Persuasive Presentations by Nc7M7xzF


									Persuasive Presentations

Chapter 14
What is persuasion?

•   Using communication
•   To present logical arguments
•   That voluntarily
•   Change a person’s belief, attitude, or
Persuasion is NOT:

• Coercion
-The use of force to persuade.

• Manipulation
-The use of trickery to persuade.
Two Types of Persuasive
• Proposals – you advocate your
  audience to take a specific action.
• Example: Your company needs to
  reimburse employees who carpool.
• Example: Your city should build
  additional town parks for children.
Two Types of Persuasive
• Sales Presentations – remarks aimed
  at persuading another to purchase a
  product or service.
• Example: Presenting a speech aimed at
  selling new computers to CTC.
• Example: Presenting a speech aimed at
  selling you extermination services to the
  local H.E.B.
Guidelines for Sales
1. Establish a relationship before trying
   to sell – get to know your audience.
2. Put your client’s needs first – word
   your language to solve the client’s
NO: This copier is very easy to service.
YES: This copier can shave 45 minutes of your
3. Listen to your clients – listen to the
    client’s needs and desires for products
    or service.
Guidelines for Sales
4. Emphasize benefits rather than
  -Feature – qualities of the product or
  service that make it desirable
  -Benefits – how the product or service
  will impact the client.
5. Choose the most effective
  organizational pattern
Persuasive Strategies

•   Greek philosopher Aristotle
•   Ethos – credibility
•   Logos – logic
•   Pathos – emotional appeals
Ethos – A Speaker’s Credibility

• Credibility – the persuasive force that
  comes from the audience’s belief and
  respect for the speaker.
• How do you become credible?
Demonstrate competence
Earn the trust of the audience
Emphasize your similarity with the
Logos – A Speaker’s Logic

• Logic – the presentation of good
• Fallacies – errors in logic
Fallacies in Reasoning

•   Ad Hominem (Attack-on-the-Person)
    – criticizes an opponent rather than
    the opponent’s arguments.
•   Example: How can we trust Doyle’s
    campaign spending report when he
    got a D in Algebra 1?
Fallacies in Reasoning

•   False Cause – assumes that because
    two events are related in time, the first
    must have caused the second.
•   Example: President Bush obviously
    caused the drop in the American
    economy because when he took office
    the market plummeted.
Fallacies in Reasoning

•   Either-Or – forces listeners to choose
    between two alternatives when more
    than two exist.
•   Example: We either raise taxes or we
    close the library; there is no other way
    to keep the library open.
Fallacies in Reasoning

•   Bandwagon – assumes because
    something is popular that is must also
    be good, correct, and desirable.
•   Example: Everyone smokes, so it
    must be okay to do so.
Fallacies in Reasoning

•   Slippery Slope – assumes that taking a
    first step will lead to a second step, and so
    on until disaster.
•   Example: If we elect Kerry as the next
    president, he will discontinue all support for
    the war of terrorism, terrorists will target the
    United States, and our nation will eventually
    be taken over.
• I don’t see any reason to wear a helmet when I ride a
  bike. Everyone bikes without a helmet.
• Bandwagon
• There can be no doubt that the Great Depression
  was cause by Herbert Hoover. He became President
  in March 1929, and the stock market crashed just
  seven months later.
• False cause
• Our school must either increase tuition or cut back on
  library services for students.
• Either-or fallacy

• If we allow the school board to spend
  money remodeling the gymnasium, next
  they will want to build a new school and
  give all the teachers a huge raise.
  Taxes will soar so high that businesses
  will leave and then there will be no jobs
  for anyone in this town.
• Slippery slope
Pathos – A Speaker’s Emotional
• Elicit feelings of fear, anger, sadness,
  guilt, etc
• Use emotions sparingly!
• Always combine emotional appeals with
  rational appeals.
Organizational Patterns for
Persuasive Presentations
1.   Problem-Solution
2.   Monroe’s Motivated Sequence
3.   Criteria Satisfaction
4.   Comparative Advantage

**Call the audience to action!**

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