商務(wù)交流第七章

BusinessCommunication

7e

OberChapter7

PersuasiveMessagesPersuasivemessagesComposeapersuasivemessagepromotinganidea.Composeapersuasivemessagerequestingafavor.Composeapersuasiveclaim.Composeasalesletter.大學(xué)生推銷自己出奇招

“福娃”喻己引人注意

有大學(xué)生用板子撐起自己的應(yīng)聘書，上面5個(gè)奧運(yùn)福娃顯得別致有趣，下面的幾行說明是一種巧妙的毛遂自薦，委婉地告訴用人單位，如果錄用了自己將有多么大的價(jià)值，無論是對(duì)單位，還是對(duì)自己。鯉魚形象的“貝貝”被喻為鯉魚躍龍門，將前程無量?！熬ЬА贝笮茇埵菄鴮?，寓意自己不久的將來也將成為用人單位的寶貝?！皻g歡”是一團(tuán)火，寓意自己熱情似火，干什么事情都有激情?！坝辈亓缪蛟⒁獠缓ε缕D苦環(huán)境，不怕吃苦。“妮妮”小燕子寓意自己聰明敏捷。雖然簡(jiǎn)簡(jiǎn)單單一張應(yīng)聘書，卻被該學(xué)生搞得別出心裁，有創(chuàng)意，結(jié)果不少用人單位主動(dòng)找到這位大學(xué)生，拋出“繡球”?！拔艺J(rèn)為這么做有些牽強(qiáng)，不如把功夫用到踏踏實(shí)實(shí)做事上，這位大學(xué)生真有這么優(yōu)秀嗎？”現(xiàn)場(chǎng)一家用人單位的招聘負(fù)責(zé)人直言不諱地說。PersuasivemessagesPersuasionistheprocessofmotivatingsomeonetotakeaspecificactionortosupportaparticularidea.Allbusinesscommunicationinvolvespersuasion:youwantthereadertoacceptyourperspectiveandbelievetheinformationyouarecommunicating.Persuasivecommunicationpresupposesatleastinitialresistancetowhatyouhavetosay.Tosucceed,tailoryourmessagetoyouraudience,giveyourreadersreasonsthattheywillfindconvincing,andanticipateanddeflecttheirobjections.ChallengestotheWritingPurposeofPersuasiveMessageAudiencesreceivemanycompetingrequestsPeopleinyouraudiencearebusyandreluctanttodosomethingdifferentacceptyourideasconvincetodosthnew

UsingtheThree-StepWritingProcessforPersuasiveMessagesStep1PlanningStep3CompletingStep2WritingAnalyzeSituationGatherInformationAdapttoAudienceOrganizeInformationComposeMessageReviseProduceProofreadCompletePlanningBeforePersuasionSENDERRECEIVERMessageDistributionAnalyzeyourpurposeAnalyzeyouraudience’sneedsEstablishyourcredibilityStriveforhighethicalstandards

一、PlanningthePersuasiveMessage

（一）Purpose

Thepurposeofapersuasivemessageistomotivatethereadertoagreewithyouortodoasyouask.Defineyourpurposeclearly.Unlessyouareclearaboutthespecificresultsyouwanttoachieve,youwillnotbeabletoplananeffectivestrategytoachievethem.1.AnalyzeyourpurposeClearSingle要讓對(duì)方把握你講話的主題，而你自己必須明白講話的目的，這很重要?！挚?/p>

TheImportanceofAnalyzeyouraudience’sneeds案例1:兩個(gè)擦鞋匠的差異案例2:上門推銷不招人厭煩的奇招不論推銷什么，你首先要做的第一件事情就是盡可能地了解它。——卡耐基案例1:兩個(gè)擦鞋匠的差異“請(qǐng)坐，我為您擦擦皮鞋吧，又光又亮?！薄凹s會(huì)前，請(qǐng)先擦一下皮鞋吧?！?/p>

“為約會(huì)而擦鞋”“為擦鞋而擦鞋”心理需求案例2:上門推銷不招人厭煩的奇招

凡是上門推銷產(chǎn)品或者做廣告的人都深有體會(huì)：客戶是厭煩的，而且冷臉聽不得你的解說。靜下來從顧客的角度仔細(xì)想想：現(xiàn)在上門推銷的數(shù)不勝數(shù)，確實(shí)讓人煩不勝煩，顧客對(duì)于上門推銷員的態(tài)度，幾乎跟打發(fā)叫花子差不多。但是你想過沒有？商家和每個(gè)人最希望什么？最不煩什么？是財(cái)神爺！中國人都對(duì)財(cái)神爺畢恭畢敬，對(duì)之奉若神明，因?yàn)槊總€(gè)人都有一種發(fā)財(cái)?shù)拿篮迷竿?/p>

所以你可以找一個(gè)有富相的人，然后去演出服裝店訂做一套財(cái)神爺?shù)墓叛b，扮演成財(cái)神爺去各家推銷了，如果能再找上兩個(gè)童男玉女陪伴左右打著“財(cái)神到”的幌子，那效果就更好了！別忘了送上招財(cái)進(jìn)寶的帖子和工藝元寶只類的小禮品。保證誰也不會(huì)對(duì)“財(cái)神爺”冷臉以對(duì)，更不會(huì)把財(cái)神爺趕出門（因?yàn)檫@樣犯忌諱），他們都會(huì)笑臉相迎、畢恭畢敬，而且會(huì)客氣地讓座、倒茶，有了這個(gè)開局，你的推銷就順理成章了。不管買賣成不成交，你給他已經(jīng)留下了深刻印象，而且是美好印象。（二）AudienceAnalysis

Audienceanalysisinvolvesconsideringthereader’sknowledgeandattitude,determiningwhateffectthemessagewillhaveonthereader,andreviewingthewriter’scredibility.1.KnowledgeandAttitudeoftheReader

a.Determinewhatthereaderalreadyknowsaboutthetopicsoyouwillknowhowmuchbackgroundinformationtoinclude.b.Trytoanalyzethereader’sattitudetowardthetopic.c.Initialresistancecallsformoreevidence.d.Learnwhythereaderisresistantsoyoucantailoryourargumentstothatresistance.Occupation,IncomeAge,GenderEducationOtherQuantifiableFactorsDemographicsAttitudesPersonalityLifestyleOtherFactorsPsychographicsGerman:technicalmattersAmerican:practicalmatterConsideringCulturalDifferences返回2.EffectontheReader

a.Determinetheeffectofyourproposalonthereader.b.Rememberthatthereaderalwayswantstoknow“What’sinitforme?”c.Identifyreaderbenefits—directandindirect.

3.WriterCredibility

a.Establishyourowncredibilitybysupplyingconvincingevidence.b.Ifappropriate,capitalizeonyourreputationorperformancestanding.EstablishyourcredibilitySupportingyourmessagewithfactsNamingyoursourcesBeinganexpertEstablishingcommongroundBeingenthusiasticBeingobjectiveBeingsincereBeingtrustworthyHavinggoodintentions返回二、OrganizingaPersuasiveRequestTheorganizationalstructureofthepersuasivemessagewillbedeterminedbythepurposeofthemessageandyourknowledgeofthereader.

（一）DeterminingHowtoStarttheMessage

Messagesmaybeorganizedaccordingtoadirectplanoranindirectplan,dependingonthereader’sattitude.1.DirectPlan—PresenttheMajorIdeaFirst

Usethedirectorganizationalplanforpersuasivemessageswhenanyofthefollowingconditionsarepresent:a.Youarewritingtosuperiorswithintheorganization.b.Youraudienceispredisposedtolistenobjectivelytoyourrequest.c.Theproposaldoesnotrequirestrongpersuasion.d.Theproposalislongorcomplex.e.Youknowthatyourreaderprefersthedirectapproach.

2.IndirectPlan—GaintheReader’sAttentionFirst（1）Useanindirectorganizationalplanforpersuasivemessageswhena.Yourreaderwillinitiallyresistyoursuggestions.b.Youarewritingtosubordinates.c.Youknowyourreaderpreferstheindirectplan.d.Youknowthereisaneedforstrongpersuasion.（2）Usearhetoricalquestionoranunusualfactorunexpectedstatementtogainthereader’sattention.Thisdrawsthereaderintotheletterormemo.（3）Keeptheopeningstatementshortandrelevanttothepurposeofthemessage.3.CreatingInterestandJustifyingYourRequestBegintheprocessofconvincingthereaderthatyourrequestisreasonable.Beobjective,specific,logical,andreasonable;letyourevidence—factsandstatistics,expertopinions,andexamples—carrytheweightofyourargument.Describereaderbenefits,andgiveenoughbackgroundinformationandevidencetoenablethereadertomakeaninformeddecision.Howreaderinterestinyour

persuasivelettermaybeaffectedNegativepreviousexperience.Maybewithyou,youridea,yourcompany,asimilarproductorservice,orwithotherpersuasivemessages.Time.

Yourreadermaynotwishtotakethetimetoreadyourmessage.Money.

Yoursuggestionmaycostthereader(orthereader’sorganization)money.Beliefsystems.

Yourreader’sbeliefsmaybeincompatiblewithyourrequest.Source:Adaptedfrom:/~bowman/c4dframe.htm,accessed10/1/07.WhatIstheOptimalMethodtoGetAttentionOrientedtoyourpersuasivegoalRelevanttoyouraudienceneedEvokeyouraudienceinterestBuildingInterestEmphasizeBenefitsAppealone’slogicappealAppealone’semotionalappealIncreasingDesireMentionyourmainbenefitrepeatedly,expandingandexplainingasyougo.Gainthereader’sattention.Rhetoricalquestion:

Whatdoyouthinkthelaborcostsareforchangingjustonelightbulb?$2?$5?More?Gainthereader’sattention.Unusualfact: Ourcompanyspentmoremoneyonjanitorialservicelastyearthanonresearchanddevelopment.Reader/writercommonground: AutomotiveNewscallsour6-year/100,000-milewarrantythebestinthebusiness.Gainthereader’sattention.Webelievetheextensivepublicityoursalewillgeneratejustifiesyourtemporarilysettingasidecompanypolicyandprovidinganin-storedemonstrator.Theeaseofusethatyourrepresentativewillbeabletodisplayissuretoincreasethesalesofyourmicrowaves.Gainthereader’sattention.Not:Iknowyou’reabusyperson,butIwouldappreciateyourcompletingthis

questionnaire.But:Sothatthisinformationwillbeavailableforthefinancialmanagersattendingourfallconference,IwouldappreciateyourreturningthequestionnairebyMay15.Gainthereader’sattention.RhetoricalquestionThought-provokingstatementUnusualfactCurrenteventAnecdoteDirectchallengeGainthereader’sattention.Not:Ifyouagreethisproposalisworthwhile,pleaseletmeknowbyJune1.But:ToenableustohavethisplaninplacebeforetheopeningofournewbranchonJune1,simplyinitialthismemoandreturnittome.4.DealingwithObstacles

Ignoringtheobstaclesgivesthereaderareadyexcusetorefuseyourrequest.Instead,subordinatediscussionoftheobstaclesbydevotingrelativelylittlespacetothem,bydiscussingobstaclesinthesamesentencewithreaderbenefits,andbyputtingthediscussioninthemiddleofaparagraph.PresentingallsidesUncoveringaudienceobjectionsthrough“Whatif?”scenariosAskingaudiencemembersfortheirthoughtsonthesubjectbeforebuildingyourargumentTurningproblemsintoopportunities,wheneverpossible小王曾經(jīng)陷入了詐騙者巧妙設(shè)置的圈套里。詐騙者在勸說小王集資入股時(shí)，說了以下這些話：“你如果投資20萬元入股，在年底要分紅20萬元，估計(jì)是不可能的，但是，分紅10萬元是肯定不成問題的?！本褪沁@么一句話，取得了小王的信任，使一開始還猶豫不決的小王開給騙子20萬元的支票。騙術(shù)大功告成的決定性語言就是騙子說的“在年底要分紅20萬元，估計(jì)是不可能的”這句話。騙子巧妙地將負(fù)面信息融入了談話，才給予對(duì)方安心感。如果騙子說的都是“好事”，估計(jì)任何人也不會(huì)輕信騙子的。推銷員：“先生，您好！”客戶：“你是誰?。俊蓖其N員：“我是××公司的××，今天我到貴地，有兩件事專程來請(qǐng)教您這位附近最有名的老板。”客戶：“附近最有名的老板？”推銷員：“是啊！根據(jù)我打聽的結(jié)果，大伙兒都說這個(gè)問題最好請(qǐng)教您?！笨蛻簦骸芭?！大伙兒都說我??！真不敢當(dāng)，到底什么問題呢？”推銷員：“實(shí)不相瞞，是……”客戶：“站著不方便，請(qǐng)進(jìn)來說話吧！”２００８民盟示威者造成動(dòng)蕩的政治局勢(shì)給泰國支柱產(chǎn)業(yè)旅游業(yè)造成巨大的負(fù)面影響。當(dāng)時(shí)，為消除外界對(duì)旅游安全的擔(dān)心，泰國政府制定了一個(gè)優(yōu)惠政策，旅游代理商只需花99美元，就可以到泰國考察旅游。結(jié)果，泰國迎來了超過3000個(gè)旅游代理商，而且全球各大媒體就此事的追蹤報(bào)道超過7000篇。短短幾個(gè)月后，泰國旅游業(yè)就基本恢復(fù)。5.MotivatingAction

（1）Giveadirectstatementofyourrequestlateinthemessage.（2）Makethespecificactionthatyouwantclearandeasytotake.（3）Askforthedesiredactioninaconfidentway.BalancingEmotionandLogicTheMessageSympathiesNeedsAnalogyInductionDeductionEmotionsappealLogicappealMotivatingActionAudienceExpectationsDegreeofResistanceSellYourPointofViewFeelingsReason三、CommonTypesofPersuasiveRequestsThreecommonsituationsmayrequireapersuasiverequest:（一）SellinganIdea1.Organizeyourmessagelogically,showingwhattheproblemis,howyouintendtosolvetheproblem,andwhyyoursolutionissound.2.Writeinanobjectivestyle.3.Provideevidencetosupportyourclaims.（二）RequestingaFavor

1.Beginwithanattention-getter,andstressreaderbenefits.2.Discussatleastonereaderbenefitbeforeyoumakeyourrequest.Explainwhythefavorisbeingasked,andcontinuetoshowhowthereaderwillbenefit.3.Beconfidentandpositive.4.Maketheactionclearandeasytotake.5.Maketherequestreasonable;donotasksomeoneelsetodosomethingyoucandoyourself.AskingafavorIfyouaregoingtoaskforafavor,askforit.Acknowledgethatitisafavor.Ifitisnotoptional,itisnotafavor.Afavordoesnotlastforever.Ifitisapersonalfavor,emphasizethat“no”isOK.Source:Adaptedfrom:Artner,B.Theartofaskingforafavor.

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Jan11,2001,/5100-10878_11-1035285.html,accessed10/1/07.（三）WritingaPersuasiveClaim

Showingangerinapersuasiveclaimletteriscounterproductive.Rememberthatthepersonwhoreadstheletterwasnotresponsibleforyourproblem.Explaininsufficientdetailpreciselywhattheproblemis,howitcameabout,andhowyouwantthereadertoresolveit.Becalm,objective,andcourteous.1.Attention-GettingOpening

Unlikearoutineclaimletter,apersuasiveclaimlettershoulduseanattention-gettingopeningthatbeginsonawarm,relevantnoteandprovidesasmoothtransitionfromtheopeningsentence.MoreEvidencePresentasmuchconvincingevidenceaspossible.Explainfullythebasisforyourclaim,andrequestaspecificadjustment.OpeningparagraphsIdentifythedifferenceintheopeningparagraphsofaroutineandapersuasiveclaimletter.RoutineClaimLetterI’mwritingtorequestthatyoureplacetheshirtIpurchasedbecausethecolorhasfaded.PersuasiveClaimLetterI’vecometoexpectpremiumqualityintheproductsIpurchasefromyourcompanyoverthelasttenyears.YoucanimaginemydisappointmentwhentheshirtIpurchasedrecentlyfadedafteritwaswashedthefirsttime.

AnswerAsimple,clearstatementoftheproblemcanbeusedinaroutineclaimletter,whenyouareexpectingnoproblemwithreceivingyourrequest.However,whenyouhavenotreceivedyourrequestedaction,youwillavoidrepeatingastraightforwardrequest.Thistimeyouwillletthemanufacturerknowthatyouareacustomeroflongstandingandthatyouaredisappointedwiththeirproduct.Withtheexpressionofanextendedpersonalrelationshipwiththecompany,thereaderismorelikelytograntyourrequest.Identifyemotional

andrationalappeals

Turntheemotionalparagraphprovidedbelowintoarationalparagraph.(Usedifferentwords,orevenadifferenttopic,ifyouwish.)Smokingshouldbeillegalbecausesmokersonlypollutetheairothersmustbreathewithnoxiousfumesandrottenbreath.Theyalsocreatemountainsofdisgustinglitterbydroppingtheircigarettetrasheverywheretheygo.AnswerSmokinginpublicshouldbeillegalbecausenonsmokersareexposedtotheunwantedeffectsofsecond-handsmoke.Also,manysmokersleavecigarettetrashontheground,litteringpublicareas.四、WritingaSalesLetter

Asalesletterisdesignedtopromotethesaleofaproductorservice.Theindirectorganizationalplanisusedforsalesletters.ItissometimescalledtheAIDAplan,becauseyoufirstgainthereader’sattention,thencreateinterestinanddesireforthebenefitsofyourproduct,andfinallymotivateaction.ApplyingtheAIDAModelGettingAttentionBuildingInterestIncreasingDesireMotivatingAction（一）SelectingaCentralSellingTheme

Knowthefactsabouttheproduct,andlearnhowyourproductisdifferentfromthatofthecompetition.Thenchooseacentralsellingtheme—amajorreaderbenefitthatyouwillemphasize.Achievethisbyusingposition(introducingthecentralsellingthemeasearlyaspossible)andrepetition(referringtoitfrequentlythroughouttheletter).（二）GainingtheReader’sAttention

Areplytoarequestforproductinformationfromapotentialcustomeriscalledasolicitedsalesletter.Anunsolicitedsalesletterisaletterpromotingafirm’sproductsthatismailedtopotentialcustomerswhohavenotexpressedanyinterestintheproduct.Youropeningshouldbeinteresting,short,andoriginal.Thetypesofopeningsentencesthathaveprovedeffectiveforsaleslettersincludearhetoricalquestion,athought-provokingstatement,anunusualfact,acurrentevent,ananecdote,andadirectchallenge.Unlessyoucanmotivatetheaudiencetokeepreading,youarenotgoingtomakeasale.ProductBenefitsInsideInformationEvocativeImagesGenuinenewsPersonalAppealsPromiseofSavingsCommonGroundProductSamplesProblemSolutionsGettingAttention（三）CreatingInterestandBuildingDesire

Themajorpartoftheletterisdevotedtocreatinginterestintheproductandbuildingdesireforit.1.InterpretingFeaturesDonotjustdescribetheproduct’sfeatures;interpretthem.Whenyouarepromotingaproducttoexperts,concentrateonitsfeatures.Otherwise,focusonthederivedbenefit—thebenefitauserreceivesfromaproductorserviceInterpret—don’tjustdescribe.Not:TheComfyLapDeskis13"by31."But:TheComfyLapDesk’s13"-by-31" surfaceprovidesenoughroomtoholdanopenencyclopediaandstillhaveroomtotakenotes.Interpret—don’tjustdescribe.Not:Thisportabledeskweighsonly12 ounces.But:Youdon’thavetobeafraidtorestthislapdeskonyourkneesforhoursatatime.Itweighsjust12ounces—aboutthesameasyourfavoritecanofsoftdrink.2.UsingVividLanguageBepositivebyusingactionverbsandcolorfuladjectivesandadverbstostresswhattheproductis,ratherthanwhatisnot.3.UsingObjective,EthicalLanguageUsingobjectivelanguage,presentspecificevidencetoshowwhyorhowtheproductistherightoneforthecustomer4.FocusingontheCentralThemeFocusonthecentralsellingtheme—thefeaturethatsetsyourproductapartfromthecompetition.Interpretthisthemeforthereade