Part 5: Message types Show
A persuasive message is the central message that intrigues, informs, convinces, or calls to action. Persuasive messages are often discussed in terms of reason versus emotion. Every message has elements of ethos, or credibility; pathos, or passion and enthusiasm; and logos, or logic and reason. If your persuasive message focuses exclusively on reason with cold, hard facts and nothing but the facts, you may or may not appeal to your audience. People make decisions on emotion as well as reason, and even if they have researched all the relevant facts, the decision may still come down to impulse, emotion, and desire. On the other hand, if your persuasive message focuses exclusively on emotion, with little or no substance, it may not be taken seriously. Finally, if your persuasive message does not appear to have credibility, the message may be dismissed entirely. In general, appeals to emotion pique curiosity and get our attention, but some attention to reason and facts should also be included. That doesn’t mean we need to spell out the technical manual on the product on the opening sale message, but basic information about design or features, in specific, concrete ways can help an audience make sense of your message and the product or service. Avoid using too many abstract terms or references, as not everyone will understand these. You want your persuasive message to do the work, not the audience. Typical format of a persuasive messageThe four parts of a persuasive message are shown in Table 4.7.1. Table 4.7.1. Four parts of a persuasive message
Your persuasive message will compete with hundreds of other messages your audience receives and you want it to stand out (Price, 2005). One effective way to do that is to make sure your attention statement (or hook) and introduction clearly state how your audience will benefit. For example:
Regardless of the product or service, the audience is going to consider first what is in it for them. A benefit is what the audience gains by doing what you’re asking them to do and this is central to your persuasive message. They may gain social status, popularity, or even reduce or eliminate something they don’t want. Your persuasive message should clearly communicate the benefits of your product or service (Winston & Granat, 1997). Strategies for persuasive messagesYour product or service may sell itself, but you may want to consider using some strategies to help ensure your success:
These four steps can help improve your persuasive messages. Invest your time in planning and preparation, and consider the audience’s needs as you prepare your messages. Figure 4.7.1 provides an example of a persuasive email message. Figure 4.7.1 Sample persuasive email In this message, the writer has combined emotion and reason and reinforced their credibility in order to create interest in their service, hopefully leading to a sale. ReferencesWhy is anticipating objections important?Knowing when to expect objections is the first step to handling them: you will eliminate the chance of appearing caught off guard or unprepared to discuss the product or service that you are selling. Of course, it is possible that the prospect may object at any time during your sales call—from introduction to close.
When writing a persuasive messages Why is it so important to give special attention to the analysis of your purpose and audience?When writing persuasive messages, it is important to give special attention to the analysis of your purpose because you want readers to understand what it is you are trying to communicate -- and why it is so critical for them to understand the point of your communication.
Why persuasive messages are important in writing?Its function is to change the mind of the reader or to move the reader to action. Because of its goal, the persuasive purpose is usually the primary purpose in a piece of writing. The author may supplement the persuasive purpose with any of the other purposes.
Why is it important to present both sides of an argument when writing a persuasive message to a potentially hostile audience?It is important to present both sides of the argument in a persuasive message to a potentially hostile audience because one has to try and avoid angering the audience even more. What one aims to do is to persuade the audience and let them know that they acknowledge the audiences view on the matter at hand.
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