Chapter 8 - Persuasive Message

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21 Apr 2012
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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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