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Better Presentations 104 Persuade with Power. Mark Latta, PMP. t he speech I shouldn’t give.

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anthony pratkanis elliot aronson the age of propaganda

The successful persuasion tactic is one that directs and channels thoughts so that the target thinks in a manner agreeable to the communicator’s point of view…The successful tactic disrupts any negative thoughts and promotes positive thoughts about the proposed course of action.

– Anthony Pratkanis & Elliot Aronson

The Age of Propaganda

dale carnegie public speaking and influencing men in business

So in the last analysis, our problem of getting people to accept our beliefs or act upon our suggestions, is just this: to plant the idea in their minds and to keep contradictory and opposing ideas from arising. He who is skilled in doing that will have power in speaking and profit in business.

– Dale Carnegie

Public Speaking and Influencing Men in Business

cialdini s factors

Cialdini’s factors

Robert B. Cialdini

Influence: The Psychology of Persuasion

what is it

what is it?

Create an obligation through giving, either solicited or unsolicited

w hy does it work

why does it work?

“There is an obligation to give, an obligation to receive, and an obligation to repay.”

-Marcus Mauss,

French anthropologist

w hy does it work1

why does it work?

“The person who violates the reciprocity rule by accepting without attempting to return the good acts of others is actively disliked by the social group…

-Robert Cialdini

Influence: The psychology of persuasion

w hy does it work2

why does it work?

“The person who violates the reciprocity rule by accepting without attempting to return the good acts of others is actively disliked by the social group…

-Robert Cialdini

Influence: The psychology of persuasion

how to use it

how to use it

Give at every opportunity

Start high, go lower

(build credibility)

what is it1

what is it?

Create an obligation through self-commitment or self-consistent behavior

why does it work

why does it work?

“The general idea is to pave the way for full-line distribution by starting with a small order…Look at it this way – when a person has signed an order for your merchandise…he is no longer a prospect, he is a customer.”

-American Salesman

how to use it1

how to use it

Start small, build big

Agreement to generally-accepted ideas

Get them nodding

what it is

what it is

Using the power of “other behavior”

to influence target audience

why does it work1

why does it work?

when in doubt, we look to others

how to use it2

how to use it

Set the standard for behavior

Build pre-meeting consensus

Solicit ringers and testimonials

Create urgency

what it is1

what it is

Using the power of personal charisma or other traits in order to create affinity

why does it work2

why does it work?

“we” are smarter, cuter, and generally more knowledgeable…

“they” are dumb as a box of rocks

how to use it3

how to use it

Create dualities

Play up affinity and build cohesion

Develop “likable behaviors” (credibility)

what it is2

what it is

Using the power of apparent authority

to sway opinion

why does it work3

why does it work?

periphery vs. central thinking

no one is an expert

how to use it4

how to use it

Be the expert(credibility)

Cite relevant experts the audience knows

Audience expertise, “everyone knows…”

what it is3

what it is

Using the power of loss-aversion

why does it work4

why does it work?

Humans are wired to avoid loss primarily in prevention strategies

how to use it5

how to use it

Analyze audience – mirroring(credibility)

Create scarcity (last meeting AND credibility)

Deal in future tenses

your story5

University professor sent a bunch of Christmas cards to perfect strangers. Soon, he was provided with a bunch of Christmas cards from people who have never heard of him. (Cialdini, p. 17).

This is the automatic response of humans….reciprocate. The basis of society. Double doors = I hold the door for you, you hold the door for me. Have a penny, leave a penny.

This is the premise the Hare Krishna’s used to work on…here’s a flower = take our literature.

University professor sent a bunch of Christmas cards to perfect strangers. Soon, he was provided with a bunch of Christmas cards from people who have never heard of him. (Cialdini, p. 17).

This is the automatic response of humans….reciprocate. The basis of society. Double doors = I hold the door for you, you hold the door for me. Have a penny, leave a penny.

This is the premise the Hare Krishna’s used to work on…here’s a flower = take our literature.

University professor sent a bunch of Christmas cards to perfect strangers. Soon, he was provided with a bunch of Christmas cards from people who have never heard of him. (Cialdini, p. 17).

This is the automatic response of humans….reciprocate. The basis of society. Double doors = I hold the door for you, you hold the door for me. Have a penny, leave a penny.

This is the premise the Hare Krishna’s used to work on…here’s a flower = take our literature.

University professor sent a bunch of Christmas cards to perfect strangers. Soon, he was provided with a bunch of Christmas cards from people who have never heard of him. (Cialdini, p. 17).

This is the automatic response of humans….reciprocate. The basis of society. Double doors = I hold the door for you, you hold the door for me. Have a penny, leave a penny.

This is the premise the Hare Krishna’s used to work on…here’s a flower = take our literature.

(your story)

better presentations series
“Better Presentations” Series

Better Presentations 101:

Better Presentations 102:

Better Presentations 103:

Better Presentations 104:

Extreme PowerPoint

Managing your Message

Dynamite Delivery

Putting the Sway in Persuasion