MGTA35H3 Chapter Notes -Crimethinc. Publications, Jargon, Pay Attention
15 Aug 2012
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Document Summary
People are persuaded by their perceptions of: the trustworthiness of the messengers, the emotional and logical resonances of the message. Provide enough information (reader know what to do) Overcome any objections that prevent or delay action: secondary purposes. Establish a good impression of the writer. Build a good image of the writer"s organization. Build a good relationship between the reader and writer. Reduce or eliminate future correspondence on the same subject. Efforts to change people"s behaviour (collection letters, criticisms or performance appraisals, public service ads designed to reduce drunk driving ) It depends on how much and what kinds of resistance you expect. Most important persuasive technique: making a positive first impression establish credibility. Four persuasive strategies: direct request (deductive/good news) You need a response only from the people who are willing to act. The audience is busy and may not read all the messages received. Your organization"s culture prefers direct requests: indirect request ( problem-solving, inductive, bad news)
