Lecture Business and administrative communication: Chapter 11 - Kitty O. Locker, Donna S. Kienzler
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (362.25 KB, 20 trang )
Chapter 11
Crafting Persuasive
Messages
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education.
Purposes
Primary
To have audience act or change beliefs
Secondary
To build good image of the communicator
To build good image of communicator’s
organization
To cement a good relationship
To overcome any objections
To reduce or eliminate future messages on
subject
112
Choosing a Persuasive Strategy
1. What
do you want people to do?
2. What objections will audience have?
3. How strong a case can you make?
4. What kind of persuasion is best for the
situation?
5. What kind of persuasion is best for
organization and culture?
113
Three Aspects of Persuasion
Argument—reasons or logic
communicator offers
Credibility—audience’s response to
communicator as source of message
Expertise, image, relationships
Emotional appeal—making audience
want to do as communicator asks
114
Persuasive Patterns
Direct Request
Problem-Solving
Audience will do what you ask without resistance
You need response only from people who can easily do as you ask
Audience may not read all of the message
Audience may resist doing what you ask
You expect logic to be more important than emotion in the decision
Sales
Audience may resist doing what you ask
You expect emotion to be more important than logic in the decision
115
Why Threats Don’t Persuade
Don’t produce permanent change
May not produce desired action
May make people abandon action
Produce tension
People dislike/avoid one who threatens
Can provoke counteraggression
116
Organizing Direct Requests
1. Ask
immediately for the information or
service you want
2. Give audience all the information they
need to act on your request
3. Ask for the action you want
117
Organizing ProblemSolving
Messages
1.
Catch audience’s interest by mentioning common
ground
Suggest you and audience have mutual interest in solving problem
Analyze audience to understand biases, objections, and needs
Identify with audience to find common goals
1.
2.
3.
4.
5.
Define problem you share with audience
Explain solution to problem
Show that advantages outweigh negatives
Summarize additional benefits of solution
Ask for action you want
118
Dealing with Objections
Specify time, money required to act
Put time, money in context of benefits
Show that money spent now will save money in long
run
Show that doing as you ask will benefit something
audience cares about
Show audience need for sacrifice to achieve larger,
more important goal
Show that advantages outweigh the disadvantages
Encourage audience to act promptly
119
Sales and FundRaising Purposes
Primary
To motivate audience to act (send donation, order a
product)
Secondary
To build good image of communicator’s organization
To strengthen commitment of audiences who act
To make audiences who do not act more likely to act
next time
1110
Organizing Sales/FundRaising
Messages: Opener
Makes audience want to read entire
message
Use of these main types
Questions
Narration, stories, anecdotes
Startling statements
Quotations
Sets up transition to letter body
1111
Organizing Sales/FundRaising
Messages: Body
Answers audience’s questions
Overcomes audience’s objections
Involves audience emotionally
Long letters work best: 4 pages ideal
Short letters, e-mail work too
1112
Organizing Sales/FundRaising
Messages: Body Content
Information audience can use
Stories about history of product or
organization
Stories about people who use product
Word pictures of audiences enjoying
benefits offered
1113
Organizing Sales/FundRaising
Messages: Action Close
Tells audience what to do
Makes action sound easy
Offers audience reason to act now
Ends with positive picture
May recall central selling point
Use a postscript to highlight the central selling
point and get people to act promptly!
1114
Strategy in Sales Messages:
Satisfying Need and Pricing
Satisfying Need
Tell people of need product meets
Prove that product satisfies that need
Show why product is better than similar ones
Make audience want to have product
Dealing with Price
Link price to product’s benefit
Link price to benefits your company offers
Show how much product costs each day, week, or month
Allow customers to charge sales or pay in installments
1115
Strategy in FundRaising Appeals:
Vicarious Participation
Use we to talk about the cause
At end, use you to talk about what
audience will be doing
Show how audience’s dollars help solve
the problem
1116
FundRaising Messages
Provide lots of information to
Persuade audiences
Give evidence to use with others
Give image of strong, worthy cause to nonsupporters
Suggest other ways audiences can help
Link gift to what it will buy
Offer a premium for giving
Ask for a monthly pledge
1117
Logical Proof in FundRaising
Messages
Body must prove that—
1.
2.
3.
4.
5.
Problem deserves attention
Problem can be alleviated or solved
Your group is helping to solve problem
Private funds are needed
Your organization will use funds wisely
1118
Writing Style
1. Make text interesting
Tight
Conversational
1. Use psychological description: vivid word
pictures
Describe audience benefits
Describe problem product solves
3. Make message sound like a letter, not an ad
One person talking to another
Informal: short sentences and words, even slang
Create a persona—character who writes the letter
1119
Technology and Persuasion
Television is traditional method to reach
wide audience
Many organizations are now using social
networking and websites
Smart organizations are getting people
outside the company to be sales force
1120
