Business
Persuasive Strategies
Persuasive strategies are techniques used to influence and convince others to take a particular action or adopt a certain belief. These strategies can include emotional appeals, logical arguments, credibility building, and social proof. Effective use of persuasive strategies can help businesses achieve their goals and objectives.
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4 Key excerpts on "Persuasive Strategies"
eBook - ePub- Chris Fill, Graham Hughes(Authors)
- 2012(Publication Date)
- Routledge(Publisher)
push strategies.There are occasions when stakeholders need to understand how or what an organization’s position is regarding particular issues. This approach seeks to influence attitudes towards the company and is referred to as a profile strategy.Therefore, the three main types of audience can be identified broadly as customers, members of the marketing channels and all other stakeholders who are connected to the organization or the brand in question. Communication strategy may be referred to as the 3Ps:- Pull strategies to reach customers (consumers and businesses)
- Push strategies to reach members of the marketing channel
- Profile strategies to reach all relevant stakeholders.
Here the objective is to stimulate demand by encouraging consumers (and end-user businesses) to ‘pull’ products through the marketing channel network (Figure 6.1 ). However, a pull strategy requires a core message to support it, to reflect the different opportunities that are available to position a brand.Figure 6.1 Direction of communication in a pull strategySource: Fill (2006)Activity 6.1You will (hopefully!) have remembered that this means to differentiate, reinforce (remind/ reassure), inform and persuade an audience.Write down what DRIP stands for without referring back to Unit 1 .A pull strategy might be used to reposition a brand, to differentiate a brand from its competitors and to add value so that a customer clearly understands what the brand means and what it can do for them. For example, Thorntons, the chocolate manufacturers and retailers, have recently repositioned themselves so that they now wish to be seen as a part of giving gifts. The message, therefore, is about differentiation and gifts.A campaign objective might be to remind lapsed customers of the brand values and so encourage them to begin buying the brand once again. Kelloggs have successfully used advertising to remind adults how much they used to enjoy eating cornflakes when they were children and that they can continue to do so as they grow older. Specsavers Opticians use marketing communications generically to build association between the need for good eyesight and their brand. In some instances, the strategy serves to ensure that the brand is brought towards the front of the consumer’s mind. In others, it will seek to communicate specific benefits or uses of the brand which may have been forgotten. Or, perhaps it will suggest new uses which will make the brand more relevant to the consumer’s needs. Alternatively, the strategy might be to reassure
eBook - ePub- Mable Chan(Author)
- 2020(Publication Date)
- Routledge(Publisher)
- Persuade your boss to support your initiatives or/and adopt your suggestions (e.g. in a proposal, business report, sales presentation);
- Persuade customers to buy a product/use your services;
- Persuade the public that your organisation is credible;
- Persuade customers in a reply to complaint that the options provided are the best which could be offered;
- Persuade peers/friends not to give up;
- Persuade companies to compensate (e.g. in claim letters);
- Persuade teenagers not to take drugs in TV broadcasting.
This chapter provides a well-grounded understanding of available persuasive techniques that can be employed and applied to excel in different aspects of the readers’ life. It provides an overview of the key communication strategies to influence, engage and empower. Persuasive techniques used by celebrities and professionals in different sectors of the workplace are demonstrated and their impact highlighted. Successful persuasion requires one to have the skills to access, analyse, evaluate and create various communication strategies in different situations and to use the key language features to achieve this purpose. The two main language features are content words and grammatical words. Content words carry specific meanings, such as nouns, adjectives and verbs. Grammatical words express a functional or structural relationship with other words in a sentence, such as prepositions providing more information about nouns, to
eBook - ePub- Olga Dontcheva-Navratilova, Martin Adam, Renata Povolná, Radek Vogel(Authors)
- 2020(Publication Date)
- Palgrave Macmillan(Publisher)
2018 ).2.5.2 Persuasive Strategies in Business Discourse
The function of annual reports is to inform and convince their target audiences . Since attitudes influence human thought and action (Perloff, 2010 , p. 41), persuaders aim to change these attitudes because they need to promote a certain kind of behaviour in their stakeholders. Although corporate persuaders use a variety of strategies and language devices, basically they appeal to the three classical Aristotelian persuasive principles . The appeal to logos requires a logical, rational and objective message, and it is fulfilled mainly by provision of well-structured and objective facts. The appeal to ethos involves acting as a credible, reliable, cooperative, competent and empathic source, so businesses show involvement and personal views and create a sense of community, particularly by self-mention of authors (i.e. executives) and the company itself. Lastly, the appeal to pathos is realised by evoking positive emotions (and suppressing negative ones), sounding polite and attractive and by emphasis on responsibility and care.Persuasion in annual reports may be explored from several points of view. These comprise the concept of evaluation as “the expression of the writerʼs or speakerʼs opinion, attitude or stance ” towards the message (Hunston & Thompson, 1999 , p. 5), which broadly corresponds to Martin and White’s wider concept of appraisal (Martin & White, 2005 ) and Hyland’s narrower concept of stance . According to White (2004 ), evaluation concerns two areas, emotion and opinion; the latter can be further divided into appreciation (opinion on aesthetics) and judgement (opinion on ethics). Persuasive Strategies in corporate annual reports are predominantly realised by lexical persuasive devices, namely evaluative, attitudinal and contextually persuasive lexis, but also by self-mentions , including the personification of a company as a collective agent, and interactive devices modulating commitment to claims (especially hedges and boosters
eBook - PDFPower, Influence, and Persuasion
Sell Your Ideas and Make Things Happen
- Harvard Business Review(Author)
- 2005(Publication Date)
- Harvard Business Review Press(Publisher)
Can you sense the best time to attempt to change someone’s mind on an issue of importance to you? Do you support your ideas with reasons that others find compelling? For managers—those with power and those without it—persuasion is the primary means of changing behavior and affecting decisions. In this sense, effective persuasion is a form of power and a tool of in-fluence. To persuade is to use argument or entreaty to get others to adopt a belief or particular behavior. Talented persuaders have the power to capture an audience, sway its opinions, and convince op-ponents to align with their cause. What exactly is persuasion? Persuasion is a process that enables a person or group to change or reinforce others’ attitudes, opinions, or behaviors . It can take place in a single meeting or over time through a series of discussions. Persuasion is a skill that’s essential for success in all relationships—personal and business alike. What’s more, per-suasion is not only a matter of making a rational case but also about presenting information and ideas in ways that appeal to fundamental human emotions. It’s about positioning an idea, approach, or solu-tion in a way that appeals to others. Persuasion blends art and science. It’s an art in that it requires the ability to establish trust. It’s a science in that it is based on the disci-plined collection and analysis of information, a solid understanding of human behavior, and well-developed communications skills. By adopting this art and science, anyone can enhance his or her persua-sion skills. Why Persuasion Is Important The applications of persuasion are virtually infinite. An employee lobbying for a pay raise, a sales manager pitching the benefits of a new product line to a customer, a purchasing manager convincing a supplier to expedite shipment of an order—these are only a few Persuasion I 57 examples of persuasion situations. We draw upon our persuasive skills every day, usually without realizing it.
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