10/29/2023

Negative & Persuasive

messages
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Negative
messages

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Communicating Bad News: Goals

Explaining clearly and concisely—to help receiver understand and accept the
bad news
Projecting a professional image—to promote a positive image of yourself and
your organization
Conveying empathy and sensitivity—to show respect for the receiver
Being fair—to show that the decision was impartial and rational
Maintaining friendly relations—to show your desire to continue relations
with the receiver

Common Reactions to Bad News

 Delivery delay
 Product recall
 Credit refusal  Disappointment
 Billing error  Irritation
 Anger
 Price increase
 Layoffs

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How to Diminish Negative Feelings

 Let the reader

know the reasons  Disappointment
for the rejection.
 Irritation
 Reveal the bad  Anger
news with
sensitivity.

The Indirect Strategy

Bad
Buffer Reasons Closing
News

 Use the indirect strategy when you care about

how a message will affect the receiver.

 The indirect strategy prepares the reader

before receiving the bad news, thus softening
the impact of the bad news.

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When to Use the Indirect Strategy

 Bad news is personally upsetting

 Receiver will have a hostile reaction
 Customer relations will be
threatened
 Bad news is unexpected

Possible Buffers
Bad
Buffer Reasons Closing
News

 Best news Facts

 Compliment Understanding
 Appreciation Review
 Agreement Apology

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Presenting the Reasons

Bad
Buffer Reasons Closing
News

Explain clearly.
Cite reader or other benefits, if possible.
Explain company policy, if relevant.
Choose positive words.
Show that the matter was treated seriously and fairly.

Reveal the bad news

To reveal the bad news with sensitivity, apply the following
techniques for cushioning the bad news:

Bad
Buffer Reasons Closing
News

 Avoid the spotlight.  Use passive‐voice verbs.

 Use a long sentence.  Accentuate the positive.
 Place the bad news in a  Imply the refusal.
subordinate clause.  Suggest a compromise
 Be clear but not overly or alternative.
graphic.

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Closing Pleasantly

Bad
Buffer Reasons Closing
News

Avoid poor endings:

• Cliché (We apologize for any inconvenience this may cause.)
• Insincere (We regret this with all our hearts.)
• Inappropriate (We really screwed up.)
• Self‐serving (You made us feel so bad.)
Options for personalizing the closing

 A forward look  Freebies

 An alternative  Resale or sales
 Good wishes promotion

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Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News

Start with a neutral statement on which

both reader and writer can agree:

 Compliment  Review of facts

 Appreciation  Apology

Include a key idea or word that acts as a

transition to the reasons.

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Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News

Present valid reasons for the refusal.

Avoid words that create a negative
tone.

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Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News

Position the bad news strategically, using the passive voice,

accentuating the positive, or implying a refusal.
Suggest a compromise, alternative, or substitute, if possible.

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Writing Plan: Rejecting Requests

Bad
Buffer Reasons Closing
News

Renew good feelings with a positive statement.

Avoid referring to the bad news.
Include resale or sales promotion material, if
appropriate.
Look forward to continued business.

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PERSUASIVE MESSAGES PHAM THI BICH NGOC

Persuasive Messages

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What is persuasion?
 Persuasion Is a Symbolic Process
Persuasion Involves an Attempt to Influence
Persuasion Is Self‐Persuasion
Persuasion Involves Transmitting a Message
 Persuasion Requires Free Choice

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PERSUASIVE MESSAGES

How Has Persuasion Changed in the Digital Age?

The Volume and Reach of Persuasive Messages Have Exploded

Persuasive Messages Spread at Warp Speed.
Organizations of All Stripes Are in the Persuasion Business
Persuasive Techniques Are Subtler and More Misleading
Persuasion Is More Complex and Impersonal

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PERSUASIVE MESSAGES

AIDA Strategy for persuasive messages

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AIDA STRATEGY

Gaining Attention in Persuasive Messages

Opening Body Closing

Capture the reader’s ATTENTION.

 Problem description
 Unexpected statement
 Reader benefit
 Compliment
 Related facts
 Stimulating question

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AIDA STRATEGY

Gaining Attention

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AIDA STRATEGY

Gaining Attention

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AIDA STRATEGY

Building Interest for Persuasive Messages

Opening Body Closing

Build INTEREST.
 Describe central selling points
 Make rational, emotional, and dual
appeals.

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AIDA STRATEGY

Appealing to Your Audience

Rational Appeals
Focus on making or
saving money, increasing efficiency,
or making good use of resources.

Emotional
Dual Appeals Building
Appeals
Combine rational Interest Focus on status,
and emotional
ego, and
appeals.
sensual feelings.

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AIDA STRATEGY

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AIDA STRATEGY

Eliciting Desire and Reducing Resistance

Opening Body Closing

Elicit DESIRE and reduce resistance.

 Testimonials  Performance tests
 Money‐back  Warranties
guarantees  Expert opinions
 Free samples  Awards

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AIDA STRATEGY

Elicit desire and reduce resistance

 Testimonials: “I never stopped eating, yet I lost 107 pounds.” —Tina Rivers,
Greenwood, South Carolina
 Names of satisfied users (with permission, of course): Enclosed is a partial list
of private pilots who enthusiastically subscribe to our service.
 Money‐back guarantee or warranty: We offer the longest warranties in the
business—all parts and service on‐site for five years!
 Free trial or sample: We are so confident that you will like our new accounting
program that we want you to try it absolutely free.
 Performance tests, polls, or awards: Our TP‐3000 was named Best Internet
Phone, and Etown.com voted it Smartphone of the Year.

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AIDA STRATEGY

Prompting Action

Opening Body Closing

Motivate ACTION.
 Offer a gift.  Set a deadline.
 Promise an  Guarantee
incentive. satisfaction.
 Limit the offer.  Include a P.S.

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AIDA STRATEGY

Prompting Action

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AIDA STRATEGY

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AIDA STRATEGY

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Types of persuasive messages

 request actions
 make claims and request adjustments that may meet with opposition
 persuade subordinates and supervisors
 create effective direct‐mail and e‐mail sales messages

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Writing Plan: Persuasive Requests

Opening Body Closing

Capture the reader’s attention and interest.

 Describe a problem.  Offer praise or compliments.
 State something unexpected.  Ask a stimulating question.
 Suggest reader benefits.  Make a promise.

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Writing Plan: Persuasive Requests

Opening Body Closing

Build interest.
Explain logically and concisely the purpose of the
request.
Prove its merit.
Use facts, statistics, and expert opinion.
Focus on the reader’s direct and indirect benefits.

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Writing Plan: Persuasive Requests

Opening Body Closing

Reduce resistance.
 Anticipate objections.
 Offer counterarguments.
 Establish credibility.
 Demonstrate competence.
 Show the value of your
proposal.

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Writing Plan: Persuasive Requests

Opening Body Closing

Motivate action.
 Ask for a particular action.
 Make the action easy to take.
 Show courtesy, respect, and gratitude.

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Persuasive Claims and Complaints

Make your request reasonable and valid.
Present a logical case with clear facts.
Use a moderate tone; don’t sound angry, emotional, or
frustrated.

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Writing Plan: Claims, Complaints

Opening Body Closing

Begin with one of the following:

 Compliment
 Problem statement
 Point of agreement
 Review of actions you have
taken to resolve the problem

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Writing Plan: Claims, Complaints

Opening Body Closing

 Describe precisely what happened.

 Explain why your claim is legitimate.
 Enclose copies of relevant documents that support
your claim.
 Appeal to the receiver's sense of fairness, ethical and
legal responsibilities, and desire for customer
satisfaction.

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Writing Plan: Claims, Complaints

Opening Body Closing

 Close with a clear statement of what you want

done (refund, replacement, credit to your
account, or other action).
 Include a forward‐looking statement suggesting
future business relations.

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Tips for Persuasive Claims and

Complaints
 Begin with a compliment, point of agreement, statement of the problem, or brief review of
the action you have taken to resolve the problem.
 Provide identifying data.
 Prove that your claim is valid; explain why the receiver is responsible.
 Attach document copies supporting your claim.
 Appeal to the receiver’s fairness, ethical and legal responsibilities, and desire for customer
satisfaction.
 Describe your feelings and your disappointment.
 Avoid sounding angry, emotional, or irrational.
 Close by telling exactly what you want done.

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8.4 Crafting Persuasive Messages in

Digital-Age Organizations
Persuading Employees:
Instructions moving downward usually require little persuasion.
Persuasion may be necessary in the following situations:
• To generate “buy‐in”
• To ask workers to perform outside their work roles
• To accept changes not in their best interests

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8.4 Crafting Persuasive Messages in

Digital-Age Organizations
Persuading Employees:
Pay attention to your tone
• Warm words and conversational tone = caring attitude
Presenting honest, accurate evidence
• the indirect strategy is effective only when supported by
accurate, honest evidence.

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Crafting Persuasive Messages in

Digital-Age Organizations
Persuading the Boss
In requests moving upward, do the following:
• Provide evidence.
• Don’t ask for too much.
• Make your sentences sound nonthreatening, for example, It
might be a good idea if....
• Use words such as suggest and recommend.

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“The most important persuasion tool you have

in your entire arsenal is integrity.”

‐‐Zig Ziglar, renowned American

salesperson, author, and motivational
speaker

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