1. Chapter 5 Developing Arguments: Persuasive Communication
Deny A. Kwary

2. Main Topics Persuasion in Organisations Rhetorical argument
The AIDA Model

3. Persuasion in practice
Consider an occasion when you have been:
1. seeking to persuade others. What strategies did you use?
2. on the receiving end of someone trying to influence and persuade you. What strategies did they use?

4. Persuasion in organisations
Advertising –to secure the attention of a target audience and to increase its subsequent recall of the message
Public relations (PR) – to manage the links between an organisation and its stakeholders
Lobbying – presenting an organisation’s case to the key decision makers
Interviews – e.g. job interviews
Business meetings and negotiations

5. Stakeholders

6. Rhetorical argument
Three fundamental elements of arguments according to the Greek philosopher Aristotle:
Ethos – the credibility of the person presenting the argument;
Logos – the internal logic of the argument;
Pathos – the emotional dimension.

7. Example of rhetoric in use
Consider the challenge of persuading people to refrain from drug abuse.
endorsement of anti-drugs messages by sports or music celebrities (ethos)
publication of statistical reports detailing the consequences of abuse (logos)
personal appeals by parents and survivors (pathos)

8. Refer to Case 5.4. #1, pp
Find out the three fundamental elements (ethos, logos and phatos) of the argument

9. Interest
Attention
Desire
Action
AIDA Model

10. Applying the AIDA Model
Getting Attention
Building Interest
Increasing Desire
Motivating Action

11. Getting Attention
Techniques to open your sales letter with excitement:
"The only thing worse than paying taxes is paying taxes when you don't have to.”
"In the past 60 days, mortgage rates have fallen to a 30-year low.”
"Right now, you can get huge savings on a new camera phone."
"iPod. 10,000 songs in your pocket.“
"Tired of cold air rushing through the cracks around your windows? Stay warm and save energy with AAA Weather-stripping.“
"Here’s your free sample of the new Romalite packing sheet."
News Items 
Product benefits 
Personal appeals 
Product samples 
Promise of savings 
Problem solutions 

12. Building Interest Support Promises Highlight Key Points
Emphasize Benefits

13. Increasing Desire
Audience Focus
Dynamic Language
Support for Claims

14. Motivating Action The Next Step A Sense of Urgency Professionalism
A Good Impression

15. AIDA Model in Business Letters
Attention: Your opening does more than simply introduce your topic; it grabs audience attention and encourages them to hear more about your main idea.
Interest: Your explanation does more than present reasons; it incites the interest of your audience.
Desire: Your continued explanation does more than present benefits; it changes your audience’s attitude.
Action: Your close does more than end on a positive note; it emphasizes reader benefits and motivates readers to take specific action.

16. Identify the AIDA in the following letter.

17. Case Study
As the director of human resources in your company, you’re desperate for some help. You want to keep the costs of employee benefits under control while making sure you provide employees with a fair benefits package. However, you don’t have time to research all the options for health insurance, wellness programs, retirement plans, family counseling, educational benefits, and everything else, so you decide to hire a consultant. You receive the following message from a consultant interested working with you.

18. Case Study (continued)
I am considered the country’s foremost authority on employee health insurance programs. My clients offer universally positive feedback on the programs I’ve designed for them. They also love how much time I save them – hundreds and hundreds of hours. I am absolutely confident that I can thoroughly analyze your needs and create a portfolio that realizes every degree of savings possible. I invite you to experience the same level of service that has generated such comments as “Best advice ever!” and “Saved us an unbelievable amount of money.”

19. Case Study (continued)
You’d love to get the results the consultant promises, but these claims don’t ring true to you. In fact, the message contains several instances in which this writer’s credibility might be questioned.
Identify the problematic claims.

20. The problematic claims
I am considered the country’s foremost authority on employee health insurance programs. My clients offer universally positive feedback on the programs I’ve designed for them. They also love how much time I save them – hundreds and hundreds of hours. I am absolutely confident that I can thoroughly analyze your needs and create a portfolio that realizes every degree of savings possible. I invite you to experience the same level of service that has generated such comments as “Best advice ever!” and “Saved us an unbelievable amount of money.”