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PAIBOC

P What are your purposes in writing?

A Who is (are) your audiences?


I What information must your message include?

B What reasons or reader benefits can you use to support your position?

O What objections can you expect your reader(s) to have?

C How will the context affect reader response?

Kinds of Persuasive Messages


Orders and Requests Proposals and Recommendations, Performance Appraisals, Public Service advts.

Sales and Fund-Raising Letters, Collection letters


Job Application Letters Reports (if they recommend action)

Primary Purposes
To have the reader act.

To provide enough information so the reader knows exactly what to do.


To overcome any objections that might prevent or delay action.

Secondary Purposes
To build a good image of the writer.
To build a good image of the writers organization. To cement a good relationship between the writer and reader.

To reduce or eliminate future correspondence on the same matter.

What is the best persuasive strategy?

Depends on how much and what kinds of resistance you expect The Direct Request Pattern The Problem-solving Pattern Sales Rewards and Punishments

Aristotle and the Art of Persuasion


Ethos : an ethical appeal

Logos : a logical appeal


Pathos: an emotional appeal

Using Myers-Briggs Types in Persuasive Messages


Audiences: Introverted type Extraverted type Sensing type Intuitive type Thinking type Feeling type Perceiving type Judging type

Direct Requests
Use when The audience will do as you ask without resistance. You need a response only from people willing to act. The audience is busy and may not read all messages. Your organizations culture prefers them.

DIRECT REQUEST

ASKING FOR INFO/SERVICE DETAILS


REQUEST FOR ACTION

Problem-Solving Messages
Use when The audience is likely to object. You need action from everyone. You trust the audience to read the entire message. You expect logic to be more important than emotion in the decision.

Overcoming Objections
Specify how much time/money is required. Put the time/money in the context of the benefits they bring. Show that money spent now saves money later.

Show benefits to another group or cause. Show that sacrifice is needed for a higher goal.

Show that advantages outweigh disadvantages.


Turn a disadvantage into an opportunity.

Other Persuasive Techniques


Build Credibility ( be factual, specific, reliable) and Emotional Appeal (stories and psychological description) Use the Right Tone

PROBLEM-SOLVING MESSAGE
SHARED PROBLEM DETAILS SOLUTION NEGATIVES OUTWEIGHED BY ADVANTAGES READER BENEFITS REQUEST FOR ACTION

THE AIDA ORGANIZATIONAL PLAN

ATTENTION INTEREST DESIRE ACTION

Bovee and Thill

THANK YOU..