Homer's rule.
The persuasiveness of your arguments depends on their consistency. So, the most convincing series of arguments is this: strong arguments - not very strong - one is the most powerful. From this diagram it is clear that weak arguments should not be used at all. They are ineffective, since your counterpart pays attention precisely to the weak sides of the argumentation, with the help of which it will not be possible to convince him. And the point here is not in the amount of evidence, but in its validity. Moreover, it is important to remember that the impact of any argument is subjective. Each person reacts differently to the same rationale. Therefore, it is worth showing insight and knowledge of human nature.
Structured speech
The persuasiveness of speech depends on its structure - thoughtfulness, consistency and logic. The structured nature of speech allows you to explain the main points in a more accessible and understandable way, helps to clearly follow the intended plan, such speech is better perceived and remembered by the listener.
Introduction
An effective introduction will help to interest and attract a person’s attention, establish trust and create an atmosphere of goodwill. The introduction should be brief and consist of three or four sentences indicating the subject of speech and telling the reason why you should know what will be discussed.
The introduction sets the mood and tone of the speech. A serious beginning gives the speech a restrained and thoughtful tone. A humorous beginning sets a positive mood, but here it is worth understanding that starting with a joke and setting the audience in a playful mood, it will be difficult to talk about serious things.
Main content of the speech
It must be understandable, clear and meaningful - persuasive speech cannot be incomprehensible and chaotic. Break down your main points, thoughts and ideas into several parts. Consider smooth transitions that show the connection between one part of the speech and another.
The main content can be conveyed in different ways:
- statement of facts that can be verified;
- expert opinions, judgments of people with authority in this field;
- quotes that enliven and explain the material;
- specific cases and examples that can explain and illustrate facts;
- description of your own experience and your theory;
- statistics that can be verified;
- reflections and forecasts about future events;
- funny stories and anecdotes (in a small dose), meaningfully reinforcing or revealing the points in question;
- literal or figurative comparisons and contrasts that illustrate statements by showing differences and similarities.
Conclusion
The conclusion is the most difficult and important part of a persuasive speech. It should repeat what was said and enhance the effect of the entire speech. What is said in conclusion, a person will remember longer. As a rule, it is at the end, along with a summary of what has been said, that a call to action sounds, which describes the actions and behavior of people necessary for the speaker.
Socrates' rule, which has been in effect for more than 2000 years.
It consists in asking the interlocutor two questions, to which he will certainly answer positively. And after that, ask a third, decisive question for yourself, to which you want to hear “yes.” By the way, the effectiveness of this method is confirmed by physiological reasons. If a person says or hears “yes,” endorphins—“pleasure hormones”—enter into the blood. Having answered positively twice, the counterpart relaxes, gets into a good-natured mood and, by inertia, says “yes.”
Presenting information and formulating goals with a focus on attitudes and audiences
An attitude is a stable or predominant feeling, negative or positive, associated with a particular issue, object or person. Usually people verbally express such attitudes in the form of opinions.
For example, the phrase: “I think that memory development is very important both for everyday life and for professional activities” is an opinion that expresses a person’s positive attitude toward developing and maintaining a good memory.
To convince a person to believe, you first need to find out what positions he occupies. The more information you gather about it, the better your chances of making a correct assessment. The more experienced you are in the field of audience analysis, the easier it will be to make your speech persuasive.
The attitudes of a person or group of people (audience) can be distributed on a scale, from openly hostile to extremely supportive.
Describe your audience as: having a negative attitude (people have a completely opposite point of view); does not have a clear opinion on this matter (listeners are neutral, they have no information); positive attitude (listeners share this point of view).
The difference of opinion can be represented in this way: hostility, disagreement, restrained disagreement, neither for nor against, restrained favor, favor, exceptional favor.
1. If the listeners completely and completely share your opinion, understand what you are talking about and agree with you in everything, then you need to adjust your goal and concentrate on a specific plan of action.
2. If you think that your listeners do not have a definite opinion on your topic, set the goal of convincing them to act by forming an opinion:
- If you believe that your audience doesn't have a point of view because it's uninformed, then your first priority is to give them enough information to help them understand the point, and only then make compelling calls to action.
- If the audience is neutral in relation to the subject, it means that it is capable of objective reasoning and can perceive reasonable arguments. Then your strategy is to present the best arguments available and back them up with the best information.
- If you believe that those listening to you do not have a clear position because the subject is deeply indifferent to them, you must direct all efforts to move them from this indifferent position. When speaking to such an audience, you should not focus their attention on the information and use material that confirms the logical chain of your evidence, it is better to focus on motivation and address the needs of the listeners.
3. If you assume that people disagree with you, then the strategy should depend on whether the attitude is completely hostile or moderately negative:
- If you assume that a person is aggressive towards your goal, it is definitely better to go from afar or set a less global goal. It makes no sense to count on persuasive speech and a complete revolution in attitude and behavior after the first conversation. First, you need to change your attitude a little, “plant a seed”, make you think that your words have some importance. And later, when the idea settles in a person’s head and “takes root,” you can move forward.
- If a person has a position of moderate disagreement, simply give him your reasons, hoping that their weight will force him to take your side. When talking with negative people, try to present the material clearly and objectively, so that those who slightly disagree will want to think about your proposal, and those who completely disagree will at least understand your point of view.
If you correctly assess the positions and attitudes of your listeners, you have a high chance of delivering a persuasive speech.
The strength of the arguments is related to your position and social status.
In this case, your own authority plays into your hands, so it will be even easier to convince a person. In fact, success, social level and merit give a person weight in the eyes of others and make his arguments weighty and authoritative. By the way, this technique is actively used in advertising of medicines, cosmetics, and baby food, when cosmetologists and doctors are involved in the process. Or when sports products are advertised by famous athletes.
7: choose the right time
To persuade a person to do something, you need to study his schedule and habits. The request should be made when the interlocutor is relaxed or in a good mood. For example, you can ask for a salary increase before your boss’s birthday or vacation. It is not advisable to start a conversation on Monday. The first day of work is stressful. On Friday, the manager mentally prepares himself for rest. Thursday should be considered the most favorable day.
A person can be made to feel like he is in his debt. To do this, you can fulfill his requests and instructions, and then, choosing the most convenient time, ask him for a favor in turn. There is a high probability that the person will not refuse.
Personal attitude and sympathy.
We subconsciously perceive the arguments of a sympathetic interlocutor more favorably. But on the contrary, we perceive the beliefs of a not entirely pleasant counterpart with a critical eye. So keep this in mind if you don't know how to convince a person. First, try to make a good impression.
4: Choose a suitable communication channel
A comfortable communication channel allows you to avoid resistance from the interlocutor. You can talk to an extrovert directly. People of this type are often not shy about having personal conversations in the presence of witnesses. They allow not only visual, but also tactile contact (patting on the shoulder, shaking hands).
Introverts prefer to distance themselves. You should not invade their personal space. It is enough to keep in touch by phone or email. You can only talk to introverts in the absence of witnesses. Even the presence of loved ones may be undesirable.
Facial expressions, gestures and posture.
Support your arguments with these important elements. As you know, body language and facial expressions can speak louder than words. In addition, the content of your speech and facial expression should not contradict each other. And your behavior should demonstrate friendliness and readiness for dialogue.
5: speak the other person's language
To convey your thoughts to your interlocutor, you need to speak the same language as him. When communicating with a teenager, you do not need to use a large number of terms. At the same time, slang will be inappropriate in a conversation with a candidate of sciences. You should imitate not only your speech, but also your communication style. If the interlocutor jokes, strives for informality, or vice versa, behaves with restraint and formality, you need to accept his demeanor.
Gestures should also be imitated. You need to become a reflection of your interlocutor, taking his pose. Subconsciously, the opponent begins to perceive the person in front of him as his reflection in the mirror. It is necessary to ensure that the opponent does not notice the “mirror” behavior.
How to persuade someone to your point of view
There are 3 phrases that help create a sense of security in a person and encourage him to “get out of his point of view.”
“What if” - this phrase takes a person out of his own thoughts. It creates a safe environment for curiosity and brainstorming.
“I will need your help” - this phrase reverses the roles. It is as if you are transferring power to another person. He will relax and think that he himself made the decision you needed.
“It would be useful if” - this phrase shifts the focus from the question to its solution.
Support every argument with evidence.
Your interlocutor will try his best to refute what you say, so try to use clear, confirmed facts.
It can be difficult to break through elaborate defenses, so you'll need some serious preparation. This is not always possible because arguments arise at the most inconvenient moments, but if you try, you can be prepared in any case. Reliable information is disarming. If your interlocutor is a reasonable person, he will not refute obvious facts and create a meaningless scandal.
I agree, but only partially
There is a little trick in the psychology of persuasion that will help you quickly and easily convince your interlocutor that you are right. It's called "partial consent." Choose any part of your opponent's statements that you can agree with. If he is conducting a reasoned argument, then you will probably find such a statement.
State that you completely agree with this statement, but it leads you to slightly different conclusions. This will make it much easier for you to reach your interlocutor.
Defense is no better than offense
Be active. Try to think several steps ahead and anticipate the next steps and arguments of your interlocutor if he argues with you. This will be all the more simple if you have already put yourself in his place. At the same time, activity does not imply fussiness: you just need to show confidence in your opinion and willingness to defend it. Do not be afraid to acquire a reputation as an aggressive person or a troublemaker - if you show enough tact, then such an “attack” will give you a reputation as an assertive person, but nothing more.
