How to Be More Persuasive

Credibility A speaker is more persuasive when he is perceived as credible. We trust people who reveal their own personal failings and weaknesses. Do you believe someone after you have caught them lying to you?

Popular Attractive and well-liked speakers are more persuasive. Ever wonder why you don’t see ugly people in commercials? We like people who are similar to us. Try to make a connection with the audience. What do you have in common?

Involvement A speaker who involves the audience in his speech will be more persuasive. Think of all the slogans, jingles, and catch phrases that you remember from advertisements.

Passion A speaker who is passionate about his proposition will be more persuasive. Logic is good, but “logic on fire” is what convinces people.

Humor If I can get you to laugh with me, you like me better, which makes you more open to my ideas. And, if I can persuade you to laugh at a particular point that I make, by laughing at it you acknowledge it as true. (Gaggle “Hip Hop is the Devil”)

Selective Exposure Listeners will actively seek out info that supports their existing opinions & beliefs. Listeners will actively avoid info which contradicts their existing opinions & beliefs.

Consider Selective Exposure Inductive approach—hold back your main purpose until you have given some evidence & argument, then relate it to your main proposition (hostile audience) Deductive approach—reveal your proposition at the outset of your speech (favorable audience)

Consider Audience Motives A speaker is more persuasive when his proposition is linked to audience motives What’s in it for me? ◦ Status ◦ Financial gain ◦ Affection/love ◦ Independence ◦ Friendship ◦ Individuality ◦ Maslow’s Hierarchy of Needs

Rule of Reciprocity Give first, receive later We are more likely to be persuaded by someone who has done something nice for us. We feel obligated to “return the favor.” It is not necessary that the favors are equal in value. Think how you would react if someone lent you money this week and next week asks to borrow a dollar.

Emphasize Loss Research shows that we are more persuaded by what we will potentially lose than what we may gain. You will lose your job if you don’t do this. OR You will get a bonus check if you do this.

Peer Pressure We are more easily persuaded if we believe the majority of other people agree with your proposition. This is because people will often look to what others are doing or saying when deciding what decision to make. This is especially true in situations of uncertainty or when several choices are available. Use statistics and testimonials to prove your point.