PersuasionChange someone’s:mind (the way they think) behavior (the way they act)

Ethos

Logos

Pathos

Characteristicsof Persuasion

Ethos

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ETHICS

Ethics Trustworthiness and Credibility Motives (why do you want me to…?)

Ethics Requirements I must believe it is good for ME. I must believe it is good for YOU. You must decide of your own free will.

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Characteristicsof Persuasion

ETHICS

Ethos

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ETHICS

LOGIC

LogicHow do you answer the question “why”?

Facts!

Evidence!

Research!

Testimony!

Statistics don’t lie! (But they can be manipulated!)

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Characteristicsof Persuasion

ETHICS

LOGIC

Ethos

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EMOTION

Emotions “You can’t convince me with the facts, I’ve already

made up my mind” When evidence won’t work, persuade people to act

based on their hearts, not their heads TV commercials / magazine ads / PoP (“impulse” buys) Most manipulable characteristic!

Motivational Techniques

Cost-Reward Incentive Which must be higher Not just about money, about value Different for everyone…

What’s yours?

Motivational Techniques

Maslow’s Hierarchy of Needs

Physiological (food, water, shelter)

Safety

Love/Belongingness

Self-Actualization

Esteem Must satisfy needs from the bottom first before you can meet needs at the top.

Motivational Techniques

Timeliness - NowProximity - HereSeriousness Finances Health Family

Motivationvs

Manipulation

(How can you tellwhen you are makingyour own decision?)

Know Your Audience!How do you persuade someone who is:

IN FAVOR• Mind vs behavior• Behavior reinforcement

HAS NO OPINION• Uninformed• Neutral• Apathetic

HOSTILE• Mild-to-Heated Anger

Soft and Steady10 • Never raise your voice.

• Remain calm at all times.

• If you get louder, your opponent will get louder.

• Don’t resort to violence.

You can even try to talk quieter than normal - as this can draw people in to you and it can make you appear wise. An argument is not won by the person with the loudest voice, it is won by the person with the most compelling arguments.W

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ENT Get Opponents on Your Side9

• Make statements they agree with.

• Doesn’t need to be related to argument.

• Example: In an argument about God, you can say “I’m sure you agree that gas is overpriced.”

As soon as your opponent agrees, you have won a psychological battle. You are no longer the opponent - you are a comrade. This technique is so effective it is used by telemarketers all the time.

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ENT Don’t Attack8

• Don’t blatantly tell opponent he’s wrong.

• Show that he’s wrong through good counter- arguments.

• Telling just annoys them and doesn’t help your argument.

Telling an opponent he’s wrong is a subjective comment. Be humble in the debate and show goodwill - not only will it make you look good if you win, it will show that you are a worthy opponent even if you lose.

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ENT Don’t Play Dirty7

• Never resort to name- calling (even if your opponent does).

• Attack the argument, not the person.

• Criticizing opponent means you’ve run out of defense.

These types of insults (ad hominem) are a sure way to lose a debate. You should be pleased if your opponent resorts to this feeble attempt to escape the real debate as it means you are close to victory.

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ENT Define the Fundamentals6

• Both sides need to have fundamental “truths” (or there’s no debate).

• Need to be identified up front.

What is the point of arguing that the Bible was written by God when your opponent doesn’t believe in God? First you debate the existence of God. If you both agree He exists, you debate the smaller points. If your opponent convinces you that God can’t exist, there is little point in arguing if He wrote the Bible.

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ENT Stick to the Subject5

• Happens when person begins to lose the argument.

• Common to try to divert to another topic.

• Causes you to ignore the weakness and focus on new debate.

Return to the original topic immediately. Do not give any time to other topics (no matter how tempting it may be) until you have completed the first argument.

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ENT Ask a Question4

• “Socratic Method”

• Opponent states a “fact” so you probe deeper.

• Use questions that expose flaws, such as: “Give me an example” or “Another way of looking at it is…”

These questions will usually lead your opponent to the truth - and if they are honest, they will concede. Unfortunately this is not always the case - frustrated people will depart the debate in anger because they believe you are “trying to trick” them. But don’t worry - this is a win if it happens.

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ENT Be Silent3

• Make your argument, then let your opponent do all the talking.

• If he lacks facts, he’ll stumble and fumble.

• He might not admit defeat, but he might leave the debate.

A clear victory! Arguments have been won by not arguing at all! This is an excellent method for getting your own way - make your request and when it is declined, remain silent. This usually makes the other person so nervous that they may give in just to get out of an uncomfortable situation.

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ENT Know Your Facts2

• Don’t say something is true unless you absolutely know it is.

• Be ready to prove it if needed.

• Only engage in a debate that you know you can win on facts.

It is incredibly annoying to debate a topic with a person who is simply making up their argument on the fly. You wouldn’t like it if people did it to you - so don’t do it to others.

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ENT Know When You’re Beat1

• If you have all the facts to back you up, you should be able to win your argument if your opponent is honest.

• There are times when your opponent gets the better of you and corners you.

When this happens, be polite and concede the win. Always be graceful in defeat. Nothing is worse than a person who argues simply for the sake of it and absolutely will not give in - no matter how obvious their loss.