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

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