George Nico Communication in BTM (Notes)
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.
Preparing to write persuasively:
- Know your purpose and exactly what you want the reader to do. Make
your request seem reasonable, appealing, and beneficial to the reader. Collect
the right supporting data.
- Understand what motivates your readers. Consider their age and status to
help determine their needs and goals: money, power, comfort, confidence,
importance, friends, recognition, etc. How does your request: solve a
problem, achieve a personal or work objective, or just make life easier? Your
audience is asking itself: Why should I? What’s in it for me/you? Says who?
- Consider design and layout. Opinions are often based on appearance alone.
A proper layout conveys non-verbal messages. It should look attractive and
- Be positive and accurate. Plan on using a sincere, confident tone and
language that reflects your relationship to the reader. Your information must
be correct. 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. Consider why readers might object to your proposal and
prepare clear and compelling counter-arguments.
Readers are more receptive when their views have been respected and taken
into account – consider including a concession statement that acknowledge
objections non-judgmentally (although the new system may cause some
disruptions at first, it will speed processing significantly…). Try to identify a
Persuasive arguments to counter resistance:
- Short-term pain for long-term gain
- The advantages out