class 12: persuasive messages - uwcentre.ac.cnclass 12: persuasive messages ... persuasive message:...
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Class 12: Persuasive MessagesClass 12: Persuasive Messages
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Persuasive Messages◦ Complaint◦ Reference Request
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Used to change an audience’s beliefs, attitudes, and actions
Present an argument that readers will agree with and support
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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
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Longer and more complicated than routine messages Require much more planning
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Planning Writing Completing
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Analyse your purpose Analyse your audience Establish Credibility Be ethical
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Purpose Difficult because:◦ Audiences are busy◦ There are competing requests
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For these reasons, purpose must be clear, necessary and appropriate for the written channel
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Audience◦ Search for common ground◦ Find points of agreement◦ Show how you can satisfy their needs
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Ask◦ Who is my audience?◦ What do they need?◦ What do I want them to do?◦ How might they resist?◦ What other offers exist?
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Appeal to your audiences needs! Find out their age, gender, occupation, income, etc. Change your message around this info
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Credibility This is your capability for being believed because you’re
reliable and worthy of confidence. Credibility = believability
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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
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Be an expert◦ Clearly demonstrate your knowledge of the subject
Establish common ground◦ Highlight the beliefs that you share with the audience.
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Be enthusiastic◦ Be excited about your subject
Be objective◦ Show all sides of the issue to present fair arguments
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Be trustworthy◦ Earn audiences trust with honesty and dependability
Have good intentions◦ Keep audience’s interest at heart
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Be ethical◦ To be ethical is to do things in an honest, moral way◦ Are morals universal?
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Do not try to manipulate or trick your audience. Persuade your audience, but keep their needs at heart Why?
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Planning Writing Completing
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Direct? Indirect? Based on audience’s reaction
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When to use Direct approach◦ When audience is objective◦ When a message is long◦ When audience has little time
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Since the purpose is to convince or to change our audience’s mind, we should usually use:
The Indirect Approach
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Planning Writing Completing
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Use the same techniques Edit for style, content and readability Correct Errors
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4 strategies in successful persuasion◦ Framing your argument◦ Balancing your appeals◦ Reinforcing your position◦ Overcoming audience resistance
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4 strategies in successful persuasion◦ Framing your argument◦ Balancing your appeals◦ Reinforcing your position◦ Overcoming audience resistance
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Framing your argument Similar to indirect approach, but even more involved. Use the AIDA approach
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AIDA – 4 step argument
◦ Attention (Opening)◦ Interest (Body)◦ Desire (Body)◦ Action (Closing)
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Attention Begin persuasive messages with an attention getting
statement that is:◦ Personalised◦ ‘You’ oriented◦ Straightforward◦ Relevant
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Interest◦ Explain relevance of message◦ Give more details
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Desire Second part of your body
Provide evidence Explain how change will help audience Answer possible questions in advance
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Action Closing◦ Suggest action for readers to take◦ Repeat audience benefits◦ Make the action easy
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Perfect for indirect messages Save main idea for action phase Can be used in direct messages Use main idea as attention getter
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To be successful, narrow your focus◦ Why?
Stick to one goal or objective One action we want the audience to perform
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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
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Analyse your purpose Analyse your audience Establish Credibility Be ethical
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Credibility◦ This is your capability for being believed because you’re
reliable and worthy of confidence.◦ Credibility = believability
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Use Facts Name sources Be an expert Find common ground Be enthusiastic Be honest
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Be ethical To be ethical is to do things in an honest, moral way Do not try to trick your audience
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AIDA – 4 step argument◦ Attention (Opening)◦ Interest (Body)◦ Desire (Body)◦ Action (Closing)
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4 strategies for successful persuasion◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
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In order to persuade our audience, we must appeal to them in some way
We can appeal to the heart and to the mind
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Appealing to the audience’s heart is called an:◦ Emotional Appeal (情感吸引)◦ This is when we try to persuade our audience by using
their feelings
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Emotional appeals◦ Use words like: success, value, only, just◦ This will make your audience comfortable
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Emotional appeals◦ Make your audience think your idea is the right thing to
do
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Appealing to the audience’s mind is called a:◦ Logical appeal◦ This is when we use evidence and facts to convince our
audience
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Logical Appeals (以逻辑的吸引)◦ Have plenty of evidence◦ Don’t attack your opponents◦ Make sure your claims are true
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4 strategies for successful persuasion◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
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Increase your credibility with strong language Use words that are strong and direct
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Ask for small changes Prepare for opposition Be specific Create a “win-win” situation Use stories to make your points
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4 strategies for successful persuasion◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
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Present all sides of your argument◦ The good◦ The bad
This will increase credibility
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Think about possible objections and think of ways to answer them
This will help make your audience believe you
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These are the four components of a successful persuasive message:◦ Framing your argument◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
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Persuasive Requests Sales Letters
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Persuasive Requests Sales Letters
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When asking for something small, use routine message strategy
When asking for something larger, use the AIDA plan
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Keep the request specific and possible Say the direct and indirect benefits
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Begin with an attention grabbing device.
Show the readers that you are concerned and have a reason for making the request
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Interest and Desire sections Gain credibility for you and your request Make readers believe helping you will solve a problem
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Action Section Once the idea has been shown, provide a specific action
including dates, times, etc.
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Persuasive Requests Sales Letters
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Your purpose is to sell your product To do this we must highlight features and benefits,
obvious right?
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Features = something our product has Benefits = advantages the user will get
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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
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Use the AIDA approach Remember the other strategies as well◦ Appealing to the audience◦ Supporting your argument◦ Dealing with Resistance
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Attention: We want to use an attention getter that gets our reader
to read the whole message
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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!
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“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!”
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In the interest section, we must highlight the best feature of our product
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To determine this, ask:◦ What does the competition offer?◦ What are buyers looking for?
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Describe the product in detail, focusing on all positive features
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Mention the main benefit of your product Mention other benefits as well (price, convenience, etc.)
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Ask your readers to do what you want Convince them to act quickly
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If you are successful, readers will want your product and do what you ask!
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In persuasive messages, as in all kinds of business, we must be ethical and honest
This means following the rules of business
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In sales messages◦ Lying about your competition◦ Making false promises◦ Lying about your product
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Lying Bribery (贿赂 ) Stealing information Giving gifts (送礼 ) Accepting gifts Plagiarism Selling bad goods
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We must follow the ethics of business and do business in an honest way
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We will look at some ethical dilemmas Dilemma = a difficult choice
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New media communication
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