Principles for Powerful Persuasion. What is Persuasion? The art of persuasion is the art of finding the best available means of moving a specific audience.
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Principles for Principles for Powerful PersuasionPowerful Persuasion
What is Persuasion?What is Persuasion?
The art of persuasion is the art The art of persuasion is the art of finding the best available of finding the best available means of moving a specific means of moving a specific audience in a specific audience in a specific situation to a specific decisionsituation to a specific 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 Give realistic pros
and consand cons Ask them to make Ask them to make
your caseyour case
Try to melt resistance before meetings
To Raise Resistance:To Raise Resistance: Be insincereBe insincere Shout “You’re Shout “You’re
wrong!”wrong!” Use weak humorUse weak humor Guilt trip themGuilt trip them Use improbable Use improbable
threatsthreats Lecture themLecture them
Molding Opinion:Molding Opinion:Know your AudienceKnow your Audience They are concerned about local issues They are concerned about local issues
and local peopleand local 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 Molding Opinion: Know what moves your Audiencewhat moves 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 programs meets their needsShow your programs meets their needs
Molding Opinion:Molding Opinion:Present ProfessionallyPresent ProfessionallyTo trust you, your audience must believe To trust you, your audience must believe
you are a competent person, a you are a competent person, a professionalprofessional
Present information accuratelyPresent information accurately The dataThe data The namesThe names The 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 simply Use short simple sentencesUse short simple sentences Show 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 Show the real, positive results achieved
by your program to meet real needsby your 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 People may feel for you and agree with you, but if they do not agree with you, but if they do not act on your behalf, your act on your behalf, your presentation fails its purposepresentation fails its purpose
Harden & Ignite!:Harden & Ignite!:Believe in your causeBelieve in your cause
To ignite others to support your cause, To ignite others to support your cause, first YOU should be on firefirst YOU 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 on SmileSmile Assume the bestAssume the best
Make a specific requestMake a specific request Be 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 Some people come with busy minds
(They aren’t really listening to you)(They 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 you can’t convince them, at least help them be sorry they can’t agree with you)them be sorry they can’t agree with you)
Remember….Remember….The people expect us to be accountable – The people expect us to be accountable –
to show the positive results of our land-to show the positive results of our land-grant programsgrant 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 Show the people that your services are vital to growing communitiesvital to growing communities
Ask the people for active financial Ask the people for active financial support without apologysupport without apology
Where can you go for Where can you go for additional help?additional help?
You are welcome at the You are welcome at the Purdue University Purdue University Writing LabWriting Lab
Heavilon Hall, Room 226Heavilon Hall, Room 226 Grammar Hotline:Grammar Hotline:
(765) 494-3723(765) 494-3723 Check our web site: Check our web site:
http://owl.english.purdue.eduhttp://owl.english.purdue.edu Email brief questions: Email brief questions:
owl@owl.english.purdue.eduowl@owl.english.purdue.edu
Purdue University Writing Lab
Questions?Questions?
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