段平-技术与商务交流英语（第二版）Chapter 18 Persuasive Messages 教参.docxVIP

PAGE 16 Chapter 18 Persuasive Messages The basic purposes of technical and business communication are to inform and to persuade. Therefore, it is far from enough to make your audience only understand your idea—you need to convince your audience to accept your idea and for them to take the actions you intend them to. Since the nature of persuasion is to convince people to change their attitudes, beliefs, or actions, most persuasive messages use the indirect approach or inductive method. That means you need to explain your reasons and build interest before asking for a decision or action, or perhaps even before revealing your purpose. In particular, when you are trying to persuade a skeptical or hostile audience, credibility is essential. You must convince people that you know what you are talking about and that you are not trying to mislead them. You may use the following techniques: Use simple language to avoid suspicions of implausible claims and emotional manipulation. Provide objective evidence for the claims and promises you make. Identify your sources, especially if your audience already respects those sources. Establish common ground by emphasizing beliefs, attitudes, and background experiences you have in common with the audience. Persuade with logic, evidence, and compelling有趣的 narratives, rather than trying to coerce强迫 with high-pressure, hard-sell tactics强行推销术. Attempt to build your credibility before you present a major proposal or ask for a major decision. In that way, audiences do not have to evaluate both you and your message at the same time. Writing Persuasive Requests for Action为敦促行动而撰写说服性请求 Experts in persuasive communication have developed a number of indirect models for writing persuasive requests for action. One of the best known is the AIDA plan, which divides requests into four phases: 有说服力的沟通专家已经开发出一些间接的模式来撰写有说服力的行动请求。其中最著名的一个是AIDA计划，它将说服性请求分为四个阶段： Attention 引起注意 Interest 提高兴趣 Desire 激发欲望 Action 敦促行动 Attention引起注意 At the beginning,