WHAT IS PERSUASION?

An act or process of presenting arguments to move, motivate, or change your audience Motivation is the way change is brought about Measureable gain assesses how an audience reacts to the persuasive message

PRINCIPLES OF PERSUASION
Reciprocity: The mutual expectation for exchange of value or service Scarcity: The perception of inadequate supply or a limited resource

Authority: Holds Credibility

 Consensus: Involves the tendency of the individual to follow the lead of the group or peers

FUNCTIONS TO PERSUADE in Speech

Stimulate Convince Call to Action Increase Consideration/Develop Tolerance of Alternative Perspectives Adoption- Persuade audience to take on a new way of thinking Discontinuance- Persuade to stop doing something they have been doing Continuance-Persuade to continue doing something Deterrence-Persuade to not start something

LISTENERS BASIC NEEDS

Maslow Hierarchy

TYPES OF EVIDENCE
Emotions are psychological and physical reactions Supportive: Examples are clearly representative, information is reliable Relevant: Examples relate to the claim or topic Effective: Examples are the best available to support the claim, quality over quantity

SPEAKING ETHICALLY
Avoid fallacies
False logic

DO NOT:
Use false evidence to support argument or claims Represent yourself as an expert on a subject when you are not Advocate something which you yourself do not believe in