The three elements of Aristotle’s ancient art of rhetoric, ethos, pathos and logos, are also known as the persuasive appeals, and any public speaker should be (or become) familiar with them.
In this post, I will dig a bit deeper into the principles of persuasion, and explore what it takes for business presenters to appear convincing, credible and trusty in front of their listeners. The six points below are based upon Robert Cialdini’s work, published in his 1984 book “Influence: The Psychology of Persuasion.”
- Reciprocity: humans tend to return favors to somebody who has done something good to them. Cater your audience with good content, an inspiring presentation and a positive experience. Probably they will want to give you something back.
- Liking: we take a more positive stance towards people that we know or that we like. Introduce yourself, break the ice, and explain to your listeners why you’re here. Some of them will start looking at you as a good acquaintance and open up.
- Authority: men and women have come in to listen to and learn from an expert. Explain them why you have ‘the right to speak’ and why they should listen to you. Your reputation, job title and a quick résumé may certainly help, but also your body language, clothing, and even the use of accessories such as a laser pointer may be instrumental to the perception of your authority.
- Social proof: listeners often look to their neighbors in the room to guide (and approve) their decisions and (re)actions. So, always look for friends and allies in the audience that can contribute to a positive and constructive atmosphere.
- Commitment: if people commit, orally or in writing, to an idea or goal, they are likely to stay consistent with that commitment. Start a dialog with your public and try to get their buy-in for your ideas. Poll their opinion, let them share their views or ask questions, and take their comments seriously.
- Scarcity: the less there is of something, the more it is worth. Announce that you’re going to bring content that is exclusive, exceptional or contains things that you’ve never presented before. They will certainly pay more attention to your words.
I am not sure if the above principles of persuasion are to be considered science (as Dr. Cialdini positions them) or just common sense. Knowing, understanding and empathizing with your audience (and the people around you) is always key to connecting with them. Use these rules wisely and complement them by tools such as power and influencer quadrants.
But also don’t forget always to be honest, respectful and authentic. Persuasion is not about telling lies, cheating or fooling on people. The best way to charm your audience is by being truthful, while staying your friendly self!
Other articles and presentations about this topic that are worth reading:
- How to Use Cialdini’s 6 Principles of Persuasion to Boost Conversions (by Marc Schenker)
- The Necessary Art of Persuasion (by Jay Conger)
- The 21 Principles of Persuasion (by Jason Nazar)
- Credibility and Persuasion (by Alfred Charles Snider)
- 15 Lessons from Behavioural Economics (by Kristoffer Tjalve)