Persuasion Skills Basics

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
Explain the Rhetoric of Persuasion
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
Explain the Skills
Storytelling Technique of
Persuasion
Explain the Steps for Building Rapport
List the Characteristics of a Good Persuader
Introduction
Gerard works as a
Senior Sales Executive
at Leonia Inc.
Frank Smith is Gerards

Regional Manager at
Leonia Inc.
Introduction
Gerard has been

recently offered a
position in one of
Leonias 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
Franks 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
Works going great
Frank, but you must
have heard about
the position they
offered to me in one
of their offices in
China.
Hi
Gerard!
Hows
work
going?
Introduction
Sure, it would feel good to
discuss the situation with
someone. I cant broach
the subject at home before
I myself have a clear idea
about what I want to do.
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?
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Introduction
So, I heard that you
have been offered
a position as Area
Manager.
Yes,
thats
right.
Introduction
I know that
but I have
certain
personal
issues that
are making
me confused
about this.
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.
What
issues?
Introduction
Its just that my kids are in
high school and are wellsettled 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
They will
soon
school days.
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
I see; I
can
understa
nd that.
Introduction
Thats 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.
Thats a real shame but you

do have a point there. Your
kids and wife wont be happy
about moving to China at this
juncture in their happy and
settled lives.
Introduction
Hey! I have an idea. Why
dont 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 cant
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 weeks leave
every six months to come
back and meet your family.
And what
are
those?
Introduction
Do you
think
they
would
agree to
it?
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
They need
Chinese office.
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
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
After
that,
all it have
is just for two years.
they
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


Fee)
Cost Effective: Continuous Addition 19
to the
Introduction
Yes Frank, you are absolutely
right. Why didnt I think of all
this before? I could definitely
move temporarily for two
years to China and then come
back while my family can
My career
stay here during that
period.
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
couldnt think
You are most

welcome anytime!
Go for it!
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
Explain
Explain What
What is
is Persuasion
Persuasion

Persuasion
Writing

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
What is Persuasion?
s of
s
e
c
o
r
p
e
h
is t
n
o
i
s
a
u
s
r
Pe
t is
a
h
t
n
o
i
t
a
r
o
f
communic
e
i
l
e
b
e
nduc
i
o
t
d
e
d
n
s
r
e
h
inte
t
o
g
n
i
mov
f
o
d
n
a
n
or
n
actio
o
i
t
i
s
o
p
oa
t
t
n
e
m
u
g
tion
by ar
c
a
f
o
e
s
r
r cou
a
l
u
c
i
t
r
a
p
a
or
y
l
i
r
a
r
o
p
either tem
tly.
e
b
permanen
o
t
d
e
v
e
i
b el
s
i
n
o
i
s
a
u
Pers
c e.
n
e
i
c
s
a
d
t an
r
a
n
a
h
t
o
b
What is Persuasion?
hich a
w
n
i
s
y
a
w
e v e ral
s
e
r
h as
a
c
e
u
r
s
e
d
e
Th
d
a
persu
e
b
y
a
m
n
perso
cts or
e
p
follows:
s
a
c
ifi
c
spe
suade
r
e
p
Choosing
ld
u
o
that w
s
e
u
iq
n
h
c
te
y o ur
o
t
the person
e
e
r
g
a
meone
o
s
g
n
i
k
a
them
M
k
s
a
u
o
y
n
he
to y o u
s
requests w
e
y
y
a
s
meone
o
s
g
n
i
k
a
ttitude
a
M
ir
e
h
t
g
angin
h
c
o
ls
a
t
u
b
ue s t
q
e
r
r
u
o
y
to y o u
o
s
t
e
y
y
a
s
meone
o
s
g
n
i
k
a
M
g their
n
i
g
n
a
h
c
and also
s
to y o u
s
perception
e
y
y
a
s
omeone
s
g
n
i
k
a
M
their
changing
The Art of Persuasion

Persuasion is an art; you
can get better and better
with it.
If you feel that you dont
have an innate talent for
persuading others, dont
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
The Art of Persuasion

Persuasion happens
everywhere its
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.
Objectives
Explain
Explain How
How Persuasion
Persuasion Works
Works

Persuasion
Writing

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
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.
Persuasion
Attempt
Messag
e
Audience
Factors
High
motivation &
ability
to think about
message
Low
motivation &
ability
to think
about
Processing
Approach
Persuasion
Outcome
Deep
Processing:
focused on
the quality of
the message
arguments
Lasting
change that
resists fading
and counter
attacks
Superficial
Processing:
focused on
surface features
such as the
communicators
attractiveness
or no. of
Temporary
change that is
susceptible to
fading and
counter
attacks
Objectives
Describe
Describe the
the Importance
Importance of
of Persuasion
Persuasion

Persuasion
Writing

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
Importance of Persuasion
Persuading people can be beneficial to you in several ways
such as:
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.
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:
Dont wear a disguise
Dont knock the other party
Learn to Communicate Effectively
Dont try to be perfect
Get people talking about themselves
Dont tease and dont be sarcastic
Let us look at each in detail.
Dont Wear a Disguise
Dont wear a disguise
Dont 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.
Dont Knock the Other Party
Dont knock the other party
Dont 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:

One thing good persuaders have in common is skill in
using words. Learn to communicate openly, honestly and
passionately to persuade people.
Dont Try to be Perfect
Dont try to be perfect
Dont 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 peoples 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.
Dont Tease and Dont be Sarcastic
Dont tease and dont be sarcastic
Dont tease and dont 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.


Fee)
to the
Role of Persuasion in Success
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
Persuasion and Change of Attitude

There are three main changes of attitude that take place such as
Cognitive Change:
follows:
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.
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 persons attitude become
favorable towards you, they are more likely to
comply with your wishes and agree with your
opinions and ideas.

Others
Following
are some of the key points to keep in mind in order to
change the attitudes of other people:
Watch your posture at all
times.
People react and

respond in a like
manner to the
attitude and action
expressed by you.
We have to adopt
the attitude we want
others to express.
Speak out with confidence and

grit.

Others
Following
are some of the key points to keep in mind in order to
change the attitudes of other people:
Hold your head up and
display a positive body
language at all times.
Confidence breeds
confidence. If we
believe in our self,
and act as if we
believe in our self,
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
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
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
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Fee)
to the
Objectives
Explain
Explain the
the Steps
Steps of
of the
the Persuasion
Persuasion Process
Process
Persuasion
Writing

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
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 persons individual personality.
Step 2: Find a Basis of Common

Step 2: Find a Basis of Common Ground:
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

Step 4: Connect at an Emotional Level:
Level
This step involves connecting with the other person at an
emotional level. You should understand the tangents or aspects to
the persons 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 persons emotions.
Objectives

Explain
Explain the
the Role
Role of
of Communication
Communication in
in
Persuasion
Persuasion
Explain
How to Use AIDA for Persuasive
Writing

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
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

The following are some of the ways that you can use
constructive communication for persuasion:
Validation of each other

Sensitive listening
Dual perspective
Recognize others concerns
Seek clarification
Infrequent interruptions
Focus on specific issues
Compromises and contracts
Useful meta communication
Summarizing the
concerns for
both partners
Donts of Communication for

Persuasion
The
following are some of the don'ts of communication and
how to avoid using destructive communication for persuasion:
Disconfirmation of each oth

Poor listening
Preoccupation with self
Cross-complaining
Hostile mind reading
Frequent interruptions
Everything is thrown in
Counterproposals
Excessive meta communica
Self-summarizing
Verbal Techniques for Effective

Persuasion
Sometime
s we may
be
required to
speak to
an
audience.
The norms
of
persuadin
g an
audience
are
slightly
different
from when
one is
Effectivel
y
engaging
an
audience
is
dependen
t on the
speaker's
ability to
sound
interestin
g and
convey a
positive
attitude.
Developin
g good
speaking
skills
involves
an
increased
awareness
of your
voice,
language,
body
language
and tone
while
speaking.
Verbal Techniques for Effective

Persuasion
The following verbal techniques should be considered and
carefully put to use while trying to persuade an audience:
Voice
Language
Body Language
Tone and Humor
Voice
Voice
Projection
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
Modulation
Voice: Projection
Voice
Projection
Projection

Projection:
Pace
Modulation
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: Pace
Voice
Projection

Pace:
Pace
Pace
Modulation
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: Modulation
Voice
Projection

Modulation:
Pace
Modulation
Modulation
Varying your inflection and volume

will keep your audience's attention,
whether your natural speaking voice
is high or low, loud or soft.


Fee)
to the
Language
Language
Language:
o
Avoid using technical

terms, explain the
concept and difficult
terms.
Use analogies to explain
difficult concepts or ideas.
Body Language
Body Language
Body Language:
o
o
o
o
o
o
Develop eye contact with

your audience.
Use gestures to
emphasize points and
keep your audience's
attention.
Stand up. It keeps your
audience's attention.
Walk around to keep your
audience's attention.
Relax! Be conscious of
your body posture
throughout the session.
Smile and laugh! It
engages your audience
and makes you more
Tone and Humor

Tone and Humor
Tone and Humor:

o
o
o
Use your tone to convey

an infectious enthusiasm
for the topic.
Be positive and upbeat
and don't focus on
negatives or difficulties.
Incorporate humor into
your discussion, this will
help you build rapport
with your audience.
Tips for Effective Communication for

Persuasion
The following are a few tips for effective communication for

persuasion:
Show grace, when
appropriate
Grant forgiveness or
put aside our own
needs, if possible
Honor yourself, your

audience and the
relationship
Aim for win-win

discussions
Use bracketing to keep

the discussion focused
Be flexible
Both people should be
psychologically present and
not rushed
Focus on the overall
communication system
11
Mange time during discussion

effectively
Delivery of the Persuasion Pitch

There are two ways in which a person may deliver or make a
persuasion pitch, such as follows:
Ineffe
ctive
/Neg
at
i ve D
elive
ry
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
IInneeffeand clear.
ffeccttiiv
Healthy
vee//N
timing:
The persuasion
Neeggaa
t ivvee D
pitch is given at an tiopportune
Deelliivve time.
ery
Thoughtful: The persuasionrypitch is
well thought out rather than
impulsive.
Effective/Positive Delivery of
Persuasion Pitch
Ineffective/Negative Delivery of Persuasion
Indirect: Ideas are not addressed

Pitch
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
Objectives

Persuasion
Explain
Explain How
How to
to Use
Use AIDA
AIDA for
for Persuasive
Persuasive
Writing
Writing the Rhetoric of Persuasion
Explain

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
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.


Fee)
to the
AIDA for Persuasive Writing

One of the most common tools for Persuasive Writing is
AIDA. The acronym, AIDA stands for:
Attention/Attract
Attention (or 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.
Interest
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.
Desire
Desire
The Interest and
Desire parts of AIDA
go hand-in-hand.
Simultaneously to
building the readers
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.
Action
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.
Objectives

Persuasion
Writing
Explain
Explain the
the Rhetoric
Rhetoric of
of Persuasion
Persuasion

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
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
The Rhetoric of Persuasion

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:
Ethos
Pathos
Logos
Ethos
Ethos
The word Ethos is of

Greek origin and means
the word character.
Ethos in rhetoric is a
show of the speakers
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
TRU
ST
Ethos
Ethos
The word Ethos is of

the word character.
Ethos in rhetoric is a
show of the speakers
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
TRU
ST
TRU
ST
Pathos
Pathos
The word Pathos is of

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
Pathos
Pathos
The word Pathos is of

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


Fee)
to the
Logos
Logos
The word Logos is of

the word reasoning.
Logos in rhetoric is an
appeal made by a writer
or speaker to the reader
or listeners logical
reasoning.
You can use Logos to

add credibility to your
argument when you build
your argument using
basic building blocks of
common sense.
G
O
L C
Logos
Logos
The word Logos is of

the word reasoning.
Logos in rhetoric is an
appeal made by a writer
or speaker to the reader
or listeners logical
reasoning.
You can use Logos to

add credibility to your
argument when you build
your argument using
basic building blocks of
common sense.
G
O
L C
Real Life Example
Let us now look at a

real life example to
understand the role
of rhetoric of Ethos
and Logos in
persuasion.
Real Life Example
The word Ethos

is of Greek origin
and means the
word character.
Ethos in rhetoric
is a show of the
speakers
character and/or
credentials.
Real Life Example
As per Aristotle,
Ethos is the most
important
attribute of any
communication.
Hence, while
using Ethos in
rhetoric for
persuading a
person, the
speaker
demonstrates his
own power and
authority.
Real Life Example
So, a speaker
using Ethos has
to create a sense
of credibility and
trustworthiness
for himself in the
minds of the
Only when the
audience.
audience can trust
and believe in the
writer or
speakers
character, only
then will they be
persuaded by
such a writer or
TR U
ST
H
T
E
OS
Real Life Example
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
listeners logical
reasoning.


Fee)
to the
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
protagoni
st 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 highranking
people of
Rome
including
Caesars
best
friend
Brutus
believe
that
Caesars
growing
ambitions
are
turning
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
Caesars
murder.
Caesar is
stabbed
23 times
by the
conspirato
rs
including
Brutus in
the
Real Life Example

After Caesars
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.
Let us
carefully
study a
speech
that Brutus
makes after
Caesars
assassinatio
n to the
citizens of
Rome.
Observe
how
he
uses ethos
and
logos in
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 Caesars, 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.
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,
Real Life Example

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


Real Life Example

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.
Let us see
the words
that Brutus
used as
logos in
rhetoric:
LOGOS
Real Life Example


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
MCQ
Q. Which of the following words

means 'suffering'?
Click on
the radio
button to
select the
correct
answer!
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Q.
words
od
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means 'suffering'?
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Th
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ho
oss m
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Q.
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othe
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Q
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Riig
means 'suffering'?
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T
Th
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Grreeeekk w
wo
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ho
oss m
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Fee)
to the
Objectives

Persuasion
Writing
Explain
Explain the
the Major
Major Principles
Principles of
of Persuasion
Persuasion

Personalities
Persuasion
Persuasion
Persuasion
Explain the Skills
Persuasion
Major Principles of Persuasion

The following are the major principles of persuasion:
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
Principle of
Authority
Lets look at each in detail.
Principle of Consistency
Principle of Consistency:
The following are the key principles Until
of influencing
a person ispeople:
committed,
there is hesitancy, the chance to
draw back and always
Principle
ineffectiveness.
Commitme
of
nt & Also, consistency is important
Consistenc
because repetition of the same
Consistenc
Principle
y
thought or physical action
of
y
S
o
c
i
a
Principle
l Proof
Consensu
develops into a habit which,
s
of
Reciproca
repeated
frequently enough,
Reciproca
tion
becomes an automatic reflex.
tion
The commitment and
consistency rule states that
Principle of
Principle of
once
we make a decision, we
Scarcity
Likin
g
Liking
Scarcity
will experience pressure from
others and ourselves to behave
Principle of
Authority consistently with that decision.
As per this principle, a person
Authority
can be pressured into making
either good or bad decisions
depending on his commitment
Lets look at each in detail.
Principle of
Principle of Reciprocation
Reciprocation:
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
Principle of
Authority
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
Principle of Scarcity
Principle
of
Consistenc
Principle
y
of
Principle
Consensu
s
of
Reciproca
tion
Principle of
Liking
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
Principle of Authority Principle of Authority:
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
Principle of
Scarcity
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
Principle of Liking
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
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
Principle of Consensus
Principle
of
Consistenc
Principle
y
of
Consensu
Principle
s
of
Reciproca
tion
Principle of
Liking
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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Objectives

Explain What is Persuasion

Explain How Persuasion Works

Describe the Importance of Persuasion

Explain the Steps of the Persuasion Process

Explain the Major Principles of Persuasion

Explain How to Persuade Different

Frank Smith is Gerards

Gerard has been

He has two children

Also, Gerard knows

Franks boss has

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So, why are you thinking

Thats a real shame but you

I am sure they would. They

Sure, you should. I would also

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You are most

Frank persuades Gerard to

Let us learn about

Explain How Persuasion Works

Describe the Importance of Persuasion

Explain the Steps of the Persuasion Process

Explain the Major Principles of Persuasion

Explain How to Persuade Different

The Art of Persuasion

The Art of Persuasion

Explain What is Persuasion

Describe the Importance of Persuasion

Explain the Steps of the Persuasion Process

Explain the Major Principles of Persuasion

Explain How to Persuade Different

How does Persuasion Work?

Explain What is Persuasion

Explain How Persuasion Works

Explain the Steps of the Persuasion Process

Explain the Major Principles of Persuasion

Explain How to Persuade Different

How to Persuade Others?

Dont knock the other party

Learn to Communicate Effectively

Dont try to be perfect

Get people talking about themselves

Dont tease and dont be sarcastic

Let us look at each in detail.

Dont Wear a Disguise

Dont wear a disguise

Dont wear a disguise:

Dont Knock the Other Party

Dont knock the other party

Dont knock the other party:

Learn to Communicate Effectively

Learn to Communicate Effectively

Learn to Communicate Effectively:

Dont Try to be Perfect

Dont try to be perfect

Dont try to be perfect:

Get People Talking about Themselves

Get people talking about themselves

Get people talking about themselves:

Dont Tease and Dont be Sarcastic