Some thoughts on persuasion

1. Persuasion

2. Persuasion
(Influence Tactics)

3. All communication should aim -- to move
an audience to do something; to buy a product,
to change a behavior, to move someone to take
action.
PERSUASIVE STRATEGY:

4. Communication
Sender--Message Encoding--Channel--Receiver--Message Decoding
F E E D B A C K Reaction
Received and Adjusted
Received and Ignored
Missed altogether

5. ANALYSIS:
 Analyze your Goal
 Analyze Yourself
 Analyze your Audience
 Build your Argument
 Call to Action

6. Persuasion – Elements
• Gain Attention
• Build Rapport
• Establish Credibility
• Communicate your Message
– Appeal to Emotion
– Logic
– Relationships
• Overcome Objections

7. Gaining Attention

8. Building Rapport

9. Establish Credibility

10. Organizing Your Message
• What’s your point?
• What do you want them to know or do?
• How / By when?

11. Organizing Approaches
• Main Point – Supporting points
• Chronological
• Comparison and Contrast
• Cause and Effect
• Subject -- Categorical
• Scenario – What if

12.  Build your
Argument
DEDUCTIVE -- Decision because this and this and this…..
INDUCTIVE -- Because of this and this and this….then

13.  Call to Action
- Credibility
- Content
- Organization

14. Storytelling
Opening - Getting Attention
Building - Holding Attention / Making your Point
Overcome Obstacles - Challenges
Portray What Action Looks Like
Results - What Action Leads to

15. Role-playing
- Walk in the other persons shoes
- Point / Counterpoint
- Instant Replay
- What would Eleanor Roosevelt do
- Look at a situation through a child’s eyes
- Tape record - Voicemail yourself

16. Sources of Power
• Positional
• Expert
• Reference
• Relational
• Experiential

17. Influencing Tactics
• Legitimizing
• Logical Persuading
• Appealing to Friendship
• Socializing
• Consulting
• Stating
• Modeling
• Appealing to Values

18. Negative Influence Tactics
• Avoiding
• Threatening
• Intimidating
• Manipulation

20. 90 Second Elevator Speech

21. Preparation – Ask yourself
• What is your product/service/solution?
• Who is the intended customer?
• What need or problem do you address?
• How does it work?
• What are the benefits?
• Why are you different/better than the others?
• What do you want them to do when you are
done?

22. The Pitch
• Get attention – The Hook
• Convince person of mutual benefit
• Set the stage for follow up