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Chapter 8

Chapter 8 - Persuasive Message

3 Pages
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Department
Communication
Course Code
CMN 279
Professor
John Burry

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Wednesday March 2nd, 2011
Chapter 8
Persuasive Message
Persuasion:
-the attempt to influence opinion, works at changing attitudes, beliefs and behaviours
Involves a skillful use of words that help puts ideas into actions and make things happen
-communication motivates readers to accept recommendations and act on request
-value of persuasive messaging is that it achieves its purpose without threats or manipulation
It makes the readers want to do something
-any message that encourages actions requires persuasion
EX: favour request, job application letter, contestable claims, sales and fundraising letters and
collection letters
Preparing to Write Persuasively:
-know your purpose and what you want your reader to do
-understand what motivates your reader
-consider design and layout
-be positive and accurate
-anticipate objections and plan how to deal with them
Persuasive Appeals:
-success of your communication depends on the strength of the case you build
-not all audiences or persuasive takes are alike, messages that must convince can rely on single or
combined appeals
Appeal to Reason:
-business people respond best to logical presentations
Evidence of non numerical facts, expert opinions, statistics, examples and analogies
-persuasion must be clear, logical development with facts adding up like, you should also answer
questions the reader is likely to raise and eliminate errors in logic
Appeal to Emotion:
-when facts alone fail to convince, an emotional appeal can motivate people to act and respond
-emotional appeals have only the most limited application to business messages, emotional appeals
have only the most limited application to business message
-Emotional power comes from language use of words evoke certain responses (deserve, special, safe,
news, free)
Appeal to Ethics:
-important to establish your credibility beforehand or to create it during the message
-credibility has to do with your message, refers to how believable, responsible and ethical, your
company and statements are perceived
-personal credibility is based on your knowledge, reputation, position of authority and familiarity with
your reader

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Description
ndWednesday March 2 2011 Chapter 8 Persuasive MessagePersuasion the attempt to influence opinion works at changing attitudes beliefs and behavioursInvolves a skillful use of words that help puts ideas into actions and make things happen communication motivates readers to accept recommendations and act on request value of persuasive messaging is that it achieves its purpose without threats or manipulationIt makes the readers want to do something any message that encourages actions requires persuasionEX favour request job application letter contestable claims sales and fundraising letters and collection lettersPreparing to Write Persuasively know your purpose and what you want your reader to do understand what motivates your reader consider design and layout be positive and accurate anticipate objections and plan how to deal with themPersuasive Appeals success of your communication depends on the strength of the case you build not all audiences or persuasive takes are alike messages that must convince can rely on single or combine
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