Perhaps the most pervasive discipline in business in which persuasion is required is in sales. The bedrock of sales is persuading your audience to purchase your product or service. However, business is rife with other situations in which persuasion is required. Both Covée & Thill (2016), and Lawrence (2012), recommend exactly the same three step approach to writing messages of persuasion, which they contend is equally applicable in sales and marketing as in non-sales situations. They propose that planning is an essential first phase, followed by a meticulously executed writing phase, and then the crucial delivery phase.
In addition, they both argue that planning involves situation analysis, information gathering, selection of optimal media or channels, and organization of your findings. Likewise, they assert that writing should include using simple language, supporting your message with facts, being objective, and establishing common ground with your audience. And, they say, that the critical delivery stage should involve using the distribution methods that are expected as well as preferred by your audience.
Covée & Thill (2016) also believe that framing your argumen...
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..., and the appropriate tone and style, in order to persuade. Dean (2010) states that, “Weaving all these together is no mean feat, but look at most professionally produced persuasive messages and you’ll see many of these principles on show.” Again we see accord that the discipline or purpose is largely irrelevant. The practice holds true.
In conclusion, as we have seen, the recommended strategies and techniques for writing persuasive messages share striking similarities regardless of the industry, business discipline, or other non-business, everyday situations where persuasion is required or intended. Moreover, there is remarkable consensus that one of the more important approaches in every sphere is audience analysis, as this will be the driver tailoring the subsequent methodologies in the design and delivery of a successful message that is convincingly persuasive.
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