Process of Persuasion

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Presented byHaider AliMuhammad ShahbazNaoman SaeedSami UllahWaqas Tufail

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Persuasion is the attempt to change a reader’s attitude, beliefs or action in your favor.

“The truth isn't the truth until people believe you, and they can't believe you if they don't know what your saying, and they can't know what you've saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting until you say things imaginatively, originally and freshly.”

William Bernbach  (Founder Advertising Agency DDB)

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Prof. William J McGuire at Yale University proposed a model of attitude change based on five step procedure.

These steps follow a chronological order as shown below:

Gaining Attention

Comprehending

Reducing resistance (yielding)

Retaining

Acting

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This process is applicable to:Persuasive requestsSales Communication (letters + presentations)Visiting people for marketing purpose

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Persuasion cannot begin until audience don’t pay attention

Different techniques are used to get attention in different situations.

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Your audience must understand the message before it can be influenced by it.

A fundamental understanding of the data being presented is essential to enable the person being persuaded to take a stand for the issue.

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Try what-if scenarios. Offer counter argument for each of these scenarios.

Present counter arguments in sentences that emphasize reader’s benefits.

Receiver will be less resistant if your request is reasonable and you are believable.

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At this stage of the persuasion process the listener must retain the information long enough to act on it.

your message is more likely to be retained, if it is interest to the listener.

when we succeed at changing someone’s attitude, that change probably won’t last forever. The truth is that some other persuasive message (or experience) could change their attitudes again.

This is why it is so essential that the individual being persuaded both understands and can retain your message.

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the measure of persuasive success is whether the listener is motivated to proceed to a course of action presented by the persuader.

For motivating action in:Favor request: ask for particular action. Make

action easy to take. Show courtesy and respect.Claim request: tell exactly what you want doneSales message: offer a gift, promise an

incentive, limit the offer, set a deadline or guarantee satisfaction.

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