1. Lecturer: Gareth Jones Class 12: Persuasive Messages

2.  Persuasive Messages ◦ Complaint ◦ Reference Request 06/07/20162Business Communication (BUS-100)

3.  Used to change an audience’s beliefs, attitudes, and actions  Present an argument that readers will agree with and support 06/07/20163Business Communication (BUS-100)

4.  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 06/07/20164Business Communication (BUS-100)

5.  Longer and more complicated than routine messages  Require much more planning 06/07/20165Business Communication (BUS-100)

6.  Planning  Writing  Completing 06/07/20166Business Communication (BUS-100)

7.  Analyse your purpose  Analyse your audience  Establish Credibility  Be ethical 06/07/20167Business Communication (BUS-100)

8.  Purpose  Difficult because: ◦ Audiences are busy ◦ There are competing requests 06/07/20168Business Communication (BUS-100)

9.  For these reasons, purpose must be clear, necessary and appropriate for the written channel 06/07/20169Business Communication (BUS-100)

10.  Audience ◦ Search for common ground ◦ Find points of agreement ◦ Show how you can satisfy their needs 06/07/201610Business Communication (BUS-100)

11.  Ask ◦ Who is my audience? ◦ What do they need? ◦ What do I want them to do? ◦ How might they resist? ◦ What other offers exist? 06/07/201611Business Communication (BUS-100)

12.  Appeal to your audiences needs!  Find out their age, gender, occupation, income, etc.  Change your message around this info 06/07/201612Business Communication (BUS-100)

13.  Credibility  This is your capability for being believed because you’re reliable and worthy of confidence.  Credibility = believability 06/07/201613Business Communication (BUS-100)

14.  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 06/07/201614Business Communication (BUS-100)

15.  Be an expert ◦ Clearly demonstrate your knowledge of the subject  Establish common ground ◦ Highlight the beliefs that you share with the audience. 06/07/201615Business Communication (BUS-100)

16.  Be enthusiastic ◦ Be excited about your subject  Be objective ◦ Show all sides of the issue to present fair arguments 06/07/201616Business Communication (BUS-100)

17.  Be trustworthy ◦ Earn audiences trust with honesty and dependability  Have good intentions ◦ Keep audience’s interest at heart 06/07/201617Business Communication (BUS-100)

18.  Be ethical ◦ To be ethical is to do things in an honest, moral way ◦ Are morals universal ？ 06/07/201618Business Communication (BUS-100)

19.  Do not try to manipulate or trick your audience.  Persuade your audience, but keep their needs at heart  Why? 06/07/201619Business Communication (BUS-100)

20.  Planning  Writing  Completing 06/07/201620Business Communication (BUS-100)

21.  Direct? Indirect?  Based on audience’s reaction 06/07/201621Business Communication (BUS-100)

22.  When to use Direct approach ◦ When audience is objective ◦ When a message is long ◦ When audience has little time 06/07/201622Business Communication (BUS-100)

23.  Since the purpose is to convince or to change our audience’s mind, we should usually use:  The Indirect Approach 06/07/201623Business Communication (BUS-100)

24.  Planning  Writing  Completing 06/07/201624Business Communication (BUS-100)

25.  Use the same techniques  Edit for style, content and readability  Correct Errors 06/07/2016Business Communication (BUS-100)25

26.  4 strategies in successful persuasion ◦ Framing your argument ◦ Balancing your appeals ◦ Reinforcing your position ◦ Overcoming audience resistance 06/07/201626Business Communication (BUS-100)

27.  4 strategies in successful persuasion ◦ Framing your argument ◦ Balancing your appeals ◦ Reinforcing your position ◦ Overcoming audience resistance 06/07/201627Business Communication (BUS-100)

28.  Framing your argument  Similar to indirect approach, but even more involved.  Use the AIDA approach 06/07/201628Business Communication (BUS-100)

29.  AIDA – 4 step argument ◦ Attention (Opening) ◦ Interest (Body) ◦ Desire (Body) ◦ Action (Closing) 06/07/201629Business Communication (BUS-100)

30.  Attention  Begin persuasive messages with an attention getting statement that is: ◦ Personalised ◦ ‘You’ oriented ◦ Straightforward ◦ Relevant 06/07/201630Business Communication (BUS-100)

31.  Interest ◦ Explain relevance of message ◦ Give more details 06/07/201631Business Communication (BUS-100)

32.  Desire  Second part of your body  Provide evidence  Explain how change will help audience  Answer possible questions in advance 06/07/201632Business Communication (BUS-100)

33.  Action  Closing ◦ Suggest action for readers to take ◦ Repeat audience benefits ◦ Make the action easy 06/07/201633Business Communication (BUS-100)

34.  Perfect for indirect messages  Save main idea for action phase  Can be used in direct messages  Use main idea as attention getter 06/07/201634Business Communication (BUS-100)

35.  To be successful, narrow your focus ◦ Why?  Stick to one goal or objective  One action we want the audience to perform 06/07/201635Business Communication (BUS-100)

36.  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 06/07/201636Business Communication (BUS-100)

37.  Analyse your purpose  Analyse your audience  Establish Credibility  Be ethical 06/07/201637Business Communication (BUS-100)

38.  Credibility ◦ This is your capability for being believed because you’re reliable and worthy of confidence. ◦ Credibility = believability 06/07/201638Business Communication (BUS-100)

39.  Use Facts  Name sources  Be an expert  Find common ground  Be enthusiastic  Be honest 06/07/201639Business Communication (BUS-100)

40.  Be ethical  To be ethical is to do things in an honest, moral way  Do not try to trick your audience 06/07/201640Business Communication (BUS-100)

41.  AIDA – 4 step argument ◦ Attention (Opening) ◦ Interest (Body) ◦ Desire (Body) ◦ Action (Closing) 06/07/201641Business Communication (BUS-100)

42.  4 strategies for successful persuasion ◦ Framing your argument ◦ Appealing to the audience ◦ Supporting your argument ◦ Dealing with Resistance 06/07/2016Business Communication (BUS-100)42

43.  In order to persuade our audience, we must appeal to them in some way  We can appeal to the heart and to the mind 06/07/2016Business Communication (BUS-100)43

44.  Appealing to the audience’s heart is called an: ◦ Emotional Appeal ◦ This is when we try to persuade our audience by using their feelings 06/07/2016Business Communication (BUS-100)44

45.  Emotional appeals ◦ Use words like: success, value, only, just ◦ This will make your audience comfortable 06/07/2016Business Communication (BUS-100)45

46.  Emotional appeals ◦ Make your audience think your idea is the right thing to do 06/07/2016Business Communication (BUS-100)46

47.  Appealing to the audience’s mind is called a: ◦ Logical appeal ◦ This is when we use evidence and facts to convince our audience 06/07/2016Business Communication (BUS-100)47

48.  Logical Appeals ◦ Have plenty of evidence ◦ Don’t attack your opponents ◦ Make sure your claims are true 06/07/2016Business Communication (BUS-100)48

49.  4 strategies for successful persuasion ◦ Framing your argument ◦ Appealing to the audience ◦ Supporting your argument ◦ Dealing with Resistance 06/07/2016Business Communication (BUS-100)49

50.  Increase your credibility with strong language  Use words that are strong and direct 06/07/2016Business Communication (BUS-100)50

51.  Ask for small changes  Prepare for opposition  Be specific  Create a “win-win” situation  Use stories to make your points 06/07/2016Business Communication (BUS-100)51

52.  4 strategies for successful persuasion ◦ Framing your argument ◦ Appealing to the audience ◦ Supporting your argument ◦ Dealing with Resistance 06/07/2016Business Communication (BUS-100)52

53.  Present all sides of your argument ◦ The good ◦ The bad  This will increase credibility 06/07/2016Business Communication (BUS-100)53

54.  Think about possible objections and think of ways to answer them  This will help make your audience believe you 06/07/2016Business Communication (BUS-100)54

55.  These are the four components of a successful persuasive message: ◦ Framing your argument ◦ Appealing to the audience ◦ Supporting your argument ◦ Dealing with Resistance 06/07/2016Business Communication (BUS-100)55

56.  Persuasive Requests  Sales Letters 06/07/2016Business Communication (BUS-100)56

57.  Persuasive Requests  Sales Letters 06/07/2016Business Communication (BUS-100)57

58.  When asking for something small, use routine message strategy  When asking for something larger, use the AIDA plan 06/07/2016Business Communication (BUS-100)58

59.  Keep the request specific and possible  Say the direct and indirect benefits 06/07/2016Business Communication (BUS-100)59

60.  Begin with an attention grabbing device.  Show the readers that you are concerned and have a reason for making the request 06/07/2016Business Communication (BUS-100)60

61.  Interest and Desire sections  Gain credibility for you and your request  Make readers believe helping you will solve a problem 06/07/2016Business Communication (BUS-100)61

62.  Action Section  Once the idea has been shown, provide a specific action including dates, times, etc. 06/07/2016Business Communication (BUS-100)62

63.  Persuasive Requests  Sales Letters 06/07/2016Business Communication (BUS-100)63

64.  Your purpose is to sell your product  To do this we must highlight features and benefits, obvious right? 06/07/2016Business Communication (BUS-100)64

65.  Features = something our product has  Benefits = advantages the user will get 06/07/2016Business Communication (BUS-100)65

66. 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 06/07/2016Business Communication (BUS-100)66

67.  Use the AIDA approach  Remember the other strategies as well ◦ Appealing to the audience ◦ Supporting your argument ◦ Dealing with Resistance 06/07/2016Business Communication (BUS-100)67

68.  Attention:  We want to use an attention getter that gets our reader to read the whole message 06/07/2016Business Communication (BUS-100)68

69.  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! 06/07/2016Business Communication (BUS-100)69

70.  “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!” 06/07/2016Business Communication (BUS-100)70

71.  In the interest section, we must highlight the best feature of our product 06/07/2016Business Communication (BUS-100)71

72.  To determine this, ask: ◦ What does the competition offer? ◦ What are buyers looking for? 06/07/2016Business Communication (BUS-100)72

73.  Describe the product in detail, focusing on all positive features 06/07/2016Business Communication (BUS-100)73

74.  Mention the main benefit of your product  Mention other benefits as well (price, convenience, etc.) 06/07/2016Business Communication (BUS-100)74

75.  Ask your readers to do what you want  Convince them to act quickly 06/07/2016Business Communication (BUS-100)75

76.  If you are successful, readers will want your product and do what you ask! 06/07/2016Business Communication (BUS-100)76

77.  In persuasive messages, as in all kinds of business, we must be ethical and honest  This means following the rules of business 06/07/2016Business Communication (BUS-100)77

78.  In sales messages ◦ Lying about your competition ◦ Making false promises ◦ Lying about your product 06/07/2016Business Communication (BUS-100)78

79.  Lying  Bribery ( 贿赂 )  Stealing information  Giving gifts ( 送礼 )  Accepting gifts  Plagiarism  Selling bad goods 06/07/2016Business Communication (BUS-100)79

80.  We must follow the ethics of business and do business in an honest way 06/07/2016Business Communication (BUS-100)80

81.  We will look at some ethical dilemmas  Dilemma = a difficult choice 06/07/2016Business Communication (BUS-100)81

82.  New media communication 06/07/2016Business Communication (BUS-100)82