Chapter 5: Communicating Persuasive Messages

Persuasion
-process of influencing your audience to agree with your point of view, accept your recommendation, or grant your request
Primary Audience
-direct recipients of your message
Secondary Audience
-people other than primary audience who may read or hear your message
-include people to whom message was forwarded
Refutation
-response intended to prove an objection is wrong
“No that is wrong, and here’s why”
Concession
-admission that the opposing point of view has merit but does not invalidate your argument
“Yes, that may be true, but..”
Argumentation
-taking a position, supporting the position with reasons, and then documenting those reasons with evidence
Recommendation
-business message that suggests a solution to a business problem
Fallacy
-violation of logical reasoning that leads to a flawed argument
Persuasive Request
-request that persuades the audience to do you a favor by making the audience feel good about doing the favor and if possible, by stressing audience benefits
Customer Claim
-request that a store or vendor accept a return, refund money, exchange an item, or perform repair
AIDA
(Attention, Interest, Desire, Action)
-acronym used in marketing to suggest the organization of sales communication
Attention
-wording should make the audience want to hear more (grab attention)
Interest
-build their interest by meeting their needs or emphasizing benefits
Desire
-create through authority, social proof, or perceived scarcity
-reduce audience’s resistance to sales message
Action
-motivate consumer to act and purchase product or service
-easy response and strong, professional wording
Unsolicited Sales Communication
(cold-call sales messages)
-sales messages you send to audiences who did not request the information
Solicited Sales Communication
-response to a request for sales information
Content Marketing
-technique for persuading customers by providing them valuable information without trying to sell them anything
Basic Elements of Persuasion
1) Building Credibility (Ethos)
2) Constructing Logical Argument (Logos)
3) Appealing to Emotion (Pathos)
Building Credibility (ethos)
1) spend time getting to know the audience
2) Introduce yourself effectively (affinity)
3) Present ideas effectively
2 Limitations: hard to earn easy to lose and alone often is strong enough
Constructing Logical Argument (logos)
-provide foundation for most persuasive business messages
1) Take Position
2) Identify reasons to support position
3) Provide Evidence to support reason
Types of Evidence in Logical Argument
Primary Research- collection of own research
Secondary Research- reading others research
-Numerical Data
-Facts (site sources)
-Expert Authority (opinions of acknowledged experts)
-Personal Experience (own experience may provide compelling support for claim)
-Examples (clarify point and help audience understand)
Appeal to Emotions (Pathos)
1) appeal to emotional / psychological needs (safety, love, self-esteem, self-actualization)
2) show own emotional commitment
3) use compelling evidence and powerful language
Business Messages that Require Persuasion
1) Recommendations for actions
2) Requests for favors
3) Persuasive customer claims
4) Sales messages (AIDA)
Persuasive Strategy
1) Establishing problem or need
2) Focusing on benefits
3) Anticipating potential resistance and objections
Recommendation for Actions
-Choose Direct or Indirect audience
Direct (Recommendation for Actions)
1) Begin w/ main point
2) Provide Context
3) Support your proposal
4) Motivate Action
Indirect (Recommendation for Actions)
1) Begin w/ context
2) Optional: eliminate other alternatives
3) State main point
4) support proposal
5) Motivate action
Fogg’s Behavior Model (FMB: Social Media)
1) Motivation
2) Triggers
3) Ability
Motivation (FMB)
-first step in influencing behavior is to motivate your audience
Triggers (FMB)
-cues or prompts that call your audience to action
Ability (FMB)
-simplify the audience’s ability to respond
Persuasive Techniques to appeal to emotion (Social Media)
-scarcity
-social proof
-liking
-reciprocity
-consistency
Scarcity
-make your offer appear exclusive
Social Proof
-show that others have taken advantage of it
Liking
-appear likeable
Reciprocity
-offer rewards if a customer promotes your content
Consistency
-offer customers deals similar to ones they have purchased in the past
Persuasion to improve teamwork and collaboration
1) persuasion helps motivate others
2) persuasion helps team make better decisions
Analyze to Plan Message
Thinking Strategically about:
-Purpose, desired outcome, and business results
-audiences’ and stakeholders’ needs
-content needs
-medium choices
Credibility
-audience’s belief that you have expertise and are trustworthy based on your knowledge, character, reputation, and behavior
Blogs
effective tool for:
-delivering valuable content
-establishing yourself as a subject-matter expert
-putting a “personal face” on your business