Scribd
Upload
271 views14 pages

Persuasive Communication

The document discusses persuasive communication and messages. It provides guidance on planning persuasive messages by knowing the product, audience, and desired action. It outlines Aristotle's three types of persuasion: logos, ethos, and pathos. The document also discusses gaining attention, introducing products, presenting evidence, motivating action, and elements of ethical persuasion when crafting persuasive messages.

Uploaded by

rajni gera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
271 views14 pages

Persuasive Communication

The document discusses persuasive communication and messages. It provides guidance on planning persuasive messages by knowing the product, audience, and desired action. It outlines Aristotle's three types of persuasion: logos, ethos, and pathos. The document also discusses gaining attention, introducing products, presenting evidence, motivating action, and elements of ethical persuasion when crafting persuasive messages.

Uploaded by

rajni gera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 14

Business

Communication
Dr. Nidhi Mathur
Persuasive
Communication
Learning Outcomes
1. Develop effective outlines and
appeals for messages that
persuade.
2. Explain how the inductive
approach can be used to create
persuasive messages.

Chapter 4
Persuasive Message:
Plan Before You Write

 Know your product, service, or idea

 Know your audience

 Know the desired action you wish your audience to take


Types of Persuasive
Messages

 Claim messages

 Messages requesting a favour

 Messages requesting information (surveys)

 Messages to compel change within an Organization

 Unsolicited sale messages


Aristotle’s 3 Types of
Persuasion

 Logos: logical appeal that consists of facts and statistics

 Ethos: appeal based on information or association that provides


credibility for seller, product or position

 Pathos: emotional appeal that works by eliciting an emotional


response from audience
How To Know Your
Product

Know your Receiver

 What will the product, service or idea do for the receiver?

 What are its superior features?

 How is it different from the competition?

 What is the cost to the receiver?


Apply Sound Writing
Principles

 Clear Definition

 Scientific Evidence

 Context for Comparison

 Audience Sensitivity
Inductive Outline
Used in Persuasive
Messages
Gaining Attention in
Sales Messages

Personal
experience Solution to a
Analogy problem

Startling
Split sentence
statement

Story/Quote/Q What-if
uestion opening
Introducing the
Product, Service, or
Idea

 Be cohesive
 Attention-getter must lead naturally to introduction

 Be action-oriented
 Place product in the receivers’ hands and allow them to use it

 Stress a central selling point


 Attention-getter must lead to discussion of distinctive feature
Presenting and
Interpreting Factual
Evidence

 Don’t just say it, show it


 Present data to back up the central selling point

 Compare a new product with something familiar

 Be objective, excluding exaggerations and subjective


claims
Elements of Ethical
Persuasion

 Clear definition of offered product or service

 Scientific evidence for product claims

 Context for comparative statements

 Audience sensitivity for ideas that are objectionable or offensive


Motivating Action

 Make the action clear and simple to complete

 Restate the reward for action, relate to central selling point

 Provide incentive for quick action

 Ask confidently for action


THANKS!

You might also like