Magnificent Publications specializes in persuasive publications. We just read a book on the subject from the Harvard Business Press, Persuading People by Harry Mills. The book is meant for oral presentations, but it applies just as well to written persuasion.
As discussed in the last post, Mills suggests different approaches to persuasion depending on the audience’s initial frame of mind. Here are a few more specific persuasion techniques he suggests for each type of audience.
| If your audience is … |
Do this |
| Supportive |
- Recharge their enthusiasm with success stories and vivid testimonials.
- Help them anticipate and refute possible arguments from opponents.
- Offer a detailed plan of action.
|
| Aware but unconvinced |
- Spell out your proposition’s benefits.
- Present just three clear, compelling points, backed by expert evidence, data, and concrete examples.
- Use stories, personal experiences, and anecdotes to appeal to their emotions.
- Point out any downside of not accepting your proposal.
|
| Uninterested |
- Grab their attention with a heart-stopping story, headline, or fact.
- Show how the topic affects them.
- Support your case with three to five compelling facts backed by expert testimony or statistics.
|
| Uninformed |
- Establish your credibility by showcasing your experience or qualifications.
- Keep things simple and straightforward.
- Create an emotional link by sharing personal anecdotes.
|
| Hostile |
- Use humor or a story to warm them up to you.
- Focus on areas you agree on.
- Demonstrate your expertise, and cite experts.
- Support statements with solid evidence.
- Stress that you’re looking for a win-win outcome.
- Identify benefits they would value.
|
| Mixed |
- Concentrate on the subsection of the audience you are most likely to convince.
- Appeal to different groups with different messages. For example, snack-food commercials promise kids great taste and promise parents good nutrition. But avoid promising everything to everyone.
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