Persuasive Messages with Successful Outcomes

Published October 17, 2014 by Mayrbear's Lair
IAgreeIDisagree

On Wednesday we talked about transmitting a persuasive message. Today’s post takes a closer look at how to do so with successful outcomes. To begin the process, the individual must understand that to create a transmission with the intent of having a successful outcome, it must contain two elements: content and process. In his book, Management Communication, Donald Baack (2012) explains that the content of the message should include the following three components: (a) it should state the point of the message clearly; (b) it should stay focused on a maximum of three main points; and (c) each point must be presented separately and clearly for maximum effect.  In addition, when making a persuasive argument, the key points should also include a careful balance of emotion and logic. This helps create a flow that leads to the intended outcome (Baack, 2012). Equally important when delivering a persuasive message is to make sure the transmission includes credible evidence and that it states the case, proves it, and provides methods for solutions.

To create successful outcomes from the flow the messenger desires, for example, one strategy most often utilized, is known as the AIDA model. It was developed by American advertising and sales pioneer Elias St. Elmo Lewis who also coined the phrase (Suggett, 2013). The AIDA method involves four processes:

  • Attention: Capture attention and draw the audience into the idea;
  • Interest: Maintain interest by making sure members of the audience see the benefit to them;
  • Desire: Help audience members understand how change is beneficial and respond to questions and concerns;
  • Action: Lead the audience to the desired response or behavior.
excited
According to Baack, another form of persuasive message transmission that is often used with success, is called the psychological progressive pattern approach. This method involves a series of structured steps developed specifically to help individuals navigate towards changing their views. The steps in this strategy include: (a) arousal to capture attention, (b) tactics to dissatisfy the receiver to demonstrate a concern or bring attention to the issue, (c) gratification in showing how the solution will resolve the dissatisfying factor, (d) visualization to help the recipient of the transmission see the potential outcome; and (e) include actions that can be taken to support the position.
Explaining mortgage conditions

Other tactics of successful persuasive message transmission involve simpler problem-solving methods that merely require the messenger to: (a) define the problem, (b) explain the problem, including causes and effects, (c) outline and evaluate potential solutions, and (d) provide the most ideal solution. Regardless of which method is employed, the key in achieving successful outcomes when transmitting persuasive messages, is balancing emotion and logic so that the message is delivered as it was intended without causing the recipient to receive it in a way that will merit a defensive or negative response.

Well, that’s a wrap for this week everyone! Thanks for tuning in! Until next time … stay organized!
********
Ninety percent of selling is conviction and ten percent is persuasion. – Shiv Khera
********
Coming Soon External Audiobook Ad

If you are interested in more tips and information on effective communication, pick up a copy of Media Magic’s digital publication Breaching Communication Barriers. To find out more about our other digital publications, or to purchase any of our accelerated learning Business Life titles, please visit our website at:

References:
Baack, D. (2012). Management Communication. San Diego, CA, USA: Bridgepoint Education.
Suggett, P. (2013). Get to know and use AIDA. Retrieved October 14, 2014, from aboutmoney.com: http://advertising.about.com/od/successstrategies/a/Get-To-Know-And-Use-Aida.htm

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: