BUS 501

WMBA

CRAftinG
PERSuASivE
mESSAGES
CHAPtER
11
SAPTARSHI DHAR
ASSOCIATE PROFESSOR
INSTITUTE OF BUSINESS ADM I
NISTRATION (IBA-JU)
 LEARninG OBjECtivES

0 0 0 0
1 2 3 4
Explain the Analysin Parts of a Choosing a
purpose of g negative persuasive
persuasive persuasi message strategy
messages ve
message
s
wHAt iS A nEGAtivE
mESSAGE?
Persuasive messages request proposals
include s, fund- and
recommendations,
application sales
letters, and raising
efforts messages,
to change people’s
and
behavior, such as collection letters, criticismsjob
or
performance reviews where you want people to
improve behavior, and public service ads
designed to reduce behaviors such as drunken
driving or increase behaviors such as supporting
charities. Reports and white papers are
persuasive messages if they recommend action.
 PuRPoSE of PERSuASivE
mESSAGES
Primary purposes
To have the audience act or change beliefs.

Secondary purposes
To build a good image of the communicator.
To build a good image of the communicator’s organization.
To cement a good relationship between the communicator and
audience. To overcome any objections that might prevent or
delay action.
To reduce or eliminate future communication on the same
subject so the message doesn’t create more work for the
communicator.
AnAlYSinG PERSuASivE
mESSAGES
 AnAlYSinG PERSuASivE
mESSAGES
1. What Do You Want People To Do?

Identify the specific action you want and the person who has the power to do
it.
If your goal requires several steps, specify what you want your audience to
do now.
For instance, your immediate goal may be to have people come to a meeting
or let you make a presentation, even though your long-term goal is a major
sale or a change in policy.
 AnAlYSinG PERSuASivE
mESSAGES
2. What Objections, if any, Will the Audience Have?

If you’re asking for something that requires little time, money, or physical
effort and for an action that’s part of the person’s regular duties, the
audience is likely to have few objections.
However, that is often not the case, and you’ll encounter some
resistance. People may be busy and have what they feel are more
important things to do. They may have other uses for their time
and money.
To be persuasive, you need to show your audience that your
proposal meets their needs;
you need to overcome any objections.
Don’t come class late
Don’t cross the road
UNICEF combines photos and text on its website to present persuasive
arguments for supporting its eff orts to aid people who are hungry, sick, or
homeless. This screen persuades audiences to take action by volunteering
or sharing a UNICEF story with their friends on social media.
 AnAlYSinG PERSuASivE
mESSAGES
3. How Strong is Your Case?

Persuasion is based on three aspects of persuasion:

Reasoning- facts (also called
logos) Credibility ethos
Emotional appeal (also called
pathos).

Reasoning refers to the argument or

logic you offer.
Credibility is the audience’s response to you as the source of the message.
Credibility in the workplace has three sources: expertise, image, and
relationships. believe in doctors opinion instead of random people.
Ethos and logos ;protagonist is credible ……….
Evaly marshafi ke belive kore invest korse and
camera details
Logos
Logos and pathos Logos
 AnAlYSinG PERSuASivE
mESSAGES
4. What Kind of Persuasion is Best for the Situation?
Different kinds of people require different kinds of
persuasion. What works for your boss may not work
for your colleague.
But even the same person may require different
kinds of persuasion in different
situations.
Many people who make rational decisions at work do not do so at home,
where they may decide to smoke and overeat even though they know
smoking and obesity contribute to many deaths.
For years, companies have based their persuasion techniques on the idea
that money is
most people’s primary motivator.
 AnAlYSinG PERSuASivE
mESSAGES
4. What Kind of Persuasion is Best for the Organisation and the Culture?
Organisational Culture: What style do high-level people in your
organisation use to persuade? When you show a draft to your boss, are
you told to tone down your statements or to make them stronger?
Social Culture: Different kinds of persuasion also work for different social
cultures. National Culture: Different native cultures also have different
preferences for gaining compliance. In one study, studentswho
were native speakers of American English judged direct
statements (“Do this”; “I want you to do this”) clearer and more effective
than questions (“Could you do this?”) or hints (“This is needed”). Students
who were native speakers of Korean, in contrast, judged direct statements to
be least effective. In the Korean culture, the clearer a request is, the ruder
and therefore less effective it is.
 choosing a persuasive
Use the directstrategy
request pattern when
The audience will do as you ask without any resistance.
You need responses only from people who will find it easy to do
as you ask. The audience may not read all of the message.

Use the problem-solving pattern when the audience may resist doing as
you ask and you expect logic to be more important than emotion in the
decision.

Use the sales pattern when the audience may resist doing as you ask
and you expect emotion to be more important than logic in the decision.
Less logos more thos and pathos,
 mAKinG PERSuASivE DiRECt
REQuEStS
When you expect quick agreement, you can generally save your
audience’s time by presenting the request directly.
Also use the direct request pattern for busy people who do not read all the
messages they receive and in organizations whose cultures favor putting
the request first.
In written direct requests, put the request, the topic of the request, or a
question in the subject line.
Subject: Status of Account #3548-003
Please get me the following information about account #3548-
003.
Note that a direct request does not contain benefits and does not need to
overcome objections: it simply asks for what is needed.
Direct requests should be clear. Don’t make people guess what you want.
wRitinG PRoBlEm SolvinG PERSuASivE
mESSAGES
 TonE in PERSuASivE mESSAGES
The best phrasing for tone depends on your relationship to your
audience.

When you ask for action from people who report directly to you,
polite orders (“Please get me the Accounts file”) and questions (“Do
we have the third-quarter numbers yet?”) will work.
When you need action from coworkers, superiors, or people
outside the organization, you need to be more polite.
Adding “Please” is a nice touch.
Tone also will be better when you give reasons for your request or
reasons to act promptly.
 tonE in PERSuASivE
mESSAGES
The best phrasing for tone depends on your relationship to your audience.
When you ask for action from people who report directly to you, polite
orders (“Please get me the Accounts file”) and questions (“Do we have the
third-quarter numbers yet?”) will work.
When you need action from coworkers, superiors, or people outside the
organization, you need to be more polite.
Adding “Please” is a nice touch.
Tone also will be better when you give reasons for your request or
reasons to act promptly.
Rude: It is requested that you approve the above-
mentioned action. Better: Please authorize us to create a
new subscription letter.
 PERSuASivE SAlES
mESSAGES
Sales messages are a special category of persuasive messages.
They are known as direct marketing because they ask
for an order, inquiry, or contribution directly from the
audience.
Direct marketing includes printed (direct mail), verbal (telemarketing),
and electronic (emails, social media, websites, infomercials) channels.
Primary purpose
To have the reader act (order the product, send a donation).
Secondary purpose
To build a good image of the writer’s organization (to strengthen the
commitment of readers who act and make readers who do not act more
likely to respond positively next time).
 PERSuASivE SAlES
mESSAGES
How to Organize a Sales or Fund-Raising Message
1.Open by catching the audience’s attention.

A good openerwill make readers want to read the

message and provide a reasonable transition to the body of the

message.

Do You Want to Make £50 This Week? (a sales letter)

2.In the body, provide reasons and details.

3.End by telling the audience what to do and providing a reason to act

promptly.

Apply Today!
 WRitinG A PERSuASivE SAlES
mESSAGE
Keep the following in mind:
Write a catchy headline that grabs your customer's attention.
Tell potential customers what they need in one sentence. Make it memorable-
this may be the only thing they see.
Hook the reader by identifying what they need and why.
Addressing the unspoken needs of the sales prospect will connect them to your
product. If you can explain why this product or service will benefit them, your
potential customer will pay more attention to your words.
Use testimonials or
statistics. Give readers a
call to action.
Thank
you