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Business Communication: Building Critical Skills
Kitty O. Locker, Ohio State University
Steven Kyo Kaczmarek, Columbus State Community College
Kathryn Braun, Sheridan College
Persuasive Messages

E-Learning Session

  1. What is the best persuasive strategy? It depends on how much and what kinds of resistance you expect.
    1. Four basic short-term strategies exist:
      • Direct Request
      • Problem-Solving Persuasion
      • Sales
      • Reward and Punishment
        1. Rewards and punishment have limited use, in part because they don't produce permanent change and because they produce psychological reactance.
    2. Analyze your audience to choose a pattern:
    3. Remember that a strategy that works for one organization may not work somewhere else.
      • Know the organization's culture.
          1. CONCEPT CHECK True or False: The direct request pattern is most useful when you expect the audience to strongly resist your request. CONCEPT CHECK
  2. What is the best subject line for a persuasive message? For direct requests, use the request, the topic, or a question. For problem-solving messages, use a directed subject line or a reader benefit.
    1. A directed subject line makes your stance on an issue clear.
  3. How should I organize persuasive messages? In direct requests, start with the request. In a problem-solving message, start with the problem you share.
    1. Pattern for direct requests. POWERPOINT SLIDE
    2. Pattern for problem-solving persuasive messages. POWERPOINT SLIDE
      • CONCEPT CHECK True or False: The patterns for direct requests and problem-solving messages are basically the same. CONCEPT CHECK
  4. How do I identify and overcome objections? Talk to your audience. Then try these strategies.
    1. Strategies for overcoming objections. POWERPOINT SLIDE
    2. Overcoming emotional issues can be difficult.
      • People who have a vested interest in something see no need for change because they benefit from keeping things the way they are.
  5. What other techniques can make my messages more persuasive? Build credibility and emotional appeal. Use the right tone, and offer a reason to act promptly.
    1. Build credibility by being
      • Factual.
      • Specific.
      • Reliable.
          1. CONCEPT CHECK True or False: Being specific means using details to show the reader exactly what they need to know. CONCEPT CHECK
    2. Build emotional appeal by making the reader want to do what you ask.
      • Use stories and psychological description.
    3. Use the right tone by being
      • Forceful but polite.
      • Not sounding parental or preachy.
    4. Give a reason for the reader to act promptly by showing
      • That time limits are real.
      • That acting now will save time or money.
      • The cost of delaying action.
  6. What kinds of persuasive messages am I likely to write? Orders, collection letters, performance appraisals, and letters of recommendation.
    1. Orders
      • Be specific.
      • Tell the company what you want if that model number is no longer available.
      • Double-check your arithmetic.
    2. Collection Letters
      • Ask customers to pay for goods and services they've already received.
      • Use early, middle, and late letters.
          1. CONCEPT CHECK True or False: Middle collection letters are the most persuasive of all. CONCEPT CHECK
    3. Performance Appraisals
      • Be specific.
      • Avoid labels and inferences.
    4. Letters of recommendation
      • Be specific.
      • Decide whether to include negatives-experts are divided on this issue.
  7. How can PAIBOC help me write persuasive strategies? The PAIBOC questions help you examine the points your message should include.
    1. PAIBOC is a tool to help you probe the basic points for a solution. POWERPOINT SLIDE
  8. Go to the Self-Quizzes section if you would like to test your understanding of this module.




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