A Storyboard for my UW-Stout- Designing Computer-Based Training course.

1. Persuasive Language
Tools
Denotative. Connotative. Mixed Denotative/Connotative.

2. Denotative Language
Be clear and concise. Be
explicit. Be dictionary definition
direct. Use precise and easy to
understand language. You are
not concerned with any kind of
emotional appeal. Be logical
and precise. The persuasion is
in the evidence or support.

3. Connotative Language
The meaning is implied.
The language invokes
unwritten meanings.The
language may be
figurative and have
deeper, more symbolic
meaning, including
social, cultural, political,
religious, or emotional
allusions.

4. Pretest
Connotative
Denotative
Mixed
This will be an example of a
logical direct language.
This will be an example of a
mixed, language both logical
and implied.
This will be subtle, figurative
language that a listener
needs to interpret.
Submit
Drag and drop each persuasive tool to the correct example quote. Then submit.

5. Tom Smith, VP of HR, begins the meeting
Okay, folks listen up; I need everybody's input on this.
As you know we've been having administrative issues
throughout the years with the 401K match program. As
personnel shift in and out of the investment plans, it makes it
impossible for us to control administrative costs. Plus there is
little incentive for dissatisfied employees to stay till the end of
the fiscal year.
As some of you know, it has already been decided to shift to
one time end of the year match. When other organizations
have implemented these types of programs there has been
significant push back.
Consider our highly educated, talented and competitive work
force, how do we sell the “last day rule” to our personnel?

6. Julie Suggests
Let’s emphasize the point that the loss of income from the
“last day rule” is negligible as the markets are volatile.
Investors can do equally good or better staying on the
sidelines until the end of the year. This year markets were
down 2%-8% each month.
Second, the benefit of maintaining our industry leading
percentage match has a far greater impact on savings. Our
goal still is for our long-time, loyal employees to retire in
comfort to enjoy travel, family, and the rewards of their work.
We should remind them that our company continues to offer
free comprehensive financial counseling to achieve peace
of mind.

7. Barbara’s Point
Let’s communicate something like, we sincerely understand how
challenging it is to plan for your retirement. We all share visions of
traveling, hiking across mountains, skiing in Europe, visiting
grandchildren to play on the beach, or enjoying free time pursuing
painting.
This end of year match plan insures the sustainability of our 401K
plan. It lowers administrative costs and continues to enable us to
maintain our industry leading match and generous free financial
services.
We hear you and share the same goals and that is why this is the
best path forward.

8. Ben’s Approach
Look, all that is great but really all anyone cares about is
that our top competitors limit their match to a full 6% of
employee investment. That is about $510 dollars a month
on our average salary.
We've kept our match at a full 6%, plus a 50% match up to
10%, so the company kicks in $680 per month on average.
That is $8100 at the end of the year, and about $2000 more
than our competitor.
Show them the numbers and then explain in order to
sustain our industry gold standard 401K, we need to lower
administrative costs. The end of the year match enables us
to do this.
And oh, you can mention our free financial advising, too.
That can’t hurt.

9. Analyse and Choose Best Path
2. Which approach is the best path forward? A B C
A. Julie
B. Barbara
C. Ben
Connotative
Denotative
Mixed
1. Drag and Drop the Persuasive Language type to the name of the
person who used this strategy.

10. Tom Smith said, “Consider our highly educated, talented and competitive work force.”
He also told us that it has been a very unpopular policy for other companies. We know
from Module 1 that the more hostile the audience, the more logical the argument must
be.
Julie mixed Denotative language like “this year markets were down 2%-8% each
month” with Connotative language like, “ Our goal still is for our long-time, loyal
employees to retire in comfort to enjoy travel, family, and the rewards of their work.”
This is a good solution but not the best for this skeptical audience. (80%)
A. Julie

11. Tom Smith said, “Consider our highly educated, talented and competitive work force.”
He also told us that it has been a very unpopular policy for other companies. We know
from Module 1 that the more hostile the audience, the more logical the argument must
be.
Barbara is all Connotative which would be great for a highly sympathetic audience.
She say, “We all share visions of traveling, hiking across mountains, skiing in Europe,
visiting grandchildren to play on the beach, or enjoying free time pursuing painting.”
Barbara’s language may persuade some, but will not influence the whole organization.
(50%)
B. Barbara

12. Tom Smith said, “Consider our highly educated, talented and competitive work force.”
He also told us that it has been a very unpopular policy for other companies. We know
from Module 1 that the more hostile the audience, the more logical the argument must
be.
Ben’s answer is completely denotative and logical which appeals to a skeptical
audience. He explains that the competitors limit their match to a full 6% or $510 a
month.” Then clearly sates the benefit of their up to 10% match, $680 per month and
$8100 a year. This is $2000 more than their competitor.
By tying the survival of this industry leading benefit to the “last day policy,” Ben offers
the winning approach to sell the new plan. (100%).
C. Ben

13. Congratulations!
Credits:

14. Further Study
1. Persausive Toolbox Job Aid (PDF)
2. Module 1: Understanding Audience, Purpose, and Decision Making