Eight Steps to Persuade
One of the most difficult tasks for a speaker is your persuasive presentation – where you want to have audience change their thinking or act in a way you ask.
1. Establish Your Credibility
People are overloaded with information and relentlessly assaulted by attempts to entice themso, you will need to give them a reason to pay attention to you. This might be your personal experience, research you’ve conducted or recognized authorities that you draw from.
2. Show Your Awareness
In addition to being credible on a particular subject, you also have to show your understanding of the situation now.
Establishing these first two things could be done in one sentence. For example,”I have seen thousands of students progress through this institution over the last ten decades and never have I seen such demands on their time.”
3. Describe the Problem
Explain what you think the problem is. Make it relevant to the audience with graphic descriptions of problematic situations. People are very enticed by the status quo, coddled in their comfort zone. You need to create an incentive strong enough to move them beyond this. The problem might just be that they could lose out on an opportunity that you know of.
4. Explain the Solution
While you should be brutally honest and suitably vivid about the problems; you shouldn’t dwell on them. Proceed to describing your answer.
5. Define the Cost
There is always a price tag. Be honest and realistic about this price so that you have control of how it’s perceived. Put it in perspective with comparisons or breakdowns. By way of example,”It will cost you less than the price of your morning coffee” or”Only 1 minute every day, that’s all I’m asking for.”
6. Describe the Benefits
Just like you were picture with describing the problem, be equally graphic once you describe the benefits they will get in your desired future. Put clear, relevant images in the minds of your audience. As Dr Noel Tichy (Professor of Management, University of Michigan) says,”The best way to get people to venture into unfamiliar terrain is to create
that terrain familiar and desired by taking them there in their imaginations.”
Once you’ve convinced them of the need to act, you have to tell them exactly what to do. Make the first step of this process very easy, and if possible, something they could do today. You need to get them to act as quickly as possible – while they are still convinced by your presentation and before they’re distracted by something else.
8. Finish on a Note of Encouragement
The conclusion is the most important part, so you need to finish on a high. You do this by assuming that everyone in the audience has been convinced by your presentation, and telling them how good life will be now that we are moving forward positively.
These measures – when followed in order – use proven principles to provide the best chance of persuading an audience. They will need to be supported by effective research ahead to identify powerful, relevant examples for this particular audience an