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Using Principles of Persuasion

Learn the essential principles and techniques of persuasion to effectively communicate and influence others. Discover the power of credibility, knowledge, nonverbal characteristics, and a variety of persuasive strategies.

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Using Principles of Persuasion

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  1. UsingPrinciples of Persuasion

  2. Persuasion is a natural process and a learned skill.

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

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

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

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

  7. 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.

  8. 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.

  9. 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.

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