Unit 5.1 General guidelines for composing persuasive messages数字时代的商务英语写作.pdf

Unit 5 Persuasive Messages 第五章说服性写作 5.1 General guidelines for composing persuasive messages 5.1 说服性写作总体指引 • Why: The ability to persuade is a key factor in the success you achieve in your business messages, in your career, and in your interpersonal relations. • When: Persuasion is necessary when resistance is anticipated or when ideas require preparation before they can be presented effectively. • How: – Three-phase writing process – Persuasive strategies • Rhetorical structure •Aristotle: ethos (establish credibility); logos (logic reasoning); pathos (emotional appeal) 2 Persuasive Messages • Messages that request favors and actions • Messages that make claims and request adjustments • Business plans/proposals • Sales letters • Crowd funding texts • Job application letters/cover letters 3 Three-step writing process • Step 1: Planning – Analyze the situation (your purpose audience) – Select the right communicative channel – Gather and organize information • Step 2: Composing • Step 3: Revising and proofreading • Who is my audience? • What are my audience members’ needs? • What do I want them to do? • How might they resist? • Are there alternative positions I need to examine? • What does the decision maker consider to be the most important issue? • How might the organization’s culture influence my strategy? • Demographics – the age, gender, occupation, income, education, and other quantifiable characteristics • Psychographics – personality, attitudes, lifestyle, and other psychological characteristics • Cultural expectations and practices Need Basic physiological requirements Safety and security Affiliati