PERSUASION .

Thoughts on Persuasive Communication

A genuine leader is not a searcher

for consensus, but a molder of
consensus.
- Martin Luther King, Jr.
What is Persuasion?

• Persuasion is the use of communication to influence beliefs,

attitudes and/or behavior.
• Persuasion is moving people to a position or course of action that
they do not currently hold.
• Principle of Effective Persuasion
• Liking- People like those who like them
(Similar + Complimented + Cooperated)
Application: Uncover real similarities and offer genuine praise.
• Reciprocity- People repay in kind
( Personalized and unexpected)
Application: Give what you want to receive.
• Social Proof- People follow the lead of similar other
(Actions and behaviour of others to determine their own)
Application: Use peer power whenever its available.
• Consistency- People align with their clear commitments
(First small commitments that can be made)
Application: Make the commitments active public and voluntary
https://www.youtube.com/watch?v=779KwjAYTeQ.
• Authority- People defer to experts
(Ethical + Costless)
Application: Expose your expertise don’t assume its self evident.
• Scarcity- People want more of what they can have less of.
(Benefits + uniqueness + what they stand to lose)
Application: Highlight unique benefits and exclusive information.
• Emotions- Emotions are always at play!
Application: Know your audience’s emotional state, and adjust your tone to fit
https://www.youtube.com/watch?v=zXRobOjVI9s
Barriers to Effective Persuasion

• Errors in facts, language, etc.

• Distract from your message
• Too much information
• Poor presentation
• Unclear purpose, poor organization
• Monotone voice, sloppy speech
• Assuming persuasion is a
one-time event
• Power dynamics
Thoughts on Persuasive Communication

If you talk to a man in a language he

understands, that goes to his head. If you
talk to him in his language, that goes to his
heart.
- Nelson Mandela

13
Case Study
As the director of human resources in your company, you’re
desperate for some help. You want to keep the costs of
employee benefits under control while making sure you
provide employees with a fair benefits package. However,
you don’t have time to research all the options for health
insurance, wellness programs, retirement plans, family
counseling, educational benefits, and everything else, so you
decide to hire a consultant. You receive the following
message from a consultant interested working with you.
Case Study (continued)
I am considered the country’s foremost authority on
employee health insurance programs. My clients offer
universally positive feedback on the programs I’ve designed
for them. They also love how much time I save them –
hundreds and hundreds of hours. I am absolutely confident
that I can thoroughly analyze your needs and create a
portfolio that realizes every degree of savings possible. I
invite you to experience the same level of service that has
generated such comments as “Best advice ever!” and “Saved
us an unbelievable amount of money.”
Case Study (continued)
You’d love to get the results the consultant promises, but
these claims don’t ring true to you. In fact, the message
contains several instances in which this writer’s credibility
might be questioned.
Identify the problematic claims.
The problematic claims
I am considered the country’s foremost authority on
employee health insurance programs. My clients offer
universally positive feedback on the programs I’ve designed
for them. They also love how much time I save them –
hundreds and hundreds of hours. I am absolutely confident
that I can thoroughly analyze your needs and create a
portfolio that realizes every degree of savings possible. I
invite you to experience the same level of service that has
generated such comments as “Best advice ever!” and “Saved
us an unbelievable amount of money.”
Thank You