CMN279 – Hybrid-Short Persuasion Topics 2

ppt slide

1. PERSUASIVE MESSAGES
•When do you Persuade?
Trying to change someone’s beliefs, point of view
Convincing them to accept your solution, answer, approach
•In Business:
Purpose: - To get reader to act (accept a project, gain authorization,
change behavior…)
- To sell an item or service
 How: - By providing enough information

- Overcoming any objections
- Meeting receiver’s needs

2. Step One: Figure out exactly what it is you are
convincing your audience about (your
appeal)
This equates to your PURPOSE
When you are persuading, this purpose is called:
THE CLAIM
It is simply:
•The idea you are communicating
•The conclusion you want readers to accept
•But it must be stated clearly and specifically!!

3. Persuasive Messages: continued
•Step Two: Analyze your Audience
Think about how your Claim will affect/impact the
reader:
Consider all the positive and negative issues:
 Job Security, Job Recognition, Personal and
Professional Growth
 Ethical, Legal, Political issues
 It is up to you to think it through in a
thorough manner
Choose the most appropriate approach
•
Direct or Indirect – FOR ASSIGNMENT use INDIRECT

4. •Step Three: Create you Argument or “Appeal”
Think in terms of the three types
Logical Appeal – persuades through rational argument =
supporting evidence and examples
Emotional Appeal – persuades by appealing to receiver’s
deeply held beliefs and desires
Credibility Appeal – persuades using dependability and
reputation of the persuader
Build your persuasive arguments using a combination of all three
HOWEVER – the greatest focus should be placed on LOGICAL
Appeal in PROFESSIONAL writing.

5. Developing Your Claim: continued
Use the Right Kinds of Evidence
Common Sense Arguments : (appeals to reader’s life
experience)
Numerical Data: very objective
Examples:
Makes your point more concrete
Adds a human element
Easier to remember reasoning because is more vivid
Expert Testimony: credentials convince

6. Always - Consider Opposing Viewpoints:
•You must address concerns, issues, opinions of other parties in order
to:
be seen as “fair-minded” and “objective”
Counteract view that your arguments are flawed or incomplete
•Use your reasoning powers to counter opposing opinions by:
Showing other opinion is illogical or inaccurate
Other opinion is valid but not as strong as yours
Create a compromise if you can’t build a strong enough case
ALWAYS BE ACCURATE AND PROFESSIONAL

7. •Choose your words very carefully:
e.g. What is the difference in the meaning of:
»Indicates Suggests Proves
»Are May Be Could Be
–Keep this in mind for all your arguments!!!

8. •Look at these examples

9. DIRECT PERSUASIVE PATTERN
Introduction:Establish Common Ground
 Define Problem/Issue/State Claim
Body: Build Your Case:
 - Target Reader
 - Explain Your Answer/Solution
 - Use supporting facts, reasons
 - Develop Positive outcomes vs.
 Negatives of not doing it
 - Reduce Resistance by: Anticipating
 problems & addressing them
Closing: Summarize Benefits
 Motivate Action/Decision

10. INDIRECT PERSUASIVE PATTERN
Introduction: GAIN ATTENTION
 Do not Reveal Request Yet
Body of Letter:
 BUILD INTEREST
 Use strong facts, logical orderly reasoning
 REDUCE RESISTANCE
 Continue logical reasoning, underline benefits for

 reader, anticipate problems/issues
 STATE CLAIM
 Clearly and Positively
Closing: MOTIVATE ACTION
 Couple strongest benefit with
 easy clear method of responding

11. FOUR PART INDIRECT PATTERN - PERSUASIVE
MESSAGES
FOUR COMPONENTS:
1.Gain Attention 2. Build Interest 3. Reduce Resistance and
4. Motivate Action
1. GAIN ATTENTION:
•catch the reader’s attention
•opening should be a brief, relevant, engaging statement
Do Not Reveal Request Yet
HOW:
•description of problem
•unexpected statement
•benefit for reader
•compliment
•related fact
»

12. Four Part Indirect/Persuasive Pattern - continued
BODY:
2. BUILD INTEREST:
•present logical, orderly reasoning (convincing words, not
too long - don’t make reader impatient
•retain attention -
»convince reader - present strongest benefits
before revealing request
HOW:
•facts, statistics, expert opinion
•direct benefits
•examples/specific details
•indirect benefits

13. FOUR PART INDIRECT/PERSUASIVE PATTERN - continued
BODY:cont’d
3. REDUCE RESISTANCE:
•predict and counter any resistance
•underline benefits from reader’s point of view
•make request clearly and positively (choose words
carefully)
•whether request comes at end or in middle of letter
depends on each case (is up to writer to choose strategy)
HOW:
•anticipate each “What If?” and have an answer
•do it in a positive, gracious way
•don’t bring up issues that might never come up
•establish your credibility
–STATE YOUR CLAIM

14. FOUR PART INDIRECT/PERSUASIVE PATTERN - continued
CLOSING:
4. MOTIVATE ACTION:
•couple strongest benefit with easy clear method of
responding
HOW:
•be specific and confident (not pushy)
•don’t sound apologetic
•provide specific, easy-to-follow action
**Note: Maintain credibility and respect by being
honest, fair and objective. Do not distort, exaggerate
or omit something crucial.
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