商務(wù)交流第七章

BusinessCommunication

7e

OberChapter7

PersuasiveMessagesPersuasivemessagesComposeapersuasivemessagepromotinganidea.Composeapersuasivemessagerequestingafavor.Composeapersuasiveclaim.Composeasalesletter.大學(xué)生推銷自己出奇招

“福娃”喻己引人注意

有大學(xué)生用板子撐起自己的應(yīng)聘書，上面5個奧運福娃顯得別致有趣，下面的幾行說明是一種巧妙的毛遂自薦，委婉地告訴用人單位，如果錄用了自己將有多么大的價值，無論是對單位，還是對自己。鯉魚形象的“貝貝”被喻為鯉魚躍龍門，將前程無量。“晶晶”大熊貓是國寶，寓意自己不久的將來也將成為用人單位的寶貝。“歡歡”是一團火，寓意自己熱情似火，干什么事情都有激情。“迎迎”藏羚羊寓意不害怕艱苦環(huán)境，不怕吃苦。“妮妮”小燕子寓意自己聰明敏捷。雖然簡簡單單一張應(yīng)聘書，卻被該學(xué)生搞得別出心裁，有創(chuàng)意，結(jié)果不少用人單位主動找到這位大學(xué)生，拋出“繡球”。“我認為這么做有些牽強，不如把功夫用到踏踏實實做事上，這位大學(xué)生真有這么優(yōu)秀嗎？”現(xiàn)場一家用人單位的招聘負責人直言不諱地說。PersuasivemessagesPersuasionistheprocessofmotivatingsomeonetotakeaspecificactionortosupportaparticularidea.Allbusinesscommunicationinvolvespersuasion:youwantthereadertoacceptyourperspectiveandbelievetheinformationyouarecommunicating.Persuasivecommunicationpresupposesatleastinitialresistancetowhatyouhavetosay.Tosucceed,tailoryourmessagetoyouraudience,giveyourreadersreasonsthattheywillfindconvincing,andanticipateanddeflecttheirobjections.ChallengestotheWritingPurposeofPersuasiveMessageAudiencesreceivemanycompetingrequestsPeopleinyouraudiencearebusyandreluctanttodosomethingdifferentacceptyourideasconvincetodosthnew

UsingtheThree-StepWritingProcessforPersuasiveMessagesStep1PlanningStep3CompletingStep2WritingAnalyzeSituationGatherInformationAdapttoAudienceOrganizeInformationComposeMessageReviseProduceProofreadCompletePlanningBeforePersuasionSENDERRECEIVERMessageDistributionAnalyzeyourpurposeAnalyzeyouraudience’sneedsEstablishyourcredibilityStriveforhighethicalstandards

一、PlanningthePersuasiveMessage

（一）Purpose

Thepurposeofapersuasivemessageistomotivatethereadertoagreewithyouortodoasyouask.Defineyourpurposeclearly.Unlessyouareclearaboutthespecificresultsyouwanttoachieve,youwillnotbeabletoplananeffectivestrategytoachievethem.1.AnalyzeyourpurposeClearSingle要讓對方把握你講話的主題，而你自己必須明白講話的目的，這很重要?！挚?/p>

TheImportanceofAnalyzeyouraudience’sneeds案例1:兩個擦鞋匠的差異案例2:上門推銷不招人厭煩的奇招不論推銷什么，你首先要做的第一件事情就是盡可能地了解它。——卡耐基案例1:兩個擦鞋匠的差異“請坐，我為您擦擦皮鞋吧，又光又亮?！薄凹s會前，請先擦一下皮鞋吧?！?/p>

“為約會而擦鞋”“為擦鞋而擦鞋”心理需求案例2:上門推銷不招人厭煩的奇招

凡是上門推銷產(chǎn)品或者做廣告的人都深有體會：客戶是厭煩的，而且冷臉聽不得你的解說。靜下來從顧客的角度仔細想想：現(xiàn)在上門推銷的數(shù)不勝數(shù)，確實讓人煩不勝煩，顧客對于上門推銷員的態(tài)度，幾乎跟打發(fā)叫花子差不多。但是你想過沒有？商家和每個人最希望什么？最不煩什么？是財神爺！中國人都對財神爺畢恭畢敬，對之奉若神明，因為每個人都有一種發(fā)財?shù)拿篮迷竿?/p>

所以你可以找一個有富相的人，然后去演出服裝店訂做一套財神爺?shù)墓叛b，扮演成財神爺去各家推銷了，如果能再找上兩個童男玉女陪伴左右打著“財神到”的幌子，那效果就更好了！別忘了送上招財進寶的帖子和工藝元寶只類的小禮品。保證誰也不會對“財神爺”冷臉以對，更不會把財神爺趕出門（因為這樣犯忌諱），他們都會笑臉相迎、畢恭畢敬，而且會客氣地讓座、倒茶，有了這個開局，你的推銷就順理成章了。不管買賣成不成交，你給他已經(jīng)留下了深刻印象，而且是美好印象。（二）AudienceAnalysis

Audienceanalysisinvolvesconsideringthereader’sknowledgeandattitude,determiningwhateffectthemessagewillhaveonthereader,andreviewingthewriter’scredibility.1.KnowledgeandAttitudeoftheReader

a.Determinewhatthereaderalreadyknowsaboutthetopicsoyouwillknowhowmuchbackgroundinformationtoinclude.b.Trytoanalyzethereader’sattitudetowardthetopic.c.Initialresistancecallsformoreevidence.d.Learnwhythereaderisresistantsoyoucantailoryourargumentstothatresistance.Occupation,IncomeAge,GenderEducationOtherQuantifiableFactorsDemographicsAttitudesPersonalityLifestyleOtherFactorsPsychographicsGerman:technicalmattersAmerican:practicalmatterConsideringCulturalDifferences返回2.EffectontheReader

a.Determinetheeffectofyourproposalonthereader.b.Rememberthatthereaderalwayswantstoknow“What’sinitforme?”c.Identifyreaderbenefits—directandindirect.

3.WriterCredibility

a.Establishyourowncredibilitybysupplyingconvincingevidence.b.Ifappropriate,capitalizeonyourreputationorperformancestanding.EstablishyourcredibilitySupportingyourmessagewithfactsNamingyoursourcesBeinganexpertEstablishingcommongroundBeingenthusiasticBeingobjectiveBeingsincereBeingtrustworthyHavinggoodintentions返回二、OrganizingaPersuasiveRequestTheorganizationalstructureofthepersuasivemessagewillbedeterminedbythepurposeofthemessageandyourknowledgeofthereader.

（一）DeterminingHowtoStarttheMessage

Messagesmaybeorganizedaccordingtoadirectplanoranindirectplan,dependingonthereader’sattitude.1.DirectPlan—PresenttheMajorIdeaFirst

Usethedirectorganizationalplanforpersuasivemessageswhenanyofthefollowingconditionsarepresent:a.Youarewritingtosuperiorswithintheorganization.b.Youraudienceispredisposedtolistenobjectivelytoyourrequest.c.Theproposaldoesnotrequirestrongpersuasion.d.Theproposalislongorcomplex.e.Youknowthatyourreaderprefersthedirectapproach.

2.IndirectPlan—GaintheReader’sAttentionFirst（1）Useanindirectorganizationalplanforpersuasivemessageswhena.Yourreaderwillinitiallyresistyoursuggestions.b.Youarewritingtosubordinates.c.Youknowyourreaderpreferstheindirectplan.d.Youknowthereisaneedforstrongpersuasion.（2）Usearhetoricalquestionoranunusualfactorunexpectedstatementtogainthereader’sattention.Thisdrawsthereaderintotheletterormemo.（3）Keeptheopeningstatementshortandrelevanttothepurposeofthemessage.3.CreatingInterestandJustifyingYourRequestBegintheprocessofconvincingthereaderthatyourrequestisreasonable.Beobjective,specific,logical,andreasonable;letyourevidence—factsandstatistics,expertopinions,andexamples—carrytheweightofyourargument.Describereaderbenefits,andgiveenoughbackgroundinformationandevidencetoenablethereadertomakeaninformeddecision.Howreaderinterestinyour

persuasivelettermaybeaffectedNegativepreviousexperience.Maybewithyou,youridea,yourcompany,asimilarproductorservice,orwithotherpersuasivemessages.Time.

Yourreadermaynotwishtotakethetimetoreadyourmessage.Money.

Yoursuggestionmaycostthereader(orthereader’sorganization)money.Beliefsystems.

Yourreader’sbeliefsmaybeincompatiblewithyourrequest.Source:Adaptedfrom:/~bowman/c4dframe.htm,accessed10/1/07.WhatIstheOptimalMethodtoGetAttentionOrientedtoyourpersuasivegoalRelevanttoyouraudienceneedEvokeyouraudienceinterestBuildingInterestEmphasizeBenefitsAppealone’slogicappealAppealone’semotionalappealIncreasingDesireMentionyourmainbenefitrepeatedly,expandingandexplainingasyougo.Gainthereader’sattention.Rhetoricalquestion:

Whatdoyouthinkthelaborcostsareforchangingjustonelightbulb?$2?$5?More?Gainthereader’sattention.Unusualfact: Ourcompanyspentmoremoneyonjanitorialservicelastyearthanonresearchanddevelopment.Reader/writercommonground: AutomotiveNewscallsour6-year/100,000-milewarrantythebestinthebusiness.Gainthereader’sattention.Webelievetheextensivepublicityoursalewillgeneratejustifiesyourtemporarilysettingasidecompanypolicyandprovidinganin-storedemonstrator.Theeaseofusethatyourrepresentativewillbeabletodisplayissuretoincreasethesalesofyourmicrowaves.Gainthereader’sattention.Not:Iknowyou’reabusyperson,butIwouldappreciateyourcompletingthis

questionnaire.But:Sothatthisinformationwillbeavailableforthefinancialmanagersattendingourfallconference,IwouldappreciateyourreturningthequestionnairebyMay15.Gainthereader’sattention.RhetoricalquestionThought-provokingstatementUnusualfactCurrenteventAnecdoteDirectchallengeGainthereader’sattention.Not:Ifyouagreethisproposalisworthwhile,pleaseletmeknowbyJune1.But:ToenableustohavethisplaninplacebeforetheopeningofournewbranchonJune1,simplyinitialthismemoandreturnittome.4.DealingwithObstacles

Ignoringtheobstaclesgivesthereaderareadyexcusetorefuseyourrequest.Instead,subordinatediscussionoftheobstaclesbydevotingrelativelylittlespacetothem,bydiscussingobstaclesinthesamesentencewithreaderbenefits,andbyputtingthediscussioninthemiddleofaparagraph.PresentingallsidesUncoveringaudienceobjectionsthrough“Whatif?”scenariosAskingaudiencemembersfortheirthoughtsonthesubjectbeforebuildingyourargumentTurningproblemsintoopportunities,wheneverpossible小王曾經(jīng)陷入了詐騙者巧妙設(shè)置的圈套里。詐騙者在勸說小王集資入股時，說了以下這些話：“你如果投資20萬元入股，在年底要分紅20萬元，估計是不可能的，但是，分紅10萬元是肯定不成問題的。”就是這么一句話，取得了小王的信任，使一開始還猶豫不決的小王開給騙子20萬元的支票。騙術(shù)大功告成的決定性語言就是騙子說的“在年底要分紅20萬元，估計是不可能的”這句話。騙子巧妙地將負面信息融入了談話，才給予對方安心感。如果騙子說的都是“好事”，估計任何人也不會輕信騙子的。推銷員：“先生，您好！”客戶：“你是誰??？”推銷員：“我是××公司的××，今天我到貴地，有兩件事專程來請教您這位附近最有名的老板。”客戶：“附近最有名的老板？”推銷員：“是啊！根據(jù)我打聽的結(jié)果，大伙兒都說這個問題最好請教您?！笨蛻簦骸芭叮〈蠡飪憾颊f我?。≌娌桓耶?，到底什么問題呢？”推銷員：“實不相瞞，是……”客戶：“站著不方便，請進來說話吧！”２００８民盟示威者造成動蕩的政治局勢給泰國支柱產(chǎn)業(yè)旅游業(yè)造成巨大的負面影響。當時，為消除外界對旅游安全的擔心，泰國政府制定了一個優(yōu)惠政策，旅游代理商只需花99美元，就可以到泰國考察旅游。結(jié)果，泰國迎來了超過3000個旅游代理商，而且全球各大媒體就此事的追蹤報道超過7000篇。短短幾個月后，泰國旅游業(yè)就基本恢復(fù)。5.MotivatingAction

（1）Giveadirectstatementofyourrequestlateinthemessage.（2）Makethespecificactionthatyouwantclearandeasytotake.（3）Askforthedesiredactioninaconfidentway.BalancingEmotionandLogicTheMessageSympathiesNeedsAnalogyInductionDeductionEmotionsappealLogicappealMotivatingActionAudienceExpectationsDegreeofResistanceSellYourPointofViewFeelingsReason三、CommonTypesofPersuasiveRequestsThreecommonsituationsmayrequireapersuasiverequest:（一）SellinganIdea1.Organizeyourmessagelogically,showingwhattheproblemis,howyouintendtosolvetheproblem,andwhyyoursolutionissound.2.Writeinanobjectivestyle.3.Provideevidencetosupportyourclaims.（二）RequestingaFavor

1.Beginwithanattention-getter,andstressreaderbenefits.2.Discussatleastonereaderbenefitbeforeyoumakeyourrequest.Explainwhythefavorisbeingasked,andcontinuetoshowhowthereaderwillbenefit.3.Beconfidentandpositive.4.Maketheactionclearandeasytotake.5.Maketherequestreasonable;donotasksomeoneelsetodosomethingyoucandoyourself.AskingafavorIfyouaregoingtoaskforafavor,askforit.Acknowledgethatitisafavor.Ifitisnotoptional,itisnotafavor.Afavordoesnotlastforever.Ifitisapersonalfavor,emphasizethat“no”isOK.Source:Adaptedfrom:Artner,B.Theartofaskingforafavor.

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Jan11,2001,/5100-10878_11-1035285.html,accessed10/1/07.（三）WritingaPersuasiveClaim

Showingangerinapersuasiveclaimletteriscounterproductive.Rememberthatthepersonwhoreadstheletterwasnotresponsibleforyourproblem.Explaininsufficientdetailpreciselywhattheproblemis,howitcameabout,andhowyouwantthereadertoresolveit.Becalm,objective,andcourteous.1.Attention-GettingOpening

Unlikearoutineclaimletter,apersuasiveclaimlettershoulduseanattention-gettingopeningthatbeginsonawarm,relevantnoteandprovidesasmoothtransitionfromtheopeningsentence.MoreEvidencePresentasmuchconvincingevidenceaspossible.Explainfullythebasisforyourclaim,andrequestaspecificadjustment.OpeningparagraphsIdentifythedifferenceintheopeningparagraphsofaroutineandapersuasiveclaimletter.RoutineClaimLetterI’mwritingtorequestthatyoureplacetheshirtIpurchasedbecausethecolorhasfaded.PersuasiveClaimLetterI’vecometoexpectpremiumqualityintheproductsIpurchasefromyourcompanyoverthelasttenyears.YoucanimaginemydisappointmentwhentheshirtIpurchasedrecentlyfadedafteritwaswashedthefirsttime.

AnswerAsimple,clearstatementoftheproblemcanbeusedinaroutineclaimletter,whenyouareexpectingnoproblemwithreceivingyourrequest.However,whenyouhavenotreceivedyourrequestedaction,youwillavoidrepeatingastraightforwardrequest.Thistimeyouwillletthemanufacturerknowthatyouareacustomeroflongstandingandthatyouaredisappointedwiththeirproduct.Withtheexpressionofanextendedpersonalrelationshipwiththecompany,thereaderismorelikelytograntyourrequest.Identifyemotional

andrationalappeals

Turntheemotionalparagraphprovidedbelowintoarationalparagraph.(Usedifferentwords,orevenadifferenttopic,ifyouwish.)Smokingshouldbeillegalbecausesmokersonlypollutetheairothersmustbreathewithnoxiousfumesandrottenbreath.Theyalsocreatemountainsofdisgustinglitterbydroppingtheircigarettetrasheverywheretheygo.AnswerSmokinginpublicshouldbeillegalbecausenonsmokersareexposedtotheunwantedeffectsofsecond-handsmoke.Also,manysmokersleavecigarettetrashontheground,litteringpublicareas.四、WritingaSalesLetter

Asalesletterisdesignedtopromotethesaleofaproductorservice.Theindirectorganizationalplanisusedforsalesletters.ItissometimescalledtheAIDAplan,becauseyoufirstgainthereader’sattention,thencreateinterestinanddesireforthebenefitsofyourproduct,andfinallymotivateaction.ApplyingtheAIDAModelGettingAttentionBuildingInterestIncreasingDesireMotivatingAction（一）SelectingaCentralSellingTheme

Knowthefactsabouttheproduct,andlearnhowyourproductisdifferentfromthatofthecompetition.Thenchooseacentralsellingtheme—amajorreaderbenefitthatyouwillemphasize.Achievethisbyusingposition(introducingthecentralsellingthemeasearlyaspossible)andrepetition(referringtoitfrequentlythroughouttheletter).（二）GainingtheReader’sAttention

Areplytoarequestforproductinformationfromapotentialcustomeriscalledasolicitedsalesletter.Anunsolicitedsalesletterisaletterpromotingafirm’sproductsthatismailedtopotentialcustomerswhohavenotexpressedanyinterestintheproduct.Youropeningshouldbeinteresting,short,andoriginal.Thetypesofopeningsentencesthathaveprovedeffectiveforsaleslettersincludearhetoricalquestion,athought-provokingstatement,anunusualfact,acurrentevent,ananecdote,andadirectchallenge.Unlessyoucanmotivatetheaudiencetokeepreading,youarenotgoingtomakeasale.ProductBenefitsInsideInformationEvocativeImagesGenuinenewsPersonalAppealsPromiseofSavingsCommonGroundProductSamplesProblemSolutionsGettingAttention（三）CreatingInterestandBuildingDesire

Themajorpartoftheletterisdevotedtocreatinginterestintheproductandbuildingdesireforit.1.InterpretingFeaturesDonotjustdescribetheproduct’sfeatures;interpretthem.Whenyouarepromotingaproducttoexperts,concentrateonitsfeatures.Otherwise,focusonthederivedbenefit—thebenefitauserreceivesfromaproductorserviceInterpret—don’tjustdescribe.Not:TheComfyLapDeskis13"by31."But:TheComfyLapDesk’s13"-by-31" surfaceprovidesenoughroomtoholdanopenencyclopediaandstillhaveroomtotakenotes.Interpret—don’tjustdescribe.Not:Thisportabledeskweighsonly12 ounces.But:Youdon’thavetobeafraidtorestthislapdeskonyourkneesforhoursatatime.Itweighsjust12ounces—aboutthesameasyourfavoritecanofsoftdrink.2.UsingVividLanguageBepositivebyusingactionverbsandcolorfuladjectivesandadverbstostresswhattheproductis,ratherthanwhatisnot.3.UsingObjective,EthicalLanguageUsingobjectivelanguage,presentspecificevidencetoshowwhyorhowtheproductistherightoneforthecustomer4.FocusingontheCentralThemeFocusonthecentralsellingtheme—thefeaturethatsetsyourproductapartfromthecompetition.Interpretthisthemeforthereade