1 Technical Communication A Reader-Centred Approach First Canadian Edition Paul V. Anderson Kerry...

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Technical CommunicationTechnical CommunicationA Reader-Centred ApproachA Reader-Centred Approach

First Canadian EditionFirst Canadian Edition

Paul V. AndersonPaul V. AndersonKerry SurmanKerry Surman

www.techcomm.nelson.com

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Planning Your Planning Your Persuasive StrategiesPersuasive Strategies

Chapter 10Chapter 10

3 (c) 2007 Nelson, a division of Thomson Canada Limited

Learning ObjectivesLearning Objectives

Describe ways to change readers’ attitudesDescribe ways to change readers’ attitudes Influence readers’ thoughts, feelings, and Influence readers’ thoughts, feelings, and

actions through persuasive strategiesactions through persuasive strategies Use ethical persuasive techniquesUse ethical persuasive techniques


The Importance of Persuasive WritingThe Importance of Persuasive Writing

Goal shared by all on-the-job writingGoal shared by all on-the-job writing Key goal in proposals, but important in Key goal in proposals, but important in

instructions and reportsinstructions and reports Writers want to create a favourable Writers want to create a favourable

impression ofimpression of– ThemselvesThemselves– DepartmentsDepartments– CompaniesCompanies


How Persuasion WorksHow Persuasion Works

Need to shape attitudes to influence how Need to shape attitudes to influence how people think, feel, or actpeople think, feel, or act

Ways to change readers’ attitudesWays to change readers’ attitudes– Reverse an attitudeReverse an attitude– Reinforce an attitudeReinforce an attitude– Shape their attitudeShape their attitude

Attitude is determined by the sum of thoughts Attitude is determined by the sum of thoughts about a topicabout a topic


Guidelines for Shaping Readers’ Guidelines for Shaping Readers’ AttitudesAttitudes

Learn and focus on your readers’ goals and Learn and focus on your readers’ goals and valuesvalues

Address your readers’ concerns and Address your readers’ concerns and counterargumentscounterarguments

Show that your reasoning is soundShow that your reasoning is sound


Guidelines for Shaping Readers’ Guidelines for Shaping Readers’ Attitudes (continued)Attitudes (continued)

Organize to create a favourable responseOrganize to create a favourable response Build an effective relationship with your Build an effective relationship with your

readersreaders Adapt your persuasive strategies to your Adapt your persuasive strategies to your

readers’ cultural backgroundreaders’ cultural background


Learn and Focus on Your Readers’ Learn and Focus on Your Readers’ Goals and ValuesGoals and Values

Focus on the goals that guide your readers’ Focus on the goals that guide your readers’ decisions and actionsdecisions and actions– Identify their goalsIdentify their goals– Identify the ways that your ideas, actions, or Identify the ways that your ideas, actions, or

recommendations can assist them in achieving recommendations can assist them in achieving their goalstheir goals

– Craft your communication to highlight these linksCraft your communication to highlight these links


Identify Your Readers’ GoalsIdentify Your Readers’ Goals

Organization goalsOrganization goals Value-based goalsValue-based goals Achievement and growth goalsAchievement and growth goals


Organizational GoalsOrganizational Goals

Choose specific objectives rather than Choose specific objectives rather than general onesgeneral ones

Focus on goals that are most related to idea Focus on goals that are most related to idea you are advocatingyou are advocating– See Figure 5.1, page 244See Figure 5.1, page 244


Values-Based GoalsValues-Based Goals

Companies have social, ethical, and esthetic Companies have social, ethical, and esthetic values not directly related to profit and values not directly related to profit and productivityproductivity– See Figure 5.2, page 245See Figure 5.2, page 245

Employees also have personal valuesEmployees also have personal values


Achievement and Growth GoalsAchievement and Growth Goals

People seek more than pay from their jobsPeople seek more than pay from their jobs Recruiting materials often appeal to these Recruiting materials often appeal to these

needsneeds– See Figure 5.3, page 247See Figure 5.3, page 247


Address Your Readers’ Concerns Address Your Readers’ Concerns and Counterargumentsand Counterarguments

Readers’ self-generated thoughts are very Readers’ self-generated thoughts are very influentialinfluential

Avoid inspiring negative thoughtsAvoid inspiring negative thoughts– Anticipate and answer questionsAnticipate and answer questions

Address objections your readers might raiseAddress objections your readers might raise– Give reasons to rely on your positionGive reasons to rely on your position– See Figure 10.4, page 249See Figure 10.4, page 249


Show That Your Reasoning Is SoundShow That Your Reasoning Is Sound

You need to You need to – Identify potential benefitsIdentify potential benefits– Persuade reader of link between your action and Persuade reader of link between your action and

the benefits that will result the benefits that will result You must not only use sound reasoning, but You must not only use sound reasoning, but

also convince your readers that your also convince your readers that your reasoning is soundreasoning is sound


How Reasoning WorksHow Reasoning Works

Your claimYour claim– The position you want your readers to acceptThe position you want your readers to accept

Your evidenceYour evidence– The facts, observations, and other evidence that The facts, observations, and other evidence that

support your claimsupport your claim Your line of reasoningYour line of reasoning

– The connection linking your claim and evidenceThe connection linking your claim and evidence


Present Sufficient and Reliable Present Sufficient and Reliable EvidenceEvidence

You must furnish all of the details your You must furnish all of the details your readers are likely to wantreaders are likely to want

You must produce the type of evidence your You must produce the type of evidence your readers are likely to acceptreaders are likely to accept– DataData– Expert testimonyExpert testimony– ExamplesExamples


Explicitly Justify Your Line of Explicitly Justify Your Line of Reasoning Where NecessaryReasoning Where Necessary

Avoid false assumptionsAvoid false assumptions– Offer evidence or explanation to dispel doubtOffer evidence or explanation to dispel doubt

Avoid over generalizingAvoid over generalizing– Increase the number of instance to match your Increase the number of instance to match your

conclusion, orconclusion, or– Narrow your conclusion to match the number of Narrow your conclusion to match the number of

instancesinstances


Organize To Create A Favourable Organize To Create A Favourable ResponseResponse

The way you organize a communication has The way you organize a communication has almost as much power to persuade as what almost as much power to persuade as what you sayyou say

Strategies to elicit a favourable responseStrategies to elicit a favourable response– Choose carefully between the direct and indirect Choose carefully between the direct and indirect

patternspatterns– Create a tight fit among the parts of your Create a tight fit among the parts of your

communicationcommunication


Choose Carefully Between the Direct Choose Carefully Between the Direct and Indirect Patternsand Indirect Patterns

Direct patternDirect pattern– Goes directly to the main pointGoes directly to the main point– Use when you are expecting a favourable Use when you are expecting a favourable

responseresponse Indirect patternIndirect pattern

– Delays the main pointDelays the main point– Use when your readers might react unfavourablyUse when your readers might react unfavourably


Create a Tight Fit Among the Parts of Create a Tight Fit Among the Parts of Your CommunicationYour Communication

Review side by side the claims made in Review side by side the claims made in various partsvarious parts

In a proposal, for exampleIn a proposal, for example– Project solves all aspects of problemProject solves all aspects of problem– Budget matches projectBudget matches project– Schedule matches projectSchedule matches project


Build An Effective Relationship With Build An Effective Relationship With Your ReadersYour Readers

Present yourself as a credible personPresent yourself as a credible person Present yourself as a friend, not a foePresent yourself as a friend, not a foe


Strategies for Building CredibilityStrategies for Building Credibility

ExpertiseExpertise TrustworthinessTrustworthiness Group membershipGroup membership Dynamic appealDynamic appeal PowerPower

– See Figure 10.6, page 257See Figure 10.6, page 257


Present Yourself As a Friend, Not a Present Yourself As a Friend, Not a FoeFoe

Praise your readersPraise your readers Present yourself as your readers’ partnerPresent yourself as your readers’ partner Show that you understand your readersShow that you understand your readers Maintain a positive and helpful stanceMaintain a positive and helpful stance

– See Figure 10.7, page 260See Figure 10.7, page 260


Adapt Your Strategies to Your Adapt Your Strategies to Your Readers’ Cultural BackgroundReaders’ Cultural Background

What readers consider to be benefits may What readers consider to be benefits may varyvary

What readers view as a good reason for What readers view as a good reason for taking a particular action may varytaking a particular action may vary

What readers consider to be an appropriate What readers consider to be an appropriate role for a writer may varyrole for a writer may vary


Ethics Guideline: Employ Ethical Ethics Guideline: Employ Ethical Persuasive TechniquesPersuasive Techniques

Don’t misleadDon’t mislead Don’t manipulateDon’t manipulate Open yourself to your readers’ viewpointOpen yourself to your readers’ viewpoint Argue from human valuesArgue from human values


In SummaryIn Summary

Change readers’ attitudes through the use of Change readers’ attitudes through the use of persuasive strategiespersuasive strategies

Use ethical persuasive techniques to change Use ethical persuasive techniques to change attitudesattitudes

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