CHAPTER 12 Flashcards
demographics
(the age, gender, occupation, income, education, and other quantifiable characteristics of the people you’re trying to persuade
psychographics
(personality, attitudes, lifestyle, and other psychological characteristics). When analyzing your audiences, take into account their cultural expectations and practices so that you don’t undermine your persuasive message by using an inappropriate appeal or by organizing your message in a way that seems unfamiliar or uncomfortable to your readers
motivation
—the combination of forces that drive people to satisfy their needs
the nature of persuasion
convince people to change their attitudes, beliefs, or actions, most persuasive messages use the indirect approach
Attention
Your first objective is to encourage your audience to want to hear about your problem, idea, or new product—whatever your main idea is. Be sure to find some common ground on which to build your case.
Interest.
Provide additional details that prompt audience members to imagine how the solution might benefit them.
Desire.
Help audience members embrace your idea by explaining how the change will benefit them and answering potential objections.
Action
. Suggest the specific action you want your audience to take. Include a deadline, when applicable
Analogy, INDUCTION, DECUTION
Analogy. With analogy, you reason from specific evidence to specific evidence, in effect “borrowing” from something familiar to explain something unfamiliar. For instance, to convince the executive committee to hire leadership coaches for newly promoted managers, you might say it’s like hiring a nutritionist or a personal trainer to help one develop positive habits and healthy routines.
●● Induction. With inductive reasoning, you work from specific evidence to a general conclusion. To convince your team to change to a new manufacturing process, for example, you could point out that every company that has adopted it has increased profits, so it must be a smart idea.
●● Deduction. With deductive reasoning, you work from a generalization to a specific conclusion. To persuade your boss to hire additional customer support staff, you might point to industry surveys that show how crucial customer satisfaction is to corporate profits.
Circular reasoning
is a logical fallacy in which you try to support your claim by restating it in different words
For example, if your company is in serious financial trouble,
talking about fighting for survival is a more powerful emotional appeal than talking about ensuring continued operations
spider web”
to describe a quality-control system as being designed to detect every possible product flaw, you might call it a “spider web” to imply that it catches everything that comes its way
CHAMPION
In marketing, champions are the most enthusiastic fans of your company and its products. Champions are so enthusiastic they help spread your message
