Competency Iceberg Model

Objectives
• Explain What is Persuasion

• Explain How Persuasion Works
• Describe the Importance of Persuasion
• Explain the Steps of the Persuasion Process
• Explain the Role of Communication in Persuasion
• Explain How to Use AIDA for Persuasive Writing
• Explain the Rhetoric of Persuasion
• Explain the Major Principles of Persuasion
• Explain How to Persuade Different Personalities
• Explain the Use Positive Body Language for Persuasion
• Explain the Framework Theories for Applying Persuasion
• Explain Strategies for Developing Persuasion Skills
• Explain the Storytelling Technique of Persuasion
• Explain the Steps for Building Rapport
• List the Characteristics of a Good Persuader
Introduction
Gerard works as a Senior Frank Smith is Gerard’s

Sales Executive at Leonia Inc. Regional Manager at Leonia
Inc.
Introduction
• Gerard has been recently

offered a position in one
of Leonia’s overseas
offices in China for 2
years.
• However, Gerard is not

very sure he should take
up this offer due to
various personal reasons.
Introduction
• He has two children who

study in high school and are
well settled and happy in
their current school and
among friends.
• Also, Gerard knows that his

working wife would not be
too happy to leave her job
to move abroad to live in an
unknown culture.
Introduction
• Frank’s boss has given

Frank the responsibility of
convincing Gerard of
taking up the position in
China.
• Let us look at a
conversation between
Frank and Gerard with
regard to this situation.
Introduction
Work’s going great Frank,

but you must have heard
about the position they
offered to me in one of
their offices in China.
Hi Gerard!
How’s work
going?
Introduction
Sure, it would feel good to discuss Oh yes! I know about

the situation with someone. I that and I have wanted
can’t broach the subject at home to speak to you about
before I myself have a clear idea the same. Is this a good
about what I want to do. time to discuss it?
Introduction
So, I heard that you

have been offered a
position as Area
Manager.
Yes, that’s
right.
Introduction
So, why are you thinking twice about

such a great offer? You know it would
take you at least another five years to
get to that position in this office. This
place is just so saturated in terms of
opportunities to grow.
I know that but I

have certain
personal issues
that are making What
me confused issues?
about this.
Introduction
It’s just that my kids are in high
school and are well-settled here in
their current school. They have a nice
and close group of friends. I do not
want to move them to a new school
especially at such an important
juncture of their school days.
They will soon be
pursuing their
graduation in
college. I do not I see; I can
want them to face understand
the hassles of that.
adjusting and
settling in a new
school in an alien
culture.
Introduction
That’s not all. My wife works as a
Senior Technical Writer at Howard That’s a real shame but you do have
Inc. She hopes to be promoted to the a point there. Your kids and wife
position of Team Lead this year. She won’t be happy about moving to
has really worked hard for this China at this juncture in their happy
promotion. I just cannot ask her to and settled lives.
give it all up to move to China.
Introduction
Hey! I have an idea. Why don’t you

speak to the Management and let
them know that these are the
issues that you have and you can
take up this offer but only on
certain conditions.
Now, you can

understand my
confusion. I am
so tense; I just
can’t make up my
mind.
Introduction
You can tell them that you would be

willing to move to China if and only
if they allow you a week’s leave
every six months to come back and
meet your family.
And what
are those?
Introduction
I am sure they would. They are really
hard pressed upon finding someone
from the head office here to fit the
role of Area Manager in their
Chinese office.
They need
someone who
can really take
Do you up the challenge
think they to develop the
would market and
agree to it? clients in that
area. They know
they have
chosen the best
man when they
chose you.
Introduction
True! Moreover, it would also help

you get into a leadership role where
you would be handling a team of
your own. It is a golden opportunity
and one that I think you should not
miss.
Thanks Frank. I
too am looking You would not
forward to get a chance to
getting into such get into a
a role. It would leadership role
be such a great so easily in this
move for my office. You
career. know that,
right?
Introduction
Sure, you should. I would also
Oh yes! I know that. There are so personally speak to them and
many people competing for such convince them. All the same, be
roles in this office. I think I should ready to go to take up this offer and
speak to the Management openly move to China. After all it is just for
about my issues and also suggest the two years.
plausible solution that you gave. After that, they
have promised
that they will
move you back
here. Think
about the global
market
experience that
you will get in
this position. It is
an offer too
good to be true.
Introduction
Yes Frank, you are absolutely right.

Why didn’t I think of all this before? I
could definitely move temporarily for You are most welcome
two years to China and then come anytime! Go for it!
back while my family can stay here
during that period.
My career would
get a fresh new
boost and their
lives would also
not get affected. I
think it is a great
idea. Thanks for
talking to me
Frank. I just
couldn’t think like
you.
Introduction
You have seen from the Frank persuades Gerard to move
conversation between Frank and from his confused thoughts to
Gerard how Frank persuades thinking very clear thoughts of
Gerard to take up the offer in the taking up the offer. This is the
China office. power of persuasion.
Introduction
Persuasion is crucial for

Let us learn about
success in every walk of life
whether personal or ‘Persuasion Skills’
professional. in detail.
Objectives
•• Explain
Explain What
What is
is Persuasion
Persuasion
What is Persuasion?
e p r o c e s s o f
is t h
‘Persuasion’ is i n t e n d e d to
m u n ic a tio n that
com c ti o n a n d of
o r a
induce belief a r g u m e n t t oa
ov i n g o th e rs by of
m u l a r c o u r s e
si ti on o r a p artic
po p o ra r i ly o r
te m
action either
.
permanently d t o b e b ot h an
u as i o n i s b e lieve
Pers
n d a s c ie n c e.
art a
What is Persuasion?
in w h ic h a person
s ev eral way s
Th e re a re s fo llows:
ade d s u c h a
may be persu e c t s o r te c h niques
o os in g s p e c ific asp
 Ch
p e rs u a d e the person
that would a g r e e to your
m e o n e
 Making so y o u a s k them
e n
requests wh s a y y e s to you but
m eon e
 Making so e ir a tti t u d e to your
g th
also changin
request s a y y e s to you and
meon e
 Making so e ir p e r c e p ti ons
g th
also changin y y e s t o yo u and
ak in g s o m eone sa
 M th e ir b e havior
in g
also chang
The Art of Persuasion
Persuasion is an art; you can get
better and better with it.
If you feel that you don’t have an
innate talent for persuading
others, don’t be disappointed
because these skills can be honed
and developed with the proper
training and practice.
People who always speak good
things may feel that they are good
persuaders, but that is not always
the case. Persuasion is all about
understanding what you want and
what the other person wants, and
then coming up with a win-win
scenario.
The Art of Persuasion
Persuasion happens everywhere –
it’s omnipresent. You may have to
persuade people for anything –
right from the deadlines of a
project to which person will do
what chores at home.
In the real world, it is sometimes
difficult to ascertain whether your
persuasion skills are good or bad.
You may think that you are a good
persuader, but in reality, it may be
just the opposite.
Even before you persuade, you
will have to know what can people
be persuaded for .
Objectives
•• Explain
Explain How
How Persuasion
Persuasion Works
Works
How does Persuasion Work?
The given flowchart shows the way persuasion works through two different
routes that may follow after an attempt to persuade is made.
Persuasion Audience Processing Persuasion

Attempt Factors Approach Outcome
High Deep Processing:

motivation & Lasting change
focused on the
ability that resists fading
quality of the
and counter
to think about message
attacks
message arguments
Message
Superficial
Low Processing: focused Temporary
motivation & on surface features change that is
ability such as the susceptible to
to think about communicator’s fading and
attractiveness or counter attacks
message no. of arguments
Objectives
•• Describe
Describe the
the Importance
Importance of
of Persuasion
Persuasion
Importance of Persuasion
Persuading people can be beneficial to you in several ways such as:
It helps to deal with people so that they feel important and appreciated.
It helps to handle people without making them feel manipulated.
It helps you to make someone want to do what you want them to.
It helps in arousing a want to follow you and your instructions in others.
It will help you to learn how to make people like you.
It can help you to win people over to your way of thinking.
It helps to change people without causing offense or arousing resentment.

How to Persuade Others?
It is important that you should create a good impression of yourself among others in
order to be able to persuade them. The World forms its opinion of us largely from
the opinion we have of ourselves.
The following are a few ways through which you can create a good impression:
• Don’t wear a disguise
• Don’t knock the other party
• Learn to Communicate Effectively
• Don’t try to be perfect
• Get people talking about themselves
• Don’t tease and don’t be sarcastic
Let us look at each in detail.

Don’t Wear a Disguise
• Don’t wear a disguise
Don’t wear a disguise:
People are much smarter than you realize. The conscious

mind may not be smart enough to analyze and see through
the disguise that people wear, but our subconscious mind
does identify the fakeness and disguise that people put on.
Don’t Knock the Other Party
• Don’t knock the other party
Don’t knock the other party:
Never try to humiliate others if you want to make a good impression.

Instead, boost your own image. Not only do people dislike negative
talk, but you are also setting a negative environment to persuade.
Learn to Communicate Effectively
• Learn to Communicate Effectively
Learn to Communicate Effectively:
One thing good persuaders have in common is skill in using words. Learn
to communicate openly, honestly and passionately to persuade people.
Don’t Try to be Perfect
• Don’t try to be perfect
Don’t try to be perfect:
No one can fascinate every minute. When you try to be perfect,

you appear to be fake and shallow. People will not believe you
and will not be able to trust you.
Get People Talking about Themselves
• Get people talking about themselves
Get people talking about themselves:
If you want to persuade others, then show a genuine interest in other

people’s opinions and views. If you can stimulate others to talk, you will
acquire a reputation as a good conversationalist as well as a good
person and will have greater persuasion power.
Don’t Tease and Don’t be Sarcastic
• Don’t tease and don’t be sarcastic
Don’t tease and don’t be sarcastic:
Teasing and sarcastic remarks are both aimed at the self esteem of
others. Do not tease or pass sarcastic comments as they threaten the
self-esteem of the other person and make you less likable. This will
make it more difficult for you to be able to persuade the other person.
Role of Persuasion in Success
One of the key traits of a successful person in professional

as well as personal front is one who can persuade people.
Persuading people helps you to lead the people to your
way of thinking and helps to prevent unnecessary conflicts
and resentments. There is a very strong linear relationship
between success and persuasion.
Persuasion and Change of Attitude
There are three main changes of attitude that take place such as follows:
Cognitive Change: Such a
change in attitude takes
place when a person receives
new information from others
or media.
Affective Change: Such a change

in attitude takes place through a
direct experience with the
attitude object.
Behavioral Change: Such a change

in attitude takes place when a
person is forced to behave in a way
different than normal.
Use Persuasion to Change Attitudes of Others
The only way you will be able to persuade others is when you
learn to control and change the attitudes of other people.
When you change the attitude of other people, their actions
and hence their behavior will automatically come under your
control. When a person’s attitude become favorable towards
you, they are more likely to comply with your wishes and agree
with your opinions and ideas.
Following are some of the key points to keep in mind in order to change the
attitudes of other people:
Watch your posture at all times.

We have to adopt the
attitude we want others
to express.
People react and respond

in a like manner to the
attitude and action
expressed by you. Speak out with confidence and grit.
Following are some of the key points to keep in mind in order to change the
attitudes of other people:
Hold your head up and display a

positive body language at all Remember to be
times. enthusiastic because
enthusiasm is contagious
and spreads from one
person to another and so
does indifference and lack of
enthusiasm.
Confidence breeds
confidence. If we believe
in our self, and act as if
we believe in our self, Begin today to develop an enthusiastic,
others will believe is us. confident attitude and manner.
Factors affecting Attitude Change
The ‘formation of attitude’ and ‘change

of attitude’ are not separate
phenomenon but are interwoven. Based
on the changing needs and interests,
people tend to accept, change or give up
on their existing attitudes. Hence,
whenever a person faces any kind of
changes in his needs or interests, his
attitude may undergo a change.
Factors affecting Attitude Change
There are various factors that affect

whether a change or acceptance of a new
attitude will take place such as follows:
• Who is the communicator?
• How is the communication presented?
• How is the communication perceived by
the audience?
• What is the credibility of the
communicator?
• What are the conditions under which
the knowledge was received?
MCQ
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Objectives
•• Explain
Explain the
the Steps
Steps of
of the
the Persuasion
Persuasion Process
Process
Steps of the Persuasion Process
As proposed by Professor Jay Conger, the following are the steps to be followed
in the Persuasion Process:
• Step 1: Establish Credibility and Trust in Yourself
• Step 2: Find a Basis of Common Ground
• Step 3: Provide Vivid Proof
• Step 4: Connect at an Emotional Level

Step 1: Establish Credibility and Trust in Yourself
Step 1: Establish Credibility and Trust in Yourself:
The first step of the ‘Persuasion Process’ is to establish credibility and trust in
yourself in the minds of the audience. You can do this by using your expertise and
knowledge in the field that you are speaking about, by building and then appealing
to the strong relationships that you share with your audience, by carefully listening
to others and their opinions and by using your history of good judgement to
appeal to each person’s individual personality.
Step 2: Find a Basis of Common Ground
Step 2: Find a Basis of Common Ground:
You should ‘find a basis of common ground’ between you and the other person
whom you want to persuade. So, you should find a basis that can be agreed to by
all parties for reaching a mutual understanding. First clear and clarify the benefits
that your opinions have to offer and then look for mutually beneficial solutions for
you as well as the other party. Once you have found the mutual benefits, you
should clearly state and define the advantages and benefits to the other party.
Step 3: Provide Vivid Proof
Step 3: Provide Vivid Proof:
This step involves presenting your audience with vivid or clear proofs to support
your statements and opinion. You can use logic and facts to support your
statements, using imagery and metaphors to help other person compare and
understand your opinions. You can use stories and examples to help other person
associate with your ideas and feelings. You may use numbers to prove your
statements by presenting spreadsheets to support your statements.
Step 4: Connect at an Emotional Level
Step 4: Connect at an Emotional Level:
This step involves connecting with the other person at an emotional level. You
should understand the tangents or aspects to the person’s personality. You should
show empathy and your respect for their feelings and opinions. You should show
your commitment, honesty and dedication. In order to connect at an emotional
level, you should have a high degree of self-awareness so that you can understand
your own emotions as well as the other person’s emotions.
Objectives
•• Explain
Explain the
the Role
Role of
of Communication
Communication inin Persuasion
Persuasion
Role of Communication in Persuasion
Effective Communication is important to

persuade people because:
• It is about how information is sent and received
between people
• It is crucial for working successfully with others
• It enables to maintain relationships
• It allows to accomplish tasks while working with both
individuals and groups
• It motivates
• It helps to overcome obstacles
• It creates a comfortable, trustful and psychologically
safe feeling
Dos of Communication for Persuasion
The following are some of the ways that you can use constructive
communication for persuasion:
• Validation of each other
• Sensitive listening
• Dual perspective
• Recognize other’s concerns
• Seek clarification
• Infrequent interruptions
• Focus on specific issues
• Compromises and contracts
• Useful meta communication
• Summarizing the
concerns for
both partners
Don’ts of Communication for Persuasion
The following are some of the don'ts of communication and how to avoid
using destructive communication for persuasion:
• Disconfirmation of each other

• Poor listening
• Preoccupation with self
• Cross-complaining
• Hostile mind reading
• Frequent interruptions
• Everything is thrown in
• Counterproposals
• Excessive meta communication
• Self-summarizing
Verbal Techniques for Effective Persuasion
Sometimes Developing
Effectively
we may be good
engaging an
required to speaking
audience is
speak to an skills
dependent
audience. involves an
on the
The norms of increased
speaker's
persuading awareness of
ability to
an audience your voice,
sound
are slightly language,
interesting
different body
and convey
from when language
a positive
one is and tone
attitude.
speaking to while
an individual. speaking.
Verbal Techniques for Effective Persuasion
The following verbal techniques should be considered and carefully put to

use while trying to persuade an audience:
• Voice
• Language
• Body Language
• Tone and Humor

Voice
• Voice
Your primary tool for persuading while speaking
to an audience is your voice. When speaking to
an audience, think about projection, pace and
Projection modulation.
Pace
Modulation

Voice: Projection
• Voice
Projection
Projection:
Pace The volume of your voice should be loud

enough that everyone can hear you. At the
beginning of the session, ask the audience if
they can hear you and adjust your volume
Modulation accordingly.

Voice: Pace
• Voice
Pace:
Pace
Pace Make sure you are not going so fast that
people cannot keep up, or so slow that
people get bored and stop paying attention.
You can also use strategic pauses, such as
Modulation pausing just before an important point in
order to emphasize it.

Voice: Modulation
• Voice
Modulation:
Pace Varying your inflection and volume will keep

your audience's attention, whether your
natural speaking voice is high or low, loud or
soft.
Modulation
Modulation

Language
• Language
• Language:
o Avoid using technical terms,

explain the concept and difficult
terms.
o Use analogies to explain difficult
concepts or ideas.
Body Language
• Body Language
• Body Language:
o Develop eye contact with your

audience.
o Use gestures to emphasize
points and keep your audience's
attention.
o Stand up. It keeps your
audience's attention.
o Walk around to keep your
audience's attention.
o Relax! Be conscious of your
body posture throughout the
session.
o Smile and laugh! It engages your
audience and makes you more
approachable.
Tone and Humor
• Tone and Humor
• Tone and Humor:
o Use your tone to convey an

infectious enthusiasm for the
topic.
o Be positive and upbeat and
don't focus on negatives or
difficulties.
o Incorporate humor into your
discussion, this will help you
build rapport with your
audience.
Tips for Effective Communication for Persuasion
The following are a few tips for effective communication for persuasion:
Show grace, when appropriate
Grant forgiveness or put

aside our own needs, if
possible
Honor yourself, your
audience and the
relationship
Aim for win-win discussions
Use bracketing to keep the

discussion focused
Be flexible
Both people should be psychologically
present and not rushed
Mange time during discussion
Focus on the overall 11 effectively
communication system
Delivery of the Persuasion Pitch
There are two ways in which a person may deliver or make a persuasion
pitch, such as follows:
Ineffe
ctive/
N egativ
e Deli
very

Effective/Positive Delivery of Persuasion Pitch
• Supportive: The persuasion pitch is delivered
in non-threatening and encouraging manner.
• Helpful: The persuasion pitch is meant to be
of value to the other person.
• Descriptive: The persuasion pitch focuses on
behavior that can be changed.
• Sensitive: The persuasion pitch takes into
consideration the other person and is
sensitive to their needs.
• Considerate: The persuasion pitch is intended
to not insult or demean.
• Direct: The persuasion pitch is focussed and
clear.
• Healthy timing: The persuasion pitch is given
IInneeffffe
at an opportune ecctitivvetime.
e//NNeeggati
ativvee DDe
• Thoughtful: The persuasion pitch
elliivveerryyis well
thought out rather than impulsive.
• Specific: The persuasion pitch is focused on
specific behaviors or events.
Ineffective/Negative Delivery of Persuasion Pitch
• Indirect: Ideas are not addressed directly and
persuasion pitch is vague.
• General: Persuasion pitch aims at broad issues
which cannot be defined.
• Insensitive: Such persuasion pitch has little
concern for needs of the other person.
• Attacking: Aggressive and focusing on the
weaknesses of the other person.
• Disrespectful: The persuasion pitch is
disrespectful and almost insulting.
• Poor timing: The persuasion pitch is not given at
an optimum time.
• Impulsive: The persuasion pitch is given
thoughtlessly, with little regard for the
consequences.
• Judgmental: Persuasion pitch is prejudiced and
judges personality rather than behavior.
• Selfish: The persuasion pitch meets only the
speaker’s needs, rather than the needs of the
Objectives
•• Explain
Explain How
How to
to Use
Use AIDA
AIDA for
for Persuasive
Persuasive Writing
Writing
How to Write Persuasively?
• Every kind of writing is written with one purpose in the mind

of the writer – to capture the readers’ attention.
• Whether it is a report, a presentation, an advertisement, an

email or any other form of writing, effective writing is the key
to success.
• The acronym AIDA is a handy tool for ensuring that your copy,
or other writing, grabs attention and is persuasive.
• Use the AIDA approach when you write a piece of text that
has the ultimate objective of persuading and getng others to
take action.
AIDA for Persuasive Writing
One of the most common tools for ‘Persuasive Writing’ is ‘AIDA’. The acronym,
AIDA stands for:

Attention/Attract
Attention (or Attract)

You can grab people's
attention by using powerful
words, or a picture that will
catch the reader's eye and
make them stop and read
what you have to say next.
Interest
Interest
Gaining the reader's interest
is a deeper process than
grabbing their attention.
Help your readers to pick out
the messages that are
relevant to them quickly by
using bullets and
subheadings, and break up
the text to make the points
stand out.
Desire
Desire
The Interest and Desire
parts of AIDA go hand-in-
hand. Simultaneously to
building the reader’s
interest, you have to also
tell him how your message
can help them. The main
way of doing this is by
appealing to their personal
needs and wants.
Action
Action
Be very clear and specific
about what action you
want your readers to take.
Give them specific
information about the
action to take rather than
leaving it to them figure out
what to do for themselves.
Objectives
•• Explain
Explain the
the Rhetoric
Rhetoric of
of Persuasion
Persuasion
The Rhetoric of Persuasion
‘Rhetoric’ means using

language effectively to
please or persuade
someone. You can
understand that when
speaking to an audience
then the main goal of
communication is to please
or persuade the audience.
Some people are naturally
good at rhetoric while some
are not.
The Rhetoric of Persuasion
The great Greek Philosopher Aristotle proposed that there are three modes
of rhetoric that a person can use for persuasion. These three modes of
rhetoric are:
• Ethos
• Pathos
• Logos

Ethos
• Ethos
• The word ‘Ethos’ is of Greek origin

and means the word ‘character’.
• ‘Ethos’ in rhetoric is a show of the

speaker’s character and/or
credentials.
• Hence, while using ‘Ethos’ in

rhetoric for persuading a person,
the speaker demonstrates his own
TRUST
power and authority.
• As per Aristotle, ‘Ethos’ is the most

important attribute of any
communication.
Ethos
• Ethos
• The word ‘Ethos’ is of Greek origin

and means the word ‘character’.
• ‘Ethos’ in rhetoric is a show of the

speaker’s character and/or
credentials.
• TRUST
Hence, while using ‘Ethos’ in
rhetoric for persuading a person,
the speaker demonstrates his own
TRUST
power and authority.
• As per Aristotle, ‘Ethos’ is the most

important attribute of any
communication.
Pathos
• Pathos
• The word ‘Pathos’ is of Greek origin

and means the word ‘suffering’ or
‘experience’. ‘
• Pathos’ in rhetoric is an appeal

made by the speaker to emotions of
the audience.
• Such emotions thus stirred in the

audience are intended to move and
motivate the audience to take
action.
• You should use pathos effectively to

move people to act on your issue.
Pathos
• Pathos
• The word ‘Pathos’ is of Greek origin

and means the word ‘suffering’ or
‘experience’. ‘
• Pathos’ in rhetoric is an appeal

made by the speaker to emotions of
the audience.
• Such emotions thus stirred in the

audience are intended to move and
motivate the audience to take
action.
• You should use pathos effectively to

move people to act on your issue.
Logos
• Logos
• The word ‘Logos’ is of Greek origin

I C
and means the word ‘reasoning’.
G
• ‘Logos’ in rhetoric is an appeal
made by a writer or speaker to the
LO
reader or listener’s logical
reasoning.
• You can use ‘Logos’ to add

credibility to your argument when
you build your argument using basic
building blocks of common sense.
Logos
• Logos
• The word ‘Logos’ is of Greek origin

I C
and means the word ‘reasoning’.
G
• ‘Logos’ in rhetoric is an appeal
made by a writer or speaker to the
LO
reader or listener’s logical
reasoning.
• You can use ‘Logos’ to add

credibility to your argument when
you build your argument using basic
building blocks of common sense.
Real Life Example
Let us now look at a

real life example to
understand the role of
rhetoric of ‘Ethos’ and
‘Logos’ in persuasion.
Real Life Example
• The word ‘Ethos’ is of

Greek origin and means
the word ‘character’.
• ‘Ethos’ in rhetoric is a
show of the speaker’s
character and/or
credentials.
Real Life Example
• As per Aristotle, ‘Ethos’ is

the most important
attribute of any
communication.
• Hence, while using
‘Ethos’ in rhetoric for
persuading a person, the
speaker demonstrates his
own power and
authority.
Real Life Example
• So, a speaker using

‘Ethos’ has to create a
sense of credibility and
trustworthiness for
himself in the minds of
the audience.
• Only when the audience TRUST
can trust and believe in
the writer or speaker’s
character, only then will
they be persuaded by
such a writer or speaker.
H OS
ET
Real Life Example
• The word ‘Logos’ is of

Greek origin and means
the word ‘reasoning’.
• ‘Logos’ in rhetoric is an
appeal made by a writer
or speaker to the reader
or listener’s logical
reasoning.
Real Life Example
• Let us now understand

how ‘Ethos’ and ‘Logos’
can be used for
persuasion through a
study of a classic piece of
English Literature.
Real Life Example
• You must have heard of

the classic play, ‘Julius
Caesar’; one of the
greatest classics of
English Literature and
one of the greatest works
of William Shakespeare.
Real Life Example
‘Julius Caesar’
is a play about The play describes the
the assassination of Julius
protagonist Caesar for his growing
named Julius ambitions.
Caesar, who is
one of the
most
acclaimed,
honored and
loved leaders
of ancient
Rome.
Real Life Example
Some of the They fear that if Caesar is
high-ranking allowed to grow further
people of and become king, he will
Rome become a dictator who will
including be all powerful and reduce
Caesar’s best the whole of Rome and its
friend Brutus people to slaves.
believe that
Caesar’s
growing
ambitions are
turning him
into a tyrant.
Real Life Example
So, some of
the people
including
Brutus
conspire
together and
plot Caesar’s
murder.
Caesar is
stabbed 23
times by the
conspirators
including
Brutus in the
Senate.
Real Life Example
After Caesar’s assassination, Let us carefully

the citizens of Rome gather study a speech
near his dead body in the that Brutus
Forum, grieving for their loss. makes after
All of them angrily demand a Caesar’s
justification for this hideous assassination to
crime. the citizens of
Rome.
Observe how
he uses ‘ethos’
and ‘logos’ in
rhetoric to
justify Caesar’s
assassination.
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Objectives

• Explain What is Persuasion

Gerard works as a Senior Frank Smith is Gerard’s

• Gerard has been recently

• However, Gerard is not

• He has two children who

• Also, Gerard knows that his

• Frank’s boss has given

Work’s going great Frank,

Sure, it would feel good to discuss Oh yes! I know about

So, I heard that you

So, why are you thinking twice about

I know that but I

Hey! I have an idea. Why don’t you

Now, you can

You can tell them that you would be

True! Moreover, it would also help

Yes Frank, you are absolutely right.

Persuasion is crucial for

Persuasion Audience Processing Persuasion

High Deep Processing:

It helps to handle people without making them feel manipulated.

It helps in arousing a want to follow you and your instructions in others.

It will help you to learn how to make people like you.

It can help you to win people over to your way of thinking.

It helps to change people without causing offense or arousing resentment.

• Don’t wear a disguise

• Don’t knock the other party

• Learn to Communicate Effectively

• Don’t try to be perfect

• Get people talking about themselves

• Don’t tease and don’t be sarcastic

Let us look at each in detail.

Don’t wear a disguise:

People are much smarter than you realize. The conscious

Don’t knock the other party:

Never try to humiliate others if you want to make a good impression.

Learn to Communicate Effectively:

Don’t try to be perfect:

No one can fascinate every minute. When you try to be perfect,

Get people talking about themselves:

If you want to persuade others, then show a genuine interest in other

Don’t tease and don’t be sarcastic:

One of the key traits of a successful person in professional

Affective Change: Such a change

Behavioral Change: Such a change

Watch your posture at all times.

People react and respond

Hold your head up and display a

The ‘formation of attitude’ and ‘change

There are various factors that affect

Q. Which of the following causes a

Let us look at each in detail.

Effective Communication is important to

• Disconfirmation of each other

The following verbal techniques should be considered and carefully put to

• Tone and Humor

Let us look at each in detail.

Let us look at each in detail.

Pace The volume of your voice should be loud

Let us look at each in detail.

Let us look at each in detail.

Pace Varying your inflection and volume will keep

Let us look at each in detail.