objectives introduction gerard works as a senior sales executive at leonia inc. frank smith is...

Persuasion Skills

• Explain the Major Principles of Persuasion

• Explain How to Persuade Different Personalities

• Explain the Use Positive Body Language for Persuasion• Explain the Framework Theories for Applying Persuasion• Explain Strategies for Developing Persuasion Skills• Explain the Storytelling Technique of Persuasion• Explain the Steps for Building Rapport

Objectives• Explain What is Persuasion• Explain How Persuasion Works

• Describe the Importance of Persuasion• Explain the Steps of the Persuasion Process• Explain the Role of Communication in Persuasion• Explain How to Use AIDA for Persuasive Writing

• List the Characteristics of a Good Persuader

• Explain the Rhetoric of Persuasion

Introduction

Gerard works as a Senior Sales Executive at Leonia Inc.

Frank Smith is Gerard’s Regional Manager at Leonia Inc.

Introduction

• Gerard has been recently offered a position in one of Leonia’s overseas offices in China for 2 years.

• However, Gerard is not very sure he should take up this offer due to various personal reasons.

Introduction

• He has two children who study in high school and are well settled and happy in their current school and among friends.

• Also, Gerard knows that his working wife would not be too happy to leave her job to move abroad to live in an unknown culture.

Introduction

• Frank’s boss has given Frank the responsibility of convincing Gerard of taking up the position in China.

• Let us look at a conversation between Frank and Gerard with regard to this situation.

Introduction

Hi Gerard! How’s work

going?

Work’s going great Frank, but you must have heard about the position they offered to me in one of their offices in China.

Introduction

Oh yes! I know about that and I have wanted to speak to you about

the same. Is this a good time to discuss it?

Sure, it would feel good to discuss the situation with someone. I

can’t broach the subject at home before I myself have a clear idea

about what I want to do.

Introduction

So, I heard that you have been offered a

position as Area Manager.

Yes, that’s right.

Introduction

So, why are you thinking twice about such a great offer? You know it would take you at least another five years to get to that position in this office. This place is just so saturated in terms of

opportunities to grow.

I know that but I have certain

personal issues that are making

me confused about this.

What issues?

Introduction

It’s just that my kids are in high school and are well-settled here in

their current school. They have a nice and close group of friends. I do not want to move them to a new school

especially at such an important juncture of their school days.

They will soon be pursuing their graduation in

college. I do not want them to face

the hassles of adjusting and

settling in a new school in an alien

culture.

I see; I can understand

that.

Introduction

That’s not all. My wife works as a Senior Technical Writer at Howard

Inc. She hopes to be promoted to the position of Team Lead this year. She

has really worked hard for this promotion. I just cannot ask her to

give it all up to move to China.

That’s a real shame but you do have a point there. Your kids and wife won’t be happy about moving to

China at this juncture in their happy and settled lives.

Introduction

Hey! I have an idea. Why don’t you speak to the Management and let

them know that these are the issues that you have and you can

take up this offer but only on certain conditions.

Now, you can understand my confusion. I am so tense; I just

can’t make up my mind.

Introduction

You can tell them that you would be willing to move to China if and only

if they allow you a week’s leave every six months to come back and

meet your family.

And what are those?

Introduction

I am sure they would. They are really hard pressed upon finding someone from the head office here to fit the

role of Area Manager in their Chinese office.

Do you think they

would agree to it?

They need someone who can really take

up the challenge to develop the

market and clients in that

area. They know they have

chosen the best man when they

chose you.

Introduction

True! Moreover, it would also help you get into a leadership role where

you would be handling a team of your own. It is a golden opportunity and one that I think you should not

miss.

Thanks Frank. I too am looking

forward to getting into such a role. It would be such a great

move for my career.

You would not get a chance to

get into a leadership role so easily in this

office. You know that,

right?

Introduction

Oh yes! I know that. There are so many people competing for such roles in this office. I think I should speak to the Management openly

about my issues and also suggest the plausible solution that you gave.

Sure, you should. I would also personally speak to them and

convince them. All the same, be ready to go to take up this offer and move to China. After all it is just for

two years. After that, they have promised that they will

move you back here. Think

about the global market

experience that you will get in

this position. It is an offer too

good to be true.

Introduction

You are most welcome anytime! Go for it!

Yes Frank, you are absolutely right. Why didn’t I think of all this before? I could definitely move temporarily for

two years to China and then come back while my family can stay here

during that period.

My career would get a fresh new boost and their lives would also

not get affected. I think it is a great idea. Thanks for

talking to me Frank. I just

couldn’t think like you.

Introduction

You have seen from the conversation between Frank and Gerard how Frank persuades Gerard to take up the offer in the China office.

Frank persuades Gerard to move from his confused thoughts to thinking very clear thoughts of taking up the offer. This is the power of persuasion.

Introduction

Persuasion is crucial for success in every walk of life whether personal or professional.

Let us learn about ‘Persuasion Skills’ in detail.








• Explain What is Persuasion

What is Persuasion?

‘Persuasion’ is the process of

communication that is intended to

induce belief or action and of

moving others by argument to a

position or a particular course of

action either temporarily or

permanently.

Persuasion is believed to be both an

art and a science.

What is Persuasion?

There are several ways in which a person

may be persuaded such as follows:

Choosing specific aspects or techniques

that would persuade the person

Making someone agree to your

requests when you ask them

Making someone say yes to you but

also changing their attitude to your

request Making someone say yes to you and

also changing their perceptions

Making someone say yes to you and

also changing their behavior

The Art of Persuasion

Persuasion is an art; you can get better and better with it.

If you feel that you don’t have an innate talent for persuading others, don’t be disappointed because these skills can be honed and developed with the proper training and practice.

People who always speak good things may feel that they are good persuaders, but that is not always the case. Persuasion is all about understanding what you want and what the other person wants, and then coming up with a win-win scenario.

The Art of Persuasion

Persuasion happens everywhere – it’s omnipresent. You may have to persuade people for anything – right from the deadlines of a project to which person will do what chores at home.

In the real world, it is sometimes difficult to ascertain whether your persuasion skills are good or bad. You may think that you are a good persuader, but in reality, it may be just the opposite.

Even before you persuade, you will have to know what can people be persuaded for .








• Explain How Persuasion Works

How does Persuasion Work?The given flowchart shows the way persuasion works through two different routes that may follow after an attempt to persuade is made.

Superficial Processing: focused on surface features

such as the communicator’s attractiveness or no. of arguments

Temporary change that is susceptible to

fading and counter attacks

Deep Processing: focused on the quality of the

message arguments

Lasting change that resists fading

and counter attacks

Highmotivation &

ability to think about

messageMessage

Audience Factors

Persuasion Outcome

Processing Approach

Persuasion Attempt

Lowmotivation &

ability to think about

message








• Describe the Importance of Persuasion

Importance of Persuasion

It helps to deal with people so that they feel important and appreciated.

It helps to handle people without making them feel manipulated.

It helps you to make someone want to do what you want them to.

It helps in arousing a want to follow you and your instructions in others.

It will help you to learn how to make people like you.

It can help you to win people over to your way of thinking.

It helps to change people without causing offense or arousing resentment.

Persuading people can be beneficial to you in several ways such as:

How to Persuade Others?It is important that you should create a good impression of yourself among others in order to be able to persuade them. The World forms its opinion of us largely from the opinion we have of ourselves.

The following are a few ways through which you can create a good impression:

• Don’t wear a disguise

• Don’t knock the other party

• Learn to Communicate Effectively

• Don’t try to be perfect

• Get people talking about themselves

• Don’t tease and don’t be sarcastic

Let us look at each in detail.

Don’t Wear a Disguise

• Don’t wear a disguise

Don’t wear a disguise:

People are much smarter than you realize. The conscious mind may not be smart enough to analyze and see through the disguise that people wear, but our subconscious mind does identify the fakeness and disguise that people put on.

Don’t Knock the Other Party• Don’t knock the other party

Don’t knock the other party:

Never try to humiliate others if you want to make a good impression. Instead, boost your own image. Not only do people dislike negative talk, but you are also setting a negative environment to persuade.

Learn to Communicate Effectively• Learn to Communicate Effectively

Learn to Communicate Effectively:

One thing good persuaders have in common is skill in using words. Learn to communicate openly, honestly and passionately to persuade people.

Don’t Try to be Perfect• Don’t try to be perfect

Don’t try to be perfect:

No one can fascinate every minute. When you try to be perfect, you appear to be fake and shallow. People will not believe you and will not be able to trust you.

Get People Talking about Themselves

• Get people talking about themselves

Get people talking about themselves:

If you want to persuade others, then show a genuine interest in other people’s opinions and views. If you can stimulate others to talk, you will acquire a reputation as a good conversationalist as well as a good person and will have greater persuasion power.

Don’t Tease and Don’t be Sarcastic• Don’t tease and don’t be sarcastic

Don’t tease and don’t be sarcastic:

Teasing and sarcastic remarks are both aimed at the self esteem of others. Do not tease or pass sarcastic comments as they threaten the self-esteem of the other person and make you less likable. This will make it more difficult for you to be able to persuade the other person.

One of the key traits of a successful person in professional as well as personal front is one who can persuade people. Persuading people helps you to lead the people to your way of thinking and helps to prevent unnecessary conflicts and resentments. There is a very strong linear relationship between success and persuasion.

Role of Persuasion in Success

Persuasion and Change of Attitude

Cognitive Change: Such a change in attitude takes

place when a person receives new information from others

or media.

Affective Change: Such a change in attitude takes place through a

direct experience with the attitude object.

Behavioral Change: Such a change in attitude takes place when a

person is forced to behave in a way different than normal.

There are three main changes of attitude that take place such as follows:

Use Persuasion to Change Attitudes of Others

The only way you will be able to persuade others is when you learn to control and change the attitudes of other people. When you change the attitude of other people, their actions and hence their behavior will automatically come under your control. When a person’s attitude become favorable towards you, they are more likely to comply with your wishes and agree with your opinions and ideas.

Use Persuasion to Change Attitudes of OthersFollowing are some of the key points to keep in mind in order to change the attitudes of other people:

We have to adopt the attitude we want others to express.

Speak out with confidence and grit.

People react and respond in a like manner to the

attitude and action expressed by you.

Watch your posture at all times.

Use Persuasion to Change Attitudes of OthersFollowing are some of the key points to keep in mind in order to change the attitudes of other people:

Remember to be enthusiastic because enthusiasm is contagious and spreads from one person to another and so does indifference and lack of enthusiasm.

Begin today to develop an enthusiastic, confident attitude and manner.

Confidence breeds confidence. If we believe in our self, and act as if we believe in our self,

others will believe is us.

Hold your head up and display a positive body language at all

times.

Factors affecting Attitude Change

The ‘formation of attitude’ and ‘change of attitude’ are not separate

phenomenon but are interwoven. Based on the changing needs and interests,

people tend to accept, change or give up on their existing attitudes. Hence,

whenever a person faces any kind of changes in his needs or interests, his

attitude may undergo a change.

Factors affecting Attitude Change

There are various factors that affect whether a change or acceptance of a new

attitude will take place such as follows:• Who is the communicator?• How is the communication presented?• How is the communication perceived by

the audience?• What is the credibility of the

communicator?• What are the conditions under which

the knowledge was received?

MCQ

Q. Which of the following causes a change in attitude through a direct experience with the attitude object?

Click on the radio button to select the

correct answer!

MCQ


Good! That's Right!

Correct Answer:An ‘Affective Change’ is a change in attitude that takes place through a direct experience with the attitude object.

Click here to

continue!

MCQ


That's Not Quite Right!

An ‘Affective Change’ is a change in attitude that takes place through a direct experience with the attitude object.

Click here to

continue!








• Explain the Steps of the Persuasion Process

Steps of the Persuasion ProcessAs proposed by Professor Jay Conger, the following are the steps to be followed in the Persuasion Process:• Step 1: Establish Credibility and Trust in Yourself• Step 2: Find a Basis of Common Ground• Step 3: Provide Vivid Proof• Step 4: Connect at an Emotional Level


Step 1: Establish Credibility and Trust in Yourself

Step 1: Establish Credibility and Trust in Yourself:

The first step of the ‘Persuasion Process’ is to establish credibility and trust in yourself in the minds of the audience. You can do this by using your expertise and knowledge in the field that you are speaking about, by building and then appealing to the strong relationships that you share with your audience, by carefully listening to others and their opinions and by using your history of good judgement to appeal to each person’s individual personality.

Step 2: Find a Basis of Common GroundStep 2: Find a Basis of Common Ground:

You should ‘find a basis of common ground’ between you and the other person whom you want to persuade. So, you should find a basis that can be agreed to by all parties for reaching a mutual understanding. First clear and clarify the benefits that your opinions have to offer and then look for mutually beneficial solutions for you as well as the other party. Once you have found the mutual benefits, you should clearly state and define the advantages and benefits to the other party.

Step 3: Provide Vivid ProofStep 3: Provide Vivid Proof:

This step involves presenting your audience with vivid or clear proofs to support your statements and opinion. You can use logic and facts to support your statements, using imagery and metaphors to help other person compare and understand your opinions. You can use stories and examples to help other person associate with your ideas and feelings. You may use numbers to prove your statements by presenting spreadsheets to support your statements.

Step 4: Connect at an Emotional LevelStep 4: Connect at an Emotional Level:

This step involves connecting with the other person at an emotional level. You should understand the tangents or aspects to the person’s personality. You should show empathy and your respect for their feelings and opinions. You should show your commitment, honesty and dedication. In order to connect at an emotional level, you should have a high degree of self-awareness so that you can understand your own emotions as well as the other person’s emotions.








• Explain the Role of Communication in Persuasion

Role of Communication in Persuasion

Effective Communication is important to persuade people because:

• It is about how information is sent and received between people

• It is crucial for working successfully with others• It enables to maintain relationships• It allows to accomplish tasks while working with both

individuals and groups• It motivates • It helps to overcome obstacles• It creates a comfortable, trustful and psychologically

safe feeling

Dos of Communication for Persuasion

• Validation of each other• Sensitive listening• Dual perspective• Recognize other’s concerns• Seek clarification• Infrequent interruptions• Focus on specific issues• Compromises and contracts• Useful meta communication• Summarizing the

concerns for both partners

The following are some of the ways that you can use constructive communication for persuasion:

Don’ts of Communication for Persuasion

• Disconfirmation of each other• Poor listening• Preoccupation with self• Cross-complaining• Hostile mind reading• Frequent interruptions• Everything is thrown in• Counterproposals• Excessive meta communication• Self-summarizing

The following are some of the don'ts of communication and how to avoid using destructive communication for persuasion:

Verbal Techniques for Effective Persuasion

Sometimes we may be required to speak to an audience. The norms of persuading an audience are slightly different from when one is speaking to an individual.

Effectively engaging an audience is dependent on the speaker's ability to sound interesting and convey a positive attitude.

Developing good speaking skills involves an increased awareness of your voice, language, body language and tone while speaking.

Verbal Techniques for Effective Persuasion

• Body Language

• Voice

• Language

• Tone and Humor

The following verbal techniques should be considered and carefully put to use while trying to persuade an audience:


• Voice

Voice

Your primary tool for persuading while speaking to an audience is your voice. When speaking to an audience, think about projection, pace and modulation.


Pace

Projection

Modulation

• Voice

Voice: Projection



Pace

Projection

Modulation

Projection

Projection:

The volume of your voice should be loud enough that everyone can hear you. At the beginning of the session, ask the audience if they can hear you and adjust your volume accordingly.

• Voice

Voice: Pace



Pace

Projection

Modulation

Pace

Pace:

Make sure you are not going so fast that people cannot keep up, or so slow that people get bored and stop paying attention. You can also use strategic pauses, such as pausing just before an important point in order to emphasize it.

• Voice

Voice: Modulation



Pace

Projection

ModulationModulation

Modulation:

Varying your inflection and volume will keep your audience's attention, whether your natural speaking voice is high or low, loud or soft.

• Language:

o Avoid using technical terms, explain the concept and difficult terms.

o Use analogies to explain difficult concepts or ideas.

• Language

Language

• Body Language:

o Develop eye contact with your audience.

o Use gestures to emphasize points and keep your audience's attention.

o Stand up. It keeps your audience's attention.

o Walk around to keep your audience's attention.

o Relax! Be conscious of your body posture throughout the session.

o Smile and laugh! It engages your audience and makes you more approachable.

• Body Language

Body Language

• Tone and Humor:

o Use your tone to convey an infectious enthusiasm for the topic.

o Be positive and upbeat and don't focus on negatives or difficulties.

o Incorporate humor into your discussion, this will help you build rapport with your audience.

• Tone and Humor

Tone and Humor

Tips for Effective Communication for Persuasion

The following are a few tips for effective communication for persuasion:

Both people should be psychologically present and not rushed Mange time during discussion

effectively1

Show grace, when appropriate

Focus on the overall communication system

Be flexible

Use bracketing to keep the discussion focused

Aim for win-win discussions

Honor yourself, your audience and the

relationship

Grant forgiveness or put aside our own needs, if possible

Delivery of the Persuasion PitchThere are two ways in which a person may deliver or make a persuasion pitch, such as follows:

Effective/Positive DeliveryIneffective/Negative Delivery


Effective/Positive DeliveryIneffective/Negative Delivery

Ineffective/Negative Delivery

• Supportive: The persuasion pitch is delivered in non-threatening and encouraging manner.

• Helpful: The persuasion pitch is meant to be of value to the other person.

• Descriptive: The persuasion pitch focuses on behavior that can be changed.

• Sensitive: The persuasion pitch takes into consideration the other person and is sensitive to their needs.

• Considerate: The persuasion pitch is intended to not insult or demean.

• Direct: The persuasion pitch is focussed and clear.

• Healthy timing: The persuasion pitch is given at an opportune time.

• Thoughtful: The persuasion pitch is well thought out rather than impulsive.

• Specific: The persuasion pitch is focused on specific behaviors or events.

Effective/Positive Delivery of Persuasion Pitch

Ineffective/Negative Delivery

Effective/Positive Delivery

Effective/Positive Delivery

• Indirect: Ideas are not addressed directly and persuasion pitch is vague.

• General: Persuasion pitch aims at broad issues which cannot be defined.

• Insensitive: Such persuasion pitch has little concern for needs of the other person.

• Attacking: Aggressive and focusing on the weaknesses of the other person.

• Disrespectful: The persuasion pitch is disrespectful and almost insulting.

• Poor timing: The persuasion pitch is not given at an optimum time.

• Impulsive: The persuasion pitch is given thoughtlessly, with little regard for the consequences.

• Judgmental: Persuasion pitch is prejudiced and judges personality rather than behavior.

• Selfish: The persuasion pitch meets only the speaker’s needs, rather than the needs of the other person.

Ineffective/Negative Delivery of Persuasion Pitch








• Explain How to Use AIDA for Persuasive Writing

How to Write Persuasively?

• Every kind of writing is written with one purpose in the mind of the writer – to capture the readers’ attention.

• Whether it is a report, a presentation, an advertisement, an email or any other form of writing, effective writing is the key to success.

• The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention and is persuasive.

• Use the AIDA approach when you write a piece of text that has the ultimate objective of persuading and getting others to take action.

AIDA for Persuasive Writing

One of the most common tools for ‘Persuasive Writing’ is ‘AIDA’. The acronym, AIDA stands for:


Attention

Intere

stDesire

Action

Attention/Attract

Attention

Intere

stDesire

Action

You can grab people's attention by using powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next.

Attention (or Attract)

Interest

Attention

Intere

stDesire

Action

Gaining the reader's interest is a deeper process than grabbing their attention. Help your readers to pick out the messages that are relevant to them quickly by using bullets and subheadings, and break up the text to make the points stand out.

Interest

Desire

Attention

Intere

stDesire

Action

The Interest and Desire parts of AIDA go hand-in-hand. Simultaneously to building the reader’s interest, you have to also tell him how your message can help them. The main way of doing this is by appealing to their personal needs and wants.

Desire

Action

Attention

Intere

stDesire

Action

Be very clear and specific about what action you want your readers to take. Give them specific information about the action to take rather than leaving it to them figure out what to do for themselves.

Action







• Explain the Rhetoric of Persuasion• Explain the Rhetoric of Persuasion

‘Rhetoric’ means using language effectively to

please or persuade someone. You can

understand that when speaking to an audience

then the main goal of communication is to please or persuade the audience. Some people are naturally

good at rhetoric while some are not.

The Rhetoric of Persuasion

The Rhetoric of Persuasion

• Logos

• Ethos

• Pathos

The great Greek Philosopher Aristotle proposed that there are three modes of rhetoric that a person can use for persuasion. These three modes of rhetoric are:


• The word ‘Ethos’ is of Greek origin and means the word ‘character’.

• ‘Ethos’ in rhetoric is a show of the speaker’s character and/or credentials.

• Hence, while using ‘Ethos’ in rhetoric for persuading a person, the speaker demonstrates his own power and authority.

• As per Aristotle, ‘Ethos’ is the most important attribute of any communication.

• Ethos

Ethos

TRUST





• Ethos

Ethos

TRUSTTRUST

So, a speaker using ‘Ethos’ has to create a sense of credibility and trustworthiness

for himself in the minds of the audience. Only when the audience can trust and

believe in the writer or speaker’s character, only then will they be

persuaded by such a writer or speaker.

• The word ‘Pathos’ is of Greek origin and means the word ‘suffering’ or ‘experience’. ‘

• Pathos’ in rhetoric is an appeal made by the speaker to emotions of the audience.

• Such emotions thus stirred in the audience are intended to move and motivate the audience to take action.

• You should use pathos effectively to move people to act on your issue.

• Pathos

Pathos

• The word ‘Pathos’ is of Greek origin and means the word ‘suffering’ or ‘experience’. ‘

• Pathos’ in rhetoric is an appeal made by the speaker to emotions of the audience.

• Such emotions thus stirred in the audience are intended to move and motivate the audience to take action.

• You should use pathos effectively to move people to act on your issue.

• Pathos

Pathos

Pathos can prove to be one of the strongest appeals that you can make

to your audience to take action. Using a narrative story is one of the

easiest ways of conveying a message using Pathos. Therefore, ‘Pathos’

impacts both the emotional as well as the imagination of an audience.

• The word ‘Logos’ is of Greek origin and means the word ‘reasoning’.

• ‘Logos’ in rhetoric is an appeal made by a writer or speaker to the reader or listener’s logical reasoning.

• You can use ‘Logos’ to add credibility to your argument when you build your argument using basic building blocks of common sense.

• Logos

Logos

LOGIC



• You can use ‘Logos’ to add credibility to your argument when you build your argument using basic building blocks of common sense.

• Logos

Logos

LOGICLO

GICYou should bear in mind that in order to use ‘Logos’ in your speech effectively,

you should know the audience before presenting such ideas.Hence, you can see that ‘Logos’ can be used to appeal to the logical sense and

reasoning of the audience which forms a base for justifying your opinions or ideas.

Let us now look at a real life example to understand the role of rhetoric of ‘Ethos’

and ‘Logos’ in persuasion.

Real Life Example

Real Life Example



Real Life Example

• Only when the audience can trust and believe in the writer or speaker’s character, only then will they be persuaded by such a writer or speaker.

• So, a speaker using ‘Ethos’ has to create a sense of credibility and trustworthiness for himself in the minds of the audience.

TRUST

ETHOS

Real Life Example



Real Life Example

• Let us now understand how ‘Ethos’ and ‘Logos’ can be used for persuasion through a study of a classic piece of English Literature.

Real Life Example

• You must have heard of the classic play, ‘Julius Caesar’; one of the greatest classics of English Literature and one of the greatest works of William Shakespeare.

Real Life Example

‘Julius Caesar’ is a play about

the protagonist

named Julius Caesar, who is

one of the most

acclaimed, honored and loved leaders

of ancient Rome.

The play describes the assassination of Julius Caesar for his growing

ambitions.

Real Life Example

Some of the high-ranking

people of Rome

including Caesar’s best friend Brutus believe that

Caesar’s growing

ambitions are turning him

into a tyrant.

They fear that if Caesar is allowed to grow further and become king, he will become a dictator who will be all powerful and

reduce the whole of Rome and its people to slaves.

Real Life Example

So, some of the people including

Brutus conspire

together and plot Caesar’s

murder.Caesar is

stabbed 23 times by the conspirators

including Brutus in the

Senate.

Real Life Example

Let us carefully study a speech

that Brutus makes after

Caesar’s assassination to

the citizens of Rome.

Observe how he uses ‘ethos’

and ‘logos’ in rhetoric to

justify Caesar’s assassination.

After Caesar’s assassination, the citizens of Rome gather near his dead body in the

Forum, grieving for their loss. All of them angrily demand a justification for this hideous

crime.

Real Life Example

Romans, countrymen and lovers! Hear me for my cause, and be silent, that you may hear: believe me for mine honour, and have respect to mine

honour, that you may believe: censure me in your wisdom, and awake your

senses, that you may the better judge. If there be any in this assembly, any dear friend of Caesar’s, to him I say,

that Brutus’ love to Caesar was no less than his. If then that friend demand

why Brutus rose against Caesar, this is my answer: Not that I loved Caesar

less, but that I loved Rome more. Had you rather Caesar were living and die

all slaves, than that Caesar were dead, to live all free men?

As Caesar loved me, I weep for him: as he was fortunate, I

rejoice at it; as he was valiant. I honor him: but, as he was

ambitious, I slew him. There is tears for his love: joy for his

fortune; honor for his valor: and death for his ambition. Who is here so base that would be a

bondman? If any, speak; for him have I offended. Who is here so

rude that would not be a Roman? If any, speak: for him have I

offended. Who is here so vile that will not love his country? If any, speak; for him have I offended. I

pause for a reply.

Real Life Example

Let us now see the words that Brutus used as

‘ethos’ in rhetoric:

After this highly persuasive speech by Brutus, the citizens

replied in unison:

ETHOS

None Brutus none

Real Life Example















pause for a reply.

Real Life Example

Let us see the words that

Brutus used as ‘logos’ in rhetoric:

LOGOS

Hence, you can see that

Brutus cleverly uses

‘Ethos’ to build trust in himself and

then uses this trust as a base for

justifying his action of

killing Caesar.

Real Life Example















pause for a reply.

Real Life Example

Hence, you can see that Brutus

cleverly uses ‘Logos’ to

appeal to the logical sense of

the audience and then uses reasoning as a

base for justifying his

action of killing Caesar.

MCQ

Q. Which of the following words means 'suffering'?

Click on the radio button to select the

correct answer!

MCQ


Good! That's Right!

Correct Answer:The Greek word ‘Pathos’ means the word ‘suffering’.

Click here to

continue!

MCQ


That's Not Quite Right!

The Greek word ‘Pathos’ means the word ‘suffering’.

Click here to

continue!







• Explain the Rhetoric of Persuasion• Explain the Major Principles of Persuasion

Major Principles of Persuasion

Principle of Consistency

Principle of Reciprocation

Principle of Scarcity

Principle of Authority

Principle of Liking

Let’s look at each in detail.

Principle of Consensus

The following are the major principles of persuasion:


Commitment & Consistency

Reciprocation

Scarcity

Authority

Liking

Let’s look at each in detail.

Social Proof

The following are the key principles of influencing people:





Principle of Liking


Principle of Consistency:Until a person is committed, there is hesitancy, the chance to draw back and always ineffectiveness.Also, consistency is important because repetition of the same thought or physical action develops into a habit which, repeated frequently enough, becomes an automatic reflex.The commitment and consistency rule states that once we make a decision, we will experience pressure from others and ourselves to behave consistently with that decision. As per this principle, a person can be pressured into making either good or bad decisions depending on his commitment and consistency of behavior.






Principle of Liking


Principle of Reciprocation:Reciprocation is important in order to persuade others because when you give yourself, you receive more than you give. This is because trying to get without first giving is as fruitless as trying to reap without having sown. When the requester first presents the other person with an initial favor or initial concession, the requester will have enlisted a powerful ally in the campaign for compliance. People generally succumb to the reciprocity rule and comply with the requester's wish. The rule of reciprocation states that humans have an inherent desire to return favors. By doing a favor you can persuade a person to return the favor in the form of agreeing with you or buying your products or services.






Principle of Liking


Principle of Scarcity:The principle of scarcity states that we are more easily persuaded when the resource is limited. The primary reason scarcity is so effective for persuading people is that generally we are more motivated by loss than gain. Scarcity implies rarity, high quality, and high demand, all influences that increase our demand for the resource. You can adapt the same scarcity principle in everyday conversations for persuading people. Tell the person there is “limited time”, “a rare opportunity”, or “high demand because it's popular”. Scarcity phrases appeal to both the left and right brain functions because they are verbal and mathematical numbers (left brain) but also contextual and focus on the future (right brain).






Principle of Liking


Principle of Authority:Authority plays a major role in persuading people. However, you should remember that you don't have to hold a position in order to be a leader. The principle of authority states that we are more easily persuaded by those with authority. There are symbols of authority you can use to increase your authority and persuading power. The three typical symbols of authority are title, clothing, and perceivable wealth. Title can be the occupation's prefix like “doctor” and “professor”. The second symbol of authority is clothing which consists of all the clothing a person wears. Lastly, perceivable wealth can consist of the respective person's house, jewelry, business, and any other wealth the person being persuaded can see.

Principle of Liking





Principle of Liking


Principle of Liking:An important principle of persuading people if that leadership comes through respect and a large part of respect comes from liking someone. This is because each man is led by his own liking. The principle of liking says that people will say “yes” more often to those they like. If there was a situation of choosing who would likely follow your request between a complete stranger versus a friend, you can be very confident in knowing your friend is more likely to comply with your request than the stranger. There are six principles of liking: physical attractiveness, familiarity, compliments, association, cooperation, and similarity.






Principle of Liking


Principle of Consensus:You should remember that men are like sheep, of which a flock is more easily driven than a single one.

The sixth principle of persuasion, consensus, states that people look to others and follow what they are doing. Hence, in order to persuade people, it is better to create an impression and persuade a mass of people to follow you, which leads the other people to follow you automatically.

Learn Management the Easy Way – A Continuous Learning for People of Any Age Group – Learn At Your Own Pace….You have Completed the Course on Basics of Persuasion Skills.

To view the Complete Real Life Example and Learn more about the Persuasion Skills (269 Slides), Join

Premium Membership and Get Access to Complete Course on Assertiveness Skill + 140 Other Courses.

For Every Course You Get Powerpoint Presentation + New Courses Added Every Week. Cost Per Course - Less than 1 USD

ManagementStudyGuide.com

http://managementstudyguide.com/portal/user/plans-and-pricing

objectives introduction gerard works as a senior sales executive at leonia inc. frank smith is...

Documents

introduction gerard

introduction thats

introduction franks

high school

current school

new school

school days

position of team