Reflective Revision

Persuasion: D E V E LO P I N G YO U R A R G U M E N T

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Persuasion: Session #2 Openers

Calls for Action

Reader Benefits

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Persuasive Openers

Questions to ask:

1. Will the primary audience still be reading at the end of the first paragraph?

2. Does the opener fit with the larger message, including key details and reader benefits?

3. Is the energy/tone consistent with the tone that will be carried through the document?

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Calls for Action

Principles

1. Summarize or restate your request

2. Indicate the means for acting

3. Give a time frame – but only if the need to do so is real

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Persuading students to attend a seminar

To sign up for the seminars, go to albertagrants.com. Registration closes January 15th. Hope to see you in March!

Specific response route

Goodwill closeDeadline

Reminder of the request

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Persuading the Academic Dean to increase the number of sections for a popular course

Vague

Please consider our request.

Improved

Please consider supporting our request for three additional sections of MGMT 4510 for the 2019/2020 academic year. Thank you for your continued support of student needs.

Note: soft deadline. Why?

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Persuading colleagues to help at a charity golf event for the Food Bank

Vague

Let me know if you can help with any of these items.

Improved

If you can help by selling tickets, soliciting auction items, or manning the refreshment booths, please fill out the volunteer form available at www.RTU.golf.volunteers.com . Volunteer tasks will be allocated on September 13; we’ll contact you with your specific responsibilities before September 27.

Thanks for your help in decreasing hunger in Calgary!

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Reader Benefits

Worksheet

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Develop your Claim pp.201-202 Principle?

Explore powerful, reader-oriented benefits in detail; mention others in passing (if at all).

How?

➢ provide details on the opportunity or request

➢ tell a vivid story

➢ build a logical case

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What will best persuade the reader? CofH:

1. Flexible hours will mean clients are better served.

2. Flexible hours will not bring supervisory risks.

3. Happy workers means happy workplace.

AC

1. Opportunity will give your company marketing exposure in the region.

2. Opportunity will allow CHF companies to help a deserving family.

3. Opportunity will help upskill junior employees.

These items are not equally persuasive!

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Consider: 1. Does the appeal fit with

the reader’s self image?

2. What will be particularly important to the reader in the current context?

And… intrinsic over extrinsic

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Include Credible Detail/Evidence In a statement of the problem:

Vague: Violence in the region has disrupted citizens’ ability to get education, medical care and food.

Better: Violence in the region has closed 7 of the 11 local elementary schools, restricted the availability of medical supplies, and damaged transportation infrastructure, including the main highway between the capital and the surrounding farming region.

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In arguing the solution and showing benefit:

Vague:

Your donation will provide classroom supplies for these students.

Better:

Your $25.00 donation is enough to provide a grade 4 student with one year of school supplies, opening doors to an education that will benefit the student, and eventually her community.

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On your own time…. The following slides break down the components of a simple persuasive message.

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Sample Analysis: Persuasive Message General Persuasion (favour and action requests, persuasive claims)

1. On a printed copy of the slides below, colour code the components of the persuasive message, as follows: • Gain favourable attention – blue

• Prove the claim -- red

• Call for specific action – green

• End with goodwill -- orange

2. Consider credible evidence in the red ‘prove the claim’ section(s). Insert a comment at each point where evidence supports the claim. Answer the question “Is this evidence convincing?”

3. If you feel evidence is lacking, insert a comment where you would like to see further evidence. Suggest an example.

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Front Material Removed…

Subject: Premium Membership No. 00456811

Dear Mr. Edwards:

I joined Gym Masters on the recommendation of business colleagues who have long enjoyed your state-of-the-art facility and expertly conducted fitness programs. When I toured Gym Masters before taking out a membership, I was impressed by your friendly, knowledgeable staff and well-maintained equipment. Naturally, I had been looking forward to being a member and I was disappointed when I discovered that my premium membership did not entitle me to all club facilities.

On January 8, I signed up for a $1,499 one-year premium membership that guaranteed me front-of-the-line priority placement in all classes. A copy of the contract is enclosed. When I showed up on January 9 to attend a Pilates class for which I had registered, I was turned away after being told the class was full. For the next week, I arrived each day for my Gym Master class only to be informed that there was no room. Had I known that I would be denied entry into these classes, I would have selected a more affordable membership level.

In Ontario, consumers are allowed a 10-day cooling-off period, during which new members are free to back out of health club contracts. Although this time has now elapsed, I am making my request for a full refund of my membership and initiation fees well within the 30-day money-back guarantee period that was written into the contract I signed.

I originally joined Gym Masters because of its reputation for quality facilities and reputable membership services. I am confident you will honour the terms of my contract and grant me a full refund. I look forward to hearing from you in the next two weeks.

Sincerely, ….

Meyer, C. (2013). Communicating for Results. Don Mills, ON: Oxford University Press. (p. 247) 16

Analysis of Sample (1)

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Front Material Removed…

Subject: Premium Membership No. 00456811

Dear Mr. Edwards:

I joined Gym Masters on the recommendation of business colleagues who have long enjoyed your state-of-the-art facility and expertly conducted fitness programs. When I toured Gym Masters before taking out a membership, I was impressed by your friendly, knowledgeable staff and well-maintained equipment. Naturally, I had been looking forward to being a member and I was disappointed when I discovered that my premium membership did not entitle me to all club facilities.

On January 8, I signed up for a $1,499 one-year premium membership that guaranteed me front-of-the-line priority placement in all classes. A copy of the contract is enclosed. When I showed up on January 9 to attend a Pilates class for which I had registered, I was turned away after being told the class was full. For the next week, I arrived each day for my Gym Master class only to be informed that there was no room. Had I known that I would be denied entry into these classes, I would have selected a more affordable membership level.

In Ontario, consumers are allowed a 10-day cooling-off period, during which new members are free to back out of health club contracts. Although this time has now elapsed, I am making my request for a full refund of my membership and initiation fees well within the 30-day money-back guarantee period that was written into the contract I signed.

I originally joined Gym Masters because of its reputation for quality facilities and reputable membership services. I am confident you will honour the terms of my contract and grant me a full refund. I look forward to hearing from you in the next two weeks.

Sincerely, ….

Meyer, C. (2013). Communicating for Results. Don Mills, ON: Oxford University Press. (p. 247)

Gains positive attention (compliment) before expressing disappointment.

Supports claim with a chronology and specific evidence.

Provides supporting data.

Ends positively with a confident call for a specific resolution.

Appeals to facility’s reputation and reader’s sense of ethics.

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