1. Using Principles of Persuasion

2. Persuasion is a natural process and a learned skill.

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

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

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

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

7. 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.
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.
Offer a benefit.
Minimize the cost.
Inoculate your audience.
Ask for an action step.
Clarify the action step.
Simplify the action step.

9. 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.