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ENG1131 (5)
Chapter 5

Chapter 5 ENG1131.docx

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David Sacks

Chapter 5 Persuasive Writing Credibility of the Persuader 1. Position power 2. Expertise 3. Trust 4. Similarity 5 Motivation of the Receiver Actualization  To get people to do something they must want to do it. 4  Determine the precise need of your receiver. Need for Esteem  Survival : consequences 3 Need to Belong  Belong : group identity  Self-Fulfillment: values and social obligations Need for Safety, Security Message Options 1 Appeal to Reason Physiological Needs  Present your case in a reasonable way and to appeal to the receiver’s desire to be reasonable. HANDLING OPPOSITION 1. Begin with a concession statement  In a paragraph or two summarize the opposing position clearly and objectively.  Begin with the reasons others give for not supporting the concept. 2. Use a zigzag structure  Begin with one of the opposing points, and then counter it. Appeal to Emotion  Pride, fear, envy, desire to be loved, happy, or respected.  Useful as a way of tipping the balance for someone who already has good rational arguments. Appeal to Authority  Using the testimony or support of someone the receiver trusts or respects, you can bolster your case. Appeal to Evidence  Using statistics and other verifiable evidence will also help gain support.  Be sure to use current sources whenever possible. Basic Patterns for Persuasion 1. Get the reader’s attention. o Should be brief. 2. Introduce the proposal or product and persuade the reader of the benefit. o Build interest by showing how the proposal or product fits a specific need. o Anticipate any objections and answer them. 1 3. Indicate the action the reader must take. o Link the action to the benefit. o Must be “you-centered”. o Nearly almost always works best if it takes an indirect approach. o Letters of requests, sales letters, and collection letters. Letters of Request  Give the reader good reasons for accepting rather than suggesting reasons for refusing.  Readers may also be moved by other indirect benefits to themselves or their businesses. Sales Letters  Longer than other kinds of letters because they include many specific facts.
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