Persuasive Presentations

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Persuasive Presentations

• Chapter 14

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What is persuasion?

• Persuasion
• Using communication
• To present logical arguments
• That voluntarily
• Change a persons belief, attitude, or behavior.

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Persuasion is NOT

• Coercion
• -The use of force to persuade.
• Manipulation
• -The use of trickery to persuade.

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Two Types of Persuasive Presentations

• 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.

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Two Types of Persuasive Presentations

• 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.

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Guidelines for Sales Presentations

• Establish a relationship before trying to sell
  get to know your audience.
• Put your clients needs first word your
  language to solve the clients problems.
• NO This copier is very easy to service.
• YES This copier can shave 45 minutes of your
  workday.
• 3. Listen to your clients listen to the
  clients needs and desires for products or
  service.

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Guidelines for Sales Presentations

• 4. Emphasize benefits rather than features
• -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

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Persuasive Strategies

• Greek philosopher Aristotle
• Ethos credibility
• Logos logic
• Pathos emotional appeals

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Ethos A Speakers Credibility

• Credibility the persuasive force that comes
  from the audiences belief and respect for the
  speaker.
• How do you become credible?
• Demonstrate competence
• Earn the trust of the audience
• Emphasize your similarity with the audience

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Logos A Speakers Logic

• Logic the presentation of good arguments.
• Fallacies errors in logic

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Fallacies in Reasoning

• Ad Hominem (Attack-on-the-Person) criticizes an
  opponent rather than the opponents arguments.
• Example How can we trust Doyles campaign
  spending report when he got a D in Algebra 1?

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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.

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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.

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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.

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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.

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Practice

• I dont 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

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Practice

• 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

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Pathos A Speakers Emotional Appeals

• Elicit feelings of fear, anger, sadness, guilt,
  etc
• Use emotions sparingly!
• Always combine emotional appeals with rational
  appeals.

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Organizational Patterns for Persuasive
Presentations

• Problem-Solution
• Monroes Motivated Sequence
• Criteria Satisfaction
• Comparative Advantage
• Call the audience to action!