Process of Persuasion
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,440
On Slideshare
1,440
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
17
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1.
  • 2.
    • Presented by
    • Haider Ali
    • Muhammad Shahbaz
    • Naoman Saeed
    • Sami Ullah
    • Waqas Tufail
  • 3.
    • Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor.
    • “ The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting until you say things imaginatively, originally and freshly.”
    • William Bernbach   (Founder Advertising Agency DDB)
  • 4.
    • Prof. William J McGuire at Yale University proposed a model of attitude change based on five step procedure.
    • These steps follow a chronological order as shown below:
    Gaining Attention C omprehending Reducing resistance (yielding) Retaining Acting
  • 5.
    • This process is applicable to:
    • Persuasive requests
    • Sales Communication (letters + presentations)
    • Visiting people for marketing purpose
  • 6.
    • Persuasion cannot begin until audience don’t pay attention
    • Different techniques are used to get attention in different situations.
  • 7.
    • Your audience must understand the message before it can be influenced by it.
    • A fundamental understanding of the data being presented is essential to enable the person being persuaded to take a stand for the issue.
  • 8.
    • Try what-if scenarios. Offer counter argument for each of these scenarios.
    • Present counter arguments in sentences that emphasize reader’s benefits.
    • Receiver will be less resistant if your request is reasonable and you are believable.
  • 9.
    • At this stage of the persuasion process the listener must retain the information long enough to act on it.
    • your message is more likely to be retained, if it is interest to the listener.
    • when we succeed at changing someone’s attitude, that change probably won’t last forever. The truth is that some other persuasive message (or experience) could change their attitudes again.
    • This is why it is so essential that the individual being persuaded both understands and can retain your message.
  • 10.
    • the measure of persuasive success is whether the listener is motivated to proceed to a course of action presented by the persuader.
    • For motivating action in:
    • Favor request: ask for particular action. Make action easy to take. Show courtesy and respect.
    • Claim request: tell exactly what you want done
    • Sales message: offer a gift, promise an incentive, limit the offer, set a deadline or guarantee satisfaction.