CMN 124 Lecture Notes - Crimethinc. Publications

• School: Ryerson University
• Department: Communication
• Course: CMN 124
• Professor: John Burry

Document Summary

A strategy for influencing opinion, overcoming resistance, and motivating action: Persuasive communication motivates readers to accept recommendations and act on requests. It gradually breaks down resistance and establishes rapport with readers by appealing to their needs, interests, values and powers of reason. It achieves its purpose without threats or manipulation. It doesn"t coerce or make readers do something; it makes them want to do it. Know your purpose and exactly what you want the reader to do. Make your request seem reasonable, appealing, and beneficial to the reader. Consider their age and status to help determine their needs and goals: money, power, comfort, confidence, importance, friends, recognition, etc. Plan on using a sincere, confident tone and language that reflects your relationship to the reader. Don"t distort or hide information, it compromises credibility. Anticipate objections and plan how to deal with them. Persuasion is necessary when you expect resistance or when you suspect readers prefer the status quo.