INDIRECTNESS IN PERSUASIVE MESSAGESCH8BUS-EMB500Mhb

Indirectness in Persuasive MessagesEverything you write on the job will have some kind of persuasive purpose.

But, in some situations, persuasion will be your central goal where your readers will hold a certain position.

Because you are proposing something that your reader probably does not already agree with or want to do, it is often best to organize persuasive messages in an indirect order.

Preparing the reader to accept your idea is a much better strategy than blurting out the idea from start and then having to argue uphill.

Sometimes you may want to use direct approach, if you know your reader prefers directness or you believe your reader will discard your message unless you get to the point early.

General Advice About PersuasionKnow Your Reader

Choose and Develop Targeted Reader Benefit.

Make Good Use of Three Kinds of Appeals.

Make it Easy for Your Readers to Comply

Know Your ReaderIn persuasive message, thinking about your subject from readers point of view is critical.

You need to know as much as you can about their values, interests and needs.

Companies use varieties of research techniques to gather demographic information (such as age, gender, income, geographic location etc. ) and psychographic information (such as social, political, and personal preferences) on their target audience.

Good persuasion depends on knowledge as well as imagination and logic.

Choose and Develop Targeted Reader Benefit

People can be motivated either tangible or intangible rewards. - tangible or measurable rewards: save money, save time or acquire some desired object. - intangible: make life easier, peace of mind, prestige, more freedom or helping a better cause (helping poor, protecting environment etc.) - Do not underestimate the power of intangible benefits.Prefer intrinsic benefits over extrinsic benefits - Let intrinsic benefit do the main work of your persuasive effort. Turn your product features into readers benefit.

Use scenario painting to help readers visualize themselves enjoying the benefits of the product.

Make Good Use of Three Kinds of Appeals

Aristotle identified three kinds of persuasive appeals:Logos based on logic

Pathos based on emotion

Ethos based on character of the speaker

All three kinds come into play in every persuasive message.

Make it Easy for Your Readers to Comply

Be sure to make the requested action clear and easy. - if you want people to give money, or buy your product, tell them where and how to do it. (preaddressed mailing envelope, web address)

- If you want employees to give suggestion for improvement, tell them exactly where and how to submit their ideas and make it easy for them to do it.

Some Types of Persuasive MessagesPersuasive RequestsSales MessagesProposals

Persuasive RequestsFund raisingRequest for staffRequest for a equipmentRequesting a potential client for a meetingRequesting employees to change certain behavior.

Requests that are likely to be resisted require a slow and deliberate approach. You must present facts and logical reasoning that supports your case.

Example: Persuasive Request Page 197 & 201

Persuasive RequestsDetermining the Persuasive PlanPlanning your strategy involves three interrelated tasks: - Considering your own goal for the message. - Considering your readers needs and interests. - and then deciding upon a persuasive plan.

A special persuasive plan is the problem- solution strategy, which uses the common-ground technique

Persuasive RequestsGaining Attention in the OpeningThe opening sets up the strategy and gains attention.

Opening should make the reader receptive to your message.

An effective attention getter is both creative and adapted to your reader.

The opening of a problem-solution message describes a problem that you and readers share.

Persuasive RequestsDeveloping the AppealFollowing the opening your task here is a logical and orderly presentation of the reasoning you have selected.

Present the points convincingly ( selecting words for positive effect, using you view point and the like)

You need to use logic and emotion appropriately and project an appealing image.

Persuasive RequestsMaking the Requests Clearly and PositivelyAfter you have done your persuading, move to the action you seek.

If you prepare the reader well, the reader should be ready to accept your offer.

Be Positive. Do not use a negative tone.

Ending with a reminder of the appeal is also good.

Exercise : Sales Message

Page 204 & 220,221

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