Lecture 5

Persuasion
Advice about Persuasion
Know your readers : Thinking from
their point of view, Know as much as
possible about their value, interests and
needs, research on demographic and
psychographic information.
Good persuasion depends on knowledge
as well as on imagination and logic.
Advice about Persuasion
Choose and develop target reader benefits:
Some prefer tangible while others prefer
intangible benefits.
Save money or save time Vs Prestige or
helping others.
Can be a combination of both extrinsic and
intrinsic.
Ex: Attending company’s dinner
Product feature Vs Benefit
 Advice about Persuasion
Scenario Painting
Advice about Persuasion
Make good use of 3 types of appeals:
Logic (Logos)
Emotion (Pathos)
Character of Speaker (Ethos)
How to manage appeals and which one to emphasize more?
Logic (Logos): Save money, Dependable product.
Emotion (Pathos): Higher status, Increased popularity.
Character of Speaker (Ethos): Celebrity or expert as
Spokesperson.

***Choose the one that will persuade your audience***

Advice about Persuasion
Make it easy for readers to comply:
If you want people to give money, tell
him where and how they can do it.
If you want them to give you suggestions,
then inform them where and how they
can exactly submit their ideas.
Persuasive requests
Fundraising messages
Staff position or for special equipments.
Persuade a potential client to join you
in a meeting so that you can
demonstrate your products.

 ***Request that are likely to be resisted require a slow and deliberate

approach.***
Persuasive requests
Determining strategy: Involves 3
interrelated tasks.
Determining what you want
Figuring out reader’s likely reactions
Deciding upon a persuasion strategy
that will overcome reader objections
and evoke a positive response.
Persuasive requests
Determining strategy:
 Think carefully about actual goals (One time Vs Multiple
times donation)
 Anticipate how readers will react to your message; consider
everything about them and be empathetic.
 Figure out what’s in it for them and how to overcome any
objections they have.
 Tangible benefits Vs Prestige Vs Pleasant feeling that
comes from doing a good turn
 Persuasive requests
Determining strategy:
 Common ground persuasion technique: It casts request as a
problem solution message. You first present a problem that
you and your readers share- and then show how doing as
you propose will solve the problem for all concerned.

ining attention in the opening

are writing to a person who has not invited your message.
interesting start would be to get that person in a receptive mood:
m a message seeking the cooperation of business leaders in promoting a fair
at would your profits be if 300000 free spending visitors came to our town during a single
 Gaining attention in the opening
In case of Problem-solution messages, stat with a goal that
you and the readers share.

Start with “Reassigning Mark’s Duty” in the subject line.

Not promoting “Kathy Pearson” (Which readers will resist)

Developing Appeals:
Proceed with a goal of persuading
Provide logical and orderly representation of the reasoning you have
selected.
To convince, do more than just listing points.
Convey points with details since you are trying to penetrate a resistant
mind.
Clarity of expression is a must
Making request clearly and positively
Move to the action you seek.
You should avoid words that detract from the request.
Words that bring to mind reasons for refusing are specially harmful.

I am aware that businesspeople in your position have little free time to give,
but will you please consider accepting an assignment to the board of
directors of the children's fund?

Vs.

Your organizing skills and stature in the community would make you an
ideal board member for the children’s fund.
Summarizing plan for requests
Open with words that gain attention and set up
strategy.
Develop strategy using persuasive language and
the you viewpoint.
Make request clearly and without negatives either
at the end of the message or followed by words
that continue the persuasive appeal.