The document discusses techniques for effective persuasive communication. It emphasizes establishing credibility with the target by demonstrating expertise and trustworthiness. The message should address the target's needs using clear, positive language while staying focused on a few key points. Effective persuasion involves identifying common ground, using vivid examples to engage emotions, and building rapport to connect with the target. Repeating the core message in different ways also helps drive it home.

1. Local Commissioning Advocates
Commissioning in context
Persuasive communication
Supported by UCB Pharma through an educational grant.
UCB has no editorial control on the contents.
© Copyright Epilepsy Action 2012

2. Campaigning Selling Public relations
Journalism Advertising
Persuasive
Lobbying
communication Influencing
Negotiating Publicity
Promotion

3. How the process works

4. Communication process
o Source
o Target
o Message
o Channel
Look Write
Listen Read Speak Draw

5. The source (you!)
o Expertise makes you credible
o Genuineness makes you trustworthy
o Presentation makes you attractive.
These three characteristics make it more likely
you will be able to persuade.

6. The target (who you are influencing)
o Intelligence means they are more likely to
understand your message and less likely to
be persuaded by a one-sided argument.
o Self esteem - very high makes them
resistant to changing what they feel is right
and very low makes them feel threatened by
you.
o Frame of mind, mood and environment are
all important.

7. The message should be
o Simple
o Clear
o Succinct
o Repeated
Direct route: gives the arguments for (and
against)
Indirect route: emphasises the source – eg
eminent professor, NICE, DH, etc.

8. Techniques of persuasive
communication

9. 1. Focus on the other person’s (or the
organisation’s) needs.
o First take the time to listen and understand.
o What are their drivers?
o What are their must-dos?
o What’s in it for them?
o Spell out the benefits.
o Build your communication around their
needs rather than your wants.

10. 2. Use positive and persuasive
language, for example:
o The benefits to you will be..........
o It will help you deliver on ....... by .......
o What you will gain will be.......
o This will save you money by.....
o You will be able to show better value for
money by.......
o The evidence shows that .......is more cost-
effective because........

11. 3. Stay focused and clear
o Stick to a few simple messages.
o Stick to the point.
o Refer to sources of evidence, but don’t quote
chapter and verse.

12. 4. Reiterate
o It’s called the broken record technique:
keep saying the same thing – drive the
message home.
o Find different ways to deliver the same
message without sounding repetitive.

13. Common mistakes
o Using logic, persistence and personal
enthusiasm to get others to buy into the
idea.........
o .........is just not enough!
But this is what we all tend to do

14. Things that don’t work
o Going for the “hard sell”
o Refusing to compromise
o Basing your approach on cast iron arguments
o Thinking you can succeed in a one-off
attempt.

15. So what works?
Jay Conger, Professor of Organisational
Behaviour at the University of Southern
California researched over a 12-year period the
characteristics of successful business leaders and
agents of change and studied the academic
literature on persuasion.
Conger, J.A., (198) The Necessary Art of Persuasion (Reprint)
http://www.annbadillo.com/leadership/files/necessary_art_persuasion_jay_conger.pdf

16. Conger’s research indicated....
.....that effective persuasion involves four steps:
o Establish your credibility
o Identify common ground
o Use vivid language and compelling evidence
o Connect emotionally/build rapport

17. Establish your credibility
o Be consistent and reliable – say what you will
do and make sure that you do it
o Show that you are well informed
o Be trustworthy.
You want people to believe in you.

18. Identify common ground
o Find out what matters to the other person or
people
o Do this by listening, having informal
conversations as well as formal meetings
o Get to know those you wish to persuade
o Seek out ways of getting “win-win” (a shared
solution or compromise).
You want people to feel you understand them.

19. Use vivid language and compelling
evidence
o Give examples and stories that bring the
factual material to life
o Use vivid words and pictures to
communicate more succinctly than using
many words.
You want people to engage emotionally with the
subject.

20. Connect emotionally
o Be aware of and “own” your emotions and
let them be visible, without becoming florid
o Try to read and get a good sense of the
other person’s or people’s emotional state
o Smile!
You want to build a rapport.

21. Local Commissioning Advocates
Commissioning in context
Persuasive communication
Supported by UCB Pharma through an educational grant.
UCB has no editorial control on the contents.
© Copyright Epilepsy Action 2012