Presentation by:Mohammad Azfar Javaid Date :Oct7th ,2012

The

Audi [Motiv

Persuade Your Audience To Respond InWay You Desire! The

Reference: Business Communications (by: Mary Munter 1987)

Analysis of Audience
1

Who they are?

? ? ? ?

Primary Audience Secondary (Hidden) Audience Key Audience Audience as a Group

Persuasiveness depends on:

?

How much & how well you can relate to these people.

Knowledge & Feeling of Audience

? ?

Their perception about you & your topic Are they in favor of, against or indifferent message?

Do not:
? ?

Speak/write over their heads Speak/write too low a level on

Motivation of Audience
2

Persuasion include the Environment, the Communicator the Message and the Psychological Techniques.

Five Psychological Techniques for Audience Motivatio

? ? ? ? ?

Punishment & Reward Growth Needs Peoples Need for Balance Cost/ Benefit Analysis Character Traits

P-3 P-4 P-5 P-6 P-7~11

Punishment & Reward

3

Threats & Punishment: 5 Reasons, Why Threats may not work. (Dr. Walter R. Nord
Imagine a situation that you are dealing with your sub -ordinate. While he spends too much time on the phone to friends during work day. And you threaten your employee to fire him. What happens then:
?

Threats may only work if you are watching over your employees actions. Therefore, his compliance will be sporadic, since you dont possibly be a to watch over him all the times.

Threats may get rid of one response but you may not get the response you want.

Threats may stop inappropriate action even when it is appropriate (or ra necessary). Threats produce tension making the work place less pleasant and less productive, in general. Threats make people dislike you. Threats provoke counter aggression.

? ?

Rewards:The Positive Reinforcement

For a successful motivation your reward must include following four characteristics:
? ? ? ?

They must be important to the person who is being rewarded. Rewards Must be appropriate and sincere. Effective reward must be immediate. Rewards dont have to be elegant.

In general, most business communicators could be mor successful if they used punishment less and rewards mor

GrowthNeeds
4

Maslows Needs Hierarchy & Herzbergs Research

Basic Two Sets of Needs that motivate people: 1. Deficiency Needs The needs without which we cannot survive 2. Growth Needs The needs which enhance our lives

Peoples Need for Balance

5
1. Psychological Balance and Its Importance People prefer a state of psychological balance (called consistency,or freedom or equilibrium from anxiety)

2. When their Ideas Conflict with the communicators idea they Feel Anxiety

3. In the state of anxiety they would try to restore their Psyc Balance either by: a) b) c) Resisting and denying the new information Devaluing the new information Accepting the new information

4. Help them in restoring their Psychological Balance them imbalance, then offer a solution that will make them balanced. b) c)

a) Emphasize an anxiety or a problem they have that is causi

Tie the potentially unbalancing information to their nee

Encourage them for an active participation that would pe

them towards your idea and they would eventually feel bala

Cost/ Benefit Analysis

6 ? Represent he Cost idea in terms of money and time t ? Represent the benefits of idea in terms of money, value, benefit and long term gain ? Strong Benefit will motivate your Audience AND a High Cost may have the opposite effect.

To Motivate:

? Analyze both the costs and the benefits of the ide itself (Advantages and Disadvantages). ? Analyze both the costs and the benefits for your audience. ? Specify the benefits your audience will gain.

Character Traits
7

People are different, Everyone has his/her own way o thinking, dealing with problems and doing the job. The 4 Cs Model

? The Comptroller: ? ? ? ? (Controller) the Bureaucratic (Follows the guidelines rigidly) Does not like changes A Careful person (makes decision slowly)

A Consistent Person (Likes Facts & Statistics

To Motivate (this kind of person): ? ? ? Write/Speak in a matter of fact tone Incorporate a good deal of Information, including methods and data

Instead of stating just one conclusion, offer various options and your conclusion from among them Emphasize tradition, process & system

Character Traits
8

People are different, Everyone has his/her own way o thinking, dealing with problems and doing the job. The 4 Cs Model

? The Crusader: ? ? ? ? An Enthusiastic & Idealistic Person A Creative Person Eager to change things based on his Ideals Preacher, Struggler & Campaigner

To Motivate (this kind of person): ? ? ? Obtain an enthusiastic and informative tone

Emphasize how your ideas tie to his ideals or dreams Include lots of information and Emphasize on the value of ideas

Character Traits
9

People are different, Everyone has his/her own way o thinking, dealing with problems and doing the job. The 4 Cs Model

? The Collaborator: ? ? ? ? ? A real people person Works as a part of team Does not like to change things Avoid Conflicts and Risks Less interested in Ideas

To Motivate (this kind of person): ? ? ? ? Adopt a trusting and nonthreatening tone Avoid long detailed and enthusiastic explanations Try to use testimonies from the people you know he respects

Use statements from organizations policies to support your arguments (if you know that he agrees with those statements).

Character Traits
10

People are different, Everyone has his/her own way o thinking, dealing with problems and doing the job. The 4 Cs Model

? The Commander: ? ? ? ? ? A real business person Likes actions and results A Decisive & Efficient Person Makes decisions for change on results A Domineering Person

To Motivate (this kind of person): ? ? ? Adopt efficient and -result oriented tone Try short summaries with conclusions and recommendations Emphasize on the outcome for the company and whats in it for them as well

Character Traits
11 Four different cases illustrating how you might report exactly the same information to each of four bosses The 4 Cs Model
Tends to Work Alone

Through Procedures

To Accomplish Results

Comptroller

Commander

Maintain Status Quo

Changes Status Quo

Collaborator
Through Affiliation

Crusader
To Accomplish Dreams

Tends to Work with Group