Post on 14-Apr-2018
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7/30/2019 Persuasive Communications-Prof.robert Cialdini
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Harnessing the Science of Persuasion- Robert Cialdini-ProfessorMarketing and Psychology , Arizona State UniversitySix Principles:
1. The Principle of Liking- People like those who like them. Appln:Uncover similarities and offer genuine praise2. The Principle of Reciprocity- People repay in kind. Appln: Givewhat you want to receive
3. The Principle of Social Proof- People follow the leads of similarothers. Appln: Use peer power whenever its available
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4. The Principle of Consistency- People align with their clear
commitments. Appln: Make their commitments active, public and
voluntary
5. The Principle of AuthorityPeople defer to experts.Appln:
Expose your expertise; dont assume its self-evident
6. The Principle of Scarcity- People want more of what they can have
less of . Appln: Highlight unique benefits and exclusive information
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Attracting Prospects attention-Use the KISS Principle tocatch the readers attention- use short opening paragraphsSome opening techniques:a) Comparison or story ( a neighbours experience)b) Event in Readers life (compliments !)c) Rhetorical question(appeal to the ego, seek opinion)d) Gift ( principle of reciprocity)e) Product fact/Testimonials ( Principle of Social Proof)f) Surprise question ( interesting terms & offer)g) Challenge statement (e.g. tempt with exciting ways to
be part of a group/exclusivity..Principle of Scarcity)h) Offer views of Experts (Principle of Authority)
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Cut Redundancy.
Actual facts FactsAdded bonus Bonus
Advance warning Warning
Important essentials EssentialsPast history History
Merge together Merge
Unexpected surprise - Surprise
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Step 2 Use Active Verbs
Writers who use active verbs come across as professional
while those who use passive verbs sound bureaucratic. Verbs are do words like buy, sell and build.
Verbs can be used actively or passively.
Passive Active
7 new buildings were built by IMI IMI built 7 buildings in inthe last 3 years the last 3 years
This matter will be considered by us We will considerthis matter shortly.
The road was dug up by MTNL MTNL workers dug up theworkers road
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Use active verbscont.
Exceptions where passive usage is good
To make something less hostile this bill has notbeen paid (passive) is softer than you have notpaid this bill (active).
To avoid taking the blame a mistake wasmade (passive) rather than we made a mistake(active).
When you dont know who the doer is or do not
want to name the doer the names of thepeople to be promoted have been announced.
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Step 3 Write as you speak Use You and We
Applicants must send us.
You must send us
We always tell customers before weWe will tell you before we
Advice is available from.
You can get advice from
Please Note :
Similarly, always call your organization (WE). And there is nothingwrong with using we and I in the same letter.
Use words that the recipient will understand (not necessarily
simple words)
Use jargon if and only if the recipient will understand it easily
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Step 4 Give Concise InstructionsInstruction Bureaucratic language
Sit down! Those who have come to attend thesession are advised to sit down.
Please be seated Those who have come for the meeting are advisedthat they are seated.
Brush your teeth. Your teeth should be brushed
Please send it to me. I should be grateful if you would send it to me
Instructions are the fastest and most direct way of giving someone
direction.Many of you dont use commands for fear of sounding impolite. But if youput the word please in front please do this the problem goes away
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Step 5 - Avoid Nominalization
Nominalizations are formed from verbs.
Verb Nominalisation
1. Complete Completion2. Introduce Introduction3. Provide Provision4. Fail Failure5. Arrange Arrangement
6. Investigate Investigation
We had a discussion about the matter.
We discussed the matter
There will be a stoppage of traffic on the Haryana border by trucker. Truckers will stop traffic on the Haryana border
The construction of the domestic departure terminal has been done by ateam from the aviation group
A team from the aviation group has constructed the domesticdeparture terminal
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Step 8 Use Lists
Lists are excellent for splitting information up.
People with a mathematical brain or those who display avery sharp sense of humor or chess players of clubstandard or higher are more likely to show early signs ofbeing musical.
People who :
Have a mathematical brain;
Display a very sharp sense of humour, or;
Are chess players of club standard or higher
are more likely to show early signs of being musical.
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Step 10 Replace Bureaucratic Words
Avoid Use
Additional extra
Advise tell
Applicant you
Commence start
Complete fill in
Comply with keep to
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InternalInformation to
all
Placing anorder ascustomer
Letterresponding to a
complaint
Group Exercise -3 Groups and 10 minuteseach maximum-a page and a half
Internal information regarding an impending cash crunch situation and the
need for employees to restrict travel within the countryPlacing an order ( high value-Rs.200 crore) on a computer hardware
solution provider against stiff competition
Responding to a poor service and call complaint on the A/c supplied to an
im ortant customer
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Informative Externaland Internal
Laudatory (goodnews)/Complimenting- External and Internal
Seeking/Sourcing -External and Internal
Grievance ( BadNews) - External and
Internal
Feedback Positiveand Negative
Persuasive(Marketing) External
and Internal
Structuring of a Letter (6 Types)-max-a page and a half
Other Six groups
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5W1H Communication Model
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Inverted Pyramid structure
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a) Good News Inquiries
Information
Response
Award
b) Bad News
Problems
Complaints
Grievances
3 Broad Categories
c) Persuasive Letters Sales
Appeals
Changing mindsets
Need Satisfaction
R b h d d
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Remember ...when persuading and communicating...
Think as wise men do, but speak as the
common people do
-Aristotle
The greatest problem in communication is
the illusion that it has been accomplished-George Bernard Shaw