1. Persuasion

2. Persuasion is an important communication tool in
business, Its used to resolve disputes or change a
person’s attitude towards a task or a person.
Defination
An act of influencing someone by arguments or
reasons

5. Beliefs
Attitudes
Opinions

10. Successful Attempts at Persuasion
 Gaining the attention of audience.
 Providing the appropriate motivation for your Audience.
1.Human needs as motivations.
a. Maslow’s Hierarchy of Humans.
•Physiological needs
•Safety needs
•Love and belonging or Social needs
•Esteem
•Self-actualization
•Self-transcendence

11. b.ERG THEORY:
•Existence needs : Physiological and safety needs
•Relatedness needs: Social and external esteem needs
•Growth needs: Self-actualization and internal esteem
needs

12. c. Packard’s Eight(8) hidden
Needs:
Needs for Emotional security
Needs for Reassurance of worth
Needs for Ego gratification
Needs for Creative outlets
Needs for Love objects
Needs for Sense of power
Needs for Roots
Needs for Immortality

13. Relating needsTheory to Persuasive
messages.
i) A high credible source gets a good response from a fear
appeal.
ii) If a strong fear appeal threatens the welfare of a loved
one,it tends to be more effective than if it threatens the
members of the audience themselves.
iii) A strong fear appeal may be related to personality
characteristics of the audience.
iv) The arousal of fear in an audience seems to depend on the
speaker’s ability to convince the audience of the probability
that the threat will materialize and the magnitude of the
consequences.

14. Social conformity as motivation
i) Admired individuals.
ii) Peer groups.
iii) Societal norms.

15. Channeling the motivation of your
audience to take action:
•Recommend a specific proposition or perposal.
•Show the high probability that the satisfactions will be
forthcoming.
Inducing resistance in the audience to
counter-persuasion:
•State opposing arguments and refute them.
•Encourage audience.
•Wern the audience that other will attempt to get them to
change their minds.

16. Should you use a One-sided Argument or
Two:
 One-sided Arguments work best:
•When the audience agree with your position and your aim is simply to
intensify agreement.
•When the audience is not well-educated or has relatively low self-
esteem.
•When the audience will not be later exposed to any form of counter-
persuasion.
Two-sided Arguments work best:
•When the audience initially disagrees with your proposal.
•When you know the audience will be exposed to subsequent counter-
persusaion or propaganda.
•When the audience has low level of knowledge or personal involvement
with the topic.
•When you hope to produce more enduring results.

17. Managing Heads and Hearts to change
behavioral Habits:
 You must create a new frame of reference through which
information and messages are interpreted.
 You must manage the emotions and expectations of your
audience.
 You must provide constant reinforcement to prevent
backsliding.

18. Five Myths about changing Behavior:
Myths#1: Crisis is a powerful impetus for change.
Myths#2: Change is motivated by fear.
Myths#3: The fact will set us free.
Myhts#4: Small, gradual change are always easier to make
and sustain.
Myths#5: we can’t change because our brains become”Hard
Wires” early in life.

19. Being persuasive:
Know your audience.
Know what you want and what they want.
Select your evidence carefully.
Keep the argument simple.
Listen before you speak.
Manage your emotion as well as thiers.
Connect with your audienceon a personal level.