These are the slides from a presentation given on 10/5/14 for ELTAU, looking at persuasive language and techniques which can be used across a number of industries, including language training and communication services.

1. The power of persuasion:
influencing others
Gabrielle Jones
GabrielleJones
ELTAU10May2014

2. Let’s hear from you:
1. Are you good at persuading other people to do something?
2. When was the last time someone persuaded you to do
something?
3. What kind of jobs require people to have good persuasive
techniques?
GabrielleJones
ELTAU10May2014

3. My learners:

4. 1. Structuring arguments
2. Selecting lexis
3. Recognising and implementing strategies
GabrielleJones
ELTAU10May2014

5. 1. Have a clear standpoint
2. Clarify your rationale just before you conclude.
3. Present a logical sequence of reasons
4. Provide supporting arguments and evidence
5. Use insults to make your partner’s argument weaker.
6. Give many different examples of why your opinion is
valid.
7. Contrast other parties’ opinions with your own.
8. Always agree with other people’s opinions.
GabrielleJones
ELTAU10May2014

6. Expressing your opinion
Sequencing
Providing supporting arguments
Acknowledging other views
Showing contrast
Reformulating
Summarizing
GabrielleJones
ELTAU10May2014

7. What do youthink?
‘The VHS should provide us with free cake every time
we have an ELTAU workshop.’
GabrielleJones
ELTAU10May2014

8. What are the mostpersuasivewordsin
English?
GabrielleJones
ELTAU10May2014

9. Robert Cialdini:
Influence:The Psychologyof Persuasion
GabrielleJones
ELTAU10May2014

10. Commitment
GabrielleJones
ELTAU10May2014

11. Reciprocation
GabrielleJones
ELTAU10May2014

12. Liking
GabrielleJones
ELTAU10May2014

13. Scarcity
GabrielleJones
ELTAU10May2014

14. Authority
‘Director of first impressions‘
GabrielleJones
ELTAU10May2014

15. Social proof
GabrielleJones
ELTAU10May2014

16. Examples:what companiesdo
1. Enclosing a free pen with a mailing
2. Using a customer’s first name when calling or
writing to them
3. Offering a free online course, newsletter or
advice to people browsing your site
4. Providing testimonials from satisfied customers
5. Hanging certificates on your office wall
6. Offering products for a limited time only
GabrielleJones
ELTAU10May2014

17. Languageinput – persuasiveexpressions
• Scarcity
“Don’t miss this chance to…”
• Reciprocity
“If you … I’ll …”
Commitment
“As a valued customer we …”
• Liking
So do I, neither do I, I do too etc
• Authority
“With over … years’ experience we…”
• Social proof
“Over 90% of our customers choose …”
GabrielleJones
ELTAU10May2014

18. Let’s practice!
You are a sales representative. Your company sells
a specific product, but sales are low at the
moment. Persuade a customer to buy your
product.
GabrielleJones
ELTAU10May2014

19. How can weuse these techniquesto our own
advantage?
• Develop rapport with learners
• Offer trial lessons
• Agree ground rules
• Create Facebook page with lots of ‘likes‘
• Put relevant qualifications on business card
• Develop niche training skills
GabrielleJones
ELTAU10May2014

20. gabriellejones@hotmail.com
businessenglishexperience.com
@gjteacher
Blog post Slides
and lesson plan
GabrielleJones
ELTAU10May2014