Principles for Principles for Powerful PersuasionPowerful Persuasion

What is Persuasion?What is Persuasion?

The art of persuasion is the art of The art of persuasion is the art of finding the best available means finding the best available means of moving a specific audience of moving a specific audience in a specific situation to a in a specific situation to a specific decisionspecific decision

The Persuasion TriangleThe Persuasion Triangle

Subject(Logos)

Presenter(Ethos)

Audience(Pathos)

Persuasion Persuasion in the Real Worldin the Real World

Presenter

Subject

Audience

Your Needs & Interests

Their Needs & Interests

Your Program’s Needs & Accomplishments

Persuading is like Persuading is like making a candlemaking a candle

MeltMelt

MoldMold

Harden & Ignite!Harden & Ignite!Adapted from E.M. Griffin. The Mind Changers. Wheaton, Illinois: Tyndale Publishers, 1976.

Melting ResistanceMelting Resistance

To Melt ResistanceTo Melt Resistance Be honestBe honest Find common groundFind common ground Use humor carefullyUse humor carefully Appreciate what they Appreciate what they

are already doingare already doing Give realistic pros and Give realistic pros and

conscons Ask them to make your Ask them to make your

casecase

Try to melt resistance before meetings

To Raise Resistance:To Raise Resistance: Be insincereBe insincere Shout “You’re wrong!”Shout “You’re wrong!” Use weak humorUse weak humor Guilt trip themGuilt trip them Use improbable threatsUse improbable threats Lecture themLecture them

Molding Opinion:Molding Opinion:Know your AudienceKnow your Audience They are concerned about local issues and They are concerned about local issues and

local peoplelocal people Make local argumentsMake local arguments

They make decisions with both their They make decisions with both their minds and heartsminds and hearts

Appeal to bothAppeal to both They feel financially pressuredThey feel financially pressured

Show how your programs save money or Show how your programs save money or bring new money into the communitybring new money into the community

Molding Opinion: Know what Molding Opinion: Know what moves your Audiencemoves your Audience

What do they all commonly want?What do they all commonly want? They want happy & healthy constituentsThey want happy & healthy constituents They want the respect of othersThey want the respect of others They want to be responsible leaders They want to be responsible leaders They want a successful communityThey want a successful community They want to hear success storiesThey want to hear success stories They want to avoid pain and failureThey want to avoid pain and failure

Show your knowledge meets their needsShow your knowledge meets their needs

Molding Opinion:Molding Opinion:Present ProfessionallyPresent Professionally

To trust you, your audience must believe To trust you, your audience must believe you are a competent person, a professionalyou are a competent person, a professional

Present information accuratelyPresent information accuratelyThe dataThe dataThe namesThe namesThe spelling & grammar The spelling & grammar

Molding Opinion:Molding Opinion:Present PersonallyPresent Personally

Never talk down to or over the heads of Never talk down to or over the heads of your audienceyour audience

Tell your story simplyTell your story simplyUse short simple sentencesUse short simple sentencesShow rather than tellShow rather than tell Illustrate with short stories of successIllustrate with short stories of success

Molding Opinion:Molding Opinion:Make your argument clearMake your argument clearAnswer basic questions (5W’s & H)Answer basic questions (5W’s & H)Show the real, positive results achieved by Show the real, positive results achieved by

your program to meet real needsyour program to meet real needs Show what your program has doneShow what your program has done Show what your program will doShow what your program will do Show what your program cannot do if not Show what your program cannot do if not

funded and what the cost will be to the funded and what the cost will be to the communitycommunity

In Closing, In Closing, IGNITE!IGNITE!

People may feel for you and agree People may feel for you and agree with you, but if they do not act on with you, but if they do not act on your behalf, your presentation fails your behalf, your presentation fails its purposeits purpose

Harden & Ignite!:Harden & Ignite!:Believe in your causeBelieve in your cause

To ignite others to support your cause, first To ignite others to support your cause, first YOU should be on fireYOU should be on fire

Why should others care if you do not?Why should others care if you do not?You show your convictions by yourYou show your convictions by your

Passionate presentationPassionate presentation Confident presentationConfident presentation Positive presentationPositive presentation

Harden & Ignite!:Harden & Ignite!:Summarize & Seek a DecisionSummarize & Seek a Decision

Summarize what you already agree onSummarize what you already agree onSmileSmileAssume the bestAssume the best

Make a specific requestMake a specific requestBe thorough but . . .Be thorough but . . .Be briefBe brief

Principles for Principles for Powerful PersuasionPowerful PersuasionMelt ResistanceMelt ResistanceMold OpinionsMold Opinions• Know your audience wellKnow your audience well• Make your argument clearMake your argument clear• Present personally & professionallyPresent personally & professionally

Harden & Ignite!Harden & Ignite!• Believe in your causeBelieve in your cause• Summarize & make a specific requestSummarize & make a specific request

Does it always work?Does it always work?

Of course not!Of course not!Some people come equipped with closed Some people come equipped with closed

minds (They’ve already decided)minds (They’ve already decided)Some people come with busy minds (They Some people come with busy minds (They

aren’t really listening to you)aren’t really listening to you)Some people will not agree with you (so if Some people will not agree with you (so if

you can’t convince them, at least help them you can’t convince them, at least help them be sorry they can’t agree with you)be sorry they can’t agree with you)

Remember….Remember….

The people expect us to be accountable – to The people expect us to be accountable – to show the positive results of our programsshow the positive results of our programs

So inform the people about the difference So inform the people about the difference you are making in people’s livesyou are making in people’s lives

Show the people that your services are vital Show the people that your services are vital to growing communitiesto growing communities

Ask the people for active financial support Ask the people for active financial support without apologywithout apology

LanguageLanguage

It’s very important to use language that fits the audience you It’s very important to use language that fits the audience you are writing for and the purpose you want to achieve.are writing for and the purpose you want to achieve.

Inappropriate language uses can damage your credibility, Inappropriate language uses can damage your credibility, undermine your argument, or alienate your audienceundermine your argument, or alienate your audience

The following sums up the aspects of language:The following sums up the aspects of language:1.1. Levels of FormalityLevels of Formality2.2. In-Group JargonIn-Group Jargon3.3. Slang and idiomatic expressions Slang and idiomatic expressions 4.4. Deceitful language and EuphemismsDeceitful language and Euphemisms5.5. Biased languageBiased language

LEVELS OF FORMALITYLEVELS OF FORMALITY

The level of formality should be determined The level of formality should be determined by the expectations of your audience and by the expectations of your audience and your purposeyour purpose

Formal (To an unknown audienceFormal (To an unknown audienceSemi-formal (To a well-known individual Semi-formal (To a well-known individual

or audience)or audience)Informal (Incorrect)Informal (Incorrect)

Distinguish between formal and semi formal depending Distinguish between formal and semi formal depending on purposeon purpose

GROUP JARGONGROUP JARGON

Jargon-Any in-group or specialized language used by small groups of Jargon-Any in-group or specialized language used by small groups of like-minded individuals. like-minded individuals.

This terminology is usually specialized to the function of the group, This terminology is usually specialized to the function of the group, and will be used by and among group members as a sign of and will be used by and among group members as a sign of belonging, status, and for keeping out outsiders. belonging, status, and for keeping out outsiders.

A general audience (even an general academic audience) avoid using in-A general audience (even an general academic audience) avoid using in-group jargon without explanations. group jargon without explanations.

If an in-group audience you will want to use group-specific jargon.If an in-group audience you will want to use group-specific jargon.

Not using the jargon when it is expected by your audience canNot using the jargon when it is expected by your audience can Signal to the audience that you are not a member of that groupSignal to the audience that you are not a member of that group Mean you have not mastered the group's terminology. Mean you have not mastered the group's terminology. Can damage your credibilityCan damage your credibility Interfere with your purpose in presentation. Interfere with your purpose in presentation.

Slang and Idiomatic Slang and Idiomatic ExpressionsExpressions

You should avoid using You should avoid using slang (words like slang (words like coolcool) or ) or idiomatic expressions idiomatic expressions (("pull someone's leg", "pull someone's leg", "spill the beans","spill the beans", and and "something smells fishy""something smells fishy") ) in sessions. in sessions.

These words make you These words make you sound informal, and sound informal, and hence, less credible. hence, less credible.

Deceitful Language & Deceitful Language & EuphemismsEuphemisms

Avoid using any language whose purpose is deceitful I.e. Avoid using any language whose purpose is deceitful I.e. seems to mislead or cheat. seems to mislead or cheat.

Euphemisms are terms that attempt to cover up that which is Euphemisms are terms that attempt to cover up that which is wrong, unethical, taboo, or harsh.wrong, unethical, taboo, or harsh.

Examples from the military:Examples from the military: Pacification = The act of forcefully exerting outside Pacification = The act of forcefully exerting outside

government over a previously autonomous people government over a previously autonomous people Friendly Fire = Being shot at (unintentionally) by your Friendly Fire = Being shot at (unintentionally) by your

own allies own allies Language can also be deceitful if it is overly complex or Language can also be deceitful if it is overly complex or

confusing. confusing. Confusing language is deliberately created complex and is Confusing language is deliberately created complex and is

used to downplay the truth or to evade responsibility.used to downplay the truth or to evade responsibility.

Stereotypes and Biased Stereotypes and Biased LanguageLanguage

Avoid language that is stereotypical or biased in any way. Avoid language that is stereotypical or biased in any way. Biased language occurs with gender, can also offend groups Biased language occurs with gender, can also offend groups

of people based on sexual orientation, ethnicity, interest, or of people based on sexual orientation, ethnicity, interest, or race. race.

Stereotyped LanguageStereotyped Language Stereotyped language assumes a stereotype about a group Stereotyped language assumes a stereotype about a group

of people.of people. Non-Sexist languageNon-Sexist language Non-sexist, non-biased way is both ethically sound and Non-sexist, non-biased way is both ethically sound and

effective.effective. Uses- Generic- mankind=HumankindUses- Generic- mankind=Humankind Occupation- Fireman- firefighterOccupation- Fireman- firefighter

Sentence StrategiesSentence Strategies

Sentence variety can give life and rhythm. Sentence variety can give life and rhythm. Varying sentence style and structure can also Varying sentence style and structure can also

reduce repetition and add emphasis. reduce repetition and add emphasis. Long sentences work well for incorporating a lot Long sentences work well for incorporating a lot

of informationof informationShort sentences can often maximize crucial Short sentences can often maximize crucial

points.points.

1. Vary the rhythm by alternating short and 1. Vary the rhythm by alternating short and long sentences.long sentences.

2. Vary sentence openings. 2. Vary sentence openings.

ALL THE BESTALL THE BEST