Chapter Nine

Persuasive Messages

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

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Learning Objectives

LO9.1 Describe the relationship between credibility and persuasion.

LO9.2 Explain the AIM planning process for persuasive messages and the basic components of most persuasive messages.LO9.3 Explain how the tone and style of persuasive

messages impact their influence.

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Learning Objectives (cont.)

LO9.4 Create compelling internal persuasive messages.

LO9.5 Compose influential external persuasive messages.

LO9.6 Construct effective mass sales messages.LO9.7 Evaluate persuasive messages for

effectiveness and fairness.

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The Importance of Credibility in an Era of Mistrust and Skepticism

The importance of credibility is heightened for persuasive messages

If audience members question your credibility, they are unlikely to carefully consider your ideas, requests, or recommendations.

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Applying the AIM Planning Process to Persuasive Messages

Analyzing your audience to understand their needs, values, and how they are influenced

Developing your ideas as you wrestle with the complicated business issues at hand

Creating a message structure that most effectively reduces resistance and gains buy-in

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Understand Methods of Influence

Reciprocation a principle of

influence based on returning favors

Consistency based on the idea

that once people make an explicit commitment, they tend to follow through or honor that commitment

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Understand Methods of Influence

Social proof a principle of

influence whereby people determine what is right, correct, or desirable by seeing what others do

Liking a principle of

influence whereby people are more likely to be persuaded by people who they like

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Understand Methods of Influence

Authority a principle of

influence whereby people follow authority figures

Scarcity a principle of

influence whereby people think there is limited availability of something they want or need, so they must act quickly

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Persuade through Emotion and Reason

Savvy business communicators understand the importance of injecting emotion into their persuasive messages

Effective communicators find ways to appeal to the core emotional benefits of products, services, and ideas

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Set Up the Message Structure

Direct you begin with a

main idea or argument and then provide the supporting reasons

Explicit nothing is implied statements contain

full and unambiguous meaning

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Set Up the Message Structure

Indirect they provide the

rationale for a request before making the specific request

Implicit the request or some

of the rationale for the request may be implied

the reader needs to read between the lines to grasp the entire meaning

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Composing Mass Sales Messages

Mass sales messages messages sent to a

large group of consumers and intended to market a particular product or service.

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Reviewing Persuasive Messages

Persuasive messages can potentially provide you with more professional opportunities and enhanced credibility, or they can close off future opportunities and diminish your credibility.

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Apply the FAIR Test

Manipulation involves attempting to influence others by some

level of deception so you can achieve your own interests

By applying the FAIR test, you can avoid sending persuasive messages that manipulate others

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Are Your Persuasive Messages FAIR?