PERSUASIVE COMMUNICATION

-By

Abdul Gafoor .M.

AN INTRODUCTION TO PERSUASIVE COMMUNICATION :

• The term ‘persuasions ’ means to force someone into something.

• Here, persuasive communication means, persuading others to understand what you are trying to communicate in your way.

• Persuasive communication has one core purpose: get your readers to support, believe, and act in your favour.

DEFINITION:

• “Persuasion is a communicative process of altering the beliefs, attitudes and intentions or behaviour of another by the conscious and unconscious of words and non-verbal message” – Ilardo (1981)

• Because persuasive communication focuses on the other person, we need to have that other person firmly in our sights when we write or speak. In other words, communication will be most persuasive when we build the message around the other person, rather than ourselves.

PERSUASIVE STRATEGY :

• Whether the audience is aware of your desire for adoption or not, the likelihood of resistance suggests a persuasive strategy. In this instance, it is suggests that the audience will likely resist your idea or concept. They may already have accepted competing ideas or concepts.

• In this case, the communication program must overcome this potential resistance. This means increasing the frequency of communication and using emotional appeals or persuasive arguments to overcome the resistance. This is the type of strategy used in advertising and public policy management.

Circular letters

Sales Letters

News Letters

Publication Materials

Notices

Advertisement

Leaflet’s letters

Invitations letters

Different types of persuasive written communication :

CIRCULARS :

Circulars are used to communicate a formal message to a large no: of persons like share holders, suppliers, business friend, employees, etc.

• It conveys the fundamental change in the structure and policy of an organization.

• It circulates the same message to all the receivers. • Therefore, it must be drafted carefully and appropriately in an

attractive style, effective language, meaningful and catchy words and ‘you’ attitude.

• This saves time & money, simultaneous access to different people residing at different localities.

SALES LETTERS :

Sales letters are a very selective form of advertising. They aim to sell a company’s good or services, or they persuade readers to take up special offers. The main qualities of a sales letter must be..

• Arouse interest • sound convincing • create a desire • Encourage action

Applying the AIDA Model:

• Persuasive letter of memorandums usually have four parts, often referred to as the AIDA formula for sales presentation:

A - Attract the reader’s attention I - Arouse the readers interest. D - Create desire and convince the reader. A - State clearly the action the reader

needs to take.

Applying the AIDA Model:

Getting Attention

Building Interest

Increase Desire

Motivating Action

Getting Attention: (A)

• Techniques to open your sales letter with excitement: News Items Product benefits Personal appeals Product Samples Promise of Savings Problem Solution

Building Interest : (I)

Support Promises

Highlight Key Points

Emphasize Benefits

Increasing Desire: (D)

Audience Focus Dynamic

Language Support for claims

Motivating Action: (A)

The next Step

A Sense of Urgency

Professionalism

A Good Impression

TECHNIQUES:

Focusing on the other persons needs when speaking or writing.

Using persuasive words or phrases when speaking or writing.

Watch out for and eliminate barriers to effective communication.

Talk to a plan that demonstrate to the employer or job seekers exactly how you are going to help them.

PERSUASIVE MESSAGE:

Four factors determine the effectiveness of a persuasive message they are..

Message source

Believability of the message

Environmental factors

Comprehension and positive experiences.

Thank You