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Chapter 11
Crafting Persuasive Messages
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education.
Purposes
Primary
To have audience act or change beliefs Secondary
To build good image of the communicator
To build good image of communicator’s organization
To cement a good relationship To overcome any objections
To reduce or eliminate future messages on subject
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Choosing a Persuasive Strategy
1. What do you want people to do?
2. What objections will audience have? 3. How strong a case can you make?
4. What kind of persuasion is best for the situation?
5. What kind of persuasion is best for organization and culture?
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Three Aspects of Persuasion
Argument—reasons or logic communicator offers
Credibility—audience’s response to communicator as source of message
Expertise, image, relationships
Emotional appeal—making audience want to do as communicator asks
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Persuasive Patterns
Direct Request
Audience will do what you ask without resistance
You need response only from people who can easily do as you ask Audience may not read all of the message
Problem-Solving
Audience may resist doing what you ask
You expect logic to be more important than emotion in the decision Sales
Audience may resist doing what you ask
You expect emotion to be more important than logic in the decision
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