com140_week5_reading1

com140_week5_reading1 - Axia College Material Persuasive...

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Axia College Material 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 e-mails, 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 point of view. You may convince them to do something or take a course of action. When you do this, you must defend your point of view with information, examples, or resources. You must state what you are asking, and overcome any possible objections that may arise. If you are a salesperson who wants customers to buy a new product, you must show them why it is the best. You must tell them to buy the product for specific reasons and demonstrate why your product is better than another company’s version. 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 lose your audience and forget your purpose. Once you decide on your purpose, writing it down is a great way to stay focused. 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, identify your audience and determine how to make a connection with them. Listing ideas about your audience is a way to ensure it is identified correctly: General traits . What are the ages, gender, and nationality of the audience? Selling an item to a young adult is different than selling to an older person. The same is true for trying to sell something to an American versus a European. Needs and wants . What are the needs and wants of your audience? If you try to persuade your boss to change a policy, how might it affect his or her boss’s goals for the department? Any opposing viewpoints : If you try to sell something, what might be the objections, and how may you overcome them? 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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An effective persuasive message provides answers before the questions are asked. In addition, it attracts attention, builds interest, and encourages desire. Remember, you want your audience to do something they might not otherwise do. The following are creative strategies and explanations of how they build rapport.
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