Flashcards in Communications - Chapter 10 Deck (28):
What persuasive 6 techniques are effective?
1. Establishing credibility
2. Making a reasonable, precise request
3. Tying facts to benefits
4. Recognizing the power of loss
5. Expecting and overcoming resistance
6. Sharing solutions and compromising
What techniques improve persuasion?
1. Avoid sounding preachy or parental
2. Resist pulling rank
3. Avoid making threats
4. Soften your words when persuading upward
5. Be enthusiastic
6. Be positive and likeable
In phase 1 of writing persuasive messages, what do you analyze, anticipate, adapt?
1. What do you want the receiver to do or think?
2. Does the receiver need to be persuaded?
3. How can you adapt your message to appeal to this receiver?
In phase 2 of writing persuasive messages, what do you research, organize, compose?
1. What information do you need? Where can you locate it?
2. Which strategy is better? Direct or indirect?
In phase 3 of writing persuasive messages, what questions do you ask to revise, proofread, evaluate?
1. Is the message clear and concise?
2. Is the message conversational?
3. Are format, grammar, and mechanics correct?
4. Will the message achieve its purpose?
What are 4 major elements in a successful persuasive messages?
1. Gain attention
2. Build interest
3. Reduce resistance
4. Motivate action
How do you prewrite requesting favors and actions?
1. Determine your purpose. Know exactly what you are requesting.
2. Anticipate the reaction of your audience.
How do you gain attention when requesting favors and actions?
1. Use indirect strategy instead of blurting out the request immediately
2. Begin with a problem description, unexpected statement, compliment, praise, related facts, reader benefit, or stimulating question.
How to build interest when requesting favors and actions?
1. Develop interest by using facts, statistics, examples, testimonials, and specific details.
2. Establish your credibility, if necessary, by explaining your background and expertise.
3. Tie facts to direct or indirect benefits.
How do you reduce resistance when requesting favors and actions?
1. Anticipate objections and provide counter arguments
2. Suggest what might be lost if the request is not granted.
3. In requesting favors or making recommendations, show how the receiver or others will benefit
How do you motivate action when requesting favors and actions?
1. Make a precise request, include a deadline
2. Repeat a benefit, provide details, or offer an incentive.
How do you write an effective complaint letter?
See Ch 10, slide 25
What do you do in prewrite phase of persuading within organizations?
1. Know your purpose. Make sure it is doable and attainable
2. Profile the audience. Play What if scenarios to anticipate the receiver's reactions.
How do you gain attention when persuading within organizations?
1. Make the reader aware of a problem by using a startling statement, providing a significant fact related to the request, describing possible benefits, askling a stimulating question, or offering compliments.
2. Establish credibility but don't pull rank.
How do you build interest when persuading within organizations?
1. Use facts, statistics, examples, and details to build a solid foundation for your request
2. Strive for a personal but professional tone.
3. Soften your words when persuading upwards.
How do you reduce resistance when persuading within organizations?
1. Recognize any weakness in your proposal and suggest well reasoned counter arguments.
2. Consider a strong dollars and cents appeal for requests involving budgets in requests flowing upwards.
3. Avoid sounding preachy, parental, or overly authoritarian in requests flowing downward/
How do you motivate action when persuading within organizations?
1. State a specific request including a deadline, if appropriate.
2. Suggest ways to make the response effortless and painless.
3. Repeat a major benefit.
4. Include an incentive or reason to act.
5. Express appreciation, if appropriate.
How do business people send memos as email attachments to persuade?
1. Send a memo as an email attachment accompanied by a polite short email
2. Prevent premature rejection of the message by including subject lines in the persuasive memo and email that announce the purpose of the message WITHOUT disclosing the actual request.
How do you prewrite persuasive direct mail and email sales messages?
1. Analyze your product or service. What makes it special? What central points should you emphasize? How does it compare with the competition?
2. Profile your audience. How will this product or service benefit this audience?
3. Decide what you want the audience to do at the end of the message.
4. For emails, send only to those who have opted in.
How do you gain attention when writing persuasive direct mail and email sales messages?
1. Describe a product feature, present testimonials, make a startling statement, or show the reader in an action setting.
2. Offer something valuable, promise a significant result, or describe a product feature.
3. Suggest a solution to a problem, offer a relevant anecdote, use the receiver's name, or mention a meaningful current event.
How do you build interest when writing persuasive direct mail and email sales messages?
1. Describe the product in terms of what it does for the reader.
2. Show how the product or service saves or makes money, reduces effort, improves health, produces pleasure, or boosts status.
How do you reduce resistance when writing persuasive direct mail and email sales messages?
1. Counter anticipated reluctance with attractive warranties, trial offers, free samples, money back guarantees, or testimonials.
2. Build credibility with results of performance tests, polls, or awards.
3. If price is not a selling feature, describe it in small units, show it as savings, or tell how it compares favorably with the competition.
How do you motivate action when writing persuasive direct mail and email sales messages?
1. Close by repeating a central selling point and with clear instructions for easy action
2. Prompt the reader to act immediately with a gift, incentive, limited offer, or deadline.
3. Put the strongest motivator in a postscript.
4. In emails, include an opportunity to opt out.
How do you write successful email sales messages?
1. Communicate only with those who have given permission.
2. Craft a catchy subject line
3. Keep the main information "above the fold"
4. Make the message short, conversational, and focused.
5. Convey urgency
6. Sprinkle testimonials throughout the copy
7. Provide a means for opting out.
What countries are high context cultures?
Asia, Africa, South America, and Middle East.
What countries are low context cultures?
Northern Europe, North America, Scandinavia, and Australia
What are the persuasive techniques in high context cultures?
3. Soft sell approach
4. Relationship appeal
5. Long term goal
6. Collectivists view