com140_week5_reading1 - Persuasive Messages Whether you...

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Persuasive Messages Whether you realize it or not, your life is filled with persuasion. Your friend tries to talk you into going to a party. You see an advertisement on television to buy a new product. Your academic counselor advises you to sign up for a certain class. In the business world, persuasion occurs in emails, meetings, proposals, phone calls, memos, presentations, and letters. What is Persuasion? Persuasion means trying to convince a person or a group of people to accept your idea or point of view. You may also try to convince them to do something or to take a certain course of action. When you do this, you must defend your point of view with information, examples, or resources. You must clearly state what you are asking of the person, and you must overcome any possible objections that may arise. For example, if you are a salesperson who wants your customers to buy a new product, you must show them why it is the best product. You must clearly tell them to buy the product for specific reasons and demonstrate why your product is better than another company’s version of the same product. All of this must be done while maintaining a positive image of yourself and your company and creating a credible relationship with the audience or customer. Similar to other forms of communication, understanding your purpose and audience and determining an appropriate tone helps you create an effective persuasive message. Strategies for Persuading an Audience Analyze the Purpose and the Audience Planning is the first step in preparing a persuasive message. Without planning, you may easily lose your audience and forget your purpose. Once you decide on your purpose, writing it down is a great way to stay focused. For example, suppose you want to write a persuasive message asking a company to donate to your charity. You might write your purpose in the following way: My purpose is to persuade Y company to donate X amount of money to my charity. Once you have defined the purpose of your message, identify your audience and then determine how to make a connection with them. Listing ideas about your intended audience is a way to ensure the audience is identified correctly: General traits . What are the ages, gender, and nationality of the audience? For example, selling an item to a young adult is different than selling the same item to an older person. The same is true for trying to sell something to an American versus trying to sell it to a European.
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Needs and wants . What are the needs and wants of your audience? For example, if you try to persuade your boss to change a policy, how might this policy affect the boss’s goals for the department? Any opposing viewpoints . If you try to sell something to someone, what might be the objections, and how can you overcome those objections? For example, you might explain a higher-priced vacuum is well worth the money because it reduces the need for frequent carpet shampooing. Be Creative
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com140_week5_reading1 - Persuasive Messages Whether you...

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