CHAPTER 9 PERSUASIVE MESSAGES Writing persuasively Persuasion is the process of gradually influencing attitudes and behaviors and motivating the audience to act. Persuasion works at: - Changing attitudes - Beliefs - Behavior Persuasion motivates readers to accept recommendations and act on requests. The reader does not feel forced to do something rather he or she will want to do it. Being respectful makes readers want to do something by using reasonable propositions, well framed arguments, vivid supporting evidence, and relatable messages based on credibility and rapport. Any message that encourages action requires persuasion: - Favor requests - Contestable claims - Collection letters - Sales - fundraising letters - Job application letter Preparing to write persuasively - Know your purpose and what you want your reader to do. Understand what motivates your reader. Consider design and layout. Be positive and accurate. Anticipate objections and plan how to deal with them. Figure 9.1: Maslow’s Hierarchy of Needs. Organizational psychologist Abraham Maslow defined these motivating factors in terms of an ascending hierarchy of needs, from the most basic at the bottom to the abstract at the top. Tapping into one of these motivational needs will make your message more persuasive. When writing persuasively, it’s important to analyze your audience in terms of its goals and needs. Persuasion is necessary whenever you expect resistance or preference for the status quo. Overcoming resistance depends on swaying readers in 3 processes of influence: 1. Compliance (through rewards, not punishments) 2. Identification (commonality) 3. Internalization (affirmation of goals and values) - Consider why readers might object to what you have to say. Be prepared to offer clear and compelling counter-arguments to refuse the opposition. Don’t be threatening (rewards not punishment) Overcoming resistance is best done in non-threatening ways (through rewards rather than punishments). Try to frame your persuasive request as a win-win proposition. A concession statement can let you acknowledge objections in a non-judgmental way before you offer a rebuttal that logically supports a needed action (e.g., Although the new system may cause some disruptions at first, it will speed processing dramatically and give us access to all relevant company-wide databases). To counter resistance and gain compliance, present your request in light of one of the following arguments: - Short-term pain for long-term gain. - Advantages outweigh disadvantages. - Money/time spent now = money/time saved in the long run. Investment of time or money will bring other benefits. Persuasive appeals Appeal: An attempt to persuade Because not all audiences or persuasive tasks are alike, messages that must convince can rely on single or combined appeals. Appeal to reason: business decisions must be logical and well-justified. Effective reasoning based on evidence in the form of non-numerical facts, expert opinions, statistics, examples, or analogies allows you to show the merits of your claim. Clear, logical development in the way these facts are presented encourages readers to agree with your conclusion and support the action you propose. Appeal to emotion: Tapping into emotions such as pride, hope, honor, pleasure, respect, and fear is a leading strategy and catalyst in marketing, sales, and leadership communication that helps people connect with brands through positive associations and motivates them to act and adapt in times of change. - If it is excessive or not handled skillfully, however, it can backfire. - Readers may see it as inauthentic, overhyped, and manipulative, especially if they believe they are being prevented from considering your argument logically or the emotions you are trying to evoke don’t resonate with them for cultural or other reasons. Emotional power comes from language, such as the use of words like deserve, special, safe, new, or free. Stories, concrete examples, and sensory descriptions are also effective. Examples: 1. A memo that asks for safer working conditions may play on a sense of responsibility and pride in a company’s reputation (Our company has always maintained a level of safety above industry standards). 2. The final letter in a series of collection letters or payment-past-due notices may arouse fear at the consequences of not paying immediately (If we do not receive payment immediately, we will be forced to turn your account over to an attorney for collection. Such action will damage your previously good credit rating). Appeal to ethics: to work, you must establish credibility; avoid sarcasm and hostility, and keep your focus on reader benefits, not on what you have to gain personally Figure 9.2 Four Key Sources of Credibility Indirect writing plan for persuasive messages An indirect persuasive strategy breaks down resistance and prepares readers for a request or proposal that could easily fail if made directly. A gradual approach allows you to earn trust and show readers how they will benefit from what you’re asking them to do. 4 main types of messages use an indirect writing plan: 1. Favor and action requests 2. Persuasive memos 3. Managing change and motivating performance 4. Claim requests / collection letters This 3 step plan is an effective way to overcome resistance and indifference: 1. Obtain interest - Define a problem - Identify common ground - Cite reader benefits - Ask a pertinent question - State a related fact 2. Prove your proposal can benefit the reader - Explain how it meets a particular need - Focus on direct or indirect benefits - Give readers the information they need Deal with any objections 3. Ask for action and link it to reader benefits - End with a specific and confident request - Link to incentives that motivate readers to act immediately - Consider using a set deadline Types of persuasive messages Favor and action requests Gain favorable attention Use a compliment or fact Give the reader a reason to accept Chance to assume leadership role or show talents Chance to network Chance to help others Ask for action End with confidence and courtesy Provide contact information Use an indirect strategy for invitations and requests for volunteers and any kind of unpaid help. Persuasive memos A persuasive memo communicates facts and benefits before it pushes for action, so there is less chance the initiative it endorses will be misunderstood or rejected prematurely. The memo ultimately succeeds when it puts words and ideas into action to overcome resistance and wins support for a well-defined and workable solution to a problem. Problem-solution strategy steps: 1. Summarize the problem 2. Explain how the problem can be solved - Describe benefits - Use evidence, facts, and figures 3. Minimize resistance - Acknowledge counter-arguments 4. Request specific action - Set a deadline - Offer incentives Use an indirect problem-solution strategy to gain gradual support for an action that requires approval before it can be implemented. Persuasion for managing change and motivating performance Organizations are often confronted by change: change they actively seek and change that is imposed on them that may not come easily. Internal corporate communication has four goals: 1. encouraging internal relations and commitment 2. promoting a positive sense of belonging 3. developing employees’ awareness of change 4. the need to evolve The best messages combine information and motivational goals and use: - Direction-giving and uncertainty-reducing language to clarify goals and duties - An empathetic language that encourages and inspires the workforce and shows gratitude - Meaning-making language outlining norms and expectations (strategic storytelling and references to teams) Claim requests Use an indirect writing plan for claim requests that could be judged weak or questionable. An indirect writing plan is useful for claims that may be judged questionable—expired warranties, terms of a contract contravened—to prove the legitimacy of your claim with a clear line of reasoning before you can ask for an adjustment. A weak or questionable claim can usually be strengthened with expressions of confidence in a company’s integrity and fairness and appeals to its pride in its products and reputation. Steps to follow: 1. Gain positive attention: Open with a compliment, a point of shared interest, a review of action taken to solve the problem, or your original reason (if favourable) for buying the product or service. 2. Prove your claim is valid: Your line of reasoning should lead the reader to conclude that responsibility rests with his or her company, not with you. Describe the problem in a calm and credible way; give a chronology of what happened and what you have done to resolve the problem; provide supporting data to help the reader assess the situation such as order numbers, delivery dates, method of shipment, servicing locations, and descriptions of the items in question; take steps to defend yourself against possible blame; attach supporting documents such as receipts. 3. Ask for a specific action: State how the claim can be resolved and what you expect the company to do (make a refund, offer a replacement, or apologize). End positively, expressing confidence in the company’s ethical standards. Collection letters Collection letters are a series of increasingly persuasive appeals to a customer asking for payment for goods and services already received. Three types of letters: 1. A reminder letter is a collection letter that informs a customer in a friendly way that payment has not been received. - Friendly tone - Assumes the reader forgotten to pay 2. An inquiry letter is a collection letter that attempts to determine the circumstances that are preventing payment and asks for payment. - Firmer and more direct than a reminder. - Positive appeal to fairness, reputation, sympathy, or self-interest. 3. A demand letter is a collection letter that makes a firm and unequivocal request for immediate payment and attempts to convince the debtor to pay the bill within a stated time by raising the possibility of legal action. - Ultimatum warns of penalties for non-payment - Refers to previous collection letters - A courteous but firm tone Usually, the longer a bill remains unpaid, the more demanding and urgent the collection letters become. The forcefulness of a collection demand also depends on the relationship between the creditor and the debtor. Sales messages A sales message is a message that promotes a product, service, or business and seeks prospective customers or additional sales. - Rich in details that make the reader want to purchase the product or service - Can be individual letters/emails or form letters/emails Successful sales messages - rely on market research to target the needs, preferences, and demographics of targeted groups - use appropriate persuasive appeals and incentives to create desire for products and services Analyzing the product and audience An effective sales message delivers specific facts to a specific audience. Careful planning is essential. Writing plan for sales letters Four steps: 1. Gain attention → Gain attention with a: - Thought-provoking fact or statement (Over 20,000 vehicles are stolen every year in this city.) - Good news (You’re pre-approved for the Ultra Platinum Card. This exciting credit card is yours to help you achieve the best in life.) - Special offer or bargain (The cheque below is yours to cash toward your Ultra Card Registry service! It’s a special way to introduce you to the protection and peace of mind that Ultra has provided to Canadians for over 20 years.) - Product feature (Ultra is the first platinum card that allows you up to 15 days of out-of-province travel medical insurance—absolutely free!) - Question (Have you ever wondered if you paid too much for an all-inclusive resort vacation?) - Story (I am pleased to write to you today to tell you an alumni success story about Janet and Steve, who may not be very different from you. They work hard and invest their money wisely to build a bright future for their family. Although they know they can’t predict the future, they have protected it by investing in the Alumni Term Life Insurance Plan. With low rates for alumni, they protect themselves, their family, and everything they have worked so hard for.) 2. Introduce the product - Link need with the solution the product offers (You too can take advantage of the Alumni Term Life Insurance Plan and provide the people you love with the same security that Janet and Steve did for their family.) 3. Make the product desirable - Focus on reader benefits in the product description (The Power Vac’s 6-meter cord allows you to vacuum even the largest rooms from a single outlet.) - Balance and dispel possible doubts (If you ever worried that a home security system might mean a loss of privacy, we want to reassure you that our monitoring system is activated only when the alarm is triggered.) - Mention price early if the price is low - De-emphasize price if the price is high - Mention late - Use smaller units - Calculate cost after discount - Show savings - Link price with benefits 4. Ask for a simple action - Make the action as easy as possible - Include contact info for immediate response (Say yes to your Pre-Approved Acceptance Certificate today! Simply complete and mail it to us in the postage-paid envelope provided or give us a call at 1-877-553-0123.) - Provide a deadline - Use an incentive An optional step: add a postscript - High impact statement - Use to summarize, spotlight, or make a final appeal (P.S. If you’re concerned about workplace stress, make mindfulness part of your work routine through MindSet’s fivesession Resiliency-Plus training program. Sign up today to learn from an accredited MRSR professional and feel the difference mindfulness can make.) Sales follw-up Express appreciation, confirm details and promote future business. - Express appreciation, and goodwill, and promote future business. - Confirm the details of the sale and offer additional services. Fundraising Messages Four steps to follow for a variation on the sales letter: 1. Identify an important problem - Explain why the reader should care 2. Show that problem is solvable - Describe how your organization can respond 3. Explain what your organization is doing - Show the funds go to the cause - Demonstrate the difference the organization is making - Provide background information 4. ask for donation Persuasion through social media Techniques for increasing influence Techniques for establishing influence on social media: - reciprocation—mirroring or responding in kind to another person’s post - social proof—finding out what matters to other people and creating value for others through engaging content - liking—establishing commonality by complimenting, making positive comments, or liking, sharing, or retweeting posts - authority—establishing oneself as an expert (even if one’s expertise is perceived rather than actual) - scarcity—opening up subscriptions to limited numbers of people and making their access to you more exclusive Figure 9.15 Influencers can be identified according to eight basic archetypes. Do you follow any influencers on social media? What archetype do they best fall under? Influencers are third-party endorsers who have built relationships and earned trust with specific audiences or communities and who shape audience attitudes through tweets, blog entries, and other social media postings. Traditional vs digital marketing The choice depends on where your consumers spend their time and consideration of each method’s benefits: Digital marketing takes many forms: - explainer videos describing a product or service, - social media promotions, - Search engine optimization (SEO), - optimized articles, - mail newsletters featuring exclusive offer Traditional offline marketing: - direct mail - billboards - print ads - radio and television commercials - telemarketing Promotion and self-promotion in social media Digital content marketing (DCM): - Creat, distribute, and share relevant, compelling, and timely content. - Attract and engage a clearly defined group. - Keep customers engaged, and convert interest into sales. - Distributed through brand websites, podcasts, webinars, blogs, social media, and e-mail. “Promotion” is another way of thinking about persuasion in professional settings. A big part of this is the strategic marketing approach known as digital content marketing (DCM), which involves creating, distributing, and sharing relevant, compelling, and timely content to attract and engage a clearly defined group of customers when they are considering a purchase, keeping them engaged, and converting their interest to sales. DCM Best Practices Establish goals for content marketing ia a brand awareness, building engagement, convert interest to sales, or promote community. Identify the audience who can your content help or benefit? Develop a unique and compelling brand story - - - - Create relevantly, quality, informative content: Opt for innovative choices and multimodal content (e.g. videos, podcasts) to appeal to a wider audience, and consider preparing your content for voice search to make it more accessible Interact with customers and listen to feedback: use platforms that enable dyadic, twoway communication and feedback and facilitate a real-time conversation with customers. Identify and celebrate brand champions who voluntary support the brand concept and value their ability to broadcast the brand Show knowledge, helpfulness, and problem-solving abilities in B2B interactions Self-created content is better perceived than sponsored content and more controllable than user-generated. Self-promotion involves managing perceptions To create an authentic self-brands Make a professional profile that builds trust and speaks to impact Curate content and update frequently Interact with colleagues and clients
