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. ReferencesWhen writing a persuasive message you can encourage a positive response?Explanation: A) Encourage a positive response to your persuasive messages by (1) using positive and polite language, (2) understanding and respecting cultural differences, (3) being sensitive to organizational cultures, and (4) taking steps to establish your credibility.
What is the most effective way to gain attention through a persuasive message?Use humour, novelty, surprise, an unusual fact, or a question to get the attention of your audience. Build interest by appealing to your audience's needs and wants and include a purpose statement to set up expectations.
Which of the following is a way to motivate action through a persuasive message?Which of the following is a way to motivate action through a persuasive message? Provide an incentive for quick action. In a sales message, the last paragraph should: ask confidently for action, avoiding "I hope" and "if" phrasing.
What does AIDA stand for when referring to persuasive messages?AIDA: Attention-Interest-Desire-Action.
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