Bab 5: Pesan Persuarsif Komunikasi Bisnis - Komunikasi dan Negosiasi

Summary

This video explores persuasive messaging in business communication, focusing on how organizations use persuasive messages to sell ideas, improve operational efficiency, gather support, and secure funding. It explains the types of persuasive messages, including sales letters and funding requests, and discusses the key components for writing effective persuasive messages, such as credibility, logical appeal, and emotional influence. Additionally, the video highlights how persuasive communication is used in advertisements and how successful persuasion impacts the audience's behavior and decision-making.

Takeaways

• 😀 Persuasive messages in business communication aim to influence others to adopt ideas, improve operational procedures, gather support for activities, and request funding for projects.
• 😀 There are two main types of persuasive messages: sales letters (to persuade readers to purchase products) and donation request letters (to seek financial aid for specific projects).
• 😀 Persuasive language is used to encourage individuals to take action or become involved, often seen in advertising and posters, typically in a short, engaging manner.
• 😀 The goal of persuasive communication, according to Simons, is to influence attitudes, values, opinions, and behaviors, with the communicator aiming to align the audience with their objectives.
• 😀 Persuasive communication involves a process of convincing others to agree with the speaker’s ideas or actions without coercion, relying on logical and emotional appeals.
• 😀 Effective persuasive strategies involve clarity, understanding the audience, and choosing the right strategy for delivering the message.
• 😀 Persuasive communication is built on components like message source credibility, a well-prepared argument structure, logical and emotional appeals, clear language, and strong supporting evidence.
• 😀 Persuaders are considered successful if they can influence others' trust and expectations after presenting compelling reasons or benefits for taking action.
• 😀 The language used in persuasive texts follows five key language rules: the use of invitation and persuasion words, imperative verbs, technical terms, mental verbs, and argumentative conjunctions.
• 😀 A persuasive message can be one-sided (supporting only the proposed position) or two-sided (presenting both supporting and opposing arguments), depending on the desired impact.
• 😀 Persuasive communication models aim to engage and motivate people to act according to the communicator’s desires, often used in business for advertising products or services.

Q & A

What is the definition of persuasive messaging in business communication?

Persuasive messaging in business communication refers to messages designed to sell an idea, persuade others to adopt a more efficient operational procedure, gather support for a specific activity, or request funding for a particular project.

What are the two main types of persuasive messages?

The two main types of persuasive messages are sales letters, which aim to persuade the reader to purchase a product, and requests for financial assistance, which seek support for project funding.

When should persuasive messages be used in business communication?

Persuasive messages should be used when a communicator wants to influence others to take action or agree with a particular idea or initiative, such as in advertising or promotional materials.

What are the key goals of persuasive communication according to Simons?

The goal of persuasive communication is to influence attitudes, values, opinions, and behaviors. The key is to affect the audience's beliefs and perceptions in a way that aligns with the communicator's intentions.

What are the factors that should be considered when determining a persuasive strategy?

Factors to consider include clarity of the message, understanding the audience, selecting the appropriate communication channels, and choosing the right strategy to effectively convey the message.

What are the five key components of effective persuasive message development?

The five key components are: 1) Establishing credibility, 2) Preparing a solid argument framework, 3) Using logical and emotional appeal, 4) Strengthening the message with appropriate language, and 5) Providing clear and convincing evidence.

How can a persuader determine whether their persuasive effort has been successful?

A persuasive effort is successful when the persuader is able to influence the audience's trust, hopes, and expectations, often by presenting logical and emotional reasons that support their proposal.

What are the five linguistic principles commonly found in persuasive texts?

The five linguistic principles in persuasive texts are: 1) Words of suggestion or persuasion, 2) Imperative verbs, 3) Technical terms or jargon, 4) Mental verbs, and 5) Argumentative conjunctions.

What is the difference between one-sided and two-sided persuasive messages?

A one-sided persuasive message supports only one position, either positive or negative, while a two-sided message presents both sides of an argument, showing both the pros and cons before making a conclusion.

What role does persuasive advertising play in business communication?

Persuasive advertising aims to introduce a product or service to the market, with the goal of making potential customers familiar with it, interested in it, and eager to purchase or use it.