Persuasive
Messages
Chapter Nine
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
LO9.1 Describe the relationship between credibility
and persuasion.
LO9.2 Explain the AIM planning process for
persuasive messages and the basic
components of most persuasive messages.
LO9.3 Explain how the tone and style of persuasive
messages impact their influence.
9-2
Learning Objectives (cont.)
LO9.4 Create compelling internal persuasive
messages.
LO9.5 Compose influential external persuasive
messages.
LO9.6 Construct effective mass sales messages.
LO9.7 Evaluate persuasive messages for
effectiveness and fairness.
9-3
The Importance of Credibility in an
Era of Mistrust and Skepticism
The importance of credibility is heightened
for persuasive messages
If audience members question your
credibility, they are unlikely to carefully
consider your ideas, requests, or
recommendations.
9-4
Applying the AIM Planning Process
to Persuasive Messages
Analyzing your audience to understand their
needs, values, and how they are influenced
Developing your ideas as you wrestle with the
complicated business issues at hand
Creating a message structure that most
effectively reduces resistance and gains
buy-in
9-5
Understand Methods of Influence
 Reciprocation
 a principle of
influence based on
returning favors
 Consistency
 based on the idea
that once people
make an explicit
commitment, they
tend to follow
through or honor that
commitment
9-6
Understand Methods of Influence
 Social proof
 a principle of
influence whereby
people determine
what is right, correct,
or desirable by seeing
what others do
 Liking
 a principle of
influence whereby
people are more
likely to be persuaded
by people who they
like
9-7
Understand Methods of Influence
 Authority
 a principle of
influence whereby
people follow
authority figures
 Scarcity
 a principle of
influence whereby
people think there is
limited availability of
something they want
or need, so they must
act quickly
9-8
Persuade through Emotion
and Reason
Savvy business communicators understand
the importance of injecting emotion into
their persuasive messages
Effective communicators find ways to appeal
to the core emotional benefits of products,
services, and ideas
9-9
Components of
Persuasive Messages
Gain
attention
Raise a need
Deliver a
solution
Provide a
rationale
Show
appreciation
Give
counterpoints
Call to action
9-10
Set Up the Message Structure
 Direct
 you begin with a
main idea or
argument and then
provide the
supporting reasons
 Explicit
 nothing is implied
 statements contain
full and unambiguous
meaning
9-11
Set Up the Message Structure
 Indirect
 they provide the
rationale for a
request before
making the specific
request
 Implicit
 the request or some
of the rationale for
the request may be
implied
 the reader needs to
read between the
lines to grasp the
entire meaning
9-12
Effective Attention-Getters
9-13
Guidelines for Tone for
Persuasive Messages
Apply the personal touch
Use action-oriented, lively language
Write with confidence
Offer choice
Show positivity
9-14
Voice in Persuasive Messages
Table 9.2
9-15
Voice in Persuasive Messages
Table 9.2
9-16
Making Tangible Statements
9-17
Using Action-Oriented
and Lively Language
9-18
Writing with Confidence
9-19
Emphasizing Choice
9-20
Statements to Avoid in the
Post-Trust Era
9-21
Avoiding Exaggeration and
Superlatives
9-22
Components of Internal and
External Persuasive Messages
Table 9.9
9-23
Less-Effective Internal
Persuasive Message
Figure 9.3
9-24
Composing Mass Sales Messages
 Mass sales messages
 messages sent to a
large group of
consumers and
intended to market a
particular product or
service.
9-25
Composing Mass Sales Messages
 Even when consumers do
not respond with
immediate purchases,
these messages can raise
a company’s brand
awareness
9-26
Composing Mass Sales Messages
Effective sales messages contain a central
sales theme
Messages are strongest when they contain a
coherent, unified theme that consumers can
recognize quickly
9-27
A Mass Sales Message with
a Strong Logical Appeal
Figure 9.9
9-28
Reviewing Persuasive Messages
Persuasive messages can potentially provide
you with more professional opportunities and
enhanced credibility, or they can close off
future opportunities and diminish your
credibility.
9-29
Apply the FAIR Test
Manipulation
 involves attempting to influence others by some
level of deception so you can achieve your own
interests
By applying the FAIR test, you can avoid
sending persuasive messages that manipulate
others
9-30
Are Your Persuasive
Messages FAIR?
9-31