Persuasive Message

What other techniques can make my messages more persuasive? Credibility the audience’s response to you as the source of the message Be factual, specific, reliable Emotional appeal making the reader want to do what you ask

How can I apply what I’ve learned in this module?