Using Principles of Persuasion

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Presentation transcript:

Using Principles of Persuasion

Persuasion is a natural process and a learned skill. 2

In any persuasive situation there is a: Communicator Format Message Audience

The communicator must be: Credible Knowledgeable Similar to target person or audience 4

The target person or audience is also influenced by nonverbal characteristics of the communicator. 5

The most affective persuasive format is face-to-face communication. The Format: The most affective persuasive format is face-to-face communication. 6

The Message: Gets the audience's attention. Is repeated. Offers benefits or rewards to the intended audience. Is paired with something else that is valued or rewarding. 7

The Message (cont.): Has low cost attached. Is endorsed. Suggests a benefit. Is consistent. Appeals to the audience norms. Uses the principle of reciprocity. 8

The Principles of Persuasion: Know your facts. Know your audience. Express similarities. Utilize opinion leaders. Make a strong opening. Get to the point. 9

The Principles of Persuasion (cont.): Offer a benefit. Minimize the cost. Inoculate your audience. Ask for an action step. Clarify the action step. Simplify the action step. 10

The Principles of Persuasion (cont.): Have a variety of action steps to request. Obtain a commitment. Use models. Repeat the message. Thank the target person. Follow up. Keep the target person informed. 11

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