In a business environment, learning the techniques of persuasion is critical to your professional development. During your career, much of your success will depend upon how skilled you are at persuading people to believe, accept, and act on your recommendations and ideas. In today’s digital age, understanding the craft of persuasion is even more important because messages reach a wider audience at rapid speed.

1. Understanding Persuasion in the Digital Age

In a business environment, learning the techniques of persuasion is critical to your professional development. During your career, much of your success will depend upon how skilled you are at persuading people to believe, accept, and act on your recommendations and ideas. In today’s digital age, understanding the craft of persuasion is even more important because messages reach a wider audience at rapid speed.

Read the scenario, and then complete the following sentence.

A clothing retailer posts the following on its Facebook page: “Get 40% off during our one-day sale! Hurry before we run out of the season’s must-have apparel!”

The clothing retailer’s post reflects an understanding of the human tendency to be persuaded byscarcity   .

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Explanation:

The clothing retailer’s post reflects an understanding of the human tendency to be persuaded by scarcity. People tend to place higher value on opportunities that are limited. The clothing retailer’s post may make customers feel they should rush to the store before the deal ends and before merchandise runs out.

People are also persuaded by reciprocation, commitment, social proof, liking, and authority.

What are the elements of effective persuasion? Check all that apply.

Tie facts to benefits.

Establish credibility.

Expect and overcome resistance.

Be rigid when it comes to a solution.

Involve coercion when necessary.

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Explanation:

Effective persuasion depends on the reasonable presentation of the benefits of a request. Connect facts to benefits in order to make the request more attractive to the person receiving it. Establish credibility by engendering trust. People must believe you are telling the truth, are experienced, and are well informed. Coercion will undermine your credibility and make you less persuasive. Anticipate and plan for resistance by preparing ideas and strategies to address opposition. Be flexible and willing to compromise when developing a solution.

Read the scenario, and then answer the question.

You are putting together a presentation for a marketing team meeting. The purpose of your presentation is to convince the team to outsource some of its design work.

What question can you ask yourself to help you adapt your presentation to your audience?

How does my request make life easier for my audience?

Do I have enough authority to pull rank?

Should I use an outline or cluster diagram?

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Explanation:

Before writing your message, search for ways to connect your purpose with your audience’s needs. Planning ahead will help you overcome resistance and achieve your goal. Ask yourself, “How does my request solve a problem, achieve a work or personal objective, or make life easier for my audience?” Considering whether to use a cluster diagram or whether you have enough authority to pull rank will not help you identify ways to adapt your presentation to the needs and expectations of the audience.

When writing a persuasive message that may encounter resistance, usean indirect   approach. In the opening of your message, use theattention   strategy.

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Which of the following might you do in the opening of a persuasive message? Check all that apply.

Build resistance.

Prompt your audience to read further.

Make a sales proposition.

Apologize.

Create awareness.

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Close Explanation

Explanation:

When writing a persuasive message that may encounter resistance, use an indirect approach. You can follow the four-part AIDA (attention, interest, desire, action) strategy to craft an effective indirect message.

In the opening of your message, use the attention strategy. Capture the attention of your audience, create awareness, make a sales proposition if appropriate, and prompt the audience to read further. Apologizing or building resistance will not help you persuade your audience.