Persuasive

Communication


Presented by -

Srikant SR
I MBA, PBMMPGC
Persuasion means making
efforts to change or influence the
attitude and behaviour of others
.
A great deal of communication in
an organization is persuasive .
Definition
Persuasive communication may be defined
as the process through which people
attempt to influence the beliefs or actions of
others. In many cases persuasive
communication involves people who are
important each other parents influence
children, children influence parents, and
friends influence each other. Persuasive
communication such as advertising. . . .
The persuasive process
Changing Existing Attitudes and Behavior
Adopting New Attitudes and Behavior
Do both ( changing and adopting attitude
and behavior)
Planning the persuasive
message
Persuasion is necessary when the other
person initially resists your efforts
Purpose
Decide specifically what you want the
reader to do as a result of your message

Audience analysis
The more youre able to promote the feature of your
idea or product as satisfying a specific need of your
audience
Knowledge and attitude of the reader
Whether youre writing or speaking, knowing your
audience especially their needs and interests is
important when persuasive message.
Effect on reader
Show how your reader will be affected by your proposal
Writer credibility
A reader who trusts you is more likely to
trust your message
The role of
persuasion in
communicating

Every document you write seeks to persuade-
through credibility ,emotion, or logic
Ethos: ethos is an ethical based on who
you are how your audience perceives
Pathos: pathos appeals to audiences
emotions
logos:for most business
communication situations,logic is the
most effective from of persuasion
Use of the indirect plan for
persuasive message
Attention
Interest
Desire
Action


Common types of persuasive requests
Selling an idea :You will be having many
opportunities to use your education and
experience to help problems faced by the
organization.
Requesting a favor : It is often said that the
wheels of the industry are greased with
favors. The giving and receiving of favors
makes success more likely and makes life in
general more agreeable.
Common types of persuasive requests
Writing a persuasive claim : Most claim
letters are routine letters and should be
written using a direct plan of organization-
stating the problem early in the letter.
Attention-getting opening : Recall that you
begin a routine claim letter by stating the
problem. This type of opening would not be
wise for persuasive claim, because the
reader may conclude the claim is
unreasonable until he/she reads your
rationale.
Writing a sales letter
The heart of most of the business is sales-
selling a product or service. Much of a
company sales effort is accomplished through
the writing of effective sales letters-either
individual letters for individual sales or letters
for large scale sales.
Selecting a central selling theme : Getting
familiar with your product , its competition and
your intended audience . Select the central
theme for the letter.
Writing a sales letter
Gaining the readers attention : The
persuasive sales letter should be interesting
and short.
Creating interest and building desire:
Interpreting features
Using vivid language
Using objective, ethical language
Focusing on the central selling theme
Mentioning the price
Referring to enclosures
Motivating action


Persuasive
Communication


Contents
Persuasion In Real World
Language
Levels Of Formality
Steps Involved In Persuasion
Common Errors Of Persuasion
Persuasion Techniques
6 Laws Of Persuasion
Persuasive Writing

Persuasion
in the Real World
Presenter
Subject
Audience
Your Needs &
Interests
Their Needs &
Interests
Your Programs Needs &
Accomplishments
Persuading is like making a candle

o Melt
o Mold
o Harden and Ignite

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 Youre wrong!
Use weak humor
Guilt trip them
Use improbable threats
Lecture them

Opinions

Know your audience
Know what moves your Audience
Present Professionally
Make your argument clear
Present Personally

Molding

Harden & Ignite!:

Believe in your cause
Summarize & Seek a Decision
Summarize what you already agree on
Smile
Assume the best
Make a specific request
Be thorough but . . .
Be brief

Language

Its very important to use language that
fits the audience you are writing for
and the purpose you want to achieve.

Inappropriate language uses can damage
your credibility, undermine your
argument, or alienate your audience

The following sums up the aspects of
language:

1. Levels of Formality
2. In-Group Jargon
3. Slang and idiomatic expressions
4. Biased language


LEVELS OF FORMALITY
The level of formality should be determined
by the expectations of your audience and
your purpose

Formal (To an unknown audience)
Semi-formal (To a well-known individual or
audience)
Informal (Incorrect)
Distinguish between formal and semi formal depending
on purpose
Four steps in persuasive
communication at work

Establish your credibility.

Frame your goals in a way that identifies
common ground with those you intend to
persuade.

Reinforce your positions using vivid
language and compelling evidence.

Connect emotionally with your audience.
Common Errors Of Persuasion
Attempting to make your case with an up-
front hard sell.
Resisting compromise.

Thinking the secret of persuasion lies in
presenting great arguments.
Assuming persuasion is one time effort
Persuasive Communication
Techniques
3 Ways to Communicate to Get
What You Want
Technique # 1: Build Rapport.
One of the best ways to achieve successful persuasion
is by building rapport. Now rapport could mean different
things to different people.
For some, it could mean chatting with them everyday
after lunch or over a cigarette smoke. For others, it could
mean agreeing with them during a general meeting.
One powerful way to establish rapport is by mirroring.
When you mirror someone, you copy his style of
speaking or moving. For example, if he talks in a fast-
paced voice, you do the same. If he puts his hand in his
pocket, you do it too. This unconsciously conveys to the
other person that you're just like them. But do it in a
subtle, non-obvious manner or people might think you're
mocking them.
Technique # 2: Be On Their Side.

How do you show you're on their side? Simple. Tell that
person what he can get in return. These days, people
are more wary about who they choose to support or what
they decide to buy.

By stating the number of benefits they can get, thus
showing them that you are on their side, you'll be able to
persuade them more effectively.

For example, if you want to convince your girlfriend's
little brother that you're okay, you need to connect with
that kid on a closer level. Give that boy treats every once
in a while. Show him that you can be the older brother
he's never had.
Technique # 3: Less Is More.

People are fed up of salespeople with motor
mouths. The more you talk, the less likely they'll
believe in you.
Sometimes, the most effective persuasion
technique involves less words and more action.
The reason for this is that you don't really need
to say too much about your product or your
cause, because it speaks for itself. In a way, this
approach is more modern and will most likely
appeal to the younger generation.
Laws Of Persuasion
1. Law Of Reciprocation
2. Law Of Commitment and Consistency
3. Law Of Social Proof
4. Law Of Liking
5. Law Of Authority
6. Law Of Scarcity


Persuasive
Writing
Who?
Who is the recipient of your message or your
audience? Who is involved? Who would benefit?
How would they benefit?

What?
What is the message, concern, product or service
that you want to tell them about? What action do
you want them to take? What is the benefit to them?

Why?
Why is this important to you ...but more importantly
why should it be important to the recipient of your
message? Define their value in acting or accepting
the message.
In other words what is in it for them?
Where?
Where will following your advise take them?
Where can they obtain this product or service?
Determine all the issues surrounding the
question of where? Where will this product or
service take them in their life?

When?
When will the product or service be available?
When will they need to take action? When can
they expect a benefit from this action?

Sources

*www.cuttingedgepr.com
*E.M. Griffin. The Mind Changers.
*www.persuasivecommunications.net
*www.thebeacon.com
*www.enzinearticles.com


Thank You
Q & A