Bài giảng Business Communication - Chapter Nine: Persuasive Messages

Chapter NinePersuasive MessagesMcGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.Learning ObjectivesLO9.1 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.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.The Importance of Credibility in an Era of Mistrust and SkepticismThe importance of credibility is heightened for persuasive messagesIf audience members question your credibility, they are unlikely to carefully consider your ideas, requests, or recommendations.Applying the AIM Planning Process to Persuasive MessagesAnalyzing your audience to understand their needs, values, and how they are influencedDeveloping your ideas as you wrestle with the complicated business issues at handCreating a message structure that most effectively reduces resistance and gains buy-inUnderstand Methods of InfluenceReciprocation a principle of influence based on returning favorsConsistency based on the idea that once people make an explicit commitment, they tend to follow through or honor that commitmentUnderstand Methods of InfluenceSocial proof a principle of influence whereby people determine what is right, correct, or desirable by seeing what others doLiking a principle of influence whereby people are more likely to be persuaded by people who they likeUnderstand Methods of InfluenceAuthority a principle of influence whereby people follow authority figuresScarcity a principle of influence whereby people think there is limited availability of something they want or need, so they must act quicklyPersuade through Emotion and ReasonSavvy business communicators understand the importance of injecting emotion into their persuasive messagesEffective communicators find ways to appeal to the core emotional benefits of products, services, and ideasSet Up the Message StructureDirect you begin with a main idea or argument and then provide the supporting reasonsExplicit nothing is implied statements contain full and unambiguous meaningSet Up the Message StructureIndirect they provide the rationale for a request before making the specific requestImplicit the request or some of the rationale for the request may be impliedthe reader needs to read between the lines to grasp the entire meaningComposing Mass Sales MessagesMass sales messages messages sent to a large group of consumers and intended to market a particular product or service.Reviewing Persuasive MessagesPersuasive messages can potentially provide you with more professional opportunities and enhanced credibility, or they can close off future opportunities and diminish your credibility.Apply the FAIR TestManipulationinvolves attempting to influence others by some level of deception so you can achieve your own interestsBy applying the FAIR test, you can avoid sending persuasive messages that manipulate othersAre Your Persuasive Messages FAIR?