Part of Managerial communication

1. PERSUASIVE
COMMUNICATION
-By
Abdul Gafoor .M.

2. AN INTRODUCTION TO PERSUASIVE
COMMUNICATION :
• The term ‘persuasions ’ means to force someone
into something.
• Here, persuasive communication means, persuading
others to understand what you are trying to
communicate in your way.
• Persuasive communication has one core purpose: get
your readers to support, believe, and
act in your favour.

3. DEFINITION:
• “Persuasion is a communicative process of altering
the beliefs, attitudes and intentions or behaviour of
another by the conscious and unconscious of words
and non-verbal message” – Ilardo (1981)
• Because persuasive communication focuses on the other
person, we need to have that other person firmly in our
sights when we write or speak. In other
words, communication will be most persuasive when we
build the message around the other
person, rather than ourselves.

4. PERSUASIVE STRATEGY :
• Whether the audience is aware of your desire for adoption
or not, the likelihood of resistance suggests a persuasive
strategy. In this instance, it is suggests that the audience
will likely resist your idea or concept. They may already
have accepted competing ideas or concepts.
• In this case, the communication program must overcome
this potential resistance. This means increasing the
frequency of communication and using emotional appeals
or persuasive arguments to overcome the resistance. This is
the type of strategy used in advertising and public policy
management.

5. Different types of persuasive written
communication :
Circular letters
Sales Letters
News Letters
Publication Materials
Notices
Advertisement
Leaflet’s letters
Invitations letters

6. CIRCULARS :
Circulars are used to communicate a formal
message to a large no: of persons like share
holders, suppliers, business
friend, employees, etc.
• It conveys the fundamental change in the structure and policy of
an organization.
• It circulates the same message to all the receivers.
• Therefore, it must be drafted carefully and appropriately in an
attractive style, effective language, meaningful and catchy words
and ‘you’ attitude.
• This saves time & money, simultaneous access to different
people residing at different localities.

7. SALES LETTERS :
Sales letters are a very selective form of
advertising. They aim to sell a company’s good or
services, or they persuade readers to take up special
offers. The main qualities of a sales letter must be..
• Arouse interest
• sound convincing
• create a desire
• Encourage action

8. Applying the AIDA Model:
• Persuasive letter of memorandums usually
have four parts, often referred to as the AIDA
formula for sales presentation:
A - Attract the reader’s attention
 I - Arouse the readers interest.
D - Create desire and convince the reader.
A - State clearly the action the reader
needs to take.

9. Applying the AIDA Model:
Getting Attention
Building Interest
Increase Desire
Motivating Action

10. Getting Attention: (A)
• Techniques to open your sales letter with excitement:
 News Items
 Product benefits
 Personal appeals
 Product Samples
 Promise of Savings
 Problem Solution

11. Building Interest : (I)
 Support Promises
 Highlight Key Points
 Emphasize Benefits

12. Increasing Desire: (D)
 Audience Focus
 Dynamic Language
 Support for claims

13. Motivating Action: (A)
 The next Step
 A Sense of Urgency
 Professionalism
 A Good Impression

14. TECHNIQUES:
 Focusing on the other persons needs when speaking
or writing.
 Using persuasive words or phrases when speaking or
writing.
 Watch out for and eliminate barriers to effective
communication.
 Talk to a plan that demonstrate to the employer or
job seekers exactly how you are going to help them.

15. PERSUASIVE MESSAGE:
Four factors determine the effectiveness of
a persuasive message they are..
 Message source
Believability of the message
Environmental factors
Comprehension and positive experiences.

16. Thank
You