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.
An
environmental nonprofit organization sends a letter including a donation
request and personalized address labels to people on its mailing list.
The
nonprofit’s letter reflects an understanding of the human tendency to be
persuaded bycommitment
.
Points:
0 / 1
Close Explanation
Explanation:
The
nonprofit’s letter reflects an understanding of the human tendency to be
persuaded by reciprocation. When someone does something nice for
us, most of us feel compelled to return the favor. Organizations, like the
nonprofit in the scenario, send gifts in the hope that the recipient will feel
obligated to return the favor with a donation.
People
are also persuaded by commitment, social proof, liking, authority, and
scarcity.
What are
the elements of effective persuasion? Check all that apply.
Browbeat
your audience.
Share
solutions and compromise.
Tie
facts to benefits.
Keep
requests vague.
Establish
credibility.
Points:
0.6 / 1
Close Explanation
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. Avoid vague requests. Audiences respond better when your
request is realistic, doable, and attainable. Establish credibility by
engendering trust. People must believe you are telling the truth, are
experienced, and are well informed. Remain flexible in order to reach a
solution that meets everyone’s needs. Do not browbeat your audience.
Read the
scenario, and then answer the question.
You are
planning to write a memo to the manager of the accounting department. You want
to convince her to outsource more of her team’s work and downsize the existing
team.
What
question can you ask yourself to help you adapt your memo to your audience?
How
can I intimidate my audience?
What’s
in it for my audience?
How
can I make my audience feel sorry for me?
Points:
1 / 1
Close Explanation
Explanation:
Before
adapting your message to your audience, consider the following questions: Why
should the audience respond favorably to my request? What’s in it for my
audience? What does my audience think is in it for me? Who cares? By
considering questions your readers will likely ask themselves, you’ll be better
prepared to craft an effective request. Identifying what’s in it for your
audience will be particularly useful because readers are more compelled to take
action if they see how they might benefit. Do not try to intimate your audience
or make your audience feel sorry for you.
When
writing a persuasive message that may encounter resistance, usean
indirect approach. In the body of your message, use theattention
and interest strategies.
Points:
0.5 / 1
Which of
the following might you do in the body of a persuasive message? Check
all that apply.
Reduce
resistance.
Reassure
the reader.
Keep
explanations vague.
Focus
on reader benefits.
Reduce
desire for ownership.
Points:
0.8 / 1
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
body of your message, use the interest and desire strategies.
With the interest strategy, describe central selling points and focus on reader
benefits. Then, using the desire strategy, reduce resistance, reassure the
reader, elicit the desire for ownership, and motivate action. Being vague will
not help you persuade your audience.
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