商务交流第七章

BusinessCommunication

7e

OberChapter7

PersuasiveMessagesPersuasivemessagesComposeapersuasivemessagepromotinganidea.Composeapersuasivemessagerequestingafavor.Composeapersuasiveclaim.Composeasalesletter.大学生推销自己出奇招

“福娃”喻己引人注意

有大学生用板子撑起自己的应聘书，上面5个奥运福娃显得别致有趣，下面的几行说明是一种巧妙的毛遂自荐，委婉地告诉用人单位，如果录用了自己将有多么大的价值，无论是对单位，还是对自己。鲤鱼形象的“贝贝”被喻为鲤鱼跃龙门，将前程无量。“晶晶”大熊猫是国宝，寓意自己不久的将来也将成为用人单位的宝贝。“欢欢”是一团火，寓意自己热情似火，干什么事情都有激情。“迎迎”藏羚羊寓意不害怕艰苦环境，不怕吃苦。“妮妮”小燕子寓意自己聪明敏捷。虽然简简单单一张应聘书，却被该学生搞得别出心裁，有创意，结果不少用人单位主动找到这位大学生，抛出“绣球”。“我认为这么做有些牵强，不如把功夫用到踏踏实实做事上，这位大学生真有这么优秀吗？”现场一家用人单位的招聘负责人直言不讳地说。PersuasivemessagesPersuasionistheprocessofmotivatingsomeonetotakeaspecificactionortosupportaparticularidea.Allbusinesscommunicationinvolvespersuasion:youwantthereadertoacceptyourperspectiveandbelievetheinformationyouarecommunicating.Persuasivecommunicationpresupposesatleastinitialresistancetowhatyouhavetosay.Tosucceed,tailoryourmessagetoyouraudience,giveyourreadersreasonsthattheywillfindconvincing,andanticipateanddeflecttheirobjections.ChallengestotheWritingPurposeofPersuasiveMessageAudiencesreceivemanycompetingrequestsPeopleinyouraudiencearebusyandreluctanttodosomethingdifferentacceptyourideasconvincetodosthnew

UsingtheThree-StepWritingProcessforPersuasiveMessagesStep1PlanningStep3CompletingStep2WritingAnalyzeSituationGatherInformationAdapttoAudienceOrganizeInformationComposeMessageReviseProduceProofreadCompletePlanningBeforePersuasionSENDERRECEIVERMessageDistributionAnalyzeyourpurposeAnalyzeyouraudience’sneedsEstablishyourcredibilityStriveforhighethicalstandards

一、PlanningthePersuasiveMessage

（一）Purpose

Thepurposeofapersuasivemessageistomotivatethereadertoagreewithyouortodoasyouask.Defineyourpurposeclearly.Unlessyouareclearaboutthespecificresultsyouwanttoachieve,youwillnotbeabletoplananeffectivestrategytoachievethem.1.AnalyzeyourpurposeClearSingle要让对方把握你讲话的主题，而你自己必须明白讲话的目的，这很重要。——林肯

TheImportanceofAnalyzeyouraudience’sneeds案例1:两个擦鞋匠的差异案例2:上门推销不招人厌烦的奇招不论推销什么，你首先要做的第一件事情就是尽可能地了解它。——卡耐基案例1:两个擦鞋匠的差异“请坐，我为您擦擦皮鞋吧，又光又亮。”“约会前，请先擦一下皮鞋吧。”

“为约会而擦鞋”“为擦鞋而擦鞋”心理需求案例2:上门推销不招人厌烦的奇招

凡是上门推销产品或者做广告的人都深有体会：客户是厌烦的，而且冷脸听不得你的解说。静下来从顾客的角度仔细想想：现在上门推销的数不胜数，确实让人烦不胜烦，顾客对于上门推销员的态度，几乎跟打发叫花子差不多。但是你想过没有？商家和每个人最希望什么？最不烦什么？是财神爷！中国人都对财神爷毕恭毕敬，对之奉若神明，因为每个人都有一种发财的美好愿望。

所以你可以找一个有富相的人，然后去演出服装店订做一套财神爷的古装，扮演成财神爷去各家推销了，如果能再找上两个童男玉女陪伴左右打着“财神到”的幌子，那效果就更好了！别忘了送上招财进宝的帖子和工艺元宝只类的小礼品。保证谁也不会对“财神爷”冷脸以对，更不会把财神爷赶出门（因为这样犯忌讳），他们都会笑脸相迎、毕恭毕敬，而且会客气地让座、倒茶，有了这个开局，你的推销就顺理成章了。不管买卖成不成交，你给他已经留下了深刻印象，而且是美好印象。（二）AudienceAnalysis

Audienceanalysisinvolvesconsideringthereader’sknowledgeandattitude,determiningwhateffectthemessagewillhaveonthereader,andreviewingthewriter’scredibility.1.KnowledgeandAttitudeoftheReader

a.Determinewhatthereaderalreadyknowsaboutthetopicsoyouwillknowhowmuchbackgroundinformationtoinclude.b.Trytoanalyzethereader’sattitudetowardthetopic.c.Initialresistancecallsformoreevidence.d.Learnwhythereaderisresistantsoyoucantailoryourargumentstothatresistance.Occupation,IncomeAge,GenderEducationOtherQuantifiableFactorsDemographicsAttitudesPersonalityLifestyleOtherFactorsPsychographicsGerman:technicalmattersAmerican:practicalmatterConsideringCulturalDifferences返回2.EffectontheReader

a.Determinetheeffectofyourproposalonthereader.b.Rememberthatthereaderalwayswantstoknow“What’sinitforme?”c.Identifyreaderbenefits—directandindirect.

3.WriterCredibility

a.Establishyourowncredibilitybysupplyingconvincingevidence.b.Ifappropriate,capitalizeonyourreputationorperformancestanding.EstablishyourcredibilitySupportingyourmessagewithfactsNamingyoursourcesBeinganexpertEstablishingcommongroundBeingenthusiasticBeingobjectiveBeingsincereBeingtrustworthyHavinggoodintentions返回二、OrganizingaPersuasiveRequestTheorganizationalstructureofthepersuasivemessagewillbedeterminedbythepurposeofthemessageandyourknowledgeofthereader.

（一）DeterminingHowtoStarttheMessage

Messagesmaybeorganizedaccordingtoadirectplanoranindirectplan,dependingonthereader’sattitude.1.DirectPlan—PresenttheMajorIdeaFirst

Usethedirectorganizationalplanforpersuasivemessageswhenanyofthefollowingconditionsarepresent:a.Youarewritingtosuperiorswithintheorganization.b.Youraudienceispredisposedtolistenobjectivelytoyourrequest.c.Theproposaldoesnotrequirestrongpersuasion.d.Theproposalislongorcomplex.e.Youknowthatyourreaderprefersthedirectapproach.

2.IndirectPlan—GaintheReader’sAttentionFirst（1）Useanindirectorganizationalplanforpersuasivemessageswhena.Yourreaderwillinitiallyresistyoursuggestions.b.Youarewritingtosubordinates.c.Youknowyourreaderpreferstheindirectplan.d.Youknowthereisaneedforstrongpersuasion.（2）Usearhetoricalquestionoranunusualfactorunexpectedstatementtogainthereader’sattention.Thisdrawsthereaderintotheletterormemo.（3）Keeptheopeningstatementshortandrelevanttothepurposeofthemessage.3.CreatingInterestandJustifyingYourRequestBegintheprocessofconvincingthereaderthatyourrequestisreasonable.Beobjective,specific,logical,andreasonable;letyourevidence—factsandstatistics,expertopinions,andexamples—carrytheweightofyourargument.Describereaderbenefits,andgiveenoughbackgroundinformationandevidencetoenablethereadertomakeaninformeddecision.Howreaderinterestinyour

persuasivelettermaybeaffectedNegativepreviousexperience.Maybewithyou,youridea,yourcompany,asimilarproductorservice,orwithotherpersuasivemessages.Time.

Yourreadermaynotwishtotakethetimetoreadyourmessage.Money.

Yoursuggestionmaycostthereader(orthereader’sorganization)money.Beliefsystems.

Yourreader’sbeliefsmaybeincompatiblewithyourrequest.Source:Adaptedfrom:/~bowman/c4dframe.htm,accessed10/1/07.WhatIstheOptimalMethodtoGetAttentionOrientedtoyourpersuasivegoalRelevanttoyouraudienceneedEvokeyouraudienceinterestBuildingInterestEmphasizeBenefitsAppealone’slogicappealAppealone’semotionalappealIncreasingDesireMentionyourmainbenefitrepeatedly,expandingandexplainingasyougo.Gainthereader’sattention.Rhetoricalquestion:

Whatdoyouthinkthelaborcostsareforchangingjustonelightbulb?$2?$5?More?Gainthereader’sattention.Unusualfact: Ourcompanyspentmoremoneyonjanitorialservicelastyearthanonresearchanddevelopment.Reader/writercommonground: AutomotiveNewscallsour6-year/100,000-milewarrantythebestinthebusiness.Gainthereader’sattention.Webelievetheextensivepublicityoursalewillgeneratejustifiesyourtemporarilysettingasidecompanypolicyandprovidinganin-storedemonstrator.Theeaseofusethatyourrepresentativewillbeabletodisplayissuretoincreasethesalesofyourmicrowaves.Gainthereader’sattention.Not:Iknowyou’reabusyperson,butIwouldappreciateyourcompletingthis

questionnaire.But:Sothatthisinformationwillbeavailableforthefinancialmanagersattendingourfallconference,IwouldappreciateyourreturningthequestionnairebyMay15.Gainthereader’sattention.RhetoricalquestionThought-provokingstatementUnusualfactCurrenteventAnecdoteDirectchallengeGainthereader’sattention.Not:Ifyouagreethisproposalisworthwhile,pleaseletmeknowbyJune1.But:ToenableustohavethisplaninplacebeforetheopeningofournewbranchonJune1,simplyinitialthismemoandreturnittome.4.DealingwithObstacles

Ignoringtheobstaclesgivesthereaderareadyexcusetorefuseyourrequest.Instead,subordinatediscussionoftheobstaclesbydevotingrelativelylittlespacetothem,bydiscussingobstaclesinthesamesentencewithreaderbenefits,andbyputtingthediscussioninthemiddleofaparagraph.PresentingallsidesUncoveringaudienceobjectionsthrough“Whatif?”scenariosAskingaudiencemembersfortheirthoughtsonthesubjectbeforebuildingyourargumentTurningproblemsintoopportunities,wheneverpossible小王曾经陷入了诈骗者巧妙设置的圈套里。诈骗者在劝说小王集资入股时，说了以下这些话：“你如果投资20万元入股，在年底要分红20万元，估计是不可能的，但是，分红10万元是肯定不成问题的。”就是这么一句话，取得了小王的信任，使一开始还犹豫不决的小王开给骗子20万元的支票。骗术大功告成的决定性语言就是骗子说的“在年底要分红20万元，估计是不可能的”这句话。骗子巧妙地将负面信息融入了谈话，才给予对方安心感。如果骗子说的都是“好事”，估计任何人也不会轻信骗子的。推销员：“先生，您好！”客户：“你是谁啊？”推销员：“我是××公司的××，今天我到贵地，有两件事专程来请教您这位附近最有名的老板。”客户：“附近最有名的老板？”推销员：“是啊！根据我打听的结果，大伙儿都说这个问题最好请教您。”客户：“哦！大伙儿都说我啊！真不敢当，到底什么问题呢？”推销员：“实不相瞒，是……”客户：“站着不方便，请进来说话吧！”２００８民盟示威者造成动荡的政治局势给泰国支柱产业旅游业造成巨大的负面影响。当时，为消除外界对旅游安全的担心，泰国政府制定了一个优惠政策，旅游代理商只需花99美元，就可以到泰国考察旅游。结果，泰国迎来了超过3000个旅游代理商，而且全球各大媒体就此事的追踪报道超过7000篇。短短几个月后，泰国旅游业就基本恢复。5.MotivatingAction

（1）Giveadirectstatementofyourrequestlateinthemessage.（2）Makethespecificactionthatyouwantclearandeasytotake.（3）Askforthedesiredactioninaconfidentway.BalancingEmotionandLogicTheMessageSympathiesNeedsAnalogyInductionDeductionEmotionsappealLogicappealMotivatingActionAudienceExpectationsDegreeofResistanceSellYourPointofViewFeelingsReason三、CommonTypesofPersuasiveRequestsThreecommonsituationsmayrequireapersuasiverequest:（一）SellinganIdea1.Organizeyourmessagelogically,showingwhattheproblemis,howyouintendtosolvetheproblem,andwhyyoursolutionissound.2.Writeinanobjectivestyle.3.Provideevidencetosupportyourclaims.（二）RequestingaFavor

1.Beginwithanattention-getter,andstressreaderbenefits.2.Discussatleastonereaderbenefitbeforeyoumakeyourrequest.Explainwhythefavorisbeingasked,andcontinuetoshowhowthereaderwillbenefit.3.Beconfidentandpositive.4.Maketheactionclearandeasytotake.5.Maketherequestreasonable;donotasksomeoneelsetodosomethingyoucandoyourself.AskingafavorIfyouaregoingtoaskforafavor,askforit.Acknowledgethatitisafavor.Ifitisnotoptional,itisnotafavor.Afavordoesnotlastforever.Ifitisapersonalfavor,emphasizethat“no”isOK.Source:Adaptedfrom:Artner,B.Theartofaskingforafavor.

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Jan11,2001,/5100-10878_11-1035285.html,accessed10/1/07.（三）WritingaPersuasiveClaim

Showingangerinapersuasiveclaimletteriscounterproductive.Rememberthatthepersonwhoreadstheletterwasnotresponsibleforyourproblem.Explaininsufficientdetailpreciselywhattheproblemis,howitcameabout,andhowyouwantthereadertoresolveit.Becalm,objective,andcourteous.1.Attention-GettingOpening

Unlikearoutineclaimletter,apersuasiveclaimlettershoulduseanattention-gettingopeningthatbeginsonawarm,relevantnoteandprovidesasmoothtransitionfromtheopeningsentence.MoreEvidencePresentasmuchconvincingevidenceaspossible.Explainfullythebasisforyourclaim,andrequestaspecificadjustment.OpeningparagraphsIdentifythedifferenceintheopeningparagraphsofaroutineandapersuasiveclaimletter.RoutineClaimLetterI’mwritingtorequestthatyoureplacetheshirtIpurchasedbecausethecolorhasfaded.PersuasiveClaimLetterI’vecometoexpectpremiumqualityintheproductsIpurchasefromyourcompanyoverthelasttenyears.YoucanimaginemydisappointmentwhentheshirtIpurchasedrecentlyfadedafteritwaswashedthefirsttime.

AnswerAsimple,clearstatementoftheproblemcanbeusedinaroutineclaimletter,whenyouareexpectingnoproblemwithreceivingyourrequest.However,whenyouhavenotreceivedyourrequestedaction,youwillavoidrepeatingastraightforwardrequest.Thistimeyouwillletthemanufacturerknowthatyouareacustomeroflongstandingandthatyouaredisappointedwiththeirproduct.Withtheexpressionofanextendedpersonalrelationshipwiththecompany,thereaderismorelikelytograntyourrequest.Identifyemotional

andrationalappeals

Turntheemotionalparagraphprovidedbelowintoarationalparagraph.(Usedifferentwords,orevenadifferenttopic,ifyouwish.)Smokingshouldbeillegalbecausesmokersonlypollutetheairothersmustbreathewithnoxiousfumesandrottenbreath.Theyalsocreatemountainsofdisgustinglitterbydroppingtheircigarettetrasheverywheretheygo.AnswerSmokinginpublicshouldbeillegalbecausenonsmokersareexposedtotheunwantedeffectsofsecond-handsmoke.Also,manysmokersleavecigarettetrashontheground,litteringpublicareas.四、WritingaSalesLetter

Asalesletterisdesignedtopromotethesaleofaproductorservice.Theindirectorganizationalplanisusedforsalesletters.ItissometimescalledtheAIDAplan,becauseyoufirstgainthereader’sattention,thencreateinterestinanddesireforthebenefitsofyourproduct,andfinallymotivateaction.ApplyingtheAIDAModelGettingAttentionBuildingInterestIncreasingDesireMotivatingAction（一）SelectingaCentralSellingTheme

Knowthefactsabouttheproduct,andlearnhowyourproductisdifferentfromthatofthecompetition.Thenchooseacentralsellingtheme—amajorreaderbenefitthatyouwillemphasize.Achievethisbyusingposition(introducingthecentralsellingthemeasearlyaspossible)andrepetition(referringtoitfrequentlythroughouttheletter).（二）GainingtheReader’sAttention

Areplytoarequestforproductinformationfromapotentialcustomeriscalledasolicitedsalesletter.Anunsolicitedsalesletterisaletterpromotingafirm’sproductsthatismailedtopotentialcustomerswhohavenotexpressedanyinterestintheproduct.Youropeningshouldbeinteresting,short,andoriginal.Thetypesofopeningsentencesthathaveprovedeffectiveforsaleslettersincludearhetoricalquestion,athought-provokingstatement,anunusualfact,acurrentevent,ananecdote,andadirectchallenge.Unlessyoucanmotivatetheaudiencetokeepreading,youarenotgoingtomakeasale.ProductBenefitsInsideInformationEvocativeImagesGenuinenewsPersonalAppealsPromiseofSavingsCommonGroundProductSamplesProblemSolutionsGettingAttention（三）CreatingInterestandBuildingDesire

Themajorpartoftheletterisdevotedtocreatinginterestintheproductandbuildingdesireforit.1.InterpretingFeaturesDonotjustdescribetheproduct’sfeatures;interpretthem.Whenyouarepromotingaproducttoexperts,concentrateonitsfeatures.Otherwise,focusonthederivedbenefit—thebenefitauserreceivesfromaproductorserviceInterpret—don’tjustdescribe.Not:TheComfyLapDeskis13"by31."But:TheComfyLapDesk’s13"-by-31" surfaceprovidesenoughroomtoholdanopenencyclopediaandstillhaveroomtotakenotes.Interpret—don’tjustdescribe.Not:Thisportabledeskweighsonly12 ounces.But:Youdon’thavetobeafraidtorestthislapdeskonyourkneesforhoursatatime.Itweighsjust12ounces—aboutthesameasyourfavoritecanofsoftdrink.2.UsingVividLanguageBepositivebyusingactionverbsandcolorfuladjectivesandadverbstostresswhattheproductis,ratherthanwhatisnot.3.UsingObjective,EthicalLanguageUsingobjectivelanguage,presentspecificevidencetoshowwhyorhowtheproductistherightoneforthecustomer4.FocusingontheCentralThemeFocusonthecentralsellingtheme—thefeaturethatsetsyourproductapartfromthecompetition.Interpretthisthemeforthereade