1. Writing Persuasive Messages Chapter 10

2. Purpose To change your audience’s beliefs, actions, or values by providing sound, credible advice to solutions, suggestions, and advice.

3. 3 step process 1.Plan your message 2. Write your message 3. Complete your message

4. Step 1: Plan your message  Situation  Clarify your purpose  Express your purpose clearly  Realize if your expectations are too high  Gather information  Find out who your audience is  What appeal should you use  Logical or emotional  Organize your information  Direct or indirect

5. Step 2: Write your message Use the “you” attitude  Positive language  Understand and respect cultural differences  Be sensitive to organizational culture  Take steps to establish credibility  Simple language  Support your message with facts  Identify your sources  Be an expert  Establish common ground  Being objective  Display good intentions

6. Step 3: Complete your message  Evaluate the content you’ve chosen to include in your message.  Make sure you followed the A.I.D.A. structure for persuasive messages

7. A.I.D.A. objectives  Attention  Encourage your audience  Interest  relevance  Desire  Embrace your idea(s)  Action  Suggestions you want your audience to take

8. Appeals  Pathos  emotional  Logos  Logical  Analogy – reasons from specific to specific  Induction – reasons from specific to general  Deduction – reasons from general to specific  Ethos  ethical