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Lecture - Module 12
The document discusses strategies for persuasive messages, including direct requests and problem-solving approaches. It provides guidelines for choosing a strategy based on factors like audience resistance and preferences. It also covers organizing problem-solving messages, building credibility, common persuasive message types, and handling objections. Example subject lines are given for different persuasive strategies.
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Similar to Lecture - Module 12
Lecture - Module 12
- 1. Persuasive Messages Module 12
- 2. Common Persuasive Strategies
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- 5. How do youdecide which strategy to use?
- 6. Use a directrequest when... No audience resistance Busy audience Organizational Preference
- 7. Use a Problem- Solving stratey when... Audience objections Need full participation Audience will read completely Audience privileges logic over emotion
- 8. Subject lines for persuasivemessages?
- 9. Subject Lines DirectRequest: In the subject line Problem-Solving Message: Your stance
- 10. Example Subject Line: Persuasive Message Subject: Request for Updated Software (strategy: direct request)
- 11. Example Subject Line: Persuasive Message Subject: Status of Account #3548-003 (strategy: neutral position, topic-only)
- 12. Example Subject Line: Persuasive Message Subject: Do We Need an Additional Training Session in October? (strategy: question to introduce challenge)
- 13. Example Subject Line: Persuasive Message Subject: A Proposal to Change the Formula for Calculating Retirees' Benefits (strategy: propose action)
- 14. Example Subject Line: Persuasive Message Subject: Arguments for Expanding the Marysville Plant (strategy: propose an action)
- 15. Example Subject Line: Persuasive Message Subject: Why Cassano's Should Close Its West Side Store (strategy: argue an action)
- 16. Pattern for Problem- Solving Messages Problem Details Solution Advantages / Disadvantages Additional Benefits Call to Action
- 17. Handling Objections in Persuasive Messages Be clear about required resources Resources vs. Benefits Spending now saves later Appeal to reader benefits
- 18. Common Persuasive Messages • Orders and requests. • Proposals and recommendations. • Sales and fund-raising letters. • Job application letters. • Reports, if they recommend action. • Efforts to change people’s behavior.
- 19. Primary Purposes of PersuasiveMessages Get the reader to act. Provide necessary information. Overcome objections.
- 20. Secondary Purposes of Persuasive Messages Good image of writer. Good image of organization. Relationship with reader. Eliminate audience correspondence.
- 21. (12.2) How doyou organize a problem- solving persuasive message?
- 22. (12.3) How canyou build credibility?
- 23. (12.18) How didyou respond to John Inoye’s request regarding Peggy Chafez?
Editor's Notes
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- #7 The audience will do as you ask without any resistance.\nYou need a response only from the people who are willing to act. \nThe audience is busy and may not read all the messages received.\nYour organization’s culture prefers direct requests.\n
- #8 The audience is likely to object to doing as you ask.\nYou need action from everyone.\nYou trust the audience to read the entire message.\nYou expect logic to be more important than emotion in the decision.\n\n
- #9 The audience will do as you ask without any resistance.\nYou need a response only from the people who are willing to act. \nThe audience is busy and may not read all the messages received.\nYour organization’s culture prefers direct requests.\n
- #10 In a direct request, put the request, the topic of the request, or a question in the subject line.\nIn a problem-solving message, use a directed subject line: one that makes your stance on the issue clear. \nYou can also use common ground or a reader benefit to show readers that the message will help them. \n
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- #17 Describe the problem you both share (which your request will solve).\nGive the details of the problem.\nExplain the solution to the problem.\nShow that any negative elements are outweighed by the disadvantages.\nSummarize any additional benefits of the solution.\nAsk for the action you want.\n\n
- #18 Specify how much time and/or money is required.\nPut the time and/or money in the context of the benefits they bring.\nShow that money spent now will save money in the long run.\n
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- #20 To have the reader act.\nTo provide enough information so that the reader knows exactly what to do.\nTo overcome any objections that might prevent or delay action.\n
- #21 To build a good image of the writer\nTo build a good image of the writer's organization.\nTo cement a good relationship between the writer and reader:\nTo reduce or eliminate future correspondence on the same subject so the message doesn't create more work for the writer.\n
- #22 describe the problem you both share (which your request will solve)\ngive the details of the problem\nexplain the solution to the problem\nshow that any negative elements are outweighed by the disadvantages,\nsummarize any additional benefits of the solution\nask for the action you want.\n\n
- #23 Be... \nfactual\nspecific\nreliable\n\n
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