How to Be More Persuasive

CredibilityA speaker is more persuasive

when he is perceived as credible.

We trust people who reveal their own personal failings and weaknesses.

Do you believe someone after you have caught them lying to you?

PopularAttractive and well-liked speakers

are more persuasive.

Ever wonder why you don’t see ugly people in commercials?

We like people who are similar to us. Try to make a connection with the audience. What do you have in common?

InvolvementA speaker who involves the

audience in his speech will be more persuasive.

Think of all the slogans, jingles, and catch phrases that you remember from advertisements.

PassionA speaker who is passionate

about his proposition will be more persuasive.

Logic is good, but “logic on fire” is what convinces people.

Humor

If I can get you to laugh with me, you like me better, which makes you more open to my ideas. And, if I can persuade you to laugh at a particular point that I make, by laughing at it you acknowledge it as true. (Gaggle “Hip Hop is the Devil”)

Selective ExposureListeners will actively seek out

info that supports their existing opinions & beliefs.

Listeners will actively avoid info which contradicts their existing opinions & beliefs.

Consider Selective ExposureInductive approach—hold back

your main purpose until you have given some evidence & argument, then relate it to your main proposition (hostile audience)

Deductive approach—reveal your proposition at the outset of your speech (favorable audience)

Consider Audience Motives

A speaker is more persuasive when his proposition is linked to audience motives

What’s in it for me?◦Status◦Financial gain◦Affection/love◦Independence◦Friendship◦Individuality ◦Maslow’s Hierarchy of Needs

Rule of ReciprocityGive first, receive laterWe are more likely to be persuaded

by someone who has done something nice for us. We feel obligated to “return the favor.” It is not necessary that the favors are equal in value.

Think how you would react if someone lent you money this week and next week asks to borrow a dollar.

Emphasize LossResearch shows that we are more

persuaded by what we will potentially lose than what we may gain.

You will lose your job if you don’t do this.

ORYou will get a bonus check if you

do this.

Peer PressureWe are more easily persuaded if we

believe the majority of other people agree with your proposition.

This is because people will often look to what others are doing or saying when deciding what decision to make. This is especially true in situations of uncertainty or when several choices are available.

Use statistics and testimonials to prove your point.