Persuasive Communication


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This is an excerpt of a presentation I use in my Communication Workshop

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  • Hard enough to inform: information exchange from one brain to anothereven more challenging to persuade: influence someone’s thinking, behavior, beliefsImages in this presentation are from istockphoto or flickr creative commons license
  • Most people focus on the front end of this model. If want to be successful communicator, have to pay attention to the whole thing.
  • Not a 50/50 proposition; if want to be an effective communicator, have to take100% responsibility for understanding other people100% responsibility for other people understanding youSo What’s Your Point? By Jim & Bond Wetherbe
  • Attention is single most important resource in communicationScarceW/out it, can’t explain, sell, influence anythingPeople only absorb information when they pay attentionWithout capturing attention, game over
  • Trouble is, information pollution creates scarcity of attentionAttention economicsInformation explosion, ubiquityIn 2010, over a zettabyte of digital information> 500 million Facebook pages70 million pageviews/month on SlidesharePeople watch 2 billion videos a day on YouTube and upload hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.
  • NeurosciencePrefrontal cortex strengths: sophisticated, complex, quick limits: only hold 3 concepts in mind; burns a lot of fuelWhat this means for learning anything new. Communication is learningDiscomfort when push beyond natural limitsImplications for client communication
  • 5 attributes of effective communication
  • Only as much information as you need for them to understand – and NO MOREwhat do you want them to understand?what do you want them to think or do differently?three key pointsFive subpointsDon’t muddy or confuse w/extraneous information
  • It’s all about THEM. Be OTHER focused.What do they care about? What is their point of reference?The myth of objectivity. Everything’s filteredCrucial to build rapport, trust. Easier to do if come from their point of reference.
  • Clear communication is simple, precise, specific[speak to each]Ambiguities & abstractions: meaning of speed or quality or service, e.g.Be specific
  • Repeat to remember. Remember to repeatEffective repetition: variations on a theme
  • People learn, remember, when they pay attention, engageShow don’t tellStory, metaphor, analogy, example, humor, emotionDemonstration – why we love JuliaQuestions engage the attentionWe focus so much on the information and spend little time on deliveryHow trumps WhatProcess overshadows content (credibility, rapport)
  • Persuasive communication modelPeople aren’t in the market for solutions to problems they don’t see or understand (William Bridges)
  • Persuasive Communication

    1. 1. PersuasiveCommunication<br />How a strong message can influence thinking, behavior and beliefs<br />Abbie Lundberg, Lundberg Media<br /><br />
    2. 2. Clear, purposeful communications can... <br />remove obstacles<br />build support<br />change perceptions<br />influence behavior<br />speeddecision making and action<br />Photo by 96dpi<br />
    3. 3. “<br />The single biggest problem in communication is the illusion that it has taken place.<br />-- George Bernard Shaw<br />”<br />
    4. 4. A funny thing happened on the way to the listener...<br />Message<br />Sender<br />Receiver<br />Decoding<br />....<br />Channel<br />....<br />Encoding<br />....<br />.…Feedback.…<br />…. = Noise<br />anything that distorts, distracts or interferes with the communication process<br />Adapted from a communication model by James L. Gibson, John M. Ivancevich and James H. Donnelly, Jr., 1973<br />
    5. 5. 100%100%<br />
    6. 6. Attention!<br />Photo by Rolfe Kolbe<br />
    7. 7. “Informationconsumes attention.A wealth of information creates a poverty of attention.”- Herbert Simon<br />
    8. 8. Persuasion requires change <br />
    9. 9. Increase Signal<br />Reduce Noise<br />
    10. 10. effective communication<br />
    11. 11. focused<br />
    12. 12. relevant<br />
    13. 13. clear<br />Jargon<br />Acronyms<br />Ambiguities<br />Abstractions<br />Photo by 96dpi<br />
    14. 14. repeated<br />Photo by John Morgan<br />
    15. 15. engaging<br />
    16. 16. Sellthe problem, not the solution<br />Showhow yoursolutionuniquely solves the problem<br />Askforagreement<br />Stop!<br />
    17. 17. questions discussion<br />