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The Art Of Effective Persuasion
Sith or Jedi, it works for everyone!
Developed by Fred Then
Copyright 2012 | Version 1.3b
Grrr. So this is
the young fool.




        If you have to present
   to a boss who looks like this ...
Impress us or
                   we will shoot.


… or an audience that doesn’t
  give a hoot about you ….
Sigh.


                     I had no clue what
                        he was saying.




  ... or when you can’t get people
interested in what you’re saying …
… it’s enough to make anyone to look
      for a new career elsewhere.
Seriously?
                        You tell this
                        to me now?




 But you can be very persuasive …
without going over to the Dark Side.
You’ll be surprised how
                      quickly you can see
                  improvements, by applying
                       these principles.




 My name is Fred Then and I’ll share my
“10 Secret Rules of Effective Persuasion”
HALT
Before proceeding, we’ll have to
 establish some simple facts.
I wish I knew how
     to talk to her.




                            I wish he would
                               say what I
                            wanted to hear.


  The real secret to being an effective
 persuader is knowing what (not who)
you are talking to and in what language.
My goodness R2,
    it does seem
impressive doesn’t it?                             The Winner!




          A laptop processes 100,000,000
               instructions per second.
   Our brain processes 10,000,000,000,000,000
                                         (That’s 10 Quadrillion!)
               instructions per second.
          Our Conscious Mind can receive :
           2,000 Bits of data per second.
        Our Subconscious Mind can receive :
       400,000,000 Bits of data per second.
           So guess who’s really the boss?
Isn’t that a
  little obvious?




The common denominator is :
    Everyone has a brain!
Whether you are talking to an
audience of 1 or 1,000, the way to
  reach everyone is by “speaking”
         the language of the
brain, specifically, the subconscious
                mind.
Did you know, the Rebel Steve Jobs
 was an expert at the language of
           the brain?
Ready to do your
                                 B.E.S.?




Fred’s 10 Rules can be divided into 3 Categories :
        Brain | Emotions | Stories
Fred’s Rules For : Brain | Emotions | Stories
1. The subconscious rules, the rest follows.
2. Convince the brain, not the person.
3. Emotion is the secret language of the brain.
4. People remember upto 4 new facts.
Fred’s Rules For : Brain | Emotions | Stories
5. People choose emotionally & justify logically.
6. Facts alone don’t convince.
7. Dis-arm before persuading.
Fred’s Rules For : Brain | Emotions | Stories
8. Whatever you have to say, say it in a story.
9. The best stories are personal ones.
10. Your audience always wants to know
    “What’s In It For Me?”.
Uh. It’s looks complicated.
    Do I need a droid?




        Well, that was entertaining.
        But what does it all mean?
          And how do I apply it?
I think I’m being manipulated …




      I have you now …




    Fred’s Rule #1 :
The subconscious rules,
    the rest follows.
Fred’s Rule #1 :
The subconscious rules, the rest follows.

Imperial research has shown that our
brilliant, logical, conscious decisions actually
originate from our unseen subconscious mind.
Other research has shown that our subconscious
brain activates microseconds before our conscious
brain, and not the other way around.
The power of persuasion comes from how you can
influence the subconscious
mind of your audience.               True it is!
Yes, My Master.




         Fred’s Rule #2 :
Convince the brain, not the person.
Fred’s Rule #2 :
Convince the brain, not the person.

The secret to a persuasive conversation to 1 or 1,000
people, is that you appeal to your audience’s
subconscious rather than their conscious mind.

Watch the iPhone 4 or the Tiffany & Co ads.
Notice that there are no mentions of the product
features. (Gee, how do you sell without feature
dropping?) Instead the ads tell the story in a language
that your subconscious resonates with - in
the language of emotions.
                                   Mmm. Wise
                                 these words are.
Uh. Be my date or I’ll pay    Oh Darth, you sure know
  you a compliment!          how to persuade a Sith Lady




             Fred’s Rule #3 :
Emotion is the secret language of the brain.
Fred’s Rule #3 :
 Emotion is the secret language of the brain.
The conscious mind thinks in language, logic and
sequence, whereas the subconscious mind thinks in
emotions, music and colours.
The power to influence comes from our ability to firstly
evoke an emotional connection and direct the
subsequent response from the subconscious mind.
Beware! Both Jedi Masters & Sith Lords use the power
of emotions in their speech to subtly ignite the
audience’s motivation
                            When persuading, speak in
to take action.              emotional terms you must.
Fred’s Rule #3 :
 Emotion is the secret language of the brain.

In 1972, the Rebel Psychologist Dr. Paul Ekman
defined 6 basic emotions that all humans react to :
Happiness, Surprise, Disgust, Sadness
          , Fear and Anger
When persuading, couching your argument in these
terms ensures an instinctive response, bypassing
the critical logical portion of your brain.
                                 Never
                           underestimate the
                           Power of Emotions!
Oh damn it. I should
                       have taken notes.




          Fred’s Rule #4 :
People remember only upto 4 new facts.
Fred’s Rule #4 :
  People remember only upto 4 new facts
Imperial studies have shown that our short term
memory holds a maximum of 4 new facts per session.
Unless they get transferred to our long term memory, we
can easily forget. That’s why if Lord Vader asks you to get
6 items from the store, you may forget 1-2 items.
What if you have 9 facts to present? Simple!
Break them into 3 major themes and have 3 sub-points
for each theme. It’s an old Jedi mind trick.
That’s also why it’s easier to remember
long numbers if you break them up!
Yes Lord Vader, it is absolutely
                          necessary for me to have
                          these Pom-Poms for our
                         assault. They …uh … boost
                               trooper morale!




             Fred’s Rule #5 :
People choose emotionally & justify logically.
Fred’s Rule #5 :
People choose emotionally & justify logically.
Doesn’t this adage perfectly describe human decision
making? You see a new Stormtrooper armour that you
like. You think it looks good on you. (You are already
emotionally sold at this point).
Suddenly you noticed it’s on 30% discount and you
coincidently remembered that your only other armour is
looking ratty. It is time to get a replacement. Yes! It
makes logical sense.
                                It’s easy for people to
When you persuade,              like us. We first scare
                               the c**p out of them.
FIRSTLY address your
audience’s emotional needs.
Luke, I am your Father!     Noooooo!
                           It can’t be!




       Fred’s Rule #6 :
 Facts alone do not convince.
Fred’s Rule #6 :
        Facts alone do not convince
When a fast talking Jawa starts selling you the fantastic
specifications of that speeder you were looking at.
Guess what happens?
Typically, start folding your arms and you’re actively
judging him. Your default setting is distrust. And that
makes persuasion very hard.
Facts are the domain of the Conscious Brain, which
rationalizes, evaluates and judges things. Subsequently
without an emotional buy-in,         Not moved is
anyone will remain unmoved your audience by
by impressive facts.               a thousand facts
Raaaaaooooow!     I think you should have
                       applied Rule #7.




       Fred’s Rule #7 :
  Dis-arm before persuading
Fred’s Rule #7 :
        Dis-arm before persuading
During the conversation or presentation, people may
challenge you. If you rebutt too quickly, your audience
will assume that you didn’t “hear” their point of view.
This results in people yelling in order to be heard.
A simple way to dis-arm this situation is by
acknowledging (not necessarily agreeing with) the
questioner. Just say : “I understand how you feel …” or
“I think you’re right to raise that point ….”.
People can live without be right,         You dare
they can’t stand being ignored!         ignore me?
… and that’s how Darth Vader
                         saved me and why I really love
                             to serve the Empire.




       Awwwww.
    TK421, that’s so
    sweet it’s fogging
     up my helmet.


              Fred’s Rule #8 :
Whatever you have to say, say it in a story.
Fred’s Rule #8 :
  Whatever you have to say, say it in a story.

Every human society tells stories.
Every human child learns to trust stories.
As adults, we carry the same belief system. That’s why
when someone tells a story, we’re likely to suspend our
judgment and instinctively trust them.
Very persuasive people never rattle off facts and
features of a product/service. They tell you stories of
how people (like you) struggled & triumphed over odds.
And that you can too! I’m telling you kid. A blaster
Persuasive isn’t it?     and good story can get you
                            out of any jam.
… and that’s when I
realised that we can never
 trust those Rebel scum!




 I’m convinced!   I totally agree!   That’s righteous!


           Fred’s Rule #9 :
  The best stories are personal ones
Fred’s Rule #9 :
    The best stories are personal ones.
Already telling stories but it doesn’t seem to work as
well? This tip can change you from an average
persuader to a superstar persuader.
The secret is that people react to the authenticity of your
story. If you relate a personal story, your story will be filled
with delicious details that gives it a sincere flavour. The
authenticity (and persuasiveness) will also manifest in
your tone and body language,
which accounts for 70%             Maybe I’ll lose the
of human communication.            helmet & make
                                     eye contact.
I’m here.
             Make it worth my time,
            Or I’ll Death Star your ass!




       Fred’s Rule #10 :
Your Audience always wants to know
       “What’s In It For Me?”
Fred’s Rule #10 :
           You audience always wants to know
                 “What’s In It For Me?”
2 things you must realise. Firstly, your audience is mostly
interested in themselves and they are most attentive
during the first 10 minutes.
So keep them interested by answering the WIIFM
question. Couch what you have to say in terms of a
problem that affects them.
If the problem doesn’t directly affect them, ask them to
step into the shoes of the person facing the issue. Ask
them to empathise. Use phases like “Imagine if …” or
“Let’s step into the shoes of …”
So, whether you’re in a tight jam ...
… or perhaps it’s that one
   important conversation
that you want to have with
              someone ...
… or maybe you just want to get your
message out, hoping for a big response!




 TK 422 receives fan mail for his “Save Alderaan” Campaign
Maybe TK423
                         should have paid
                          more attention.



      Just remember Fred’s
10 Rules Of Effective Persuasion
 and you wouldn’t lose your head.
Transmission Terminated
  We hope you enjoyed watching this
  Imperial-sanctioned transmission
     because it will be your last!

         Muhahahahahaha!
What Kind Of Persuader Are You?




 Rebel Persuader     Evil Persuader    Newbie Persuader
                                                            Enjoyed this free fun lesson?
                                                               Let me know what you think about it!
                                                                         FaceBook :
                                                             www.facebook.com/Effective.Persuasion
                                                                              Email :
                                                                       persuader@think.com.sg

Regular Persuader   Loyal Persuader    Maverick Persuader                   Photo Credits
                                                                   http://www.flickr.com/photos/bossong/4391907088/
                                                            http://www.flickr.com/photos/balakov/sets/72157603412185394/
                                                               http://www.poac-nova.org/news_uploads/1846/LEGO11-3.jpg
                                                                                       Tim Rice Photos




                                                            May The (Persuasive) Force
Raaoow! Persuader   Master Persuader    Whiny Persuader           Be With You!
** Rebel Priority Transmission **
    To download of all the data schematics,
       get your R2 unit to click on this link.
             Click here to download
Do this quickly, we have to leave the system with
      the Princess. Vader knows about us.

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The Art Of Effective Persuasion (The Star Wars Way!)

  • 1. Ok. Here we go! The Art Of Effective Persuasion Sith or Jedi, it works for everyone! Developed by Fred Then Copyright 2012 | Version 1.3b
  • 2. Grrr. So this is the young fool. If you have to present to a boss who looks like this ...
  • 3. Impress us or we will shoot. … or an audience that doesn’t give a hoot about you ….
  • 4. Sigh. I had no clue what he was saying. ... or when you can’t get people interested in what you’re saying …
  • 5. … it’s enough to make anyone to look for a new career elsewhere.
  • 6. Seriously? You tell this to me now? But you can be very persuasive … without going over to the Dark Side.
  • 7. You’ll be surprised how quickly you can see improvements, by applying these principles. My name is Fred Then and I’ll share my “10 Secret Rules of Effective Persuasion”
  • 8. HALT Before proceeding, we’ll have to establish some simple facts.
  • 9. I wish I knew how to talk to her. I wish he would say what I wanted to hear. The real secret to being an effective persuader is knowing what (not who) you are talking to and in what language.
  • 10. My goodness R2, it does seem impressive doesn’t it? The Winner! A laptop processes 100,000,000 instructions per second. Our brain processes 10,000,000,000,000,000 (That’s 10 Quadrillion!) instructions per second. Our Conscious Mind can receive : 2,000 Bits of data per second. Our Subconscious Mind can receive : 400,000,000 Bits of data per second. So guess who’s really the boss?
  • 11. Isn’t that a little obvious? The common denominator is : Everyone has a brain!
  • 12. Whether you are talking to an audience of 1 or 1,000, the way to reach everyone is by “speaking” the language of the brain, specifically, the subconscious mind. Did you know, the Rebel Steve Jobs was an expert at the language of the brain?
  • 13. Ready to do your B.E.S.? Fred’s 10 Rules can be divided into 3 Categories : Brain | Emotions | Stories
  • 14. Fred’s Rules For : Brain | Emotions | Stories 1. The subconscious rules, the rest follows. 2. Convince the brain, not the person. 3. Emotion is the secret language of the brain. 4. People remember upto 4 new facts.
  • 15. Fred’s Rules For : Brain | Emotions | Stories 5. People choose emotionally & justify logically. 6. Facts alone don’t convince. 7. Dis-arm before persuading.
  • 16. Fred’s Rules For : Brain | Emotions | Stories 8. Whatever you have to say, say it in a story. 9. The best stories are personal ones. 10. Your audience always wants to know “What’s In It For Me?”.
  • 17. Uh. It’s looks complicated. Do I need a droid? Well, that was entertaining. But what does it all mean? And how do I apply it?
  • 18. I think I’m being manipulated … I have you now … Fred’s Rule #1 : The subconscious rules, the rest follows.
  • 19. Fred’s Rule #1 : The subconscious rules, the rest follows. Imperial research has shown that our brilliant, logical, conscious decisions actually originate from our unseen subconscious mind. Other research has shown that our subconscious brain activates microseconds before our conscious brain, and not the other way around. The power of persuasion comes from how you can influence the subconscious mind of your audience. True it is!
  • 20. Yes, My Master. Fred’s Rule #2 : Convince the brain, not the person.
  • 21. Fred’s Rule #2 : Convince the brain, not the person. The secret to a persuasive conversation to 1 or 1,000 people, is that you appeal to your audience’s subconscious rather than their conscious mind. Watch the iPhone 4 or the Tiffany & Co ads. Notice that there are no mentions of the product features. (Gee, how do you sell without feature dropping?) Instead the ads tell the story in a language that your subconscious resonates with - in the language of emotions. Mmm. Wise these words are.
  • 22. Uh. Be my date or I’ll pay Oh Darth, you sure know you a compliment! how to persuade a Sith Lady Fred’s Rule #3 : Emotion is the secret language of the brain.
  • 23. Fred’s Rule #3 : Emotion is the secret language of the brain. The conscious mind thinks in language, logic and sequence, whereas the subconscious mind thinks in emotions, music and colours. The power to influence comes from our ability to firstly evoke an emotional connection and direct the subsequent response from the subconscious mind. Beware! Both Jedi Masters & Sith Lords use the power of emotions in their speech to subtly ignite the audience’s motivation When persuading, speak in to take action. emotional terms you must.
  • 24. Fred’s Rule #3 : Emotion is the secret language of the brain. In 1972, the Rebel Psychologist Dr. Paul Ekman defined 6 basic emotions that all humans react to : Happiness, Surprise, Disgust, Sadness , Fear and Anger When persuading, couching your argument in these terms ensures an instinctive response, bypassing the critical logical portion of your brain. Never underestimate the Power of Emotions!
  • 25. Oh damn it. I should have taken notes. Fred’s Rule #4 : People remember only upto 4 new facts.
  • 26. Fred’s Rule #4 : People remember only upto 4 new facts Imperial studies have shown that our short term memory holds a maximum of 4 new facts per session. Unless they get transferred to our long term memory, we can easily forget. That’s why if Lord Vader asks you to get 6 items from the store, you may forget 1-2 items. What if you have 9 facts to present? Simple! Break them into 3 major themes and have 3 sub-points for each theme. It’s an old Jedi mind trick. That’s also why it’s easier to remember long numbers if you break them up!
  • 27. Yes Lord Vader, it is absolutely necessary for me to have these Pom-Poms for our assault. They …uh … boost trooper morale! Fred’s Rule #5 : People choose emotionally & justify logically.
  • 28. Fred’s Rule #5 : People choose emotionally & justify logically. Doesn’t this adage perfectly describe human decision making? You see a new Stormtrooper armour that you like. You think it looks good on you. (You are already emotionally sold at this point). Suddenly you noticed it’s on 30% discount and you coincidently remembered that your only other armour is looking ratty. It is time to get a replacement. Yes! It makes logical sense. It’s easy for people to When you persuade, like us. We first scare the c**p out of them. FIRSTLY address your audience’s emotional needs.
  • 29. Luke, I am your Father! Noooooo! It can’t be! Fred’s Rule #6 : Facts alone do not convince.
  • 30. Fred’s Rule #6 : Facts alone do not convince When a fast talking Jawa starts selling you the fantastic specifications of that speeder you were looking at. Guess what happens? Typically, start folding your arms and you’re actively judging him. Your default setting is distrust. And that makes persuasion very hard. Facts are the domain of the Conscious Brain, which rationalizes, evaluates and judges things. Subsequently without an emotional buy-in, Not moved is anyone will remain unmoved your audience by by impressive facts. a thousand facts
  • 31. Raaaaaooooow! I think you should have applied Rule #7. Fred’s Rule #7 : Dis-arm before persuading
  • 32. Fred’s Rule #7 : Dis-arm before persuading During the conversation or presentation, people may challenge you. If you rebutt too quickly, your audience will assume that you didn’t “hear” their point of view. This results in people yelling in order to be heard. A simple way to dis-arm this situation is by acknowledging (not necessarily agreeing with) the questioner. Just say : “I understand how you feel …” or “I think you’re right to raise that point ….”. People can live without be right, You dare they can’t stand being ignored! ignore me?
  • 33. … and that’s how Darth Vader saved me and why I really love to serve the Empire. Awwwww. TK421, that’s so sweet it’s fogging up my helmet. Fred’s Rule #8 : Whatever you have to say, say it in a story.
  • 34. Fred’s Rule #8 : Whatever you have to say, say it in a story. Every human society tells stories. Every human child learns to trust stories. As adults, we carry the same belief system. That’s why when someone tells a story, we’re likely to suspend our judgment and instinctively trust them. Very persuasive people never rattle off facts and features of a product/service. They tell you stories of how people (like you) struggled & triumphed over odds. And that you can too! I’m telling you kid. A blaster Persuasive isn’t it? and good story can get you out of any jam.
  • 35. … and that’s when I realised that we can never trust those Rebel scum! I’m convinced! I totally agree! That’s righteous! Fred’s Rule #9 : The best stories are personal ones
  • 36. Fred’s Rule #9 : The best stories are personal ones. Already telling stories but it doesn’t seem to work as well? This tip can change you from an average persuader to a superstar persuader. The secret is that people react to the authenticity of your story. If you relate a personal story, your story will be filled with delicious details that gives it a sincere flavour. The authenticity (and persuasiveness) will also manifest in your tone and body language, which accounts for 70% Maybe I’ll lose the of human communication. helmet & make eye contact.
  • 37. I’m here. Make it worth my time, Or I’ll Death Star your ass! Fred’s Rule #10 : Your Audience always wants to know “What’s In It For Me?”
  • 38. Fred’s Rule #10 : You audience always wants to know “What’s In It For Me?” 2 things you must realise. Firstly, your audience is mostly interested in themselves and they are most attentive during the first 10 minutes. So keep them interested by answering the WIIFM question. Couch what you have to say in terms of a problem that affects them. If the problem doesn’t directly affect them, ask them to step into the shoes of the person facing the issue. Ask them to empathise. Use phases like “Imagine if …” or “Let’s step into the shoes of …”
  • 39. So, whether you’re in a tight jam ...
  • 40. … or perhaps it’s that one important conversation that you want to have with someone ...
  • 41. … or maybe you just want to get your message out, hoping for a big response! TK 422 receives fan mail for his “Save Alderaan” Campaign
  • 42. Maybe TK423 should have paid more attention. Just remember Fred’s 10 Rules Of Effective Persuasion and you wouldn’t lose your head.
  • 43. Transmission Terminated We hope you enjoyed watching this Imperial-sanctioned transmission because it will be your last! Muhahahahahaha!
  • 44. What Kind Of Persuader Are You? Rebel Persuader Evil Persuader Newbie Persuader Enjoyed this free fun lesson? Let me know what you think about it! FaceBook : www.facebook.com/Effective.Persuasion Email : persuader@think.com.sg Regular Persuader Loyal Persuader Maverick Persuader Photo Credits http://www.flickr.com/photos/bossong/4391907088/ http://www.flickr.com/photos/balakov/sets/72157603412185394/ http://www.poac-nova.org/news_uploads/1846/LEGO11-3.jpg Tim Rice Photos May The (Persuasive) Force Raaoow! Persuader Master Persuader Whiny Persuader Be With You!
  • 45. ** Rebel Priority Transmission ** To download of all the data schematics, get your R2 unit to click on this link. Click here to download Do this quickly, we have to leave the system with the Princess. Vader knows about us.