Harnessing the science of

Persuasion in
Communication

Flow of contents

Objective
Science of Persuasion
Mintos Pyramid
Principles of Persuasion
How to Persuade the communication
Putting it altogether
References
Bibliography

Objective

The objective is to study in detail the science of

persuasion in communication and understand the
various methods to make business
communication more effective.

Science of persuasion

Process in which the communicator seeks to elicit

a desired response from his receiver.

Attempt by one individual to change the attitudes,

beliefs, or behavior of another

Activity with purpose of effecting the

internalization or voluntary acceptance .

Effort at influencing anothers mental state

Aristotles book The art of rhetoric contain three

means of persuasion: ethos , pathos, logos

AIDA

Attention
Attractive
and
unconventio
nal content
Bring brand
visibility

Interest
Why the
product
should
interest
customer?
Whats there
for him?

Desire
Special offer,
Generate
urgency,
Unique
benefits

Action
Subscription,
Filling up
form,
Purchase
order,
Download
material

Mintos Pyramid Principle

What

Why

How

Developed by Barbara Minto from

McKinsey

A hierarchical structure based on vertical

and horizontal logic.

Vertical logic represents the storyline

(question-answer dialogue)

Horizontal logic is about the kind of

reasoning.

In a question-answer dialogue answers are

based on a number of statements i.e.
either deductive or inductive

The structure of the introductory flow will

be:
S Situation
C Complication
Q Question
A Answers

Harnessing the Science of

Persuasion
Factors that influence us to say YES.
Persuasion works by appealing to a
limited set of human drives and needs.
Persuasion is governed by basic principles.
Persuasion is one of the leaders essential
tools.

Six Fundamental Principles of

Persuasion : Principle No. 1
Principle of Reciprocity

People repay in Kind

Application: Give what you want to receive
Be the first to give
Example: Lending a staff member to a
colleague who needs help

Principle No. 2
Principle of Scarcity

People want more of those things there are

less of
Application: Highlight unique benefits and
exclusive information
Example: Wholesale Beef buyers orders
increased over 600% when they alone
received information on possible beef
shortage.

Principle No. 3
Principle of Authority

People will follow Credible Knowledgeable

Experts
Application: Expose your expertise, dont
assume its self evident.
Example: Physiotherapists were able to
persuade their patients by displaying their
medical diplomas

Principle No. 4
Principle of Consistency

People align with their clear commitments.

Its activated by looking for, and asking for
commitments that can be made.
Example:- If you make a promise , you will
feel bad if you do not keep it.

Principle 4 contd

Application:- Make others commitments

active , public and voluntary.
If you sign a contract then being consistent you
will demonstrate all the work to fulfill the
requirement of that product.

Principle No. 5
Principle of Liking

People like those who like them.

Example:- At Tupperware parties, guests
fondness for their host influences purchase
decisions twice as much as regard for the
products.
Application:- People prefer to say yes to
those they know and like.
Uncover real similarities and offer genuine
praise the people at work place.

Principle No. 6
Principle of social proof

People follow the lead of similar others.

Example :-You will likely to donate more
charity , if you learn that others has also
donated the cause.
Application:- Use peer power whenever it`s
available. e.g. ask an esteemed "old timer" to
support your new initiative if other veterans
resist

How to persuade the

communication?

Step 1 : Prepare

Needs to know the target audience to whom we

need to communicate.
Engage the audience in a conversation to know
their views.
Get to know if the audience is facing any issues
or obstacles by asking about their concerns.
Ask for the opinions, if they have any.
For example, in a team of employees and a
manager, the manager should be doing a task of
regular conversations so that he/she knows what
kind of team members he/she has in the team
which can help him/her to persuade.

Step 2 : Be Credible

A good persuader or a speaker should be

credible in order to persuade employees or
colleagues.
Should have an expertise in a particular field.
Should know his/her skillset before he/she tries
to communicate to persuade
Should be perceived as a trustworthy person
by the audience beforehand
The speaker can take help of the other experts
in order to attain better credibility.

Step 3: Know the benefits of

communication

A manager presenting before the audience

should be able to explain the benefits of the
communication that is being presented in front
of the audience.
Should come up with evidences to prove the
point that the manager is trying to make.
Cite the examples from day to day life to make
the communication more effective.
As an example, a manager addressing to the
top officials in a company can tell them how a
particular change can make their jobs easier
and more efficient.

Step 4 : Connect with the

audience

It is very important to connect with the

audience emotionally to win their hearts.
Should be able to observe the reaction
while communicating and should be able to
change the tone of communication
accordingly.
Must match the emotional level of the
audience.
This helps in more engagement and
eventually getting the hold on the audience.

Persuasive
Communication

Professional negotiators, sales professional

and upper management personnel
For leaders persuasive communication is the
cornerstone of motivation and task
accomplishment. This is great. Lets do it !. It
can help in areas such as:
Gain a commitment or agreement from their
employees.
Complete a task or assignment in a given time
frame or with particular outcomes
Encourage a higher level of trust from
employees

Contd..

Advertising industry

Relationship

Court case

Putting it all together

Six principles should be applied in combination

to compound their impact
Rule of ethics apply to the science of social
influence.
Principles if applied correctly can steer
decisions correctly

References

http://westsidetoastmasters.com/resources/laws_p
ersuasion/chap1.html
http://www.consultingmethodology.com/wpcontent/uploads/2014/03/Pyramidprinciple_consulting-methodology.pdf

Bibliography
Robert B. Cialdini, Communicating
Effectively (2011)
Harvard Business Review, Harnessing the
science of Persuasion

THANK YOU