B7 persuading
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The document outlines principles for powerful persuasion. It discusses understanding the persuasion triangle of presenter, audience, and subject. It emphasizes the importance of melting resistance by being honest, finding common ground, and avoiding actions that raise resistance. The key principles for molding opinion are to know the audience and their needs, present information professionally and personally, and make the argument clear. The final step to harden and ignite is to believe in the cause and summarize by making a specific request.
B7 persuading
- 2. 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
- 4. Persuasion in the Real World Presenter Audience Your Needs & Interests Their Needs & Interests Subject Your Program or Product or Opinion’s Needs & Accomplishments
- 5. Persuading is like making a candle Melt Mold Harden & Ignite! Adapted from E.M. Griffin. The Mind Changers. Wheaton, Illinois: Tyndale Publishers, 1976.
- 6. Melting Resistance To Melt Resistance Be honest Find common ground Use humor carefully Appreciate what they are already doing Give realistic pros and cons Ask them to make your case To Raise Resistance: Be insincere Shout “You’re wrong!” Use weak humor Guilt trip them Use improbable threats Lecture them Try to melt resistance before meetings if possible, or as soon as meeting your audience.
- 7. Molding Opinion: Know your Audience They are concerned about local issues and local people They make decisions with both their minds and hearts Make local arguments Appeal to both They may feel financially pressured Show the financial benefits to your product or program.
- 8. Molding Opinion: Know what moves your Audience What do they all commonly want? They want to be healthy and happy They want the respect of others They want to be responsible leaders They want to feel successful They want to hear success stories They want to avoid pain and failure Show how your product or opinion meets their needs
- 9. Molding Opinion: Present Professionally To trust you, your audience must believe you are a competent person, a professional Present information accurately The data and facts The names The spelling & grammar
- 10. Molding Opinion: Present Personally Never talk down to or over the heads of your audience Tell your story simply Use short simple sentences Show rather than tell Illustrate with short stories of success
- 11. Molding Opinion: Make your argument clear Answer basic questions Show the real, positive results achieved by your opinion or product to meet real needs Show what your product or opinion has done Show what your product or opinion will do Show what your product or opinion cannot do if not used and what the cost will be
- 12. In Closing, IGNITE! People may feel for you and agree with you, but if they do not act on your behalf, your presentation fails its purpose
- 13. Harden & Ignite!: Believe in your cause To ignite others to support your cause, first YOU should be on fire Why should others care if you do not? You show your convictions by your Passionate presentation Confident presentation Positive presentation
- 14. Harden & Ignite!: Summarize & Seek a Decision Summarize what you already agree on Smile Assume the best Make a specific request Be thorough but . . . Be brief
- 15. Principles for Powerful Persuasion Melt Resistance Mold Opinions • • • Know your audience well Make your argument clear Present personally & professionally Harden & Ignite! • • Believe in your cause Summarize & make a specific request
- 16. Does it always work? Of course not! Some people come equipped with closed minds (They’ve already decided) Some people come with busy minds (They aren’t really listening to you) Some people will not agree with you (so if you can’t convince them, at least help them be sorry they can’t agree with you)
- 17. Remember…. Your audience expects you to be accountable – to show the positive results of your opinion or product So inform the people about the difference you are making with your product or opinion. Show the people that your opinion is vital Ask the people for support without apology
- 18. Questions?
Editor's Notes
- #3: Corollary: You can’t expect to persuade the same people in the same way in different situations. New situations require new tactics.
- #4: Classical persuasion techniques are based on three primary elements: Ethos – How trustworthy is the presenter (you) and does your audience like you? Pathos – What are the values of the audience and what motivates them? Logos – How reasonable, straightforward, and well-documented is your argument?
- #5: Each of the three elements is complicated by the constantly changing backgrounds in each unique situation. Presenter – You come to the table with your own personal and professional needs and interests. You must focus on the specific decision that will be made on this occasion (the subject). Audience – They come distracted by their own personal and professional needs and interests. Your job is to help them relate your subject to their needs and interests, to convince them that this decision will help meet their needs as well as yours. Subject – Your program comes with its own history and needs to continue or grow. Here you want to put a set of human faces on your program: it is not what you do—it is who you affect that sells your program.
- #6: The “Forest Gump” principle of persuasion: You must melt the natural resistance every person has to change. You must mold opinion to move your audience toward the decision you desire. You must harden that opinion into a firm decision and ignite them into acting on it.
- #8: You can quote national figures but make local applications. Facts and figures for their minds/illustrations and stories for their hearts (pictures?)
- #9: Among many other things, they are motivated by obligation, common sense, and fear. Obligation – they want to do what is right, to fulfill the commitments they have made Common sense – they want to do what is possible Fear – they do not want to fail or be rejected (= not elected)
- #10: If you cannot be trusted to get the small things (the details) right, how can you be trusted to get the big things (the funded programs) right?
- #11: Treat your audience as people should be treated—with respect.
- #12: Who, what, where, when, why, and how and never forget the “So what?”
- #13: Mind, emotions, and will diagram
- #14: People will not care what you know until they know that you care.
- #15: Close the deal. You can’t sell if you never ask people to buy. Don’t leave your audience wondering what they should do next.
- #16: Know your audience well (pathos) Make your argument clear (logos) Present personally & professionally (ethos)
- #17: Remember there will be other times and other decisions. Burn no bridges!
- #18: You don’t have to apologize for asking others to help you do what is right.
- #19: Thank you for listening; Now put these principles to work in your programs.