{"id":73,"date":"2018-05-19T23:33:49","date_gmt":"2018-05-20T03:33:49","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/professionalcomms\/chapter\/4-7-persuasive-messages\/"},"modified":"2019-05-08T14:14:06","modified_gmt":"2019-05-08T18:14:06","slug":"5-7-persuasive-messages","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/professionalcomms\/chapter\/5-7-persuasive-messages\/","title":{"raw":"5.7 Persuasive messages","rendered":"5.7 Persuasive messages"},"content":{"raw":"
\r\n\r\nA persuasive message\u00a0is the central message that intrigues, informs, convinces, or calls to action. Persuasive messages are often discussed in terms of reason versus emotion. Every message has elements of ethos, or credibility; pathos, or passion and enthusiasm; and logos<\/span>, or logic and reason. If your persuasive message focuses exclusively on reason with cold, hard facts and nothing but the facts, you may or may not appeal to your audience. People make decisions on emotion as well as reason, and even if they have researched all the relevant facts, the decision may still come down to impulse, emotion, and desire. On the other hand, if your persuasive message focuses exclusively on emotion, with little or no substance, it may not be taken seriously. Finally, if your persuasive message does not appear to have credibility, the message may be dismissed entirely.\r\n\r\n<\/div>\r\n
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In general, appeals to emotion pique curiosity and get our attention, but some attention to reason and facts should also be included. That doesn\u2019t mean we need to spell out the technical manual on the product on the opening sale message, but basic information about design or features, in specific, concrete ways can help an audience make sense of your message and the product or service. Avoid using too many abstract terms or references, as not everyone will understand these. You want your persuasive message to do the work, not the audience.<\/p>\r\n\r\n

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Typical format of a persuasive message<\/h2>\r\n

The four parts of a persuasive message are shown in Table 4.7.1.<\/p>\r\nTable 4.7.1. Four parts of a persuasive message\r\n

\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
Part<\/strong><\/td>\r\nDescription<\/strong><\/td>\r\n<\/tr>\r\n
Attention statement (or hook)<\/strong><\/td>\r\nUse humour, novelty, surprise, an unusual fact, or a question to get the attention of your audience.<\/td>\r\n<\/tr>\r\n
Introduction<\/strong><\/td>\r\nBuild interest by appealing to your audience's needs and wants and include a purpose statement to set up expectations.<\/td>\r\n<\/tr>\r\n
Explanation<\/strong><\/td>\r\nEstablish credibility and build your relationship with your audience, discuss attractive features, and compare with competitors addressing concerns or potential questions before they are even considered.<\/td>\r\n<\/tr>\r\n
Call to action<\/strong><\/td>\r\nSum it up and offer solution steps or calls to action, motivating your audience to take the next step. The smaller the step, the more likely your audience will comply. Set up your audience for an effective closing. It should be clear what your audience should do, by when, and how.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n
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Your persuasive message will compete with hundreds of other messages your audience receives and you want it to stand out (Price, 2005).\u00a0One effective way to do that is to make sure your attention statement (or hook) and introduction clearly state how your audience will benefit. For example:<\/p>\r\n\r\n