1. Using Principles of Persuasion

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

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 4

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

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

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. 7

8. The Message (cont.): Has low cost attached. Is endorsed.
Suggests a benefit.
Is consistent.
Appeals to the audience norms.
Uses the principle of reciprocity. 8

9. The Principles of Persuasion:
Know your facts.
Know your audience.
Express similarities.
Utilize opinion leaders.
Make a strong opening.
Get to the point. 9

10. The Principles of Persuasion (cont.):
Offer a benefit.
Minimize the cost.
Inoculate your audience.
Ask for an action step.
Clarify the action step.
Simplify the action step. 10

11. 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. 11