What is persuasion? The art of persuasion is the art of finding the best available means of moving a specific audience in a specific situation to a specific decision.

  • Persuasion involves arguing for a particular point of view.
  • Persuasion involves trying to change someone’s thoughts, feelings, and/or behaviors.
  • Persuading is like making a candle - Melt, Mold, Harden & Ignite!

    Steps for Effective Persuasion

  • Understand your audience
  • Support your opinion
  • Know the various sides of your issue
  • Respectfully address other points of view
  • Find common ground with your audience
  • Establish your credibility

    Persuasion begins with knowledge

  • Claims based on Opinion
  • Claims based on Experience: Judgement
  • Claims based upon Facts and Logic
  • Clear Thinking
  • Logical Development
  • Solid Supporting Evidence
  • Respectful, thoughtful, well informed Tone

    Weak Arguments

  • Promises
  • Emotional Appeals
  • Veiled Threats
  • Glitter and Glitz
  • Yet, power of words to persaude and speak to another’s interest is most powerful

    When to Persuade an Audience

  • Your organization needs funding for a project
  • Your boss wants you to make recommendations for a course of action
  • You need to shift someone’s current point of view to build common ground so action can be taken

    Monroe’s Motivated Sequence

  • First, gain the audience’s attention.
  • Second, show the need for change.
  • Third, satisfy the need by presenting a plan that will remedy that need.
  • Fourth, visualize the benefits and practicality of the plan.
  • Fifth, urge the audience to take action in support of the plan.
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