1. Persuasion

2. Principles of Persuasion
The principle of Liking
People Like those who like them
Uncover real similarities and offer genuine praise.
The principle of reciprocity
People repay in kind
Give what you want to receive.

3. Principles of Persuasion
The principle of Social proof
People follow the lead of similar others
Use peer power wherever its available
The principle of consistency
People align with their clear commitments
Make their commitments active, public and voluntary

4. Principles of Persuasion
The Principle of Authority
People defer to experts
Expose your expertise; don’t assume its self evident.
The Principle of Scarcity
People want more of what they can have less of.
Highlighting unique benefits and exclusive information.

5. Elements of Persuasion
Credibility
Trust + Expertise
Your ideas
You as a person
An understanding of the audience
A solid arguments
Effective Communication

6. Trust Tell both sides of the story as you understand it.
Deliver on your promises.
Keep confidences.
Be consistent in your values.
Encourage the exploration of ideas.
Put others’ best interest first

7. Expertise Research your ideas Get firsthand experience
Cite trusted sources
Prove it
Master the language of your topic
Don’t hide your credentials
Team up with credible allies
Gather endorsements

8. Understanding your audience
Identify decision makers
Decision makers
Key stakeholders
Influencers
Analyze audience receptivity
Monitors reactions
Assess body language
Talk with knowledgeable people

9. Assess categories of receptivity
Hostile
Neutral
Uninterested
Uninformed
supportive

10. Hostile Use humour or a story to warm them up to you
Focus on areas of agreement
Demonstrate your expertise and cite experts
Support statements with solid evidence
Identify benefits that they would value.

11. Neutral

12. Determine Decision making style
Thinker
Skeptic
Follower
Controller

13. Politics
Building a case

14. Winning minds and hearts
Start with the head
Structure
Evidence
Benefits
Words

15. Structure Problem solution Present both sides and a refutation
Cause and effect
Motivational sequence

16. Heart Emotion evoking presentations like gripping stories
Emotion helps change faster
Responding emotionally requires less efforts
Emotion arousing arguments distract from speaker’s intentions to persuade

17. Vivid descriptions
Metaphors
Analogies
Stories

18. Overcoming Resistance
Identify resister’s interests
Understand resister's emotions
Distrust
fear
Build trust
Paraphrase
Clarify the issue
Be consistent in verbal and non verbal messages

19. Overcoming Resistance
Present resister’s viewpoint before presenting your own

20. Persuasion Triggers Contrast Liking Reciprocity Social proof
Commitment and consistency
authority

21. Tactics of Influence Framing the issue your way
Influence through information
Influence through technical authority