Presentation by:Mohammad Azfar JavaidthDate :Oct 7 , 2012

The Audience [Motivation]

Persuade Your Audience To Respond In The Way You Desire!Reference: Business Communications

(by: MaryMunter 1987)

Analysis of Audience1

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 to your message?

Do not:

? Speak/write over their heads

? Speak/writeon too low a level

Motivation of Audience2

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

Five Psychological Techniques for Audience Motivation

? Punishment & Reward P-3

? Growth Needs P-4

? Peoples Need for Balance P-5

? Cost/ Benefit Analysis P-6

? Character Traits P-7~11

Punishment & Reward3

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 able

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 rather 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.

? Effectivereward must be immediate.

? Rewards dont have to be elegant.

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

Maslows Needs Hierarchy GrowthNeeds & Herzbergs Research

4

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 Balance5

1. Psychological Balance and Its Importance People prefer a state of psychological balance (called consistency, or equilibrium or freedom 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 Psychological Balance either by:

a) Resisting and denying the new information

b) Devaluing the new information

c) Accepting the new information

4. Help them in restoring their Psychological Balance

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

them imbalance, then offer a solution that will make them feel

balanced.

b) Tie the potentially unbalancing information to their needs.

c) Encourage them for an active participation that would persuade

them towards your idea and they would eventually feel balanced.

Cost/ Benefit Analysis6

? Represent the Cost idea in terms of money and time

? 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 idea itself (Advantages and Disadvantages).

? Analyze both the costs and the benefits for your audience.

? Specify the benefits your audience will gain.

Character Traits7

People are different, Everyone has his/her own way of thinking, dealing with problems and doing the job.

The 4 Cs Model

? The Comptroller:

? (Controller) the Bureaucratic (Follows the guidelines rigidly)

? A Consistent Person (Likes Facts & Statistics)

? Does not like changes

? A Careful person (makes decision slowly)

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 Traits8

People are different, Everyone has his/her own way of 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 Traits9

People are different, Everyone has his/her own way of 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 Traits10

People are different, Everyone has his/her own way of 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 Traits11

Four different cases illustrating how youmight report exactly the same information

to each of four bosses

The 4 Cs Model

Tends to Work AloneThrough To

Procedures Accomplish Results

Comptroller Commander

Maintain Status Changes Status Quo Quo

Collaborator CrusaderTo Through

Accomplish Affiliation

Dreams

Tends to Work with Group