Persuasive Communications-Prof.robert Cialdini

7/30/2019 Persuasive Communications-Prof.robert Cialdini

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Harnessing the Science of Persuasion- Robert Cialdini-ProfessorMarketing and Psychology , Arizona State UniversitySix Principles:

1. The Principle of Liking- People like those who like them. Appln:Uncover similarities and offer genuine praise2. The Principle of Reciprocity- People repay in kind. Appln: Givewhat you want to receive

3. The Principle of Social Proof- People follow the leads of similarothers. Appln: Use peer power whenever its available


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4. The Principle of Consistency- People align with their clear

commitments. Appln: Make their commitments active, public and

voluntary

5. The Principle of AuthorityPeople defer to experts.Appln:

Expose your expertise; dont assume its self-evident

6. The Principle of Scarcity- People want more of what they can have

less of . Appln: Highlight unique benefits and exclusive information


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Attracting Prospects attention-Use the KISS Principle tocatch the readers attention- use short opening paragraphsSome opening techniques:a) Comparison or story ( a neighbours experience)b) Event in Readers life (compliments !)c) Rhetorical question(appeal to the ego, seek opinion)d) Gift ( principle of reciprocity)e) Product fact/Testimonials ( Principle of Social Proof)f) Surprise question ( interesting terms & offer)g) Challenge statement (e.g. tempt with exciting ways to

be part of a group/exclusivity..Principle of Scarcity)h) Offer views of Experts (Principle of Authority)


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Cut Redundancy.

Actual facts FactsAdded bonus Bonus

Advance warning Warning

Important essentials EssentialsPast history History

Merge together Merge

Unexpected surprise - Surprise


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Step 2 Use Active Verbs

Writers who use active verbs come across as professional

while those who use passive verbs sound bureaucratic. Verbs are do words like buy, sell and build.

Verbs can be used actively or passively.

Passive Active

7 new buildings were built by IMI IMI built 7 buildings in inthe last 3 years the last 3 years

This matter will be considered by us We will considerthis matter shortly.

The road was dug up by MTNL MTNL workers dug up theworkers road


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Use active verbscont.

Exceptions where passive usage is good

To make something less hostile this bill has notbeen paid (passive) is softer than you have notpaid this bill (active).

To avoid taking the blame a mistake wasmade (passive) rather than we made a mistake(active).

When you dont know who the doer is or do not

want to name the doer the names of thepeople to be promoted have been announced.


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Step 3 Write as you speak Use You and We

Applicants must send us.

You must send us

We always tell customers before weWe will tell you before we

Advice is available from.

You can get advice from

Please Note :

Similarly, always call your organization (WE). And there is nothingwrong with using we and I in the same letter.

Use words that the recipient will understand (not necessarily

simple words)

Use jargon if and only if the recipient will understand it easily


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Step 4 Give Concise InstructionsInstruction Bureaucratic language

Sit down! Those who have come to attend thesession are advised to sit down.

Please be seated Those who have come for the meeting are advisedthat they are seated.

Brush your teeth. Your teeth should be brushed

Please send it to me. I should be grateful if you would send it to me

Instructions are the fastest and most direct way of giving someone

direction.Many of you dont use commands for fear of sounding impolite. But if youput the word please in front please do this the problem goes away


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Step 5 - Avoid Nominalization

Nominalizations are formed from verbs.

Verb Nominalisation

1. Complete Completion2. Introduce Introduction3. Provide Provision4. Fail Failure5. Arrange Arrangement

6. Investigate Investigation

We had a discussion about the matter.

We discussed the matter

There will be a stoppage of traffic on the Haryana border by trucker. Truckers will stop traffic on the Haryana border

The construction of the domestic departure terminal has been done by ateam from the aviation group

A team from the aviation group has constructed the domesticdeparture terminal


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Step 8 Use Lists

Lists are excellent for splitting information up.

People with a mathematical brain or those who display avery sharp sense of humor or chess players of clubstandard or higher are more likely to show early signs ofbeing musical.

People who :

Have a mathematical brain;

Display a very sharp sense of humour, or;

Are chess players of club standard or higher

are more likely to show early signs of being musical.


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Step 10 Replace Bureaucratic Words

Avoid Use

Additional extra

Advise tell

Applicant you

Commence start

Complete fill in

Comply with keep to


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InternalInformation to

all

Placing anorder ascustomer

Letterresponding to a

complaint

Group Exercise -3 Groups and 10 minuteseach maximum-a page and a half

Internal information regarding an impending cash crunch situation and the

need for employees to restrict travel within the countryPlacing an order ( high value-Rs.200 crore) on a computer hardware

solution provider against stiff competition

Responding to a poor service and call complaint on the A/c supplied to an

im ortant customer


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Informative Externaland Internal

Laudatory (goodnews)/Complimenting- External and Internal

Seeking/Sourcing -External and Internal

Grievance ( BadNews) - External and

Internal

Feedback Positiveand Negative

Persuasive(Marketing) External

and Internal

Structuring of a Letter (6 Types)-max-a page and a half

Other Six groups


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5W1H Communication Model


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Inverted Pyramid structure


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a) Good News Inquiries

Information

Response

Award

b) Bad News

Problems

Complaints

Grievances

3 Broad Categories

c) Persuasive Letters Sales

Appeals

Changing mindsets

Need Satisfaction

R b h d d


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Remember ...when persuading and communicating...

Think as wise men do, but speak as the

common people do

-Aristotle

The greatest problem in communication is

the illusion that it has been accomplished-George Bernard Shaw

Persuasive Communications-Prof.robert Cialdini

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