1. 1 Technical Communication A Reader-Centred Approach First Canadian Edition Paul V. Anderson Kerry Surman www.techcomm.nelson.com

2. 2 Planning Your Persuasive Strategies Chapter 10

3. 3 (c) 2007 Nelson, a division of Thomson Canada Limited Learning Objectives Describe ways to change readers’ attitudes Describe ways to change readers’ attitudes Influence readers’ thoughts, feelings, and actions through persuasive strategies Influence readers’ thoughts, feelings, and actions through persuasive strategies Use ethical persuasive techniques Use ethical persuasive techniques

4. 4 (c) 2007 Nelson, a division of Thomson Canada Limited The Importance of Persuasive Writing Goal shared by all on-the-job writing Goal shared by all on-the-job writing Key goal in proposals, but important in instructions and reports Key goal in proposals, but important in instructions and reports Writers want to create a favourable impression of Writers want to create a favourable impression of – Themselves – Departments – Companies

5. 5 (c) 2007 Nelson, a division of Thomson Canada Limited How Persuasion Works Need to shape attitudes to influence how people think, feel, or act Need to shape attitudes to influence how people think, feel, or act Ways to change readers’ attitudes Ways to change readers’ attitudes – Reverse an attitude – Reinforce an attitude – Shape their attitude Attitude is determined by the sum of thoughts about a topic Attitude is determined by the sum of thoughts about a topic

6. 6 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Shaping Readers’ Attitudes Learn and focus on your readers’ goals and values Learn and focus on your readers’ goals and values Address your readers’ concerns and counterarguments Address your readers’ concerns and counterarguments Show that your reasoning is sound Show that your reasoning is sound

7. 7 (c) 2007 Nelson, a division of Thomson Canada Limited Guidelines for Shaping Readers’ Attitudes (continued) Organize to create a favourable response Organize to create a favourable response Build an effective relationship with your readers Build an effective relationship with your readers Adapt your persuasive strategies to your readers’ cultural background Adapt your persuasive strategies to your readers’ cultural background

8. 8 (c) 2007 Nelson, a division of Thomson Canada Limited Learn and Focus on Your Readers’ Goals and Values Focus on the goals that guide your readers’ decisions and actions Focus on the goals that guide your readers’ decisions and actions – Identify their goals – Identify the ways that your ideas, actions, or recommendations can assist them in achieving their goals – Craft your communication to highlight these links

9. 9 (c) 2007 Nelson, a division of Thomson Canada Limited Identify Your Readers’ Goals Organization goals Organization goals Value-based goals Value-based goals Achievement and growth goals Achievement and growth goals

10. 10 (c) 2007 Nelson, a division of Thomson Canada Limited Organizational Goals Choose specific objectives rather than general ones Choose specific objectives rather than general ones Focus on goals that are most related to idea you are advocating Focus on goals that are most related to idea you are advocating – See Figure 5.1, page 244

11. 11 (c) 2007 Nelson, a division of Thomson Canada Limited Values-Based Goals Companies have social, ethical, and esthetic values not directly related to profit and productivity Companies have social, ethical, and esthetic values not directly related to profit and productivity – See Figure 5.2, page 245 Employees also have personal values Employees also have personal values

12. 12 (c) 2007 Nelson, a division of Thomson Canada Limited Achievement and Growth Goals People seek more than pay from their jobs People seek more than pay from their jobs Recruiting materials often appeal to these needs Recruiting materials often appeal to these needs – See Figure 5.3, page 247

13. 13 (c) 2007 Nelson, a division of Thomson Canada Limited Address Your Readers’ Concerns and Counterarguments Readers’ self-generated thoughts are very influential Readers’ self-generated thoughts are very influential Avoid inspiring negative thoughts Avoid inspiring negative thoughts – Anticipate and answer questions Address objections your readers might raise Address objections your readers might raise – Give reasons to rely on your position – See Figure 10.4, page 249

14. 14 (c) 2007 Nelson, a division of Thomson Canada Limited Show That Your Reasoning Is Sound You need to You need to – Identify potential benefits – Persuade reader of link between your action and the benefits that will result You must not only use sound reasoning, but also convince your readers that your reasoning is sound You must not only use sound reasoning, but also convince your readers that your reasoning is sound

15. 15 (c) 2007 Nelson, a division of Thomson Canada Limited How Reasoning Works Your claim Your claim – The position you want your readers to accept Your evidence Your evidence – The facts, observations, and other evidence that support your claim Your line of reasoning Your line of reasoning – The connection linking your claim and evidence

16. 16 (c) 2007 Nelson, a division of Thomson Canada Limited Present Sufficient and Reliable Evidence You must furnish all of the details your readers are likely to want You must furnish all of the details your readers are likely to want You must produce the type of evidence your readers are likely to accept You must produce the type of evidence your readers are likely to accept – Data – Expert testimony – Examples

17. 17 (c) 2007 Nelson, a division of Thomson Canada Limited Explicitly Justify Your Line of Reasoning Where Necessary Avoid false assumptions Avoid false assumptions – Offer evidence or explanation to dispel doubt Avoid over generalizing Avoid over generalizing – Increase the number of instance to match your conclusion, or – Narrow your conclusion to match the number of instances

18. 18 (c) 2007 Nelson, a division of Thomson Canada Limited Organize To Create A Favourable Response The way you organize a communication has almost as much power to persuade as what you say The way you organize a communication has almost as much power to persuade as what you say Strategies to elicit a favourable response Strategies to elicit a favourable response – Choose carefully between the direct and indirect patterns – Create a tight fit among the parts of your communication

19. 19 (c) 2007 Nelson, a division of Thomson Canada Limited Choose Carefully Between the Direct and Indirect Patterns Direct pattern Direct pattern – Goes directly to the main point – Use when you are expecting a favourable response Indirect pattern Indirect pattern – Delays the main point – Use when your readers might react unfavourably

20. 20 (c) 2007 Nelson, a division of Thomson Canada Limited Create a Tight Fit Among the Parts of Your Communication Review side by side the claims made in various parts Review side by side the claims made in various parts In a proposal, for example In a proposal, for example – Project solves all aspects of problem – Budget matches project – Schedule matches project

21. 21 (c) 2007 Nelson, a division of Thomson Canada Limited Build An Effective Relationship With Your Readers Present yourself as a credible person Present yourself as a credible person Present yourself as a friend, not a foe Present yourself as a friend, not a foe

22. 22 (c) 2007 Nelson, a division of Thomson Canada Limited Strategies for Building Credibility Expertise Expertise Trustworthiness Trustworthiness Group membership Group membership Dynamic appeal Dynamic appeal Power Power – See Figure 10.6, page 257

23. 23 (c) 2007 Nelson, a division of Thomson Canada Limited Present Yourself As a Friend, Not a Foe Praise your readers Praise your readers Present yourself as your readers’ partner Present yourself as your readers’ partner Show that you understand your readers Show that you understand your readers Maintain a positive and helpful stance Maintain a positive and helpful stance – See Figure 10.7, page 260

24. 24 (c) 2007 Nelson, a division of Thomson Canada Limited Adapt Your Strategies to Your Readers’ Cultural Background What readers consider to be benefits may vary What readers consider to be benefits may vary What readers view as a good reason for taking a particular action may vary What readers view as a good reason for taking a particular action may vary What readers consider to be an appropriate role for a writer may vary What readers consider to be an appropriate role for a writer may vary

25. 25 (c) 2007 Nelson, a division of Thomson Canada Limited Ethics Guideline: Employ Ethical Persuasive Techniques Don’t mislead Don’t mislead Don’t manipulate Don’t manipulate Open yourself to your readers’ viewpoint Open yourself to your readers’ viewpoint Argue from human values Argue from human values

26. 26 (c) 2007 Nelson, a division of Thomson Canada Limited In Summary Change readers’ attitudes through the use of persuasive strategies Change readers’ attitudes through the use of persuasive strategies Use ethical persuasive techniques to change attitudes Use ethical persuasive techniques to change attitudes