Module 5: Discussion - AIDA Model AIDA Model As we’ve seen throughout the course readings, discussions & assignments, knowing & understanding your audience is imperative. Identifying your audience, learning about their wants & needs, & anticipating their reactions (including emotional ones) are important steps to developing sound, persuasive business messages. Once you’ve identified your audience for a message, you need to determine how best to utilize these 4 essential strategies: Framing your argument, Balancing logical & emotional appeals, Reinforcing your position, & Anticipating objections These strategies will look familiar from First-Year Composition, which required you to write different types of arguments for various issues. You can now use these familiar strategies when writing business messages. The principles of argument are the same even though your audiences & topics differ. Providing reliable, specific evidence to support your argument is critical for persuading your audience. We’ll address this further in the next discussion. An excellent tool for developing persuasive business messages is the AIDA—Attention, Interest, Desire, Action—model. Although the AIDA model is primarily used with the indirect approach, it is equally effective for messages using the direct approach. Ch 11 provides a helpful breakdown of how to use the 4 strategies listed above in conjunction with the AIDA model. See Figure 11.4 for a comparison of ineffective & effective persuasive business messages. For Discussion: You will develop your skills with the AIDA model by analyzing & revising a sample business message. Part A: Under Practice Your Skills on pp. 355 of Ch 11, complete the analysis & revision for 11-7, Message Strategies: Sales Messages. Apply the AIDA model in your analysis & revision of the message. Length of post will depend on thoroughness of response.