BUS 250 Chapter Notes - Chapter 6: Level Of Measurement, Social Proof, Pathos
Document Summary
Analyzing helps plan your message: involves thinking strategically about . Persuasion: process of influencing your audience to agree with your point of view: include the purpose, include the outcome, include the business result. Objections (how to respond to them: refutation: a response intended to prove an objection is wrong, concession: an admission that the opposing point of view has merit but does not invalidate your argument. Because persuasion is a process, it often requires multiple communications. Basic elements of persuasion: building credibility (ethos, constructing a logical argument (logos, appealing to your audience"s emotions (pathos) Building credibility: audience"s belief that you have expertise and are trustworthy based on your knowledge, character, reputation, and behavior: get to know your audience, establish your credentials, present your ideas effectively, tell the truth, take responsibility. Constructing a logical argument: a persuasive appeal that supports a position with reasons and evidence: numerical data, facts, expert authority, personal experience, examples.
