We all need to be persuasive. Maybe you are trying to get a customer to buy something, or you want someone to trust what you are saying, or perhaps you just want a friend or family member to do what you say- you are trying to be persuasive because you believe in your position.
We are going to spend several days talking about what it means to be persuasive. What can you do as a speaker to influence the opinions and actions of someone else?
A Persuasive Definition
Persuasion is a process in which one person or group tries to influence another person to change how they think, feel, or behave. It is different than coercion because in persuasion the people have a choice about whether or not to actually change. There are opportunities for persuasion to occur in the mind of the audience. The speaker must take advantage of those opportunities.
Six Principles of Persuasion
Psychologist Robert Cialdini, PhD, is credited with identifying six characteristics of being persuasive in his research and book published in 1984. There is no chronology to these principles and some persuasive efforts may use several of this concepts at the same time.
Reciprocity
We tend to want to repay others when they have done something nice for us. You might more easily persuade a friend to do you a favor if you had already done something nice for them. In business, you might be willing to visit a particular restaurant if they were willing to give you a free side dish.
Scarcity
You might be persuaded to do something if you are convinced that you will soon lose access to it. When snow is predicted, people run to the store to buy bread and milk because they are afraid they will be snowed in and not be able to get items from the store. Think about how things became scarce during COVID.
Authority
We are more likely to be persuaded by someone who is perceived to have expert knowledge on the subject. This is why establishing your credibility early in the speech is so important.
Consistency
People have a tendency to continue with their previous behavior. To change someone’s normal behavior or established patterns of behavior takes concentrated and focused persuasive efforts.
Social
We are likely to be persuaded to do something if all of our friends are doing it. There is safety in groups and numbers.
Liking | Relationship
You are more likely to be persuaded to act if you know or like the person who is attempting to persuade you. If you like the person, you are more likely to agree with their arguments and presentation.
Other Factors for Being Persuasive
Several studies have shown that we miss many opportunities to be persuasive because we doubt our own ability to convince. The truth is most of us are more persuasive than we realize – especially within our own circle of influence.
People are more likely to be persuaded if they tie what they are being asked to do with a personal need they have. The greater the need, the greater the likelihood of being persuaded.
If you want to be persuasive, make it easy for the person to change. If they have to go out of their way, if they have to delay their action, or if the change will be difficult or painful, they are less likely to change.
A Checklist for Being More Persuasive
Some characteristics of good persuasion are also good characteristics of a good presentation. Do not read from a script. Be energetic, not monotone. Do not overwhelm the listener with verbose slides. Here are some items on a checklist that can improve your ability to be persuasive.
- Develop your persuasive arguments around a clear and achievable objective and provide a strong outline to present your arguments.
- Be clear in presenting the problem that needs to be solved. Explain the context and why it matters early in the speech.
- Explain why action must be taken now. Why is the problem and answer relevant to today.
- If your answer for the problem is significant, probably others have had similar ideas. Enable the audience to hear how others agree with your conclusions.
- If there are those who present objections to your ideas, briefly and clearly answer the objections.
- Have you included comparisons and contrasts so the audience can relate your situation to things that are common to their experiences? Has your answer included a story? Many people suggest that your outline should include at least one story to energize your presentation by making it seem real.
- Make sure your speech ends with a specific call to action – something that is achievable and measurable.
Choose Words Carefully for a More Powerful Impact
Good persuasive writing utilizes what is known as the modes of persuasion. It uses words to their best advantage. Aristotle spoke of the modes: ethos (character, spirit, passion), logos (logic), and pathos (suffering, harsh experiences). Here are several tips for using words in order to “pack a punch.”
- Choose words carefully.
Persuasive speaking often uses strong language. Use descriptive words. Do not say, “This is a bad idea.” Instead, say, “This may be the worst idea the government has had since they invented the Social Security system.” Be concrete. Use humor in a sparing and specific way. Help the audience “connect” with your topic.
- Ask questions.
Questions are great ways to transition from one point to another. The audience will instinctively try to “answer” the question that you raise in their minds. This begins them thinking about the topic that you are about to address.
- Speak directly to your audience.
The relationship between the speaker and the audience is a significant one in persuasive speaking. Speaking directly to the audience (saying “you,” not singling out “George”) makes the event feel like a conversation.
- Repeat your main points several times.
The more someone hears something, the more “normal” it becomes. Also, people are more likely to remember it. Repetition is an excellent memory aid.
- Make sure your purpose (goal, thesis) is concrete, achievable, and measurable.
If you aren’t sure about what you want your audience to do, you will never know if you are successful. Make sure the audience can actually “do” what you want them to do and that you can see them “do” it. Call for immediate action.