Chap016_modified0 - Chapter 16 Chapter 16 Crafting...

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Unformatted text preview: Chapter 16 Chapter 16 Crafting Persuasive Messages Purposes Persuasive Strategies Credibility Threats Organizing Objections Acting Promptly Tone Varieties Organizing Sales/Fund- Raising Messages Writing Style 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 16-2 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 organization and culture? 16-3 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 16-4 Building Credibility Be factual - don’t exaggerate Be specific - if you say X is better, show in detail how it is better Be reliable - if project will take longer or cost more than estimated, tell audience immediately 16-5 Use a Direct Request Pattern When… 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 16-6 Use a Problem-Solving Pattern When… Audience may resist doing what you ask You expect logic to be more important than emotion in the decision 16-7 Use a Sales Pattern When… Audience may resist doing what you ask You expect emotion to be more important than logic in the decision 16-8 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 counter-aggression 16-9 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 16-10 Organizing Problem-Solving...
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Chap016_modified0 - Chapter 16 Chapter 16 Crafting...

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