Persuasive Communication

Persuasion
The process of influencing or changing attitudes, beliefs, values or behavior. Goals
Adoption Continuance Discontinuance Deterrence

Rhetorical argument
Three fundamental elements of arguments Ethos the credibility of the speaker Pathos the emotional dimension

Logos the internal logic of the argument

Ethos
Perceived personal character of the speaker Related characteristics
Trustworthiness (as perceived by the audience) Goodwill towards the audience Authority (relative to the audience) Reputation or expertise (relative to the topic)

Pathos
Emotional connection to the audience Influence by passions, personal values and perceptions

Logos
Logical argument rational proofs
Inductive reasoning Deductive reasoning

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)

Organization of idea for a Persuasive Request

Opening Body Closing

Capture the readers attention.

Describe a problem, state something unexpected, suggest reader benefits, offer praise or compliments, or ask a stimulating question.

Organization of idea for a Persuasive Request

Opening Body Closing

Build interest.
Explain logically and concisely the purpose of the request. Prove its merit. Use facts, statistics, and expert opinion.

Reduce resistance.
Anticipate objections. Offer counterarguments. Establish credibility. Demonstrate competence. Show the value of your proposal.

Organization of idea for a Persuasive Request

Opening Body Closing

Motivate action. Ask for a particular action. Make it easy to respond. Show courtesy, respect, and gratitude.

Attention

Interest

AIDA Model
Action Desire

Applying the AIDA Model

Getting Attention
Building Interest Increasing Desire Motivating Action

Building Interest
Support Promises
Highlight Key Points Emphasize Benefits

Increasing Desire
Audience Focus
Dynamic Language Support for Claims

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