Mr. Valanzano

Business Communications

Persuasion – the effort to influence attitudes or behavior

Persuasion may reinforce a belief or convince someone a certain point of view is right

Persuasion may result in a direct action or not succeed at all

Everyday examples: Waking up is persuaded by an alarm clock Paying a bill is persuaded by receiving a bill in the

mail Buying a new outfit is persuaded by getting an

invitation to a party

3 Basic Appeals (“Keys”) to Persuasion: credibility, reasoning, and appeal to emotions

Credibility – the confidence the persuader inspiresPersuasion is more likely to occur when the

persuader is liked and trustedDisplaying knowledge and competence will often

cause a favorable reactionShow care and concern for the subjectPeople are more willing to accept change when

they feel their own interests are being servedDisplay high moral standardsMake the best personal impression possible

Reasoning – plan, think, and research in order to develop the supportive reasoning for any “why” questions that may be asked

Appeal to Emotions – use language to affect emotions; avoid words that can make someone feel uncomfortableBy appealing to emotions, the persuader is

able to get into the other person’s shoesAlways consider how the person(s) you are

trying to persuade will react

The needs of whoever you are trying to persuade need to be understood so you can meet their unsatisfied needs.

Physical needs such as: food, shelter, etc.

Security and being in control

Family, sense of belonging, helping society

Recognizing achievement to make one feel better about oneself

Fulfilling potential and feeling happy about yourself

Favorable – an audience that is already in favor of your suggestion or viewpoint (easiest to persuade)

No Opinion – an audience that is possibly uninformed, indifferent or does not know enough about the subject

Opposed – an audience that is slightly to completely against your viewpoint

If there were no conflicts, we would all agree on everything. Conflicts create a need for persuasion.

Types of conflicts:Pseudo – a false conflict; all signs point to a

disagreement but there is none; some people just feel the need to choose one option or the other

Content – when the audience agrees with the problem, but not the solution

Values – when persuasion attacks values it can create barriers and build walls; find a way for the audience can agree then slowly try to persuade

Ego – when a person feels an argument must have a winner and loser; propose compromises

Cooperation, not competition, is crucial when handling conflicts.

Withdrawal – physically or psychologically removing yourself from the conflict

Surrender – immediately giving in; this can be taken as not caring and the conflict never gets addressed

Assertiveness – stating your position on a conflict positively and firmly without hostility; pros and cons are considered

Persuasion – used when a conflict has a logical basis; works when people are open, not secretive

Negotiation – managing a conflict through tradeoffs

1) Determine a goal

2) Give logical evidence

3) Organize the material

4) Use motivating language

5) Build credibility

6) Deliver convincingly