Persuasion Skills Basics

• Explain the Major Principles of Persuasion
• Explain How to Persuade Different Personalities
• Explain the Use Positive Body Language for Persuasion
• Explain the Framework Theories for Applying Persuasion
• Explain Strategies for Developing Persuasion Skills
• Explain the Storytelling Technique of Persuasion
• Explain the Steps for Building Rapport
Objectives
• Explain What is Persuasion
• Explain How Persuasion Works
• Describe the Importance of Persuasion
• Explain the Steps of the Persuasion Process
• Explain the Role of Communication in Persuasion
• Explain How to Use AIDA for Persuasive Writing
• List the Characteristics of a Good Persuader
• Explain the Rhetoric of Persuasion

Introduction
Gerard works as a Senior
Sales Executive at Leonia Inc.
Frank Smith is Gerard’s
Regional Manager at Leonia
Inc.

Introduction
• Gerard has been recently
offered a position in one
of Leonia’s overseas
offices in China for 2
years.
• However, Gerard is not
very sure he should take
up this offer due to
various personal reasons.

Introduction
• He has two children who
study in high school and are
well settled and happy in
their current school and
among friends.
• Also, Gerard knows that his
working wife would not be
too happy to leave her job
to move abroad to live in an
unknown culture.

Introduction
• Frank’s boss has given
Frank the responsibility of
convincing Gerard of
taking up the position in
China.
• Let us look at a
conversation between
Frank and Gerard with
regard to this situation.

Introduction
Hi Gerard!
How’s work
going?
Work’s going great Frank,
but you must have heard
about the position they
offered to me in one of
their offices in China.

Introduction
Oh yes! I know about
that and I have wanted
to speak to you about
the same. Is this a good
time to discuss it?
Sure, it would feel good to discuss
the situation with someone. I
can’t broach the subject at home
before I myself have a clear idea
about what I want to do.

Introduction
So, I heard that you
have been offered a
position as Area
Manager.
Yes, that’s
right.

Introduction
So, why are you thinking twice about
such a great offer? You know it would
take you at least another five years to
get to that position in this office. This
place is just so saturated in terms of
opportunities to grow.
I know that but I
have certain
personal issues
that are making
me confused
about this.
What
issues?

Introduction
It’s just that my kids are in high
school and are well-settled here in
their current school. They have a nice
and close group of friends. I do not
want to move them to a new school
especially at such an important
juncture of their school days.
They will soon be
pursuing their
graduation in
college. I do not
want them to face
the hassles of
adjusting and
settling in a new
school in an alien
culture.
I see; I can
understand
that.

Introduction
That’s not all. My wife works as a
Senior Technical Writer at Howard
Inc. She hopes to be promoted to the
position of Team Lead this year. She
has really worked hard for this
promotion. I just cannot ask her to
give it all up to move to China.
That’s a real shame but you do have
a point there. Your kids and wife
won’t be happy about moving to
China at this juncture in their happy
and settled lives.

Introduction
Hey! I have an idea. Why don’t you
speak to the Management and let
them know that these are the
issues that you have and you can
take up this offer but only on
certain conditions.
Now, you can
understand my
confusion. I am
so tense; I just
can’t make up my
mind.

Introduction
You can tell them that you would be
willing to move to China if and only
if they allow you a week’s leave
every six months to come back and
meet your family.
And what
are those?

Introduction
I am sure they would. They are really
hard pressed upon finding someone
from the head office here to fit the
role of Area Manager in their
Chinese office.
Do you
think they
would
agree to it?
They need
someone who
can really take
up the challenge
to develop the
market and
clients in that
area. They know
they have
chosen the best
man when they
chose you.

Introduction
True! Moreover, it would also help
you get into a leadership role where
you would be handling a team of
your own. It is a golden opportunity
and one that I think you should not
miss.
Thanks Frank. I
too am looking
forward to
getting into such
a role. It would
be such a great
move for my
career.
You would not
get a chance to
get into a
leadership role
so easily in this
office. You
know that,
right?

Introduction
Oh yes! I know that. There are so
many people competing for such
roles in this office. I think I should
speak to the Management openly
about my issues and also suggest the
plausible solution that you gave.
Sure, you should. I would also
personally speak to them and
convince them. All the same, be
ready to go to take up this offer and
move to China. After all it is just for
two years.
After that, they
have promised
that they will
move you back
here. Think
about the global
market
experience that
you will get in
this position. It is
an offer too
good to be true.

Introduction
You are most welcome
anytime! Go for it!
Yes Frank, you are absolutely right.
Why didn’t I think of all this before? I
could definitely move temporarily for
two years to China and then come
back while my family can stay here
during that period.
My career would
get a fresh new
boost and their
lives would also
not get affected. I
think it is a great
idea. Thanks for
talking to me
Frank. I just
couldn’t think like
you.

Introduction
You have seen from the
conversation between Frank and
Gerard how Frank persuades
Gerard to take up the offer in the
China office.
Frank persuades Gerard to move
from his confused thoughts to
thinking very clear thoughts of
taking up the offer. This is the
power of persuasion.

Introduction
Persuasion is crucial for
success in every walk of life
whether personal or
professional.
Let us learn about
‘Persuasion Skills’
in detail.

Objectives

The Art of Persuasion
Persuasion is an art; you can get
better and better with it.
If you feel that you don’t have an
innate talent for persuading
others, don’t be disappointed
because these skills can be honed
and developed with the proper
training and practice.
People who always speak good
things may feel that they are good
persuaders, but that is not always
the case. Persuasion is all about
understanding what you want and
what the other person wants, and
then coming up with a win-win
scenario.

The Art of Persuasion
Persuasion happens everywhere –
it’s omnipresent. You may have to
persuade people for anything –
right from the deadlines of a
project to which person will do
what chores at home.
In the real world, it is sometimes
difficult to ascertain whether your
persuasion skills are good or bad.
You may think that you are a good
persuader, but in reality, it may be
just the opposite.
Even before you persuade, you
will have to know what can people
be persuaded for .

Objectives

How does Persuasion Work?
The given flowchart shows the way persuasion works through two different
routes that may follow after an attempt to persuade is made.
Superficial
Processing: focused
on surface features
such as the
communicator’s
attractiveness or
no. of arguments
Temporary
change that is
susceptible to
fading and
counter attacks
Deep Processing:
focused on the
quality of the
message
arguments
Lasting change
that resists fading
and counter
attacks
High
motivation &
ability
to think about
message
Message
Audience
Factors
Persuasion
Outcome
Processing
Approach
Persuasion
Attempt
Low
motivation &
ability
to think about
message

Objectives

Importance of Persuasion
It helps to deal with people so that they feel important and appreciated.
It helps to handle people without making them feel manipulated.
It helps you to make someone want to do what you want them to.
It helps in arousing a want to follow you and your instructions in others.
It will help you to learn how to make people like you.
It can help you to win people over to your way of thinking.
It helps to change people without causing offense or arousing resentment.
Persuading people can be beneficial to you in several ways such as:

How to Persuade Others?
It is important that you should create a good impression of yourself among others in
order to be able to persuade them. The World forms its opinion of us largely from
the opinion we have of ourselves.
The following are a few ways through which you can create a good impression:
• Don’t wear a disguise
• Don’t knock the other party
• Learn to Communicate Effectively
• Don’t try to be perfect
• Get people talking about themselves
• Don’t tease and don’t be sarcastic
Let us look at each in detail.

Don’t Wear a Disguise
• Don’t wear a disguise
Don’t wear a disguise:
People are much smarter than you realize. The conscious
mind may not be smart enough to analyze and see through
the disguise that people wear, but our subconscious mind
does identify the fakeness and disguise that people put on.

Don’t Knock the Other Party
• Don’t knock the other party
Don’t knock the other party:
Never try to humiliate others if you want to make a good impression.
Instead, boost your own image. Not only do people dislike negative
talk, but you are also setting a negative environment to persuade.

Learn to Communicate Effectively
• Learn to Communicate Effectively
Learn to Communicate Effectively:
One thing good persuaders have in common is skill in using words. Learn
to communicate openly, honestly and passionately to persuade people.

Don’t Try to be Perfect
• Don’t try to be perfect
Don’t try to be perfect:
No one can fascinate every minute. When you try to be perfect,
you appear to be fake and shallow. People will not believe you
and will not be able to trust you.

Get People Talking about Themselves
• Get people talking about themselves
Get people talking about themselves:
If you want to persuade others, then show a genuine interest in other
people’s opinions and views. If you can stimulate others to talk, you will
acquire a reputation as a good conversationalist as well as a good
person and will have greater persuasion power.

Don’t Tease and Don’t be Sarcastic
• Don’t tease and don’t be sarcastic
Don’t tease and don’t be sarcastic:
Teasing and sarcastic remarks are both aimed at the self esteem of
others. Do not tease or pass sarcastic comments as they threaten the
self-esteem of the other person and make you less likable. This will
make it more difficult for you to be able to persuade the other person.

One of the key traits of a successful person in professional
as well as personal front is one who can persuade people.
Persuading people helps you to lead the people to your
way of thinking and helps to prevent unnecessary conflicts
and resentments. There is a very strong linear relationship
between success and persuasion.
Role of Persuasion in Success

Persuasion and Change of Attitude
Cognitive Change: Such a
change in attitude takes
place when a person receives
new information from others
or media.
Affective Change: Such a change
in attitude takes place through a
direct experience with the
attitude object.
Behavioral Change: Such a change
in attitude takes place when a
person is forced to behave in a way
different than normal.
There are three main changes of attitude that take place such as follows:

Use Persuasion to Change Attitudes of Others
The only way you will be able to persuade others is when you
learn to control and change the attitudes of other people.
When you change the attitude of other people, their actions
and hence their behavior will automatically come under your
control. When a person’s attitude become favorable towards
you, they are more likely to comply with your wishes and agree
with your opinions and ideas.

Following are some of the key points to keep in mind in order to change the
attitudes of other people:
We have to adopt the
attitude we want others
to express.
Speak out with confidence and grit.
People react and respond
in a like manner to the
attitude and action
expressed by you.
Watch your posture at all times.

Following are some of the key points to keep in mind in order to change the
attitudes of other people:
Remember to be
enthusiastic because
enthusiasm is contagious
and spreads from one
person to another and so
does indifference and lack of
enthusiasm.
Begin today to develop an enthusiastic,
confident attitude and manner.
Confidence breeds
confidence. If we believe
in our self, and act as if
we believe in our self,
others will believe is us.
Hold your head up and display a
positive body language at all
times.

Factors affecting Attitude Change
The ‘formation of attitude’ and ‘change
of attitude’ are not separate
phenomenon but are interwoven. Based
on the changing needs and interests,
people tend to accept, change or give up
on their existing attitudes. Hence,
whenever a person faces any kind of
changes in his needs or interests, his
attitude may undergo a change.

Factors affecting Attitude Change
There are various factors that affect
whether a change or acceptance of a new
attitude will take place such as follows:
• Who is the communicator?
• How is the communication presented?
• How is the communication perceived by
the audience?
• What is the credibility of the
communicator?
• What are the conditions under which
the knowledge was received?

MCQ
Q. Which of the following causes a
change in attitude through a direct
experience with the attitude
object?
Click on the
radio button
to select the
correct
answer!

MCQ
Q. Which of the following causes a
change in attitude through a direct
experience with the attitude
object?

Objectives

Steps of the Persuasion Process
As proposed by Professor Jay Conger, the following are the steps to be followed
in the Persuasion Process:
• Step 1: Establish Credibility and Trust in Yourself
• Step 2: Find a Basis of Common Ground
• Step 3: Provide Vivid Proof
• Step 4: Connect at an Emotional Level

Step 1: Establish Credibility and Trust in Yourself
Step 1: Establish Credibility and Trust in Yourself:
The first step of the ‘Persuasion Process’ is to establish credibility and trust in
yourself in the minds of the audience. You can do this by using your expertise and
knowledge in the field that you are speaking about, by building and then appealing
to the strong relationships that you share with your audience, by carefully listening
to others and their opinions and by using your history of good judgement to appeal
to each person’s individual personality.

Step 2: Find a Basis of Common Ground
Step 2: Find a Basis of Common Ground:
You should ‘find a basis of common ground’ between you and the other person
whom you want to persuade. So, you should find a basis that can be agreed to by
all parties for reaching a mutual understanding. First clear and clarify the benefits
that your opinions have to offer and then look for mutually beneficial solutions for
you as well as the other party. Once you have found the mutual benefits, you
should clearly state and define the advantages and benefits to the other party.

Step 3: Provide Vivid Proof
Step 3: Provide Vivid Proof:
This step involves presenting your audience with vivid or clear proofs to support
your statements and opinion. You can use logic and facts to support your
statements, using imagery and metaphors to help other person compare and
understand your opinions. You can use stories and examples to help other person
associate with your ideas and feelings. You may use numbers to prove your
statements by presenting spreadsheets to support your statements.

Step 4: Connect at an Emotional Level
Step 4: Connect at an Emotional Level:
This step involves connecting with the other person at an emotional level. You
should understand the tangents or aspects to the person’s personality. You should
show empathy and your respect for their feelings and opinions. You should show
your commitment, honesty and dedication. In order to connect at an emotional
level, you should have a high degree of self-awareness so that you can understand
your own emotions as well as the other person’s emotions.

Objectives

Role of Communication in Persuasion
Effective Communication is important to
persuade people because:
• It is about how information is sent and received
between people
• It is crucial for working successfully with others
• It enables to maintain relationships
• It allows to accomplish tasks while working with both
individuals and groups
• It motivates
• It helps to overcome obstacles
• It creates a comfortable, trustful and psychologically
safe feeling

Dos of Communication for Persuasion
• Validation of each other
• Sensitive listening
• Dual perspective
• Recognize other’s concerns
• Seek clarification
• Infrequent interruptions
• Focus on specific issues
• Compromises and contracts
• Useful meta communication
• Summarizing the
concerns for
both partners
The following are some of the ways that you can use constructive
communication for persuasion:

Don’ts of Communication for Persuasion
• Disconfirmation of each other
• Poor listening
• Preoccupation with self
• Cross-complaining
• Hostile mind reading
• Frequent interruptions
• Everything is thrown in
• Counterproposals
• Excessive meta communication
• Self-summarizing
The following are some of the don'ts of communication and how to avoid
using destructive communication for persuasion:

Verbal Techniques for Effective Persuasion

Verbal Techniques for Effective Persuasion
• Body Language
• Voice
• Language
• Tone and Humor
The following verbal techniques should be considered and carefully put to
use while trying to persuade an audience:

• Voice
Voice
Your primary tool for persuading while speaking
to an audience is your voice. When speaking to
an audience, think about projection, pace and
modulation.
Pace
Projection
Modulation

• Voice
Voice: Projection
modulation.
Pace
Projection
Modulation
Projection
Projection:
The volume of your voice should be loud
enough that everyone can hear you. At the
beginning of the session, ask the audience if
they can hear you and adjust your volume
accordingly.

• Voice
Voice: Pace
modulation.
Pace
Projection
Modulation
Pace
Pace:
Make sure you are not going so fast that
people cannot keep up, or so slow that
people get bored and stop paying attention.
You can also use strategic pauses, such as
pausing just before an important point in
order to emphasize it.

• Voice
Voice: Modulation
modulation.
Pace
Projection
ModulationModulation
Modulation:
Varying your inflection and volume will keep
your audience's attention, whether your
natural speaking voice is high or low, loud or
soft.

• Language:
o Avoid using technical terms,
explain the concept and difficult
terms.
o Use analogies to explain difficult
concepts or ideas.
• Language
Language

• Body Language:
o Develop eye contact with your
audience.
o Use gestures to emphasize
points and keep your audience's
attention.
o Stand up. It keeps your
audience's attention.
o Walk around to keep your
audience's attention.
o Relax! Be conscious of your
body posture throughout the
session.
o Smile and laugh! It engages your
audience and makes you more
approachable.
• Body Language
Body Language

• Tone and Humor:
o Use your tone to convey an
infectious enthusiasm for the
topic.
o Be positive and upbeat and
don't focus on negatives or
difficulties.
o Incorporate humor into your
discussion, this will help you
build rapport with your
audience.
• Tone and Humor
Tone and Humor

Tips for Effective Communication for Persuasion
The following are a few tips for effective communication for persuasion:
Both people should be psychologically
present and not rushed
Mange time during discussion
effectively1
Show grace, when appropriate
Focus on the overall
communication system
Be flexible
Use bracketing to keep the
discussion focused
Aim for win-win discussions
Honor yourself, your
audience and the
relationship
Grant forgiveness or put
aside our own needs, if
possible

Delivery of the Persuasion Pitch
There are two ways in which a person may deliver or make a persuasion
pitch, such as follows:

• Supportive: The persuasion pitch is delivered
in non-threatening and encouraging manner.
• Helpful: The persuasion pitch is meant to be
of value to the other person.
• Descriptive: The persuasion pitch focuses on
behavior that can be changed.
• Sensitive: The persuasion pitch takes into
consideration the other person and is
sensitive to their needs.
• Considerate: The persuasion pitch is intended
to not insult or demean.
• Direct: The persuasion pitch is focussed and
clear.
• Healthy timing: The persuasion pitch is given
at an opportune time.
• Thoughtful: The persuasion pitch is well
thought out rather than impulsive.
• Specific: The persuasion pitch is focused on
specific behaviors or events.
Effective/Positive Delivery of Persuasion Pitch

• Indirect: Ideas are not addressed directly and
persuasion pitch is vague.
• General: Persuasion pitch aims at broad issues
which cannot be defined.
• Insensitive: Such persuasion pitch has little
concern for needs of the other person.
• Attacking: Aggressive and focusing on the
weaknesses of the other person.
• Disrespectful: The persuasion pitch is
disrespectful and almost insulting.
• Poor timing: The persuasion pitch is not given at
an optimum time.
• Impulsive: The persuasion pitch is given
thoughtlessly, with little regard for the
consequences.
• Judgmental: Persuasion pitch is prejudiced and
judges personality rather than behavior.
• Selfish: The persuasion pitch meets only the
speaker’s needs, rather than the needs of the
Ineffective/Negative Delivery of Persuasion Pitch

Objectives

How to Write Persuasively?
• Every kind of writing is written with one purpose in the mind
of the writer – to capture the readers’ attention.
• Whether it is a report, a presentation, an advertisement, an
email or any other form of writing, effective writing is the key
to success.
• The acronym AIDA is a handy tool for ensuring that your copy,
or other writing, grabs attention and is persuasive.
• Use the AIDA approach when you write a piece of text that has
the ultimate objective of persuading and getting others to take
action.

AIDA for Persuasive Writing
One of the most common tools for ‘Persuasive Writing’ is ‘AIDA’. The acronym,
AIDA stands for:

Attention/Attract
You can grab people's
attention by using powerful
words, or a picture that will
catch the reader's eye and
make them stop and read
what you have to say next.
Attention (or Attract)

Interest
Gaining the reader's interest
is a deeper process than
grabbing their attention.
Help your readers to pick out
the messages that are
relevant to them quickly by
using bullets and
subheadings, and break up
the text to make the points
stand out.
Interest

Desire
The Interest and Desire
parts of AIDA go hand-in-
hand. Simultaneously to
building the reader’s
interest, you have to also
tell him how your message
can help them. The main
way of doing this is by
appealing to their personal
needs and wants.
Desire

Action
Be very clear and specific
about what action you
want your readers to take.
Give them specific
information about the
action to take rather than
leaving it to them figure out
what to do for themselves.
Action

Objectives
• Explain the Rhetoric of Persuasion• Explain the Rhetoric of Persuasion

‘Rhetoric’ means using
language effectively to
please or persuade
someone. You can
understand that when
speaking to an audience
then the main goal of
communication is to please
or persuade the audience.
Some people are naturally
good at rhetoric while some
are not.
The Rhetoric of Persuasion

The Rhetoric of Persuasion
• Logos
• Ethos
• Pathos
The great Greek Philosopher Aristotle proposed that there are three modes
of rhetoric that a person can use for persuasion. These three modes of
rhetoric are:

• The word ‘Ethos’ is of Greek origin
and means the word ‘character’.
• ‘Ethos’ in rhetoric is a show of the
speaker’s character and/or
credentials.
• Hence, while using ‘Ethos’ in
rhetoric for persuading a person,
the speaker demonstrates his own
power and authority.
• As per Aristotle, ‘Ethos’ is the most
important attribute of any
communication.
• Ethos
Ethos

• The word ‘Pathos’ is of Greek origin
and means the word ‘suffering’ or
‘experience’. ‘
• Pathos’ in rhetoric is an appeal
made by the speaker to emotions of
the audience.
• Such emotions thus stirred in the
audience are intended to move and
motivate the audience to take
action.
• You should use pathos effectively to
move people to act on your issue.
• Pathos
Pathos

• The word ‘Logos’ is of Greek origin
and means the word ‘reasoning’.
• ‘Logos’ in rhetoric is an appeal
made by a writer or speaker to the
reader or listener’s logical
reasoning.
• You can use ‘Logos’ to add
credibility to your argument when
you build your argument using basic
building blocks of common sense.
• Logos
Logos

Let us now look at a
real life example to
understand the role of
rhetoric of ‘Ethos’ and
‘Logos’ in persuasion.
Real Life Example

Real Life Example
• ‘Ethos’ in rhetoric is a
show of the speaker’s
character and/or
credentials.
• The word ‘Ethos’ is of
Greek origin and means
the word ‘character’.

Real Life Example
• Hence, while using
‘Ethos’ in rhetoric for
persuading a person, the
speaker demonstrates
his own power and
authority.
• As per Aristotle, ‘Ethos’ is
the most important
attribute of any
communication.

Real Life Example
• Only when the audience
can trust and believe in
the writer or speaker’s
character, only then will
they be persuaded by
such a writer or speaker.
• So, a speaker using
‘Ethos’ has to create a
sense of credibility and
trustworthiness for
himself in the minds of
the audience.

Real Life Example
• ‘Logos’ in rhetoric is an
appeal made by a writer
or speaker to the reader
or listener’s logical
reasoning.
• The word ‘Logos’ is of
Greek origin and means
the word ‘reasoning’.

Real Life Example
• Let us now understand
how ‘Ethos’ and ‘Logos’
can be used for
persuasion through a
study of a classic piece of
English Literature.

Real Life Example
• You must have heard of
the classic play, ‘Julius
Caesar’; one of the
greatest classics of
English Literature and
one of the greatest
works of William
Shakespeare.

Real Life Example
‘Julius Caesar’
is a play about
the
protagonist
named Julius
Caesar, who is
one of the
most
acclaimed,
honored and
loved leaders
of ancient
Rome.
The play describes the
assassination of Julius
Caesar for his growing
ambitions.

Real Life Example
Some of the
high-ranking
people of
Rome
including
Caesar’s best
friend Brutus
believe that
Caesar’s
growing
ambitions are
turning him
into a tyrant.
They fear that if Caesar is
allowed to grow further
and become king, he will
become a dictator who
will be all powerful and
reduce the whole of Rome
and its people to slaves.

Real Life Example
So, some of
the people
including
Brutus
conspire
together and
plot Caesar’s
murder.
Caesar is
stabbed 23
times by the
conspirators
including
Brutus in the
Senate.

Real Life Example
Let us carefully
study a speech
that Brutus
makes after
Caesar’s
assassination to
the citizens of
Rome.
Observe how
he uses ‘ethos’
and ‘logos’ in
rhetoric to
justify Caesar’s
assassination.
After Caesar’s assassination,
the citizens of Rome gather
near his dead body in the
Forum, grieving for their loss.
All of them angrily demand a
justification for this hideous
crime.

Real Life Example
Romans, countrymen and lovers! Hear
me for my cause, and be silent, that
you may hear: believe me for mine
honour, and have respect to mine
honour, that you may believe: censure
me in your wisdom, and awake your
senses, that you may the better judge.
If there be any in this assembly, any
dear friend of Caesar’s, to him I say,
that Brutus’ love to Caesar was no less
than his. If then that friend demand
why Brutus rose against Caesar, this is
my answer: Not that I loved Caesar
less, but that I loved Rome more. Had
you rather Caesar were living and die
all slaves, than that Caesar were dead,
to live all free men?
As Caesar loved me, I weep for
him: as he was fortunate, I
rejoice at it; as he was valiant. I
honor him: but, as he was
ambitious, I slew him. There is
tears for his love: joy for his
fortune; honor for his valor: and
death for his ambition. Who is
here so base that would be a
bondman? If any, speak; for him
have I offended. Who is here so
rude that would not be a Roman?
If any, speak: for him have I
offended. Who is here so vile that
will not love his country? If any,
speak; for him have I offended. I
pause for a reply.

Real Life Example
Let us now see
the words that
Brutus used as
‘ethos’ in
rhetoric:
After this highly persuasive
speech by Brutus, the citizens
replied in unison:
None
Brutus
none

Real Life Example
Let us see the
words that
Brutus used as
‘logos’ in
rhetoric:
Hence, you
can see that
Brutus
cleverly uses
‘Ethos’ to
build trust in
himself and
then uses this
trust as a
base for
justifying his
action of
killing Caesar.

Real Life Example
Hence, you can
see that Brutus
cleverly uses
‘Logos’ to
appeal to the
logical sense of
the audience
and then uses
reasoning as a
base for
justifying his
action of killing
Caesar.

MCQ
Q. Which of the following words
means 'suffering'?
Click on the
radio button
to select the
correct
answer!

MCQ
Q. Which of the following words
means 'suffering'?

Objectives

Major Principles of Persuasion
Principle of
Consistency
Principle of
Reciprocation
Principle of
Scarcity
Principle of
Authority
Let’s look at each in detail.
The following are the major principles of persuasion:

Principle of Consistency
Commitment
& Consistency
Reciprocation
Scarcity
Authority
Let’s look at each in detail.
The following are the key principles of influencing people:
Principle of
Consistency
Principle of
Reciprocation
Principle of
Scarcity
Principle of
Authority
Principle of Consistency:
Until a person is committed, there is
hesitancy, the chance to draw back and
always ineffectiveness.
Also, consistency is important because
repetition of the same thought or
physical action develops into a habit
which, repeated frequently enough,
becomes an automatic reflex.
The commitment and consistency rule
states that once we make a decision, we
will experience pressure from others
and ourselves to behave consistently
with that decision. As per this principle,
a person can be pressured into making
either good or bad decisions depending
on his commitment and consistency of
behavior.

Principle of Reciprocation
Principle of
Consistency
Principle of
Reciprocation
Principle of
Scarcity
Principle of
Authority
Principle of Reciprocation:
Reciprocation is important in order to
persuade others because when you give
yourself, you receive more than you
give. This is because trying to get
without first giving is as fruitless as
trying to reap without having sown.
When the requester first presents the
other person with an initial favor or
initial concession, the requester will
have enlisted a powerful ally in the
campaign for compliance. People
generally succumb to the reciprocity
rule and comply with the requester's
wish. The rule of reciprocation states
that humans have an inherent desire to
return favors. By doing a favor you can
persuade a person to return the favor in
the form of agreeing with you or buying
your products or services.

Principle of Scarcity
Principle of
Consistency
Principle of
Reciprocation
Principle of
Scarcity
Principle of
Authority
Principle of Scarcity:
The principle of scarcity states that we
are more easily persuaded when the
resource is limited. The primary reason
scarcity is so effective for persuading
people is that generally we are more
motivated by loss than gain. Scarcity
implies rarity, high quality, and high
demand, all influences that increase our
demand for the resource. You can adapt
the same scarcity principle in everyday
conversations for persuading people.
Tell the person there is “limited time”, “a
rare opportunity”, or “high demand
because it's popular”. Scarcity phrases
appeal to both the left and right brain
functions because they are verbal and
mathematical numbers (left brain) but
also contextual and focus on the future
(right brain).

Principle of Authority
Principle of
Consistency
Principle of
Reciprocation
Principle of
Scarcity
Principle of
Authority
Principle of Authority:
Authority plays a major role in
persuading people. However, you should
remember that you don't have to hold a
position in order to be a leader. The
principle of authority states that we are
more easily persuaded by those with
authority. There are symbols of
authority you can use to increase your
authority and persuading power. The
three typical symbols of authority are
title, clothing, and perceivable wealth.
Title can be the occupation's prefix like
“doctor” and “professor”. The second
symbol of authority is clothing which
consists of all the clothing a person
wears. Lastly, perceivable wealth can
consist of the respective person's house,
jewelry, business, and any other wealth
the person being persuaded can see.

Principle of Liking
Principle of
Consistency
Principle of
Reciprocation
Principle of
Scarcity
Principle of
Authority
Principle of Liking:
An important principle of persuading
people if that leadership comes through
respect and a large part of respect
comes from liking someone. This is
because each man is led by his own
liking. The principle of liking says that
people will say “yes” more often to
those they like. If there was a situation
of choosing who would likely follow your
request between a complete stranger
versus a friend, you can be very
confident in knowing your friend is more
likely to comply with your request than
the stranger. There are six principles of
liking: physical attractiveness, familiarity,
compliments, association, cooperation,
and similarity.

Principle of Consensus
Principle of
Consistency
Principle of
Reciprocation
Principle of
Scarcity
Principle of
Authority
Principle of Consensus:
You should remember that men are like
sheep, of which a flock is more easily
driven than a single one.
The sixth principle of persuasion,
consensus, states that people look to
others and follow what they are doing.
Hence, in order to persuade people, it is
better to create an impression and
persuade a mass of people to follow
you, which leads the other people to
follow you automatically.

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