商務(wù)與管理溝通（英文版 原書第12版）課件 Ch10 Crafting Persuasive Messages

Chapter10CraftingPersuasiveMessagesLearningObjectives10-1 Identifythepurposesofpersuasivemessages.10-2 Analyzeapersuasivesituation.10-3 Identifybasicpersuasivestrategies.10-4 Writepersuasivedirectrequests.LearningObjectives(continued)10-5 Writepersuasiveproblem-solvingmessages.10-6 Writesalesandfund-raisingmessages.10-7 Usetechnologyforpersuasivemessages.PersuasiveMessagesPersuasionisuniversalingoodbusinesscommunicationsGivinginformation:persuadingthemtoconsideritgoodinformation,torememberit,ortouseitGivingnegativenews:persuadingthemtoacceptitWorkingforacompany:youarea“salesrepresentative”foritEffectivePersuasionAccuratelogic:reasonstheaudiencefindsimportantEffectiveemotionalappeal:basedonvaluesaudiencecaresaboutCredibilityortrust:dependsonyourcharacterandreputationTypesofPersuasiveMessagesRequestsProposalRecommendationsSalesandfundraisingmessagesJobapplicationlettersEffortstochangepeople’sbehavior:CollectionlettersCriticismPerformancereviewsPublicserviceadsPurposesPrimary:HaveaudienceactorchangebeliefsSecondary:BuildagoodimageofthecommunicatorBuildagoodimageofthecommunicator’sorganizationCementagoodrelationshipbetweenthecommunicatorandaudienceOvercomeobjectionsthatmightpreventordelayactionReduceoreliminatefuturecommunicationonthesamesubjectAnalyzingPersuasiveSituationsWhatdoyouwantpeopletodo?Whatobjectionswillaudiencehave?Howstrongacasecanyoumake?Whatkindofpersuasionisbestforthesituation?Whatkindofpersuasionisbestfororganizationandculture?AnalysisQuestion1Whatdoyouwantpeopletodo?IdentifythespecificactionyouwantIdentifythepersonwhohasthepowertodoit1AnalysisQuestion2Whatobjectionswilltheaudiencehave?ResearchwhetherornottheywillandwhatobjectionsarePhrasequestionsnondefensivelyAskfollow-upquestionsItiseasierforaudiencetosayyesiftheyhaveavestedinterestoriftherequestisconsistentwiththeirselfimage2AnalysisQuestion3Howstrongisyourcase?Reasoning—theargumentoflogicyouofferCredibility—theaudience’sresponsetoyouasthesourceofthemessageBefactualBespecificBereliableEmotionalappeal—makingtheaudiencewanttodoasyouask3AvoidtheCommonLogicalFallaciesJumptolongimagedescriptionAnalysisQuestion4Whatkindofpersuasionisbestforthesituation?Incentives?MonetaryCompetitionSocialnorms4BehavioralEconomicsBehavioraleconomics—abranchofeconomicsthatusesinsightsfromsociologyandpsychologyTechniquesinclude:LotteriesShort-termfinancialincentivesChoiceArchitectureChoicearchitecture—changingthecontextinwhichpeoplemakedecisionstoencouragethemtomakespecificchoicesExamplesinclude:Insteadoffillingoutformstooptin,peoplehavetofillouttheformstooptout(automaticenrollment),somorepeopleremainintheprogramAskingpeoplethedaybeforetheelectioniftheyintendtovoteincreasestheprobabilityoftheirvotingbyupto25%PersuasionforKnowledgeWorkManybusinessesusethewrongkindsofpersuasiononemployeeswhodoknowledgework—workthatdemandssophisticatedunderstanding,flexibleproblemsolving,andcreativityCarrotmotivators,likefinancialones,decreaseinnovationStickmotivators,intheformofill-chosengoals(likesalesquotas),areharmfulandcanleadtounethicalandillegalbehaviorAnalysisQuestion5Whatkindofpersuasionisbestfortheorganizationandtheculture?Inappropriatepersuasivestrategiescanbeharmful:The“JustSayNo”adsdirectedatyouthsdidnotwork—infact,youthsweremorelikelytousedrugsafterseeingthoseads5PersuasionMustFitCultureOrganizationalculture—astrategythatworksinoneorganizationmaynotworksomewhereelseLearnedbyimitationandobservationSocialculture—differentkindsofpersuasionworkfordifferentsocialculturesNationalcultures—differentnativecultureshavedifferentpreferencesforgainingcomplianceChoosingaPersuasiveStrategyDirectrequestpatternAudiencewilldoasyouaskwithoutresistanceNeedresponsesfrompeoplewhofinditeasytodoasyouaskAudiencemaynotreadallofmessageProblem-solvingpatternAudiencemayresistdoingasyouask,andyouexpectlogictobemoreimportantthanemotioninthedecisionSalespatternAudiencemayresistdoingasyouask,andyouexpectemotiontobemoreimportantthanlogicinthedecisionThreatsandPunishmentAreLessEffectiveThreat:statement—explicitorimplied—thatsomeonewillbepunishediftheydo(ordon’tdo)somethingThreatsandpunishment:Don’tproducepermanentchangeandwon’tnecessarilyproducetheactionyouwantMaymakepeopleabandonanactionProducetensionCreatedislikeandavoidanceProvokecounteraggressionMakingPersuasiveDirectRequestsAskimmediatelyfortheinformationorserviceyouwantGiveyouraudiencealltheinformationtheyneedtoactonyourrequestAskfortheactionyouwantADirectRequestPuttopicinthesubjectlineSubject:RequestforUpdatedSoftwareSubject:StatusofAccount#3548-003Subject:DoWeNeedanAdditionalTrainingSessioninOctober?DoesnotcontainbenefitsanddoesnotneedtoovercomeobjectionsPersuasiveProblem-SolvingMessagesCatchtheaudience’sinterestbymentioningacommongroundDefinetheproblemyoubothshare(whichyourrequestwillsolve)ExplainthesolutiontotheproblemShowthatanynegativeelements(cost,time,etc.)areoutweighedbytheadvantagesSummarizeanyadditionalbenefitsofthesolutionAskfortheactionyouwantSubjectLinesWithareluctantaudience,puttingtherequestinthesubjectlinegetsaquicknobeforegivingyourargumentsSubject:AProposaltoChangetheFormulaforCalculatingRetirees’BenefitsSubject:ArgumentsforExpandingtheMarysvillePlantSubject:WhyCassano’sShouldCloseItsWestSideStoreUsecommongroundorabenefit—somethingthatshowstheaudiencethismessagewillhelpthemSubject:ReducingEnergyCostsintheLouisvilleOfficeDevelopingaCommonGroundBestcommongroundsare:SpecificAnegative—aproblemtheaudiencewantstosolveUseaudienceanalysistoevaluatepossiblecommongroundsExplainingtheSolutionPresentsolutionintermsofhowitwillbenefittheaudienceIfsituationiscomplicated,providebackgroundinformationandoutlinethestepsofthesolutionDon’tpresentthesolutionasyoursolution—don’tuseIormy

Ifanothersolutionisfavored,showwhythatsolutionisnotasgoodDevelopthepositivesofyoursolutionDealingwithObjectionsThestrongertheobjectionis,theearlierinyourmessageyoushoulddealwithitThebestwayistoeliminateitIfanobjectionisfalseandbasedonmisinformation,respondwithoutnamingtheobjectionWhenobjectionshavebeenvoiced,nametheobjectionsoaudiencerealizesyouarerespondingtothatspecificobjectionDealingwithCounterObjectionsIfobjectionsremain,counterobjectionsby:Specifyinghowmuchtimeand/ormoneyisrequired—itmaynotbeasmuchastheaudiencefearsPuttingthetimeand/ormoneyinthecontextofthebenefitstheybringShowingthatmoneyspentnowwillsavemoneyinthelongrunDealwithCounterObjections(Continued)Morestrategiesinclude:Showingthatitwillbenefitsomegrouporcausetheaudiencesupports,evenifdoesn’thelptheaudiencedirectlyExamplesincludefund-raisinglettersShowingtheaudiencethatthesacrificeisnecessarytoachievealarger,moreimportantgoaltowhichtheyarecommittedShowingthattheadvantagesasagroupoutnumberoroutweighthedisadvantagesasagroupFacingMajorObjectionsFindoutwhyaudiencemembersresistTrytofindawin-winsolutionLetaudiencesavefaceAskforsomethingsmallPresentargumentsfromaudience’spointofviewOfferingaReasontoActPromptlyRequestactionbyaspecificdateShowsthattimelimitisrealShowsthatactingnowwillsavetimeormoneyShowsthecostofdelayingactionBuildingEmotionalAppealStorytellingAudiencefocusPsychologicaldescriptionsExampleofEmotionalAppealSource(left):USfireprevention/FEMA.Source(right):PeTAToneinPersuasiveMessagesThebestphrasingdependsonyourrelationshiptoaudienceWhenyouaskforactionfrompeoplewhoreportdirectlytoyou,givepoliteordersoraskquestionsWhenyouneedactionfromco-workers,superiors,orpeopleoutsidetheorganization,bemorepoliteHowyouaskforactionaffectswhetheryoubuildordestroypositiverelationshipsVarietiesofPersuasiveMessagesSomevarietiesofpersuasivemessagesare:PerformancereviewsLettersofrecommendationSalesandfund-raisingmessagesPerformanceReviewsPerformancereviewsareformalwayssupervisorsevaluatetheperformanceofsubordinatesReviewsneedto:ProtecttheorganizationMotivatetheemployeeSometimesthesepurposesconflictProblemswithPerformanceReviewsAcademicstudiesshowtheyhavenoeffectontheperformanceofmostemployeesCriticscomplainaboutvaguecriteriaandfeedback,orstockphrasesAnothertypeofperformancereviewistheforced,orstack,rankingCriticssaysitinstillsbehaviorsthatarehighlydetrimentaltothegoodofthecompanyPreparingforOwnPerformanceReviewPreparebylistingachievementsandgoals:Whathaveyouaccomplishedduringthereviewperiod?Whatevidenceofyouraccomplishmentsdoyouneed?Wheredoyouwanttobeinayearorfiveyears?Whattrainingandexperiencedoyouneedtodoyourjobeffectivelyandreachyourgoals?UpdategoalssoyouarenotjudgedongoalsthatarenolongerapriorityandensureyoureffortsarebeingmeasuredWritingPerformanceReviewsCitespecificobservationsthatdescribebehaviorGivespecificexamplesLettersofRecommendationLettersofrecommendationfrequentlyfollowastandardorganization:Inthefirstorlastparagraph,summarizeoverallevaluationofthepersonEarlyintheletter,showhowwellandhowlongyou’veknownthepersonInthemiddle,offerspecificdetailsabouttheperson’sperformanceAttheend,indicatewhetheryouwouldbewillingtorehirethepersonandrepeatyouroverallevaluationSalesandFund-RaisingMessagesSpecialcategoryofpersuasivemessagesKnownasdirectmarketing:theyaskforanorder,inquiry,orcontributiondirectlyfromtheaudienceIncludes:Printed(directmail)Verbal(telemarketing)Electronicchannels(emails,socialmedia,websites,infomercials)PurposesPrimarypurpose:Havethereaderact(suchasorderproduct,sendadonation)Secondarypurpose:Buildagoodimageofthewriter’sorganizationStrengthenthecommitmentofreaderswhoactMakereaderswhodonotactmorelikelytorespondpositivelynexttimeOrganizingYourMessageOpenbycatchingtheaudience’sattentionInthebody,providereasonsanddetailsEndbytellingtheaudiencewhattodoandprovidingareasontoactpromptlyOpener1MotivatesyouraudiencetoreadtherestofthemessageQuestionsNarration,stories,anecdotesStartlingstatementsQuotationsBody2ProvidesthelogicalandemotionallinkstomovetheaudienceAnswertheaudience’squestions,overcometheirobjection,andinvolvethememotionallyInformationtheaudiencefindsusefuleveniftheydonotbuyorgiveStoriesabouthowtheproductwasdevelopedorwhattheorganizationhasdoneStoriesaboutpeoplewhohaveusedtheproductorwhoneedtheorganization’shelpWordpicturesofpeopleenjoyingthebenefitsofferedActionClose3EndsthemessagewithanactionMustdothesefourthings:TelltheaudiencewhattodoMaketheactionsoundeasyOfferareasonforactingpromptlyEndwithapositivepictureUsingaP.S.Fourkindsofpostscripts:ReasontoactpromptlyDescriptionofapremiumthereaderreceivesforgivingReferencetoanotherpartofthepackageRestatementofcentralsellingpointStrategyHelpaudienceseethemselvesusingyourproducts/servicesorparticipatinginthegoalsofyourcharitySalesMessageThebasicstrategyissatisfyinganeedItmust:RemindpeopleoftheneedproductmeetsProveproductwillsatisfythatneedShowwhyproductisbetterthansimilarproductsMakepeoplewanttohavetheproductProvidetestimonialsfromotherbuyers.SalesMessageTechniquesUsepsychologicaldescriptiontoshowpeoplehowtheproductwillhelpthemProvidedetailsabouthowtheproductismadetoshowitsqualityProvidetestimonialsfromotherbuyersDon’tmentionpriceuntilthelastfourthofthemessageFund-RaisingAppealsBasicemotionalstrategyisvicariousparticipation

UsewetotalkaboutgroupbutyoutoexplainwhattheaudiencewilldoToachievebothprimaryandsecondarypurposes,givealotofinformationInadditiontoaskingformoney,suggestotherwayspeoplecanhelpDecidingHowMuchtoAskForAnchoringeffect:whenpeopleconsideraspecificvalueandthencomeupwiththeirownvalue,itisclosetothespecifiedvalueProvidespecificamountsacrossawidevarietyIncreasethesizeofgiftsLogicalProofinFund-RaisingMessagesThebodyofafund-raisingmessagemustprovethat:TheproblemdeservesattentionTheproblemcanbesolvedoralleviatedYourorganizationishelpingtosolveoralleviateitPrivatefundsareneededYourorganizationwillusethefundswiselyEmotionalAppealsinFund-RaisingMessagesDeterminehowstrongshouldemotionalappealbeAudienceanalysiscanhelpdecidehowmuchemotionalappealtouseEmotionalappealiscreatedbyspecifics—oneperson,onecauseEmotionalappealisneededtomakepeopleoffermoneyWritingStyleThebestsales,fund-raising,andpromotionalwritingisclosertopoetrythantoacademiaMakewritinginterestingUsepsychologicaldescriptionMaketextsoundlikealetter,notanadTechnologyandPersuasionWhiletelevisionisstandardformanybigbusinesses,it’snottheonlymediumMostsmallerbusinessesusewebsitesandsocialmediaSomeofthebest“salesreps”are“influencers”whosepostsandtweetshelpsalesSocialmediachannelsaregoodsourcesofinformationaboutproductsandservicesEmailisstilleffectiveFace-to-FacePersuasionWhenpresentingpersuasivemessagesinaspoken,face-to-faceformat,rememberthatinterpersonalinteractionsarea