PERSUASION –

Listen for persuasive rhetoric

         Watch out for the tricks used to make messages persuasive.

        Be aware of the ways used by salespeople, politicians, religious leaders and others to influence your opinions and decisions.

        Advertising is persuasion- and persuasion is an art.

        Listen with a sensitive ear.

        Hear and try to understand other points of view.

        Speakers and advertisers often use these techniques.

A handful of tips used to persuade people to take specific action

*  Famous people are employed to endorse a product or support a cause

         Well known actors and sports stars are often used to promote products.Many  have little idea about the product they are promoting but are well paid to front up for the product or a cause.

*  Peer pressure is popular

        Many promoters aim to convince people to buy the latest model of a product because it’s fashionable to have one.  The message is “Everyone has one; why not you?”

 *  Appealing  to a person’s rapport is popular  

        “In spite of my humble background I have succeeded.”Vote for me – I will help you. I am one of you. I understand your problems.”

*  Gaining association with prestigious events, or good causes is popular

        Banks and airlines often sponsor sporting events. Liquor advertising is often associated with sports.  Sometimes gambling is associated with donations to good causes.

*   Often only favourable evidence is selected

        Salespeople often exaggerate differences, promote trivial things, and claim advantages which cannot be proven or supported.

        Before making your next major purchase, pause and question your needs. What are the advantages and the evidence that it will do the job  required? 

        Do I really need this item?

-Geoffrey Moss( mossassociates.co.nz)

“Don’t be in a hurry. A little thought, research and planning before taking action is the key to making good decisions.”

Source: “Persuasive Ways. ‘Tricks of the Trade’ to get your ideas across.” First published by Moss Associates Ltd. New Zealand and in Chinese by Shanghai People’s Publishing House. Also published as “Secrets of Persuasion” by Cengage Learning Asia; Singapore; Se-Education Public Co. Ltd, Thailand and as an e-book available from Amazon.com.