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Business Communication, Third Edition
book

Business Communication, Third Edition

by Barbara Shwom, Lisa Gueldenzoph Snyder
June 2015
Intermediate to advanced content levelIntermediate to advanced
480 pages
31h 52m
English
Pearson
Content preview from Business Communication, Third Edition

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

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Publisher Resources

ISBN: 9780133863307