SQ2 What are the basic elements of persuasion?
To develop the most persuasive content for your communication, you will need to understand the basics of persuasion. What kind of content will motivate your audience to trust you, believe your points, agree with your position, and do what you request? You learned about three elements of persuasion earlier in this chapter, when Pedro prepared his email to Maria. His persuasive strategy included the following elements:
Establishing a problem or need
Focusing on benefits
Anticipating potential resistance and objections
This section addresses three additional elements that have been recognized as important since Aristotle identified them as the core of effective persuasion:1,2
Building credibility
Get Business Communication, Third Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
