Chapter 6: Persuasive Writing Situations Flashcards
4 ways persuasion changed in the digital age
- exploded in volume and reach
- spread instantaneously
- techniques are more subtle and misleading
- more complex and impersonal
establish credibility, make specific request, tie facts to benefits, recognize the power of loss, overcome resistance, and share solutions
The Communication/ Persuasion process
a situation where you anticipate that you will encounter resistance
persuasive situation
the ability to make people think or do what you want them to think or do
persuasion
asking a favour, or making a complex complaint or claim are examples of
persuasive situations in the workplace
developing sales and promotional messages, or getting co-workers and managers onside are
persuasive situations in the workplace
this ability is a key factor in the success in your business messages, career and interpersonal relations
ability to persuade
these type of people are highly valued in today’s successful organizations
persuasive people
3 qualities of indirect persuasive writing strategy
- reduce resistance
- buffer main idea/delay getting to the main point
- use passive voice
unified strategy for persuasive writing
AIRA technique
what does AIRA stand for
gain Attention
build Interest
reduce Resistance
motivate Action
describe a problem, make an unexpected statement, mention reader benefits
gaining attention
site facts, pay a compliment
gaining attention
state facts, expert opinions, direct benefits, specific details
building interest
countering potential problems or concerns
reducing resistance
ending with a specific request and when you’d like it
motivating action
requesting a large favour generally requires
the persuasive strategy
persuasive claims and complaints are more effective when they are
indirect
determines how you write
hierarchy at work
who would you be persuading when you immediately state or direct state your purpose
other employees (someone equal or lower then you)
who would you be persuading if you being your request with an attention-getter
manager (someone higher than you)
the goal is to get someone to devote a few moments of attention
sales message
statements made, arguments used, and assurance given by somebody trying to sell something
persuasive sales pitch
3 things that must happen to get results in customer relationship
- create awareness
- build excitement
- build a connection
AIDA analysis stands for
attention, interest, desire, action
knowing the names of users, money-back guarantee, free trail, or performance tests are ways to
overcome resistance
providing a reply card, toll-free number, web address, or follow-up call are
response strategies (action)
using social media to connect with customers
promotional messages
send only to those who give permission, keep main info “above the fold”, and provide a means for opting out
selling by email
better understanding people, how people think, and how they make decisions help us to
become more persuasive
