Chapter 5 Developing Arguments: Persuasive Communication Deny A. Kwary .

Chapter 5 Chapter 5 Developing Arguments: Developing Arguments:

Persuasive CommunicationPersuasive Communication

Deny A. KwaryDeny A. Kwary

www.kwary.netwww.kwary.net

Main TopicsMain Topics

Persuasion in OrganisationsPersuasion in Organisations

Rhetorical argumentRhetorical argument

The AIDA ModelThe AIDA Model

Persuasion in practicePersuasion in practice

Consider an occasion when you have been:Consider an occasion when you have been:

1. seeking to persuade others. What 1. seeking to persuade others. What strategies did you use?strategies did you use?

2. on the receiving end of someone trying to 2. on the receiving end of someone trying to influence and persuade you. What influence and persuade you. What strategies did they use?strategies did they use?

Persuasion in organisationsPersuasion in organisations

AdvertisingAdvertising – –to secure the attention of a to secure the attention of a target audience and to increase its target audience and to increase its subsequent recall of the messagesubsequent recall of the message

Public relations (PR)Public relations (PR) – – to manage the to manage the links between an organisation and its links between an organisation and its stakeholdersstakeholders

LobbyingLobbying – – presenting an organisation’s presenting an organisation’s case to the key decision makerscase to the key decision makers

Interviews Interviews –– e.g. job interviewse.g. job interviews

Business meetingsBusiness meetings and and negotiationsnegotiations

StakeholdersStakeholders

Rhetorical argumentRhetorical argument

Ethos Ethos – – the credibility of the person the credibility of the person presenting the argument; presenting the argument;

LogosLogos – – the internal logic of the the internal logic of the argument; argument;

PathosPathos – – the emotional dimension.the emotional dimension.

Three fundamental elements of Three fundamental elements of arguments according to the arguments according to the Greek philosopher Aristotle:Greek philosopher Aristotle:

Example of rhetoric in useExample of rhetoric in use

endorsement of anti-drugs messages endorsement of anti-drugs messages by sports or music celebrities (ethos) by sports or music celebrities (ethos)

publication of statistical reports publication of statistical reports detailing the consequences of abuse detailing the consequences of abuse (logos)(logos)

personal appeals by parents and personal appeals by parents and survivors (pathos)survivors (pathos)

Consider the challenge of persuading Consider the challenge of persuading people to refrain from drug abuse. people to refrain from drug abuse.

Refer to Case 5.4. #1, pp. 136-139Refer to Case 5.4. #1, pp. 136-139

Find out the three fundamental Find out the three fundamental elements (ethos, logos and phatos) elements (ethos, logos and phatos) of the argumentof the argument

InterestInterestAttentionAttention

DesireDesireActionAction

AIDA ModelAIDA Model

Applying the AIDA Model

Getting AttentionGetting Attention

Building InterestBuilding Interest

Increasing DesireIncreasing Desire

Motivating ActionMotivating Action

Getting Attention

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."

Techniques to open your sales letter with excitement:

Building Interest

Support PromisesSupport Promises

Highlight Key PointsHighlight Key Points

Emphasize BenefitsEmphasize Benefits

Increasing Desire

Audience FocusAudience Focus

Dynamic LanguageDynamic Language

Support for ClaimsSupport for Claims

Motivating Action

The Next StepThe Next Step

A Sense of UrgencyA Sense of Urgency

Professionalism Professionalism

A Good ImpressionA Good Impression

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.

Identify the AIDA in the following letter.

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.

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.”

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.

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.”