Persuasion Power

Persuasion Power

Gary D. Seale - MBAPrincipalTrucon Business Development

Persuasion Power

The ability to persuade is power, for good or badThe maximum use of persuasion is obtaining long term positive resultsProper implementation of persuasion strategies will allow you to influence with the utmost integrityNo one is self sufficient – virtually everyone needs this aspect of communication

Persuasion Power

Advertisers spend billions of dollars researching our demographics and psycho-graphics to learn how to subtly persuade usYou will see and hear at least 400 messages a day attempting to persuade youIn our free market economy, we want and need others to know, like, accept and trust usConsequently…We must work on our persuasion and influence tools

Persuasion Power

“The most important persuasion tool you have in your entire arsenal is integrity.” Zig Ziglar

Persuasion Power

“When the only tool you have is a hammer, you tend to see every problem as a nail.”We need to adapt our message to the a specific individual or marketWhat tools do you have in inventory?

Vocal VarietyDelivery Methods

Writing Skills Vocabulary

Message BrevityPreparationPersonality Knowledge

Persuasion Power• Persuasion is the process of changing or reforming

attitudes, opinions, beliefs or behaviors towards a predetermined outcome through voluntary compliance

• Influence is who you are and the character you exhibit

• Power is gained via knowledge, authority or coercion

• Motivation is the ability to incite others to action What you want your audience to do

Persuasion Power

Ethos - Ethics – Credibility“We believe good men more readably and fully than others.” Aristotle

Sincerity, Trust, Expertise, Charisma, Delivery, Grooming, Reputation, Word Choice

Persuasion Power

Pathos – The psychological state of the listener“Our judgement when we are pleased and friendly is not the same as when we are pained and hostile.” Aristotle

What is the actual state of mind and what is the desired state?

Persuasion Power

Logos is the substance of the message; logic presented to provide proofThis manner of reasoning compels the audience to find the message persuasive and convincing Common Modern Roadblocks to Persuasion:#1. Amount of information available#2. General doubt and skepticism #3. Amount of choices available to the consumer

Persuasion Power

Persuasion, communication and knowledge breed confidence.These factors lend themselves to wealth creationPersuasion requires an attentive audiencePersuasion requires adaptation; uses the methods that work best with your audienceEffective persuasion has lasting impactIntegrity, honor, trust and respect continuously inspire commitment

Persuasion Power

Recommend knowledge of a DISC Personality TestDominantInfluencerSteadyCompliance

Persuasion Power

#1. Cognitive Dissonance – The internal pressure is the secret

When the pain of staying the same exceeds the pain of change…we will change. Really?

“There is only one way to get anybody to do anything. And that is by making the other person want to do it.” Dale Carnegie

Persuasion Power

#2 The Rule of Obligation – How to get someone to do a favor for youOffering something free in hopes of securing a transactionJapanese Proverb: “Nothing is more costly than something given free of charge.”

Persuasion Power

#3 The Rule of Connectivity – Contagious Cooperation

“The single most important ingredient in the formula of success is knowing how to get along with people.” Theodore Roosevelt

Persuasion Power

#4 The Rule of Social Validation – Social PressureFollowing the sense of belonging, when others we respect or want to be associated with are acting in a certain manner or following a trend. What constitutes correct behavior in our mind.

“The greatest difficulty is that men do not think enough of themselves, do not think of what they are sacrificing when they follow the herd.” Ralph Waldo Emerson

Persuasion Power

#5 The Rule Scarcity – Taking Immediate ActionOpportunities are more exciting and more valuable when they are scarce and less available.

“Without a sense of urgency, desire loses its value.” Jim Rohn

Persuasion Power

#6 The Rule of Verbal Packaging – The Leverage of LanguageWords explain the future, events, feelings, thoughts and attitudes. Use pace, tone, pitch, volume, articulation, emphasis, pauses for higher impact.

“Real persuasion comes from putting more of you into everything you say. Words have an effect. Words loaded with emotion have a powerful effect.” Jim Rohn

Persuasion Power

#7 The Rule of Contrast – How to Create Extra ValueExplains how we are affected when presented with two vastly different outcomes in successionExample: Dying young with no life insuranceBased on our perception of items or events that may happen one after anotherNegative information has a powerful weightBen Franklin close example

Persuasion Power

“Keep your eyes wide open before marriage, and half shut afterwards.”

Ben Franklin

Persuasion Power

#8 The Rule of Expectations – The Impact of Suggestion Uses expectations to influence reality and create trust – To Purchase - AgreePeople tend to make decisions on how others expect them to perform; negative or positive“What gets measured gets done.”

“If I accept you as you are, I will make you worse. However if I treat you as what you are capable of becoming. I help you become that.”Johann Wolfgang Von Goethe

Persuasion Power

#9 The Rule of Involvement – Create and Awaken Curiosity“Without involvement, there is no commitment. Mark it down, asterisk it, circle it, underline it. No involvement, no commitment.”Demos, fill in blanks, audience participation, etc

Persuasion Power

#10 The Rule of Esteem – How Praise Releases EnergyRecognizes that all humans want and need praise, recognition and acceptance. “I can live for two months on a good compliment.” Mark Twain

Persuasion Power

#11 The Rule of Association – Create the ClimateTo maintain order, our brains link objects, symbols and gestures with our feelings, memories and life experiencesPersuaders take advantage of positive feelings and thoughts that correspond with the message they are conveyingThird party references, celebrity spokes people are used – Goal: Create an emotional tie

Persuasion Power

“It’s not the situation. It’s your reaction to the situation.” Bob Conklin

Persuasion Power

#12 The Rule of Balance – Logical Mind Versus Emotional HeartYour message has to focus on emotions, but also keeping a balance between logic and emotion. Emotions create movement and action.

“When dealing with people, remember your not dealing with creatures of logic, but with creatures of emotion. Creatures bristling with prejudice and motivated by pride and vanity.”Dale Carnegie

Presentation Courtesy of: The Trucon Consulting Group, LLC

www.truconbd.com Austin, TX