Chapter 6 Flashcards
List the characteristics of persuasion in the digital age.
a. The volume of and research on persuasive messages have exploded.
b. Persuasive messages spread at warp speed.
c. Organizations of all stripes are in the persuasion business.
d. Persuasion techniques are subtler and more misleading.
e. Persuasion is more complex and interpersonal.
List effective persuasion techniques
Direct pattern for pattern or routine job responsibilities.
An indirect pattern when it’s a big ask.
The Effective techniques in persuasion include
*establishing credibility,
*making a reasonable and precise request,
tying facts to benefits
,overcoming resistance.
How is asking for help at work a persuasion request?
Small help requests, are straightforward and direct. Little resistance is expected. Larger requests, though, require careful planning and an indirect strategy. Why should the person agree to do something for you? Persuasion is necessary to overcome the recipient’s natural resistance.
How can you ensure your claim or complaint message is developed logically?
a. Avoid sounding angry, emotional, or irrational.
b. Begin with a compliment, point of agreement, statement of the problem, or brief review of action you have taken to resolve the problem.
c. Provide identifying data.
d. Explain why the receiver is responsible.
e. Enclose document copies supporting your claim.
f. Appeal to the receiver’s fairness, ethical and legal responsibilities, and desire for customer satisfaction.
g. Describe your feelings and your disappointment.
h. Close by telling exactly what you want done.
How have shifts in authority in digital-age organizations affected the strategies for creating goodwill and the tone of workplace persuasive messages?
leaner corporate hierarchies, simultaneously relying on teams, dismantling division walls, and blurring the lines of authority.
the hierarchy at work determines how to write: whether to choose a direct or an indirect approach, for example. The writer may consider what type and amount of evidence to include, depending on whether the goal is to persuade coworkers or the writer’s manager or other managers. The authority of the intended audience may also help the writer to decide whether to adopt a formal or an informal tone.
When might persuasion be needed when messages are flowing upward
convincing management to adopt a procedure or invest in a product or new equipment.
Knowing precisely what you’re asking for and providing evidence of why the request is necessary is critical when submitting recommendations to a manager. Be realistic with request’s.
focus on their needs.
Furthermore, in requests moving upward, (
a) provide evidence, (
b) don’t ask for too much, and
(c) use words such as suggest and recommend. Sentences should sound nonthreatening, such as, “It might be a good idea if . . .
What is the four-part AIRA writing plan for sales messages, and what does the acronym stand for?
The AIRA technique is a persuasive method to writing messages, and it contains four strategies. The AIRA acronym stands for Attention, Interest, Resistance, and Action.
Attention: Gain the reader’s attention by describing a problem, making an unexpected statement, mentioning a reader benefit, paying the reader a compliment, or posing a stimulating question.
Interest: Build interest in the message’s body. It should keep the reader’s attention and persuade him or her that the request is reasonable. Include facts that create desire, which is important when the persuasive message is a sales message.
Resistance: Reduce resistance by putting yourself in the reader’s shoes and asking, What kinds of problems might the receiver have with my request? Then attempt to respond to those problems.
Action: Motivate action by telling the receiver exactly what he or she wants and when he or she wants it. The goal is to sound confident but not pushy and to motivate the reader to say yes. Persuasive messages should end with a specific request that is confident but not demanding.
What distinguishes rational, emotional, and dual appeals in persuasion?
Rational appeals are associated with reason and intellect. They translate selling points into references to making or saving money, increasing efficiency, or making the best use of resources. Rational appeals are appropriate when a product is expensive, long-lasting, or important to health, security, and financial success. Emotional appeals relate to status, ego, and sensual feelings. Appealing to emotions is sometimes effective when a product is inexpensive, short-lived, or non-essential. Many clever sales messages combine rational and emotional strategies for a dual appeal.
Name the best practices for e-marketers hoping to write effective email and online sales messages.
a. Communicate only with those who have given permission.
b. Craft a catchy subject line.
c. Keep the main information “above the fold.”
d. Make the message short, conversational, and focused.
e. Convey urgency.
f. Sprinkle testimonials throughout the copy.
g. Provide a means for opting out.
Describe the purpose and characteristics of persuasive tweets and other online posts
Social media are not primarily suited for overt selling; however, tweets and other posts can be used to influence others and to project a professional, positive online presence. Facebook is the Web’s dominant social network. Companies like Coca-Cola have made Facebook a central focus of its marketing plan. Social media offer huge research and brand-building opportunities. Media-savvy businesses face a public that wants to be heard, so if they listen to and engage with users, companies can positively affect their customers’ beliefs and counter potentially negative perceptions. Despite concerns after repeated privacy breaches, to proponents of social media, sites such as Facebook promise advertising that is less obtrusive and more tailored to users’ needs than traditional, widely distributed ads.
Furthermore, blogs can be powerful marketing tools as, for example, companies invite guest bloggers to contribute to their sites as advisors to small businesses. Relevant discussions can take place on blogs, and they can also serve as a public relations tool. In addition, blogs can be used as both valuable internal and external communication tools, and to subtly market products and develop a brand image. Twitter has been used to increase sales and to perform other functions such as impact-raising and crisis management. The extreme conciseness and efficiency of Twitter creates attention-getters and calls for action.
Rational Appeal
A persuasive technique associated with reason and intellect. This appeal strategy translates selling points into references to making or saving money, increasing efficiency, or making good use of resources.
Emotional Appeal
A persuasive technique that is associated with status, ego, and sensual feelings. This appeal strategy is sometimes effective when a product is inexpensive, short-lived, or nonessential.
Dual Appeal
A persuasive technique that uses a combination of rational and emotional appeal strategies in a single sales message
