Persuasive Messages - Reducing Resistance

The next element in writing persuasive messages or requests is reducing resistance. As mentioned in a previous post regarding gaining attention, your request or proposal may be met with strong resistance. A common mistake that most people make is failure to anticipate and offset that resistance, how will your audience object to your request? 

This is where the What if ? question comes into play. By brainstorming the possible what if scenarios, addressing them with counterarguments and establishing credibility you can effective reduce resistance in your persuasive messages and requests. For example you are trying to convince management to switch from paper and plastic cups and plates to ceramic in the employee cafeteria. In writing your proposal to switch to ceramic you must anticipate managements resistance. What if managers say it's too expensive or that it may cause an increase cafeteria labour and energy costs. They may even argue that ceramic is less hygienic. You must be prepared to counter the resistance with finesse and emphasize the benefits, "Although ceramic dishes cost more at first, they actually save money over time" and "Ceramic dishes may require a little more effort in cleaning, but they bring warmth and graciousness to a meal. Most important, they help save the environment by requiring fewer resources and eliminating waste"  An important point to remember is to try and avoid bringing up objections that may never have occurred to the reader in the first place. 

Establishing Credibility

Establishing credibility is another way to reduce resistance. A reader is less likely to object to your request if it is reasonable and believable and by establishing your expertise and demonstrating your competence in the subject at hand you can significantly influence the reader to agree to your request. 

Seven ways to establish credibility 

1. Use simple language
2. Support your request/message with facts
3. Identify your sources
4. Establish common ground
5. Be objective
6. Display good intentions
7. Avoid the "hard sell"