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Chapter 8 communicating persuasive messages (What types of business…
Chapter 8
communicating persuasive messages
How can the ACE process help you persuade your audience? (State your point of view and motivate your audience to agree with you)
Analyze help you plan your message
analyze your purpose, desired outcome, and business result
analyze your audiences' and stakeholders' need
information/ motivation and benefits(ROI)
potential resistance
analyze content needs
analyze medium choice
Composing implements the persuasive plan
evaluating helps you review the draft for effectiveness
propose solution appropriate
stressed benefits
What are the basic elements of persuasive?
Building creditibility
spend time getting to know your audience
It is hard to earn and easy to lose
It alone often is not strong enough
Constructing a logical argument
Numeral data
facts
avoid logical fallacies
Appealing to your audience's emotions
Appealing to your audience's emotional and psychological needs
safety/ love and belonging/ self-awareness/ self- actualization
show your own emotional commitment
Use compelling evidences and powerful language
What types of business messages require persuasion?
sales messages(AIDA)
attention
startling fact
thought-provoking story
motivating question
interest
meeting needs
audience benefits
desire
social proof/ scarcity
action
easy response/ strong, professional wording
recommendations for action
effective solutions for problem
social media: indirect persuasion
content marking: providing information instead of trying to sale anything
e.g., Cottage Life
persuasion helps you motivate others
remind the team why the work is important
help others take pride in their work
understand and acknowledge the emotions of team members
make it possible for a team member to succeed