Chapter 9 - Persuasive messages. After completing this chapter, students will be able to: Describe the relationship between credibility and persuasion, explain the AIM planning process for persuasive messages and the basic components of most persuasive messages, explain how the tone and style of persuasive messages impact their influence. | Chapter Nine Persuasive Messages McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives Describe the relationship between credibility and persuasion. Explain the AIM planning process for persuasive messages and the basic components of most persuasive messages. Explain how the tone and style of persuasive messages impact their influence. Learning Objectives (cont.) Create compelling internal persuasive messages. Compose influential external persuasive messages. Construct effective mass sales messages. Evaluate persuasive messages for effectiveness and fairness. The Importance of Credibility in an Era of Mistrust and Skepticism The importance of credibility is heightened for persuasive messages If audience members question your credibility, they are unlikely to carefully consider your ideas, requests, or recommendations. Applying the AIM Planning Process to Persuasive Messages . | Chapter Nine Persuasive Messages McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives Describe the relationship between credibility and persuasion. Explain the AIM planning process for persuasive messages and the basic components of most persuasive messages. Explain how the tone and style of persuasive messages impact their influence. Learning Objectives (cont.) Create compelling internal persuasive messages. Compose influential external persuasive messages. Construct effective mass sales messages. Evaluate persuasive messages for effectiveness and fairness. The Importance of Credibility in an Era of Mistrust and Skepticism The importance of credibility is heightened for persuasive messages If audience members question your credibility, they are unlikely to carefully consider your ideas, requests, or recommendations. Applying the AIM Planning Process to Persuasive Messages Analyzing your audience to understand their needs, values, and how they are influenced Developing your ideas as you wrestle with the complicated business issues at hand Creating a message structure that most effectively reduces resistance and gains buy-in Understand Methods of Influence Reciprocation a principle of influence based on returning favors Consistency based on the idea that once people make an explicit commitment, they tend to follow through or honor that commitment Understand Methods of Influence Social proof a principle of influence whereby people determine what is right, correct, or desirable by seeing what others do Liking a principle of influence whereby people are more likely to be persuaded by people who they like Understand Methods of Influence Authority a principle of influence whereby people follow authority figures Scarcity a principle of influence whereby people think there is limited availability of something they want or need, so they must act .
