Persuasion is influencing someone's actions, opinions, and decisions.
Claims: statement of the point you are trying to prove
- facts
- what the facts mean
- what should be done
**Claims require support
Have a specific goal you want to accomplish. what do you want to affect?
- opinions
- support
- submit a proposal
- change behavior
Try to predict audience reactions-prepare for defensive questions
Expect audience resistance: people who have yet to make up their mind are easier to influence because people who have tend to assume they're right. When other parties yield, their are three general responses;
- Compliance- don't believe in the idea but are pressured into going with it.
- Identification- believe it because they feel they have a connection.
- Internalization- believe it because it makes sense and fits their goals and values
Connect with the audience:
- Power connection- compliance
- Relationship connection- identification
- Rational connection- internalization
**the biggest factor in persuasion is the audience perception of the Author
Allow for give and take: audience looks for balanced argument
promote your view- explain reasoning and evidence, find weakness and improve argument, challenge the argument.
respond to opposition- see other side, understand their side, reach agreement on what to do next, compromise.
Ask for a specific response- let people know what you want them to do, generally people don't like making decisions because they imply responsibility.
Never ask for too much- they won't accept things they find unreasonable
Realize your limits
- Organizational- pecking order
- Legal- liability
- Ethical- honesty and fair play
- Time- correct timing
- social and psychological- audience (relationship, personality, affiliation, perceptions of urgency)
Support your claims- strongest presented case
- quality evidence
- credible sources
- reasonable evidence
- facts
- statistics [cite the #'s]
- examples- show what you mean
- expert opinions
- shared goals and values
Cultural context- differ in approaches
GUIDELINES-
- ANALYZE
- political climate
- unspoken rules
- decide on a connection
- anticipate reactions
- PLAN
- define a goal
- research
- think you idea through
- never present some thing unreasonable
- PREPARE
- be clear
- avoid extremes
- find points of agreement
- concede something to the other side
- don't just criticize
- support all claims
- best material only
- PRESENT
- get second opinion
- timing
- appropriate medium
- give out copies
- responses
- don't be defensive
- know when to back off
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