Persuasive message

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1. Attention please!!!

2. Planning, Writing and Developing persuasive message Group members: Roshan P audel Sahana Kumari Sachin

3. What is Persuasion? Persuasion is an umbrella term of influence. Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor.  Persuasion can attempt to influence a person's beliefs, attitudes, intentions, motivations, or behaviors. In business, persuasion is a process aimed at changing a person's (or a group's) attitude or behavior toward some event, idea, object, or other person(s), by using written or spoken words to convey information, feelings, or reasoning, or a combination thereof

4. What is Persuasive message? A persuasive message is written or spoken communication that compels the intended audience to respond or act in a certain way. A persuasive message occurs when a person attempts to convince an individual or group to take certain specific actions The two types of persuasive messages in the workplace are sales and marketing, which are utilized to achieve organizational objectives.  Sales  is the action of selling something, Marketing  concerns activities that are used to educate, promote and inform consumers about a product or service.

5. Why Persuasive Message? Reasons and component Gain Attention Build interest Reduce resistance Motivate action

6. Planning a persuasive Message. Analyzing the Situation Gathering Information Selecting the Right Medium Organizing Your Information

7. Consider these important questions: Who is my audience? What are my audience members’ needs? What do I want them to do? How might they resist? Are there alternative positions I need to examine? What does the decision maker consider to be the most important issue? How might the organization’s culture influence my strategy? Analyzing the situation

8. Defining your purpose Will anything change as a result of your message? Is your purpose realistic? Is the time right? Is your purpose acceptable to your organization? Developing audience profile Audience analysis Identify your primary audience Determine audience size and geographic distribution. Determine audience composition. Gauge audience members’ level of understanding. Understand audience expectations and preferences Forecast probable audience reaction

9. How? Consider other viewpoints. Read reports and other company documents. Talk with supervisors, colleagues, or customers. Ask your audience for input. Providing Required and quality Information Is the information accurate? Is the information ethical? Is the information pertinent ? Gathering the information

10. Oral media Written media Electronic media Telephone, E-mail, Voice mail, Teleconferencing, Video conferencing, Online Meeting, DVD, Fax, Website and Blogs . Factors to Consider When Choosing Media Media richness. Message formality. Media limitations. Sender intentions. Audience preferences. Urgency and cost. Selecting the right Medium

11. Organizing your Message Good organization helps your audience understand your message. Good organization helps your audience accept your message, Good organization saves your audience time. Pointers for Good Organization • Get to the point right away, and make the subject and purpose clear. • Include only information that is related to the subject and purpose. • Group related ideas and present them in a logical order. • Include all the information your audience needs.

12. How to Organize Define your main idea. Limit your scope. Select a direct or an indirect approach. Outline your content(Alphanumeric and decimal outline) 1. Start with the main idea 2. State the major points. 3. Illustrate with evidence

13. How to select direct and indirect approach

14. Writing a Persuasive Message Encourage a positive response to persuasive messages by 1. Using positive and polite language. 2. Understanding and respecting cultural differences. 3. Being sensitive to organizational cultures. 4. Taking steps to establish your credibility. Be sure to understand cultural expectations.

15. Just as social culture affects the success of a persuasive message, so too does the culture within various organizations. Some organizations handle disagreement and conflict in an indirect, behind-the-scenes way, whereas others accept and even encourage open discussion and sharing of differing viewpoints. Persuasive messages are often unexpected or even unwelcome, so the “you” attitude is crucial. If the audience is skeptical or hostile, credibility is essential. Contd :

16. Use these techniques to boost your credibility : Use simple can clear language to minimize skeptical responses. Provide objective evidence for claims and promises. Identify sources, especially if your audience already respects those sources. Establish common ground with the audience by emphasizing beliefs, attitudes, and background experiences. Be objective and present fair and logical arguments. Display a willingness to keep the audience’s best interests at heart. Persuade with logic, not high-pressure tactics. Try to build your credibility before presenting a major proposal or asking for a major decision. Then, audiences don’t have to evaluate both you and your message at the same time.

17. Developing Persuasive Message Developing Strategies for Persuasive Messages Framing your arguments Balancing emotional and logical appeals Reinforcing your position Anticipating objections

18. Framing Your Arguments Most persuasive messages use the indirect approach. One of the best known models for indirect messages is the AIDA model, which organizes messages into four phases: Attention Interest Desire Action The AIDA model is tailor-made for using the indirect approach, allowing you to save your main idea for the action phase. AIDA can also be used for the direct approach, in which case you use your main idea as an attention-getter, build interest with your argument, create desire with your evidence, and re-emphasize your main idea in the action phase with the specific action you want your audience to take. With either the direct or indirect approach, AIDA and similar models do have limitations. It is a unidirectional method that essentially talks at audiences, not with them. It is built around a single event, such as asking an audience for a decision, rather than on building a mutually beneficial, long-term relationship.

19. Balancing Emotional and Logical Appeals Generally speaking, persuasive business messages rely more heavily on logical appeals than on emotional appeals because the main idea is usually regarding some practical, measurable aspect of business. To find the optimum balance, consider four factors: The actions you hope to motivate The readers’ expectations The degree of resistance you need to overcome How far you feel empowered to go in order to sell your point of view

20. Reinforcing Your Position Once the basic elements of your argument are established, step back and look for ways to bolster the strength of your position. Next, examine your language. Use vivid language and abstractions carefully and honestly. In addition to examining individual word choices, consider using metaphors and other figures of speech. When asking for something, audience members will find it easier to grant a request if they stand to benefit from it.

21. Anticipating Objections Even the most compelling ideas and proposals can be expected to encounter some initial resistance. The best way to deal with audience resistance is to anticipate as many objections as possible in advance. By bringing up potential problems right away, you demonstrate a broad appreciation of the issue and imply confidence in your message. Anticipating objections is particularly important in written messages, when you don’t have the opportunity to detect and respond to objections on the spot. Find the holes before the audience does. Then find solutions to the problems you’ve uncovered. When anticipating objections, keep these three strategies in mind: You don’t have to explicitly discuss a potential objection. Present all sides to the situation, explaining the pros and cons. Be open to compromise .