METHODS OF PERSUASION

1. METHODS OFPERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

2. METHODS OF PERSUASION • 4 Reasons Listeners Are Persuaded: KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

3. METHODS OF PERSUASION • Because They Perceive The Speaker As Having High Credibility KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

4. METHODS OF PERSUASION • Because They Are Won Over By The Speaker’s Evidence KimAlyse Popkave, M.Ed., CMI, CPPC Instructor

5. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Because They Are Convinced By The Speaker’s Reasoning

6. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Because Their Emotions Are Touched By The Speaker’s Ideas Or Language

7. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Building Credibility

8. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Ethos • Aristotle’s Term For What Modern Students Of Communication Call Credibility

9. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Ethos • In A Given Situation, On A Given Topic, How Credible Is The Speaker Perceived To Be • Speaker Credibility Varies From Audience To Audience & From Topic To Topic

10. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Credibility • The Audience’s Attitude Toward Or Perception Of The Speaker’s Qualifications To Speak On A Particular Topic

11. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Two Major Factors Influencing Credibility: • Competence • Character

12. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Competence • Audience’s Regard Of A Speaker’s Intelligence, Expertise, & Knowledge Of The Subject

13. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Character • Audience’s Regard Of A Speaker’s Sincerity, Trustworthiness, & Concern For The Well-being Of The Audience

14. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Three Types of Credibility: • Initial Credibility • Derived Credibility • Terminal Credibility

15. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Initial Credibility • Audience Perception Of The Speaker Before The Speech Begins

16. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Derived Credibility • Produced By Everything A Speaker Says And Does During The Speech

17. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Terminal Credibility • Audience Perception Of The Speaker At The End Of A Speech

18. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 3 Strategies To Enhance Credibility

19. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Explain Competence • Stress Research • Stress Personal Knowledge Gained Through Experience

20. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Establish A Common Ground • Show Respect For & Identify With Audience Values & Beliefs • Especially Important During The Introduction Of A Persuasive Speech

21. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Deliver Speeches Fluently, Expressively, & With Conviction • Research Shows That Fluent Delivery & Conviction Of Ideas Greatly Strengthens Speaker Credibility

22. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Using Evidence

23. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Evidence • Examples • Statistics • Testimony • Used To Prove Or Disprove Something

24. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • To Be Persuasive, Speakers Must Support Their Views With Evidence

25. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Careful Listeners Are Skeptical Of Unsupported Claims

26. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Strong Evidence Becomes Particularly Important When The Speaker Is Not Recognized As An Expert On The Speech Topic

27. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Strong Evidence Is Crucial When The Target Audience Opposes The Speaker’s Point Of View

28. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 4 Tips For Using Evidence:

29. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Specific Evidence • Evidence Is More Persuasive When Stated In Specific, Rather Than General, Terms

30. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Specific Evidence • Specific Evidence Enhances Speaker Credibility By Demonstrating The Speaker’s Grasp Of The Material

31. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Novel Evidence • Evidence Is More Persuasive When It Is New To The Audience

32. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Novel Evidence • Providing The Audience With New Facts & Figures Requires Resourceful Research, But Is Well Worth The Effort

33. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Evidence From Credible Sources • Evidence From Competent, Credible Sources Is More Persuasive

34. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Evidence From Credible Sources • Listeners Are Skeptical Of Sources That Appear To Be Biased

35. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Clear The Point Of The Evidence • Speakers Cannot Count On Listeners To, On Their Own, Draw The Conclusion The Speaker Wants Them To Reach

36. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Clear The Point Of The Evidence • Speakers Need To State The Points They Are Trying To Make With The Evidence

37. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Using Reasoning

38. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Reasoning • The Process Of Drawing A Conclusion Based On Evidence

39. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 2 Major Concerns: • Make Sure Reasoning Is Sound • Get Listeners To Agree With Speaker’s Reasoning

40. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Reasoning From Specific Instances • Progress From Particular Facts To General Conclusion

41. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Guidelines For Use Of Reasoning From Specific Instances:

42. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Beware Of Hasty Generalizations Based Upon Insufficient Evidence • Don’t Overstate The Facts • Reinforce The Argument With Statistics Or Testimony

43. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Reasoning From Principle • Move From A General Principle To A Specific Conclusion

44. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • 2 Basic Guidelines For Reasoning From Principle:

45. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Certain That The Audience Will Accept The General Principle

46. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Make Sure The Audience Will Accept The Minor Premise

47. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Use Causal Reasoning • Tries To Establish A Relationship Between Causes And Effects

48. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Guidelines For Using Causal Reasoning:

49. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Avoid The Fallacy Of The False Cause • “Post Hoc, Ergo Propter Hoc” • “After This, Therefore Because Of This”

50. METHODS OF PERSUASION KimAlyse Popkave, M.Ed., CMI, CPPC Instructor • Avoid The Fallacy Of Assuming That Events Have Only One Cause • Most Events Have Several Causes • Don’t Oversimplify