Communication with the intent to influence the receiver involves the use of verbal, written, and visual communication as an attempt to persuade others to act in a desired manner.
Effective Verbal Communication Skills
The ability to use the spoken word with the intention to persuade relies upon the following characteristics:
- choice of words,
- the rhythms of speech,
- and non-verbal cues.
Words chosen to convince the receiver are those commonly used and understood by the majority and which also tend to instill an emotional effect on the receiver. Such words are referred to as emotive.
In order to persuade the receiver, the message delivered must be vibrant and alive and not dull and monotonous. Communication with the intent to persuade aims to encourage and convince in an attempt to obtain positive reaction from the public.
Effective Written Communication Skills
Most organizations tend to use written communication to influence or persuade the recipient. Indeed, all forms of advertising including press releases and articles fall under this category since their intention is to promote the organization and its products or services. The copy for ads must be written so that the product or service offered is presented in such a way that stimulates the desire to purchase the product.
What is Emotional Language?
When communicating facts and data, the speaker or writer will attempt to use words and expression that convey the exact and precise meaning. Such language has no emotional connotations and is usually contained in formal presentations and reports. The selected language will be objective in tone, emitting a rational, factual, and neutral meaning. Some examples of objective words include: production, goals, cost, warranty, production, etc.
In contrast, when attempting to influence and persuade the receiver, the language used will endeavor to appeal to the emotions by creating associations with the feelings and desires of the receiver rather than appealing to the rational mind. Persuasive language thus appeals to the emotions of the individuals as its means to influence the recipient of the communication transmitted. This is subjective or emotive language. Examples of subjective words include: comfort, home, youth, pure, and so on.
Both types of language have their merits. For instance most newspapers aim to provide objective information to remain neutral and allow readers to formulate their own conclusions. Nevertheless, the emotional use of language is at times more useful since it appeals to the individual’s emotions which prompt individuals to act. To cite an example, an appeal to aid starving children will inevitably appeal to the emotions to prompt individuals to act, however this does not imply that the appeal is deceitful.
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Maureen Cutajar - Maureen is a professional IT project manager, web writer, and eBook formatter with educational background in English literature and ...
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