1. Principles for
Powerful Persuasion

2. What is Persuasion?
The art of persuasion is the art of
finding the best available means
of moving a specific audience
in a specific situation to a
specific decision

3. The Persuasion Triangle
Presenter Audience
(Ethos) (Pathos)
Subject
(Logos)

4. Persuasion
in the Real World
Presenter Audience
Your Needs & Their Needs &
Interests Interests
Subject
Your Program’s Needs &
Accomplishments

5. Persuading is like
making a candle
Melt
Mold
Harden & Ignite!
Adapted from E.M. Griffin. The Mind Changers. Wheaton, Illinois: Tyndale Publishers, 1976.

6. Melting Resistance
 To Melt Resistance  To Raise Resistance:
 Be honest  Be insincere
 Find common ground  Shout “You’re wrong!”
 Use humor carefully  Use weak humor
 Appreciate what they  Guilt trip them
are already doing  Use improbable threats
 Give realistic pros and
 Lecture them
cons
 Ask them to make your
case
Try to melt resistance before meetings

7. Molding Opinion:
Know your Audience
 They are concerned about local issues and
local people
 Make local arguments
 They make decisions with both their
minds and hearts
 Appeal to both
 They feel financially pressured
 Show how your programs save money or
bring new money into the community

8. Molding Opinion: Know what
moves your Audience
 What do they all commonly want?
 They want happy & healthy constituents
 They want the respect of others
 They want to be responsible leaders
 They want a successful community
 They want to hear success stories
 They want to avoid pain and failure
 Show your knowledge meets their needs

9. Molding Opinion:
Present Professionally
 To trust you, your audience must believe
you are a competent person, a professional
 Present information accurately
 The data
 The names
 The spelling & grammar

10. Molding Opinion:
Present Personally
 Never talk down to or over the heads of
your audience
 Tell your story simply
 Use short simple sentences
 Show rather than tell
 Illustrate with short stories of success

11. Molding Opinion:
Make your argument clear
 Answer basic questions (5W’s & H)
 Show the real, positive results achieved by
your program to meet real needs
 Show what your program has done
 Show what your program will do
 Show what your program cannot do if not
funded and what the cost will be to the
community

12. In Closing, IGNITE!
People may feel for you and agree
with you, but if they do not act on
your behalf, your presentation fails
its purpose

13. Harden & Ignite!:
Believe in your cause
 To ignite others to support your cause, first
YOU should be on fire
 Why should others care if you do not?
 You show your convictions by your
 Passionate presentation
 Confident presentation
 Positive presentation

14. Harden & Ignite!:
Summarize & Seek a Decision
Summarize what you already agree on
 Smile
 Assume the best
Make a specific request
 Be thorough but . . .
 Be brief

15. Principles for
Powerful Persuasion
Melt Resistance
Mold Opinions
• Know your audience well
• Make your argument clear
• Present personally & professionally
Harden & Ignite!
• Believe in your cause
• Summarize & make a specific request

16. Does it always work?
 Of course not!
 Some people come equipped with closed
minds (They’ve already decided)
 Some people come with busy minds (They
aren’t really listening to you)
 Some people will not agree with you (so if
you can’t convince them, at least help them
be sorry they can’t agree with you)

17. Remember….
 The people expect us to be accountable – to
show the positive results of our programs
 So inform the people about the difference
you are making in people’s lives
 Show the people that your services are vital
to growing communities
 Ask the people for active financial support
without apology

18. Language
It’s very important to use language that fits the audience you
are writing for and the purpose you want to achieve.
Inappropriate language uses can damage your credibility,
undermine your argument, or alienate your audience
The following sums up the aspects of language:
1. Levels of Formality
2. In-Group Jargon
3. Slang and idiomatic expressions
4. Deceitful language and Euphemisms
5. Biased language

19. LEVELS OF FORMALITY
The level of formality should be determined
by the expectations of your audience and
your purpose
 Formal (To an unknown audience
 Semi-formal (To a well-known individual
or audience)
 Informal (Incorrect)
Distinguish between formal and semi formal depending
on purpose

20. GROUP JARGON
Jargon-Any in-group or specialized language used by small groups
of like-minded individuals.
This terminology is usually specialized to the function of the group,
and will be used by and among group members as a sign of
belonging, status, and for keeping out outsiders.
 A general audience (even an general academic audience) avoid using
in-group jargon without explanations.
 If an in-group audience you will want to use group-specific jargon.
 Not using the jargon when it is expected by your audience can
 Signal to the audience that you are not a member of that group
 Mean you have not mastered the group's terminology.
 Can damage your credibility
 Interfere with your purpose in presentation.

21. Slang and Idiomatic
Expressions
 You should avoid using
slang (words like cool) or
idiomatic expressions
("pull someone's leg",
"spill the beans", and
"something smells fishy")
in sessions.
 These words make you
sound informal, and
hence, less credible.

22. Deceitful Language &
Euphemisms
Avoid using any language whose purpose is deceitful I.e.
seems to mislead or cheat.
Euphemisms are terms that attempt to cover up that which is
wrong, unethical, taboo, or harsh.
 Examples from the military:
 Pacification = The act of forcefully exerting outside
government over a previously autonomous people
 Friendly Fire = Being shot at (unintentionally) by your
own allies
Language can also be deceitful if it is overly complex or
confusing.
Confusing language is deliberately created complex and is
used to downplay the truth or to evade responsibility.

23. Stereotypes and Biased
Language
Avoid language that is stereotypical or biased in any way.
Biased language occurs with gender, can also offend groups
of people based on sexual orientation, ethnicity, interest, or
race.
 Stereotyped Language
 Stereotyped language assumes a stereotype about a group
of people.
 Non-Sexist language
 Non-sexist, non-biased way is both ethically sound and
effective.
 Uses- Generic- mankind=Humankind
 Occupation- Fireman- firefighter

24. Sentence Strategies
Sentence variety can give life and rhythm.
Varying sentence style and structure can also
reduce repetition and add emphasis.
Long sentences work well for incorporating a lot
of information
Short sentences can often maximize crucial
points.
 1. Vary the rhythm by alternating short and
long sentences.
 2. Vary sentence openings.

25. ALL THE BEST