CMN 373 Lecture Notes - Lecture 6: Five Ws, Social Capital, Social Currency
28 Nov 2017
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Receiver will be asking/telling self: why should i get involved? , who says this is true? , i don"t really care about this issue. , so what if , what"s in it for you? , what"s in it for me? . Consider each issue from receiver"s perspective (walk in his/her shoes) Adapt request to engage then fill receiver"s needs. Gain attention: establish buffer theme in brief, relevant, engaging statement (or ?, conceal request (delay main idea) Build interest, reduce resistance: use facts, expert opinion, examples, describe benefits while anticipating objections, offering counterarguments, may use what if? scenarios, establish credibility of self, sources, demonstrate competence to earn trust. Motivate action: make strong request, reveal main idea, encourage reader to act, provide final benefit, clear directions. Open with a strong summary lead (1 2 covering wwwww&h). Then elaborate on most important key idea details (3 4 ). Then add less important but interesting related details.
