10-1 Messages: The Good, The Bad, and The Persuasive.
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Transcript of 10-1 Messages: The Good, The Bad, and The Persuasive.
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10-1
Messages:The Good, The Bad, and
The Persuasive
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10-2
Informative & Positive Messages
Informative message - receiver’s reaction neutral
Positive message - receiver’s reaction positive
Neither message immediately asks receiver to do anything
Good news!
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10-3
Primary Purposes To give information
or good news to audience
To have receiver view information positively
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10-4
Secondary Purposes To build good image of sender To build good image of sender’s
organization To build good relationship between
sender and receiver To deemphasize any negative elements To eliminate future messages on same
subject
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10-5
Organizing
Start with good news or the most important information
Clarify with details, background Present any negative points positively Explain any benefits Use a goodwill ending
PositivePersonalForward-looking
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10-6
Ending
Not all messages end same way Goodwill ending –focuses on bond
between reader, writerTreats reader as individualContains you-attitude, positive emphasisOmits standard invitation
○ Ex: If you have questions, please do not hesitate to call.
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10-7
Negative Message Information conveyed is negative Audience’s reaction is negative
Message does not benefit themUsually they experience disappointment or
anger
VarietiesRejections, refusals
Policy changes not benefiting customer
Poor performance appraisals
Disciplinary notices
Insulting, intrusive requests
Product recalls
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10-8
Primary Purposes To give reader negative news To have receiver read, understand, and
accept message To maintain as much goodwill as possible
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10-9
Secondary Purposes To build good image of
writer To build good image of
writer’s organization To avoid future messages
on same subject; save audience’s time
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10-10
Organizing Negative Messages: Clients & Customers
1. When you have a reason that the audience will understand and accept, give the reason before the refusal
2. Give the negative information, just once
3. Present an alternative or compromise
4. End with positive forward-looking statement
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10-11
Organizing Negative Messages: Superiors1. Describe problem clearly
2. Tell how it happened
3. Describe the options for fixing it
4. Recommend a solution and ask for action
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10-12
Organizing Negative Messages: Peers & Subordinates1. Describe problem objectively, clearly
2. Present an alternative or compromise
3. Ask for input or action, if you can May suggest helpful solutions Audience may accept outcomes better
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10-13
Context Crucial In Messages Do you and audience have good bond? Does organization treat people well? Has audience been warned about
possible negatives? Has audience accepted criteria for
decision? Will follow-ups build goodwill?
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10-14
Parts of Negative Messages Subject lines Buffers Reasons Refusals Alternatives Endings Apologies
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10-15
Tone in Negative Messages Tone—implied attitude of the
author toward the reader and subject
Show you took request seriously Use positive emphasis and you-
attitude Think about visual appearance Consider timing of message
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10-16
Persuasive Purposes Primary
To have reader act
SecondaryTo build good image of the communicatorTo build good image of communicator’s organizationTo cement a good relationship between
communicator and audienceTo overcome any objections that might prevent or
delay actionTo reduce or eliminate future messages on subject
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10-17
Three Aspects of Persuasion Argument—reasons or logic
communicator offers Credibility—audience’s response to
communicator as source of message Emotional appeal—making audience
want to do as communicator asks
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10-18
Use a Direct Request Pattern When… Audience will do what you ask without
resistance You need response only from people
who can easily do as you ask Busy people may not read all messages
they receive
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10-19
Use a Problem-Solving Pattern When…
Audience may resist doing what you ask You expect logic to be more important
than emotion in the decision
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10-20
Use a Sales Pattern When… Audience may resist doing what you ask You expect emotion to be more
important than logic in the decision
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10-21
Why Threats Don’t Persuade
Don’t produce permanent change May not produce desired action May make people abandon action Produce tension People dislike/avoid one who threatens Can provoke counter-aggression
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10-22
Organizing Direct Requests1. Ask immediately for the information or
service you want
2. Give audience all the information they need to act on your request
3. Ask for the action you want
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10-23
Developing Common Ground Suggest you and audience have mutual
interest in solving problem Analyze audience to understand biases,
objections, and needs Identify with readers; make them identify
with you
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10-24
Tone in Persuasive Messages
Be courteous Give solid reasons for requests Make requests clear Give enough information for audience to
act Tone down requests to superiors
I expect you to give me a new computer.If funds permit, I’d like a new computer.
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10-25
Sales and Fund-Raising Purposes Primary
To motivate reader to act (send donation, order a product)
SecondaryTo build good image of writer’s organizationTo strengthen commitment of readers who actTo make readers who do not act more likely to act
next time
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10-26
Organizing Sales/Fund-Raising Messages: Opener
Makes reader want to read entire message Types
QuestionsNarration, stories, anecdotesStartling statementsQuotations
Sets up transition to letter body
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10-27
Organizing Sales/Fund-Raising Messages: Body
Answers reader’s questions Overcomes reader’s objections Involves reader emotionally. Long letters work best: 4 pages ideal Short letters, e-mail work too
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10-28
Organizing Sales/Fund-Raising Messages: Body
Content usually includesInformation any reader can useStories about history of product or
organizationStories about people who use product Word pictures of readers enjoying benefits
offered
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10-29
Organizing Sales/Fund-Raising Messages: Action Close
Tells readers what to do Makes action sound easy Offers readers reason to act now Ends with positive picture May recall central selling point
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10-30
Strategy in Sales Letters: Satisfying Need
Tell people of need product meets Prove that product satisfies that need Show why product is better than similar
ones Make reader want to have product
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10-31
Fund-Raising Letters Provide lots of information
To persuade readersTo give evidence readers can tell othersTo give image of strong, worthy cause to non-
supporters
Cite other ways reader can help
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10-32
Logical Proof in Fund-Raising LettersLetter body must prove that—
1. Problem deserves reader’s attention
2. Problem can be alleviated or solved
3. Your group is helping to solve problem
4. Private funds are needed
5. Your organization will use funds wisely
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10-33
Writing Style
1. Make text interesting Tight Conversational
2. Use psychological description: vivid word pictures
Describe audience benefits Describe problem product solves
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10-34
Writing Style, continued…3. Make message sound like a letter, not
an ad One person talking to another Informal: short sentences and words, even
slang Create a persona—character who writes
the letter