Chapter 5 Developing Arguments: Persuasive Communication

1. Chapter 5 Developing Arguments: Persuasive Communication Deny A. Kwary www.kwary.net

2. Main Topics • Persuasion in Organisations • Rhetorical argument • The AIDA Model

3. Persuasion in practice Consider an occasion when you have been: 1. seeking to persuade others. What strategies did you use? 2. on the receiving end of someone trying to influence and persuade you. What strategies did they use?

4. Persuasion in organisations • Advertising –to secure the attention of a target audience and to increase its subsequent recall of the message • Public relations (PR) – to manage the links between an organisation and its stakeholders • Lobbying – presenting an organisation’s case to the key decision makers • Interviews –e.g. job interviews • Business meetings and negotiations

5. Stakeholders

6. Rhetorical argument Three fundamental elements of arguments according to the Greek philosopher Aristotle: • Ethos – the credibility of the person presenting the argument; • Logos – the internal logic of the argument; • Pathos – the emotional dimension.

7. Example of rhetoric in use Consider the challenge of persuading people to refrain from drug abuse. • endorsement of anti-drugs messages by sports or music celebrities (ethos) • publication of statistical reports detailing the consequences of abuse (logos) • personal appeals by parents and survivors (pathos)

8. Refer to Case 5.4. #1, pp. 136-139 • Find out the three fundamental elements (ethos, logos and phatos) of the argument

9. Attention Interest AIDA Model Action Desire

10. Getting Attention • Building Interest • Increasing Desire • Motivating Action Applying the AIDA Model

11. News Items  Product benefits  Personal appeals  Product samples  Promise of savings  Problem solutions  "The only thing worse than paying taxes is paying taxes when you don't have to.” "In the past 60 days, mortgage rates have fallen to a 30-year low.” "Right now, you can get huge savings on a new camera phone." "iPod. 10,000 songs in your pocket.“ "Tired of cold air rushing through the cracks around your windows? Stay warm and save energy with AAA Weather-stripping.“ "Here’s your free sample of the new Romalite packing sheet." Getting Attention Techniques to open your sales letter with excitement:

12. Support Promises Highlight Key Points Emphasize Benefits Building Interest

13. Audience Focus Dynamic Language Support for Claims Increasing Desire

14. The Next Step A Sense of Urgency Professionalism A Good Impression Motivating Action

15. AIDA Model in Business Letters • Attention: Your opening does more than simply introduce your topic; it grabs audience attention and encourages them to hear more about your main idea. • Interest: Your explanation does more than present reasons; it incites the interest of your audience. • Desire: Your continued explanation does more than present benefits; it changes your audience’s attitude. • Action: Your close does more than end on a positive note; it emphasizes reader benefits and motivates readers to take specific action.

16. Identify the AIDA in the following letter.

17. Case Study As the director of human resources in your company, you’re desperate for some help. You want to keep the costs of employee benefits under control while making sure you provide employees with a fair benefits package. However, you don’t have time to research all the options for health insurance, wellness programs, retirement plans, family counseling, educational benefits, and everything else, so you decide to hire a consultant. You receive the following message from a consultant interested working with you.

18. Case Study (continued) I am considered the country’s foremost authority on employee health insurance programs. My clients offer universally positive feedback on the programs I’ve designed for them. They also love how much time I save them – hundreds and hundreds of hours. I am absolutely confident that I can thoroughly analyze your needs and create a portfolio that realizes every degree of savings possible. I invite you to experience the same level of service that has generated such comments as “Best advice ever!” and “Saved us an unbelievable amount of money.”

19. Case Study (continued) You’d love to get the results the consultant promises, but these claims don’t ring true to you. In fact, the message contains several instances in which this writer’s credibility might be questioned. Identify the problematic claims.

20. The problematic claims I am considered the country’s foremost authority on employee health insurance programs. My clients offer universally positive feedback on the programs I’ve designed for them. They also love how much time I save them – hundreds and hundreds of hours. I am absolutely confident that I can thoroughly analyze your needs and create a portfolio that realizes every degree of savings possible. I invite you to experience the same level of service that has generated such comments as “Best advice ever!” and “Saved us an unbelievable amount of money.”