The power of persuasion: influencing others

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These are the slides from a presentation given on 10/5/14 for ELTAU, looking at persuasive language and techniques which can be used across a number of industries, including language training and communication services.

The power of persuasion:
influencing others
Gabrielle Jones
GabrielleJones
ELTAU10May2014

Let’s hear from you:
1. Are you good at persuading other people to do something?
2. When was the last time someone persuaded you to do
something?
3. What kind of jobs require people to have good persuasive
techniques?
GabrielleJones
ELTAU10May2014

1. Structuring arguments
2. Selecting lexis
3. Recognising and implementing strategies
GabrielleJones
ELTAU10May2014

1. Have a clear standpoint
2. Clarify your rationale just before you conclude.
3. Present a logical sequence of reasons
4. Provide supporting arguments and evidence
5. Use insults to make your partner’s argument weaker.
6. Give many different examples of why your opinion is
valid.
7. Contrast other parties’ opinions with your own.
8. Always agree with other people’s opinions.
GabrielleJones
ELTAU10May2014

Expressing your opinion
Sequencing
Providing supporting arguments
Acknowledging other views
Showing contrast
Reformulating
Summarizing
GabrielleJones
ELTAU10May2014

What do youthink?
‘The VHS should provide us with free cake every time
we have an ELTAU workshop.’
GabrielleJones
ELTAU10May2014

What are the mostpersuasivewordsin
English?
GabrielleJones
ELTAU10May2014

Robert Cialdini:
Influence:The Psychologyof Persuasion
GabrielleJones
ELTAU10May2014

Commitment
GabrielleJones
ELTAU10May2014

Reciprocation
GabrielleJones
ELTAU10May2014

Authority
‘Director of first impressions‘
GabrielleJones
ELTAU10May2014

Social proof
GabrielleJones
ELTAU10May2014

Languageinput – persuasiveexpressions
• Scarcity
“Don’t miss this chance to…”
• Reciprocity
“If you … I’ll …”
Commitment
“As a valued customer we …”
• Liking
So do I, neither do I, I do too etc
• Authority
“With over … years’ experience we…”
• Social proof
“Over 90% of our customers choose …”
GabrielleJones
ELTAU10May2014

Let’s practice!
You are a sales representative. Your company sells
a specific product, but sales are low at the
moment. Persuade a customer to buy your
product.
GabrielleJones
ELTAU10May2014

How can weuse these techniquesto our own
advantage?
• Develop rapport with learners
• Offer trial lessons
• Agree ground rules
• Create Facebook page with lots of ‘likes‘
• Put relevant qualifications on business card
• Develop niche training skills
GabrielleJones
ELTAU10May2014

gabriellejones@hotmail.com
businessenglishexperience.com
@gjteacher
Blog post Slides
and lesson plan
GabrielleJones
ELTAU10May2014

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The power of persuasion: influencing others

1. The power of persuasion: influencing others Gabrielle Jones GabrielleJones ELTAU10May2014

2. Let’s hear from you: 1. Are you good at persuading other people to do something? 2. When was the last time someone persuaded you to do something? 3. What kind of jobs require people to have good persuasive techniques? GabrielleJones ELTAU10May2014

3. My learners:

4. 1. Structuring arguments 2. Selecting lexis 3. Recognising and implementing strategies GabrielleJones ELTAU10May2014

5. 1. Have a clear standpoint 2. Clarify your rationale just before you conclude. 3. Present a logical sequence of reasons 4. Provide supporting arguments and evidence 5. Use insults to make your partner’s argument weaker. 6. Give many different examples of why your opinion is valid. 7. Contrast other parties’ opinions with your own. 8. Always agree with other people’s opinions. GabrielleJones ELTAU10May2014

6. Expressing your opinion Sequencing Providing supporting arguments Acknowledging other views Showing contrast Reformulating Summarizing GabrielleJones ELTAU10May2014

7. What do youthink? ‘The VHS should provide us with free cake every time we have an ELTAU workshop.’ GabrielleJones ELTAU10May2014

8. What are the mostpersuasivewordsin English? GabrielleJones ELTAU10May2014

9. Robert Cialdini: Influence:The Psychologyof Persuasion GabrielleJones ELTAU10May2014

10. Commitment GabrielleJones ELTAU10May2014

11. Reciprocation GabrielleJones ELTAU10May2014

12. Liking GabrielleJones ELTAU10May2014

13. Scarcity GabrielleJones ELTAU10May2014

14. Authority ‘Director of first impressions‘ GabrielleJones ELTAU10May2014

15. Social proof GabrielleJones ELTAU10May2014

16. Examples:what companiesdo 1. Enclosing a free pen with a mailing 2. Using a customer’s first name when calling or writing to them 3. Offering a free online course, newsletter or advice to people browsing your site 4. Providing testimonials from satisfied customers 5. Hanging certificates on your office wall 6. Offering products for a limited time only GabrielleJones ELTAU10May2014

17. Languageinput – persuasiveexpressions • Scarcity “Don’t miss this chance to…” • Reciprocity “If you … I’ll …” Commitment “As a valued customer we …” • Liking So do I, neither do I, I do too etc • Authority “With over … years’ experience we…” • Social proof “Over 90% of our customers choose …” GabrielleJones ELTAU10May2014

18. Let’s practice! You are a sales representative. Your company sells a specific product, but sales are low at the moment. Persuade a customer to buy your product. GabrielleJones ELTAU10May2014

19. How can weuse these techniquesto our own advantage? • Develop rapport with learners • Offer trial lessons • Agree ground rules • Create Facebook page with lots of ‘likes‘ • Put relevant qualifications on business card • Develop niche training skills GabrielleJones ELTAU10May2014

20. gabriellejones@hotmail.com businessenglishexperience.com @gjteacher Blog post Slides and lesson plan GabrielleJones ELTAU10May2014

The power of persuasion: influencing others

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