ppt

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Using
Principles of Persuasion

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Persuasion is a natural process and a learned skill.

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In any persuasive situation there is a:
• Communicator
• Format
• Message
• Audience

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The communicator must be:
• Credible
• Knowledgeable
• Similar to target person or audience

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The target person or audience is also
influenced by nonverbal
characteristics of the communicator.

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The Format:
The most affective persuasive format is face-to-face
communication.

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The Message:
• Gets the audience's attention.
• Is repeated.
• Offers benefits or rewards to the intended audience.
• Is paired with something else that is valued or rewarding.
• Has low cost attached.
• Is endorsed.
• Suggests a benefit.
• Is consistent.
• Appeals to the audience norms.
• Uses the principle of reciprocity.

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The Principles of Persuasion:
• Know your facts.
• Know your audience.
• Express similarities.
• Utilize opinion leaders.
• Make a strong opening.
• Get to the point.
• Offer a benefit.
• Minimize the cost.
• Inoculate your audience.
• Ask for an action step.
• Clarify the action step.
• Simplify the action step.

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The Principles of Persuasion (cont.):
• Have a variety of action steps to request.
• Obtain a commitment.
• Use models.
• Repeat the message.
• Thank the target person.
• Follow up.
• Keep the target person informed.