Persuasive Communication Skills

8/12/2019 Persuasive Communication Skills

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Persuasion means makingefforts to change or influence the

attitude and behaviour of others. A great deal of communication in

an organization is persuasive .


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Definition Persuasive communication may be definedas the process through which people

attempt to influence the beliefs or actions ofothers. In many cases persuasivecommunication involves people who areimportant each other parents influencechildren, children influence parents, andfriends influence each other. Persuasivecommunication such as advertising. . . .


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The persuasive processChanging Existing Attitudes and Behavior

Adopting New Attitudes and Behavior

Do both ( changing and adopting attitudeand behavior)


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Planning the persuasivemessage

Persuasion is necessary when the otherperson initially resists your efforts

PurposeDecide specifically what you want thereader to do as a result of your message


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Audience analysisThe more youre able to promote the feature of youridea or product as satisfying a specific need of youraudience

K n o w l e d g e and at t i tude of the readerWhether youre writing or speaking, knowing your

audience especially their needs and interests isimportant when persuasive message.

Effect on reader

S how how your reader will be affected by your proposal


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Use of the indirect plan for persuasive message Attention

InterestDesire

Action


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Common types of persuasive requests

Selling an idea :You will be having manyopportunities to use your education andexperience to help problems faced by theorganization.Requesting a favor : It is often said that thewheels of the industry are greased withfavors. The giving and receiving of favorsmakes success more likely and makes life ingeneral more agreeable.


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Common types of persuasive requests

Writing a persuasive claim : Most claimletters are routine letters and should bewritten using a direct plan of organization-stating the problem early in the letter.

Attention-getting opening : Recall that youbegin a routine claim letter by stating theproblem. This type of opening would not bewise for persuasive claim, because thereader may conclude the claim isunreasonable until he/she reads your

rationale.


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Writing a sales letter

The heart of most of the business is sales-selling a product or service. Much of acompany sales effort is accomplished throughthe writing of effective sales letters-eitherindividual letters for individual sales or lettersfor large scale sales.Selecting a central selling theme : Gettingfamiliar with your product , its competition andyour intended audience . Select the centraltheme for the letter.


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Writing a sales letter

Gaining the readers attention : Thepersuasive sales letter should be interestingand short.Creating interest and building desire :

Interpreting featuresUsing vivid languageUsing objective, ethical language

Focusing on the central selling themeMentioning the priceReferring to enclosuresMotivating action


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Contents

Persuasion In Real World Language Levels Of Formality Steps Involved In Persuasion Common Errors Of Persuasion Persuasion Techniques 6 Laws Of Persuasion Persuasive Writing


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Persuading is like making a candle

o Melto Mold

o Harden and Ignite


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Melting Resistance

To Melt Resistance Be honest

Find common ground Use humor carefully Appreciate what they

are already doing

Give realistic prosand cons Ask them to make

your case

To Raise Resistance: Be insincere

Shout Youre wrong! Use weak humor Guilt trip them Use improbable threats

Lecture them


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Opinions

Know your audience Know what moves your Audience Present Professionally

Make your argument clear Present Personally

Molding


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Harden & Ignite!:

Believe in your cause Summarize & Seek a Decision

Summarize what you already agree on

Smile Assume the best

Make a specific request

Be thorough but . . . Be brief


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Language

Its very important to use language thatfits the audience you are writing forand the purpose you want to achieve.

Inappropriate language uses can damageyour credibility, undermine yourargument, or alienate your audience


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LEVELS OF FORMALITY

The level of formality should be determinedby the expectations of your audience andyour purpose

Formal (To an unknown audience) Semi-formal (To a well-known individual or

audience) Informal (Incorrect)

Distinguish between formal and semi formal depending

on purpose


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Four steps in persuasivecommunication at work

Establish your credibility.

Frame your goals in a way that identifiescommon ground with those you intend to

persuade.

Reinforce your positions using vividlanguage and compelling evidence.

Connect emotionally with your audience.


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Common Errors Of Persuasion

Attempting to make your case with an up-front hard sell .

Resisting compromise .

Thinking the secret of persuasion lies in presenting great arguments.

Assuming persuasion is one time effort


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Technique # 1: Build Rapport. One of the best ways to achieve successful persuasionis by building rapport. Now rapport could mean different

things to different people. For some, it could mean chatting with them everyday

after lunch or over a cigarette smoke. For others, it couldmean agreeing with them during a general meeting.

One powerful way to establish rapport is by mirroring.When you mirror someone, you copy his style ofspeaking or moving. For example, if he talks in a fast-

paced voice, you do the same. If he puts his hand in hispocket, you do it too. This unconsciously conveys to theother person that you're just like them. But do it in asubtle, non-obvious manner or people might think you'remocking them.


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Technique # 2: Be On Their Side.

How do you show you're on their side? Simple. Tell thatperson what he can get in return. These days, peopleare more wary about who they choose to support or whatthey decide to buy.

By stating the number of benefits they can get, thusshowing them that you are on their side, you'll be able topersuade them more effectively.

For example, if you want to convince your girlfriend'slittle brother that you're okay, you need to connect withthat kid on a closer level. Give that boy treats every oncein a while. Show him that you can be the older brother

he's never had.


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Laws Of Persuasion

1. Law Of Reciprocation2. Law Of Commitment and Consistency

3. Law Of Social Proof4. Law Of Liking5. Law Of Authority

6. Law Of Scarcity


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PersuasiveWriting


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Where?Where will following your advise take them?

Where can they obtain this product or service?Determine all the issues surrounding thequestion of where? Where will this product orservice take them in their life?

When?When will the product or service be available?When will they need to take action? When canthey expect a benefit from this action?


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Sources

*www.cuttingedgepr.com *E.M. Griffin.The Mind hangers.*www.persuasivecommunications.net

*www.thebeacon.com*www.enzinearticles.com
http://www.cuttingedgepr.com/http://www.cuttingedgepr.com/


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Documents

Persuasive Communication Skills