COM 295T Wk 2 – Practice: Planning a Persuasive Message

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COM 295T Wk 2 – Practice: Planning a Persuasive Message 

Planning a Persuasive Message

Gaining attention. The first task of most persuasive messages is to gain the attention of your readers. You can do this in a variety of ways, including asking a rhetorical question, providing a compelling or interesting fact, providing a compelling statistic, issuing a challenge, or posting a testimonial. For internal persuasive messages, the primary means of gaining attention is demonstrating a business need—a gap between what is and what could be.

Describing a need, giving a solution, and providing a rationale. Once you’ve stated the need, you may describe your solution, which is a recommended product, service, or idea. Many readers will remain skeptical unless you provide convincing support. So, you will need to provide a strong rationale, meaning solid reasons why your product, service, or idea really benefits them.

Show appreciation for other views. At some point in the body of the message, you should validate your readers by showing appreciation for their views and preferences. Validation implies that you recognize and appreciate others’ needs, wants, ideas, and preferences as legitimate and reasonable.

Give counterpoints. Traditionally, communicators overcame the objections of their audiences by providing counterpoints to any of the audience members’ objections. Overcoming objections with counterpoints, however, is risky in the post-trust era. This approach may unnecessarily carry a me-versus-you tone and delegitimize the readers’ concerns. Consider whether providing counterpoints provides more benefits than costs.

Provide a call to action. You conclude persuasive messages with a call to action, which asks your readers to take a specific step toward the purchase of a product or service or acceptance of an idea. However, a call to action should not be a hard sell; pressuring others is increasingly ineffective in the post-trust era.