Communication Essay Assignment (Read Carefully)

Unit V

Lesson 5: Persuasive Messages

Introduction

Persuasive messages are designed to influence others. Such messages provide details—facts,

graphs, and statistics that urge others to do something or to change their minds about an issue.

Sometimes, the messages sent within organizations are meant to reinforce the organization’s

objectives. Whether a lawyer, public relations specialist, or counselor, all send persuasive

messages at one time or another. Every administrator’s job is to persuade others to be productive,

efficient, and, at times, creative.

Persuasive Messages

We all use persuasion frequently when speaking and writing messages. Persuading others refers

to how we create, reinforce, or change people’s thinking. Whether engaging in community

activities or in writing messages at work, we are often able to persuade others to see things from

our perspective. There are times when we want immediate action and times when we want the

audience to think about our ideas before taking action.

Understanding how persuasion works can benefit us as employees, supervisors, managers, or

business owners. The way products are advertised and the way to attract the attention of

investors lies in the ability to use critical thinking skills effectively.

When writing persuasive messages, always try to get others to take action based on the issues

addressed in the messages or reports. The company may want to sell a product or inspire others

through your persuasive messages. For all persuasive messages, be clear and concise. Always

use facts rather than opinions, and avoid stereotypes at all times. Always be honest in what is

written, and stay away from any type of unethical behavior. At all times, messages should create

a bond of trust between writers and readers.

Monroe’s Motivated Sequence

To persuade others effectively, a message must present its ideas clearly and always seek to

motivate the target audience.

Alan Monroe, a professor at Purdue University in the 1930s, believed that many people might

agree that something should be done about an existing problem but not have enough motivation

to take action. Therefore, a message must be forceful enough to influence them to do whatever

action is desired. Monroe’s motivated sequence involves five steps: attention, need, satisfaction,

visualization, and action (Lucas, 2015). The following scenario illustrates the application of the

Monroe motivated sequence in a business communication setting:

A vacancy arises in the management level just above your current position, and you wish to be

promoted. You have to motivate your supervisor to make a decision in your favor.

 Attention step: To begin, you must get your supervisor’s attention. Do not approach him or her if there is a lot going on and he or she is trying to resolve the situation. Wait until

you see that he or she is less busy and, preferably, sitting in the office. You have to

choose a time when you will have his or her undivided attention.

 Need step: The word need is jargon for problem. You should tell the supervisor about a problem that exists in the department, and explain why you think the problem occurred.

Provide statistics or other evidence to support your ideas. It must be a problem that is

causing some issues with management or other departments or customers.

 Satisfaction step: The word satisfaction is jargon for solution. You must set out one or more solutions to the problem. Explain how each solution would work, including cost

factors. Your ideas should be well thought out and explained without using any technical

terms, unless necessary.

 Visualization step: In this step, you must create a mental picture of the benefit(s) of carrying out your solution, or, alternatively, of the consequences of not doing anything to

resolve the problem. You can motivate the supervisor to take action if he or she knows

how he or she will benefit from doing as you say. Not only will people from inside the

department recognize his or her value to the organization, but he or she might be

recognized by executive management or outside organizations. If appropriate, you can

point out what would happen if nothing is done. For example, the department might have

to close down because of the problem.

 Action step: You must now persuade the supervisor to take action to resolve the problem. Remind him or her of the best solution. If you presented more than one solution, you

must choose only one solution, and persuade the supervisor to do as you ask. Asking the

supervisor to do more than one specific thing may lead to confusion, and it is likely that

your solution will not be implemented. You can offer to be the lead for the project.

Sending Persuasive Messages to Managers

Writing messages upward in an organization can be complex, but it does not have to be

something to be feared or avoided. If the topic is controversial, consider the attitudes and beliefs

that prevail among upper management. Find out whether managers will be in favor of, be neutral

to, or oppose the ideas. The tone of the message should be sincere and courteous. Be very

realistic about what the message seeks to accomplish.

Some persuasive messages will be based on fact. These messages provide data that has been

carefully researched in order to persuade managers to agree with the proposed action. All

statistics and other data presented with the problem must be accurate.

Persuasive messages to managers include proposals for change in operating procedures or, often,

requests to purchase new equipment. Either must provide sufficient information for the manager

to make an informed decision; therefore, explain any figures provided as part of the evidence,

especially when determining the cost of the project. Be very clear in the explanations of the

benefits (or consequences) to the company whether or not the proposal is accepted. In order for a

proposal to have a chance for success, it must emphasize how the solution will resolve a

significant problem facing the company.

Similarly, if a persuasive message seeks to change procedures in the workplace, compelling

information must be provided about the problem and the proposed solution. Show clearly how

the proposed solutions will be productive and profitable to the organization.

Sending Persuasive Messages to Employees

Writing messages downward in an organization usually relies on logical appeal. These messages

may ask employees to perform in a certain way in order to save money while increasing the

quality of the products or services. The chronological method (discussed in Lesson 4 of this unit)

is usually used to ensure that employees understand how the request will help them perform

more effectively.

Messages to employees can be about new policies, new staff, or a new manager. Messages can

also be about assisting in projects that go beyond the workplace, such as helping to organize and

run an event to raise money for a charitable organization.

These messages might be written formally or informally, depending on the situation. Try to

consider what the employees need to know, and always consider any opposition to the proposed

ideas. Choose all words carefully, and use a respectful tone so that employees are not bullied into

accepting the ideas, especially if they have been asked to volunteer their time.

Sending Persuasive Messages to Customers

Persuasive messages are meant to sway customers toward purchasing certain products. As a

result, trust must be established with customers. One way trust can be established is by ensuring

that products and services are always delivered as promised. Never make statements about the

pros and cons of a product or service unless there is certainty that the company will provide the

products and services as promised.

Customers must believe that the company is honest and trustworthy. That trust can be built only

over time. If a mistake is made, the company must accept full responsibility and ensure that

correction will occur in a timely manner. Follow up with customers, and ensure they understand

that the company is doing what is necessary to correct the error. Never leave any doubt that

everything will flow as promised and be fully supported.

Finally, persuasive messages are a foundation of any business or company. Operations always

include the necessity for purchases, change, adaptation, and events where individuals or groups

must be convinced that processes or climates must be amended for the good of the company. All

of the messages that are created to foster these modifications must be couched in familiar and

friendly terms and tones so that efficacy yields not only change but success for the company and

all of its employees.

Check for Understanding

(Answer Key is found below Review)

1. Which of the following is TRUE about persuasive messages?

a. Persuasive messages are relatively rare but in business must be an option. b. We all use a variety of persuasive messages every day.

2. When presenting a persuasive message, one thing to avoid would be: a) opinions. b) compelling evidence.

3. Monroe’s motivated sequence focuses on which of the following? a) Strongest facts and support b) A call for action

4. Which of the five steps in Monroe’s motivated sequence makes it different from most persuasive presentations?

a) Attention b) Need c) Satisfaction d) Visualization e) Action

5. Delivering persuasive messages to upper management, employees, and customers, demands the same considerations.

a) True b) False

Review

1. We all use persuasion frequently when speaking and writing messages. 2. Monroe’s motivated sequence involves five steps: attention, need, satisfaction,

visualization, and action.

3. Persuasive messages are a foundation of any business or company.

Answer Key

1. B - From simple persuasive messages about where to take lunch to complex and costly investments, at home and in our work, everyone uses persuasive messages on a daily

basis.

2. A - While the opinions of a CEO or expert in any field are certainly important, to convince someone or a group, facts and otherwise compelling evidence must be part of

the persuasion techniques.

3. B - Monroe’s motivated sequence focuses on the fact that, while in many cases an audience will agree with the persuasive facts and agenda, the listeners will not be

motivated to act on the information. Monroe’s sequence attempts to apply motivational

techniques as part of the persuasive presentation.

4. E - While getting an audience’s attention, demonstrating the need, previewing satisfaction, and showing an argument’s viability with a visualization are common to

most persuasive structures, the action step is a very specific call for a particular act from

the audience, whether that might be by writing a check, coming to the pulpit, or signing a

petition at that precise moment.

5. B – False - As with speaking or writing to any particular audience, special, even unique considerations always exist and demand specific knowledge and sometimes research in

order to be certain the language, appeal, and even structure are correct and best suited to a

particular group.

References

Lucas, S. (2015). The art of public speaking (12th ed.). New York, NY: McGraw-Hill.