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.
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.
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