Date post: | 11-Apr-2017 |
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Persuasion Power
Gary D. Seale - MBAPrincipalTrucon Business Development
Persuasion Power
The ability to persuade is power, for good or badThe maximum use of persuasion is obtaining long term positive resultsProper implementation of persuasion strategies will allow you to influence with the utmost integrityNo one is self sufficient – virtually everyone needs this aspect of communication
Persuasion Power
Advertisers spend billions of dollars researching our demographics and psycho-graphics to learn how to subtly persuade usYou will see and hear at least 400 messages a day attempting to persuade youIn our free market economy, we want and need others to know, like, accept and trust usConsequently…We must work on our persuasion and influence tools
Persuasion Power
“The most important persuasion tool you have in your entire arsenal is integrity.” Zig Ziglar
Persuasion Power
“When the only tool you have is a hammer, you tend to see every problem as a nail.”We need to adapt our message to the a specific individual or marketWhat tools do you have in inventory?
Vocal VarietyDelivery Methods
Writing Skills Vocabulary
Message BrevityPreparationPersonality Knowledge
Persuasion Power• Persuasion is the process of changing or reforming
attitudes, opinions, beliefs or behaviors towards a predetermined outcome through voluntary compliance
• Influence is who you are and the character you exhibit
• Power is gained via knowledge, authority or coercion
• Motivation is the ability to incite others to action What you want your audience to do
Persuasion Power
Ethos - Ethics – Credibility“We believe good men more readably and fully than others.” Aristotle
Sincerity, Trust, Expertise, Charisma, Delivery, Grooming, Reputation, Word Choice
Persuasion Power
Pathos – The psychological state of the listener“Our judgement when we are pleased and friendly is not the same as when we are pained and hostile.” Aristotle
What is the actual state of mind and what is the desired state?
Persuasion Power
Logos is the substance of the message; logic presented to provide proofThis manner of reasoning compels the audience to find the message persuasive and convincing Common Modern Roadblocks to Persuasion:#1. Amount of information available#2. General doubt and skepticism #3. Amount of choices available to the consumer
Persuasion Power
Persuasion, communication and knowledge breed confidence.These factors lend themselves to wealth creationPersuasion requires an attentive audiencePersuasion requires adaptation; uses the methods that work best with your audienceEffective persuasion has lasting impactIntegrity, honor, trust and respect continuously inspire commitment
Persuasion Power
Recommend knowledge of a DISC Personality TestDominantInfluencerSteadyCompliance
Persuasion Power
#1. Cognitive Dissonance – The internal pressure is the secret
When the pain of staying the same exceeds the pain of change…we will change. Really?
“There is only one way to get anybody to do anything. And that is by making the other person want to do it.” Dale Carnegie
Persuasion Power
#2 The Rule of Obligation – How to get someone to do a favor for youOffering something free in hopes of securing a transactionJapanese Proverb: “Nothing is more costly than something given free of charge.”
Persuasion Power
#3 The Rule of Connectivity – Contagious Cooperation
“The single most important ingredient in the formula of success is knowing how to get along with people.” Theodore Roosevelt
Persuasion Power
#4 The Rule of Social Validation – Social PressureFollowing the sense of belonging, when others we respect or want to be associated with are acting in a certain manner or following a trend. What constitutes correct behavior in our mind.
“The greatest difficulty is that men do not think enough of themselves, do not think of what they are sacrificing when they follow the herd.” Ralph Waldo Emerson
Persuasion Power
#5 The Rule Scarcity – Taking Immediate ActionOpportunities are more exciting and more valuable when they are scarce and less available.
“Without a sense of urgency, desire loses its value.” Jim Rohn
Persuasion Power
#6 The Rule of Verbal Packaging – The Leverage of LanguageWords explain the future, events, feelings, thoughts and attitudes. Use pace, tone, pitch, volume, articulation, emphasis, pauses for higher impact.
“Real persuasion comes from putting more of you into everything you say. Words have an effect. Words loaded with emotion have a powerful effect.” Jim Rohn
Persuasion Power
#7 The Rule of Contrast – How to Create Extra ValueExplains how we are affected when presented with two vastly different outcomes in successionExample: Dying young with no life insuranceBased on our perception of items or events that may happen one after anotherNegative information has a powerful weightBen Franklin close example
Persuasion Power
“Keep your eyes wide open before marriage, and half shut afterwards.”
Ben Franklin
Persuasion Power
#8 The Rule of Expectations – The Impact of Suggestion Uses expectations to influence reality and create trust – To Purchase - AgreePeople tend to make decisions on how others expect them to perform; negative or positive“What gets measured gets done.”
“If I accept you as you are, I will make you worse. However if I treat you as what you are capable of becoming. I help you become that.”Johann Wolfgang Von Goethe
Persuasion Power
#9 The Rule of Involvement – Create and Awaken Curiosity“Without involvement, there is no commitment. Mark it down, asterisk it, circle it, underline it. No involvement, no commitment.”Demos, fill in blanks, audience participation, etc
Persuasion Power
#10 The Rule of Esteem – How Praise Releases EnergyRecognizes that all humans want and need praise, recognition and acceptance. “I can live for two months on a good compliment.” Mark Twain
Persuasion Power
#11 The Rule of Association – Create the ClimateTo maintain order, our brains link objects, symbols and gestures with our feelings, memories and life experiencesPersuaders take advantage of positive feelings and thoughts that correspond with the message they are conveyingThird party references, celebrity spokes people are used – Goal: Create an emotional tie
Persuasion Power
“It’s not the situation. It’s your reaction to the situation.” Bob Conklin
Persuasion Power
#12 The Rule of Balance – Logical Mind Versus Emotional HeartYour message has to focus on emotions, but also keeping a balance between logic and emotion. Emotions create movement and action.
“When dealing with people, remember your not dealing with creatures of logic, but with creatures of emotion. Creatures bristling with prejudice and motivated by pride and vanity.”Dale Carnegie
Presentation Courtesy of: The Trucon Consulting Group, LLC
www.truconbd.com Austin, TX