Chapter 11 - Crafting persuasive messages. After studying this chapter, you will know: Identify the purposes of persuasive messages; analyze a persuasive situation; identify basic persuasive strategies; write persuasive direct requests; write persuasive problem-solving messages; write sales and fund-raising messages; use technology for persuasive messages. | Chapter 11 Crafting Persuasive Messages Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Choosing a Persuasive Strategy What do you want people to do? What objections will audience have? How strong a case can you make? What kind of persuasion is best for the situation? What kind of persuasion is best for organization and culture? Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Three Aspects of Persuasion Argument—reasons or logic communicator offers Credibility—audience’s response to communicator as source of message Expertise, image, relationships Emotional . | Chapter 11 Crafting Persuasive Messages Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Choosing a Persuasive Strategy What do you want people to do? What objections will audience have? How strong a case can you make? What kind of persuasion is best for the situation? What kind of persuasion is best for organization and culture? Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Why Threats Don’t Persuade Don’t produce permanent change May not produce desired action May make people abandon action Produce tension People dislike/avoid one who threatens Can provoke counteraggression Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Organizing Direct Requests Ask immediately for the information or .
