2. Writing Persuasive Messages
Chapter 10
Writing Persuasive Messages
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3. Learning Objectives
Apply the three-step writing process to persuasive messages
Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages
LEARNING OBJECTIVES
After studying this chapter, you will be able to do the following:
Apply the three-step writing process to persuasive messages
Describe an effective strategy for developing persuasive business messages, and identify the three most common categories of persuasive business messages
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

4. Learning Objectives
Describe an effective strategy for developing marketing and sales messages and explain how to modify your approach when writing promotional messages for social media
Identify steps you can take to avoid ethical lapses in marketing and sales messages
LEARNING OBJECTIVES
After studying this chapter, you will be able to do the following:
3. Describe an effective strategy for developing marketing and sales messages
and explain how to modify your approach when writing promotional messages
for social media
4. Identify steps you can take to avoid ethical lapses in marketing and sales messages
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5. Planning a Persuasive Message
Creating successful persuasive messages demands careful attention to all four tasks in the planning step, starting with an insightful analysis of your purpose and your audience. Start with an insightful analysis of the situation, and then move through three more phases: gathering information, selecting the right medium, and organizing the message to plan your message effectively.
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6. Analyzing the Situation
A clear purpose is important in every message, but clarity is doubly important in persuasive messages because you are asking the audience to do something: to take action, make decisions, change an existing attitude, and so on.
In addition to having a clear purpose, the best persuasive messages are closely connected to audience members’ desires and interests, needs and motivations, and concerns and objections.
To understand and categorize audience needs, you can refer to specific information such as demographics (age, gender, occupation, income, education, and other quantifiable characteristics) and psychographics (personality, attitudes, lifestyle, and other psychological characteristics). Both types of information are strongly influenced by culture. When analyzing your audience, take into account their cultural expectations and practices so that you do not undermine your persuasive message by using an inappropriate appeal or by organizing your message in a way that seems unfamiliar or uncomfortable to them.
If you aim to change someone’s attitudes, beliefs, or actions, you must understand his or her motivation—the combination of forces that drive people to satisfy their needs. The more closely a persuasive message aligns with a recipient’s existing motivation, the more effective the message is likely to be.
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7. Gathering Information
Once your situation analysis is complete, you need to gather the information necessary to create a compelling, persuasive message; that is, to close the gap between what your audience knows, believes, or feels right now and what you want them to know, believe, or feel as a result of receiving your message. Chapter 11 presents some advice on how to find the information you need.
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8. Selecting the Right Medium
Media choices are always relevant to business communication success, of course, but these decisions are particularly important with persuasive messages because such messages are often unexpected or even unwelcome. For instance, some people do not mind promotional messages for products they are interested in; others resent every piece of commercial they receive.
Social media provide some exciting options for persuasive messages, particularly marketing and sales messages. However, as this chapter’s section on “Writing Persuasive Messages for Social Media” explains, messages in these media require a unique approach.
Another important area of development in media for persuasive messages is combining personal attention with technological reach and efficiency. For example, a customer support agent can carry on multiple instant messaging conversations at once, responding to one customer while other customers are typing messages. Even perceptions of human interaction created by animated avatars, such as IKEA’s “Anna”, can create a more sociable experience for shoppers, which can make websites more effective as a persuasive medium.
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9. Organizing Your Information
Successful persuasion requires close attention to all four aspects of organizing your information: defining your main idea, limiting your scope, choosing the direct or indirect approach, and grouping your points in a meaningful way. The most effective main ideas for persuasive messages have one thing in common: they are about the receiver, not the sender. If you are trying to convince others to join you in a business venture, explain how it will help them, not how it will help you.
To limit your scope effectively, include only the information needed to help your audience take the next step toward the decision or action you want. Most persuasive messages use the indirect approach because it gives the writer the opportunity to explain his or her reasons and build interest before asking for a decision or action. However, consider using the direct approach whenever you know your audience is ready to hear your proposal. Your choice between the direct and indirect approaches is also influenced by the extent of your authority, expertise, or power in an organization. Generally, the more of these qualities you have in a given situation, the more likely that the direct approach will work for you, because audience members are more apt to accept whatever you have to say. Conversely, if you are writing on a subject outside your recognized area of expertise, or if you are trying to persuade higher-level managers, the indirect approach is usually better because it allows you to build credibility as you present your reasoning.
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10. Writing a Persuasive Message
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.
Use positive and polite language. Positive language usually happens naturally with persuasive messages because you are promoting an idea or a product you believe in. However, take care not to inadvertently insult your readers by implying that they have made poor choices in the past.
Understand and respect cultural differences. Be sure to understand cultural expectations as well. For example, a message that seems forthright and direct in a low-context culture might seem brash and intrusive in a high-context culture.
Be sensitive to organizational cultures. Just as social culture affects the success of a persuasive message, so too does the culture within various organizations. Some organizations handle disagreement and conflict in an indirect, behind-the-scenes way, whereas others accept and even encourage open discussion and sharing of differing viewpoints.
Take steps to establish your credibility. When trying to persuade a skeptical or hostile audience, you must convince people that you know what you are talking about and that you are not trying to mislead them.
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11. Enhancing Your Credibility
When you are trying to persuade a skeptical or hostile audience, credibility is essential. You must convince people that you know what you’re talking about and that you’re not trying to mislead them.
You can improve your credibility in persuasive messages with the following techniques:
Do not overestimate your own credibility in a given situation.
Use simple language to avoid suspicions of fantastic claims, insupportable descriptions, and emotional manipulation.
Provide objective evidence for the claims and promises you make.
Identify your sources, especially if your audience already respects those sources.
Find common ground by emphasizing beliefs, attitudes, and background experiences you have in common with the audience.
Be objective, and present fair and logical arguments.
Display your willingness to keep your audience’s best interests at heart.
Avoid the “hard sell,” an aggressive approach that uses high-pressure tactics to convince people to make a firm decision in a hurry.
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12. Completing a Persuasive Message
The pros know from experience that details can make or break a persuasive message, so they are careful not to skimp on this part of the writing process. When you evaluate your content, try to judge your argument objectively and do not overestimate your credibility. Make sure your design elements complement your persuasive argument. In addition, meticulous proofreading will help identify any mechanical or spelling errors that would weaken your persuasive potential. Finally, make sure your distribution methods fit your audience’s expectations and preferences.
With the three-step model in mind, you are ready to begin composing persuasive messages, starting with persuasive business messages (those that try to convince audiences to approve new projects, enter into business partnerships, and so on), and followed by marketing and sales messages (those that try to convince audiences to consider and then purchase products and services).
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13. Strategies for Persuasive Business Messages
Frame Argument
AIDA
Balance Logic and Emotion
Reinforce Your Position
Anticipate Objections
The goal of a persuasive business message is to convince the reader that the request or idea is reasonable and that it will benefit him or her in some way. Within the context of the three-step process, effective persuasion involves four essential strategies:
Framing your arguments
Balancing emotional and logical appeals
Reinforcing your position
Anticipating objections
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14. AIDA: Indirect Approach
AIDA: Ideal for Indirect Approach
AIDA Limitations
Attention: Engage Audience
Interest: Emphasize Relevance to Audience
Desire: Explain Benefit to Audience
Action: Explain Benefit of Action to Audience
It essentially talks at audiences, not with them
It focuses on one-time events, not long-term relationships
With either the direct or indirect approach, AIDA and similar models do have limitations. First, AIDA is a unidirectional method that essentially talks at audiences, not with them. Second, AIDA is built around a single event, such as asking an audience for a decision, rather than on building a mutually beneficial, long-term relationship.9 AIDA is still a valuable tool for the right purposes, but as you’ll read later in the chapter, a conversational approach
is more compatible with today’s social media.
Most persuasive messages use the indirect approach. In order to frame a persuasive argument, follow the AIDA model, an organizational plan that goes beyond the indirect approach used for negative messages. This model organizes messages into four phases:
Attention. Your first objective is to encourage your audience to want to hear about your problem, idea, or new product—whatever your main idea is. Be sure to find some common ground on which to build your case.
Interest. Provide additional details that prompt audience members to imagine how the solution might benefit them.
Desire. Help audience members embrace your idea by explaining how the change will benefit them and answering potential objections.
Action. Suggest the specific action you want your audience to take. Include a deadline, when applicable.
It is important to realize that the AIDA model does have some limitations. First, AIDA is a unidirectional method that essentially talks at audiences, not with them. Second, AIDA is built around a single event, such as asking an audience for a decision, rather than on building a mutually beneficial, long-term relationship. In spite of these limitations, the AIDA model is still a valuable persuasive technique.
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15. Framing Your Argument: AIDA
Figure 10.2 The AIDA Model for Persuasive Messages
With the AIDA model, you craft one or more messages to move recipients through four stages of attention,
interest, desire, and action. The model works well for both persuasive business messages (such as
persuading your manager to fund a new project) and marketing and sales messages..
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16. AIDA: Example The opening catches
the reader’ attention with a blunt statement of a major problem.
concisely presented list Increases the recipient’s desire or
willingness to take
action by outlining a solution.
Figure 10.5 Persuasive Message Using the AIDA Model
Randy Thumwolt uses the AIDA model in a persuasive message about a program that would try to reduce Host Marriott’s annual plastics costs and curtail consumer complaints about the company’s recycling record.
Note how Thumwolt “sells the problem” before attempting to sell the solution. Few people are interested in hearing about solutions to problems they don’t know about or don’t believe exist. His interest section introduces an additional, unforeseen problem with plastic product containers.
The opening catches the reader’s attention with a blunt statement of a major
problem.
The second paragraph builds interest in a potential solution to the problem by emphasizing how bad the problem is and highlighting an associated problem.
The concisely presented list Increases the recipient’s desire or willingness to take action by outlining a solution.
The close motivates the reader one last time with a specific cost savings
figure, then requests a specific action.
The close motivates the reader one last time with a specific cost savings figure, then requests a specific action.
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17. Balancing Emotional and Logical Appeals
Persuasive business messages rely more heavily on logical appeals than on emotional appeals because the main idea is usually to save money, increase quality, or improve some other practical, measurable aspect of business. To find the optimum balance, consider the actions you hope to motivate, your readers’ expectations, the degree of resistance you need to overcome, and how far you feel empowered to go in order to sell your point of view.
An emotional appeal calls on human feelings, basing the argument on audience needs or sympathies. For instance, you can make use of the emotions inspired by words such as freedom, success, prestige, compassion, and comfort. Such words put your audience in a certain frame of mind and help people accept your message.
A logical appeal calls on human reason. When appealing to your audience’s logic, you might use three types of reasoning:
With analogy, you reason from specific evidence to specific evidence.
With induction, you reason from specific evidence to a general conclusion.
With deduction, you reason from a generalization to a specific conclusion.
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18. Balancing Emotional and Logical Appeals
Compare these two outlines for a proposal that asks management to fund an on-site daycare center. The version on the left relies heavily on emotional appeals, whereas the version on the right uses logical appeals (inductive reasoning, specifically). Through
your choice of words, images, and supporting details, you can adjust the emotional-logical ratio in every message.
Figure 10.3 Balancing Logical and Emotional Appeals
Whenever you plan a persuasive message, imagine you have a knob that turns from emotion at one extreme to
logic at the other, letting you adjust the relative proportions of each type of appeal. Compare these two outlines
for a proposal that asks management to fund an on-site daycare center. The version on the left relies heavily on
emotional appeals, whereas the version on the right uses logical appeals (inductive reasoning, specifically). Through
your choice of words, images, and supporting details, you can adjust the emotional-logical ratio in every message.
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19. Avoiding Faulty Logic
Every method of reasoning is vulnerable to misuse. To avoid faulty logic, practice the following guidelines:
Avoid hasty generalizations. Make sure you have plenty of evidence before drawing conclusions.
Avoid circular reasoning. Circular reasoning is a logical fallacy in which you try to support your claim by restating it in different words. The statement “We know temporary workers cannot handle this task because temps are unqualified” does not prove anything because the claim and the supporting evidence are essentially identical.
Avoid attacking an opponent. Attack the argument your opponent is making, not your opponent’s character.
Avoid oversimplifying a complex issue. For instance, do not reduce a complex situation to an “either/or” statement if the situation is not that simple or clear-cut.
Avoid mistaken assumptions of cause and effect. If you cannot isolate the impact of a specific factor, you cannot assume that it is the cause of whatever effect you are discussing. The complexity of many business situations makes using the cause and effect approach challenging.
Avoid faulty analogies. Be sure that the two objects or situations being compared are similar enough for the analogy to hold. Even if A resembles B in one respect, it may not hold true in other important respects.
Avoid illogical support. Make sure the connection between your claim and your support is truly logical and not based on a leap of faith, a missing premise, or irrelevant evidence.
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20. Reinforcing Your Position
After you have worked out the basic elements of your argument, step back and look for ways to bolster the strength of your position. Can you find more powerful words to convey your message? As with any powerful tool, be sure to use vivid language and abstractions carefully and honestly.
In addition to individual word choices, consider using metaphors and other figures of speech. If you want to describe a quality-control system as being designed to catch every possible product flaw, you might call it a spider web to imply that it catches everything that comes its way. Similarly, anecdotes and stories can help your audience grasp the meaning and importance of your arguments.
Beyond the specific wording of your message, look for other forces and factors that can reinforce your position. When you are asking for something, your audience members will find it easier to grant your request if they stand to benefit from it as well.
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21. Anticipating Objections
Test Your
Theories
Ask the
Audience
Present All
Sides
Even the most powerful, persuasive messages can encounter some initial resistance. The best way to deal with audience resistance is to anticipate as many objections as you can and address them in your initial message, before your audience can even bring them up. This anticipation is particularly important in written messages, when you do not have the opportunity to detect and respond to objections on the spot.
To uncover potential audience objections, try to poke holes in your own theories and ideas before your audience does. Then, find solutions to the problems you have uncovered. If possible, ask your audience members for their thoughts on the subject before you put together your argument; people are more likely to support solutions they helped to create.
If you expect a hostile audience (one biased against your plan from the beginning), present all sides of the story. As you cover each option, explain the pros and cons. You will gain additional credibility if you present these options before presenting your recommendations or decisions.
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22. Common Examples of Persuasive Business Messages
Throughout your career, you will have numerous opportunities to write persuasive messages inside your organization, such as reports suggesting more efficient operating procedures, or memos requesting money for new equipment. Similarly, you may produce a variety of persuasive messages for people outside the organization, such as websites shaping public opinions, or letters requesting adjustments that go beyond a supplier’s contractual obligations. Most of these messages can be divided into requests for action, presentation of ideas, and claims and requests for adjustments.
Most persuasive messages focus on getting the audience to make a specific decision or take some specific action. In some cases, your request will be anticipated, so the direct approach is fine. In others, you will need to introduce your intention indirectly.
You will encounter situations in which you simply want to change ideas (attitudes or beliefs) about a particular topic, without asking the audience to decide or do anything—at least not yet. The goal of your first message might be nothing more than convincing your audience to reexamine long-held opinions or admit the possibility of new ways of thinking.
Most claim letters are routine messages, involving the direct approach. The key ingredients of a good persuasive claim are a complete and specific review of the facts and a confident, positive tone.
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23. Marketing and Selling
Although the terms marketing message and sales message are often used interchangeably, they are slightly different: Marketing messages usher potential buyers through the purchasing process without asking them to make an immediate decision. Sales messages take over at that point, encouraging potential buyers to make a purchase decision then and there. Marketing messages focus on such tasks as introducing new brands to the public, providing competitive comparisons, encouraging customers to visit websites for more information, and reminding buyers that a particular product or service is available. In contrast, a sales message makes a specific request for people to place an order for a particular product or service.
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24. Planning Marketing and Sales Messages
Assess Audience Needs
Analyze Competition
Determine Key Selling Points
Anticipate Objections
Assessing audience needs. As with every other business message, successful marketing
and sales messages start with an understanding of audience needs. Depending on the
product and the market, these needs can range from a few functional considerations
(such as the size, weight, and finish of office paper) to a complicated mix of emotional
and logical issues (all the factors that play into buying a house, for example).
● Analyzing your competition. Marketing and sales messages nearly always compete
with messages from other companies trying to reach the same audience. When Nike
plans a marketing campaign to introduce a new shoe model to current customers, the
company knows its audience has also been exposed to messages from Adidas, New
Balance, Reebok, and numerous other shoe companies. Finding a unique message in
crowded markets can be quite a challenge.
● Determining key selling points by prioritizing features and benefits. With some insight
into audience needs and the alternatives offered by your competitors, your next
step is to decide which features and benefits to highlight. By prioritizing these key selling
points based on audience needs and wants, you can focus your communication efforts
most effectively. Features are aspects of an idea or product; benefits are the advantages
that readers will realize from those features. In other words, features describe what the
product does, and benefits focus on what the user experiences or gains. Benefits can
be practical, emotional, or a combination of the two. For example, the feature of a thin,
flexible sole in a running shoe offers the practical benefit of a more natural feel while
running. In contrast, the visual design features of the shoe offer no practical benefits
but can offer the emotional benefit of wearing something stylish or unusual.
● Anticipating purchase objections. Marketing and sales messages usually encounter
objections, and, as with persuasive business messages, the best way to handle them is to
identify these objections up front and address as many as you can. They can range from
high price or low quality to a lack of compatibility with existing products or a perceived
risk involved with the product. By
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25. Using Social Media
Potential buyers in a social media environment are no longer willing to be passive recipients in a structured, one-way information delivery process or to rely solely on promotional messages from marketers. This notion of interactive participation is the driving force behind conversation marketing, in which companies initiate and facilitate conversations in a networked community of customers, journalists, bloggers, and other interested parties. The term social commerce encompasses any aspect of buying and selling products and services or supporting customers through the use of social media.
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26. Social Media Guidelines
Facilitate community building
Listen as much as you talk
Initiate and respond to conversations
Provide information people want
Identify and support champions
Be authentic and transparent
Given this shift from unidirectional speeches to multidirectional conversations, you must learn to adapt your persuasive messages. The following guidelines can help:
Facilitate community building. The first step is to make sure customers and other audiences can connect with your company and each other. Accomplishing this goal can be as simple as activating the commenting feature on a blog, or it may involve having a more elaborate social commerce system.
Listen at least as much as you talk. Listening is just as essential for online conversations as it is for in-person conversations. Of course, trying to stay on top of a social media universe composed of millions of potential voices is no easy task. A variety of automated tools can help, from free alerts on search engines to sophisticated linguistic monitoring systems.
Initiate and respond to conversations within the community. Through content on your website, blog postings, social network profiles and messages, newsletters, and other tools, make sure you provide the information customers need in order to evaluate your products and services.
Provide information that people want. Whether through industry-insider news, in-depth technical guides to using your products, video tutorials, or brief answers to questions posted on community Q&A sites, fill the information gaps about your company and its products.
Identify and support your champions. In marketing, champions are enthusiastic fans of your company and its products. Champions are so enthusiastic that they help spread your message (through their blogs, for instance), defend you against detractors, and help other customers use your products.
Be authentic; be transparent; be real. Trying to fool the public through fake blogs and other tactics is not only unethical (and possibly illegal) but almost guaranteed to eventually backfire in a world where people have unprecedented access to information. Similarly, trying to tack social media onto a consumer-hostile business is likely to fail as soon as stakeholders see through the superficial attempt to “be social.”
Integrate conventional marketing and sales strategies at the right time and in the right places. AIDA and similar approaches are still valid for specific communication tasks, such as conventional advertising and the product promotion pages on your website.
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27. Persuasive Messages in Social Media
The text of the post keeps the focus on
the story. The phrase “on our network”
is a subtle reminder that AddThis is the
company behind the data, but the write avoids any overt promotion.
Figure 10.6 Persuasive Messages in Social Media
Add This provides tools that let Internet users share items of interest across social media. The company can also track this activity to see which topics are generating the most interest at any point in time. The post on the AddThis
blog, about sharing activity during the 2012 Summer Olympics, is a good example of using social media to share interesting information without promoting products or services explicitly. However, website owners who are potential customers of AddThis will recognize that the company’s technology was behind the results discussed in the post.
Source: Copyright © 2012 by AddThis. Reprinted with permission.
The small “Powered by AddThis” label in the upper right corner of the chart is
another reminder, but it doesn’t intrude. Blog visitors can enjoy the story without feeling they are being sold to; the element of persuasion is effective but subdued.
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28. Persuasive Messages: Ethical & Legal Considerations
Be truthful and non-deceptive
Back up claims with evidence
Avoid “bait and switch” advertising
Learn rules for messages aimed at kids
Determine state contract regulations
Get permission for use of photos and names
In the United States, the Federal Trade Commission (FTC) has the authority to impose penalties against advertisers who violate federal standards for truthful advertising. Individual states have additional laws that apply. Pay close attention to the following legal considerations for marketing and sales messages:
Marketing and sales messages must be truthful and non-deceptive. The FTC considers messages to be deceptive if they include statements that are likely to mislead reasonable customers and the statements are an important part of the purchasing decision. Failing to include important information is also considered deceptive.
You must back up your claims with evidence. According to the FTC, offering a money-back guarantee or providing letters from satisfied customers is not enough; you must still be able to support claims for your product with objective evidence such as a survey or scientific study.
“Bait and switch” advertising is illegal. Trying to attract buyers by advertising a product that you don’t intend to sell—and then trying to sell them another (and usually more expensive) product—is illegal.
Marketing messages and websites aimed at children are subject to special rules. For example, online marketers must obtain consent from parents before collecting personal information about children under age 13.
Marketing and sales messages are considered binding contracts in many states. If you imply or make an offer and then can’t fulfill your end of the bargain, you can be sued for breach of contract.
In most cases, you can’t use a person’s name, photograph, or other identity without permission. Doing so is considered an invasion of privacy. You can use images of people considered to be public figures as long as you don’t unfairly imply that they endorse your message.
Technology also gives communicators new ways to demonstrate sensitivity to user needs. For, example automated RSS newsfeeds from blogs and updates sent from company pages on Facebook can alert customers to information in which they’ve expressed an interest. Opt-in newsletters, sent only to those people who have specifically requested information, are another technology that shows the “you” attitude at work.
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29. Summary of Objectives
This concludes the PowerPoint presentation on Chapter 10, “Writing Persuasive Messages.” During this presentation, we have accomplished the following learning objectives:
Applied the three-step writing process to persuasive messages
Described an effective strategy for developing persuasive business messages, and identified the three most common categories of persuasive business messages
Described an effective strategy for developing marketing and sales messages and explained how to modify your approach when writing promotional messages for social media
Identified steps you can take to avoid ethical lapses in marketing and sales messages
For more information about these topics, refer to Chapter 10 in Excellence In Business Communication.
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30. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall