Ch 13 - How to Be Persuasive

Question 1

What are the two types of statements used in a persuasive message?

Answer 1

Reasoning based: 
 *  logical statements 
 *  examples and evidence
Values-based:
 * common goals/ideals
 * framed issues (reader's perspective)

Question 2

Name six ways to construct a logical statement.

Answer 2

if/then
either/or
cause/effect
effect/because
cost/benefit
better/worse

Question 3

Name six sources for examples and evidence.

Answer 3

examples
prior experiences
facts
data
observations
quotes from experts

Question 4

How can either/or logical statements be risky and how do you mitigate that risk?

Answer 4

• Readers can chose the path you didn’t want, or reject both paths.
• Mitigate by making the desired path obvious.

Question 5

Name six methods of stating values-based persuasion.

Answer 5

Aligning:
* Goals
* Needs
* Shared values
* Attitudes
Framing (concept mapping from readers’ profile helps choose content and phrasing that support or reinforce their point of view)
Reframing (when don’t align with readers at top level, dig until find something that does and write to that)

Question 6

Name ten ways to get someone to say “yes”.

Answer 6

• Decrease options
• Tell people prior beliefs were right (and how circumstances have changed, so they need to, too)
• Create impression of scarcity
• Ask them to help (solve problem)
• Label readers as members of specific group
• Use “you” when referring to readers
• Use “because” to sound rational
• Admit wrong when you are
• Rhyme phrases
• Face time beats email time

Question 7

Name six context priorities for high-context cultures. (eastern)

Answer 7

Community over individuals
Consensus
Interpersonal harmony
Hierarchy
Ritual
Long-term over short-term goals

Question 8

Name 11 guidelines for navigating persuasion trans-cultural communications.

Answer 8

Develop long-term relationships
Use intermediaries to build relationships
Rely on facts and reasoning
Avoid arguing strongly for or against
Strive to reach consensus
Speak collectively (we, us)
Be patient and wait for "the point"
Remember "no' is rarely used - avoid direct refusal
Don't be informal
Defer to hierarchy
Minimize emotions

Question 9

What is the purpose of persuasion?

Answer 9

giving people good reasons to do things while building their confidence in your and your company