Power of Persuation

Persuading means using argument or discussion to change an individual’s beliefs or actions. Ethical business communicators maintain credibility and Respect, fair, and objective.

Journalism report in the media only things that are hot, new or shocking.

Analyzing the purpose; A message without a clear message is doomed.

To gain readership by current, new customers we need to narrate what it is our services provides benefit to our customers. How do we do that is by writing?

Sequence of components may change depending on the situation and the emphasis. Regardless of where they are placed, the key elements in persuasive requests are;

  • Gaining attention
  • Build interest
  • Reduce resistance
  • Motivate action

Gain attention, open statement should be brief, relevant, and engaging.

  • Problem description
  • Unexpected Statement contrast, polar opposites (i.e., men and women draw the line at decidedly different places in identifying what behavior constitutes sexual harassment.
  • Reader benefit;
  • Compliment
  • Related fact
  • Stimulating questions

Building interest:

  • Facts, statistics
  • Expert opinion
  • Direct benefits
  • Examples
  • Specific details
  • Indirect benefits

Reducing resistance:

Reducing resistance by asking “What if?”

Seven laws of persuasion should include the following:

Law 1. Consider whether your views will create problems for you audience.

Law 2. Don’t offer new ideas, directives, or recommendation for change until your audience is prepared for them.

Law 3. Select a strategy that supports your credibility

Law 4. If your audience disagrees with your ideas or is uncertain about them, present both sides of the argument.

Law 5. Win respect by making your opinion or recommendation clear

Law 6. Place your strongest points strategically

Law 7. Don’t count on changing attitudes by offering information alone.

Why Should I?

What’s in it for me?

What’s in it for you?

Who cares?

Gaining Attention Building interest Reducing Resistance Motivating Action


Free offer Rational appeals Testimonials Gifts
Promise Emotional appeals Satisfied Users Incentive
Question Dual appeals Guarantee Limited offer
Quotation Product description Free trial Deadline
Product feature Reader benefits Sample Guarantee
Testimonials Cold facts mixed with warm feelings Performance tests Repetition of selling feature
Action setting   Polls, awards  


 Build interest; the body of a persuasive request may require several paragraphs to build interest and reduce resistance. We can build interest and conviction by the use of the following:

  • Facts, Statistics
  • Expert opinion
  • Direct benefits
  • Examples
  • Specific details
  • Indirect benefits

Reduce resistance:  “What if?” scenarios you need a counterargument.

And motivate action:

Important final paragraph

“Being Ethical business communicator maintain credibility and respect by being honest, fair, and objective.”

Variables of persuasion:

Gaining Attention Building interest Reducing Resistance Motivating Action
Summary of problem Facts, Figures Anticipated objectives Describe specific request
Unexpected statement Expert opinion Offer counterargument Sound confident
Reader benefits Examples Play what if? Scenarios Make action easy to take
Compliment Specific details Establishing credibility Offer incentive
Related fact Direct benefits Demonstrate competence Don’t provide excuses
Stimulating questions Indirect benefits Show value of proposal Repeat main benefit


Opening statement, persuasive request (brief) relevant and engaging.

  1. Problem statement (Brief All inclusive)
  2. Problem description
  3. Unexpected statement
  4. Reader Benefit
  5. Compliment – “We have admired your work success and value expertise would you consider speaking at our meeting?”
  6. Related Facts
  7. Stimulating questions

Nothing happens until you make a sale.  Nine principles to make your business profitable. Accounting is the language of business, work together effectively.

  1. Nothing happens until you make a sale.
  2. A deal is only good when it is good for both parties
  3. Grow your business geometrically
  4. Pour on the communication
  5. Improve your internal process
  6. Take what you have and make it better
  7. Cash flow! Cash flow! Cash flow!
  8. Know your business
  9. Plan for tomorrow

Marketing: “Great customers don’t just appear; They are made.”

Focus Groups , Possibilities!!

E-marketing, Direct mailings, catalogs, letters, articles.


Search (Skrob, 2008)Engines ratings:

Basically to get better search results is to pay more to google, or Yahoo, however there are some things we can do to increase our visibility with in search engines. Search engines are either crawler, or spider in nature which to the work for Google and Yahoo, or library system uses Boolean who, what and process. The million dollar question is how are the search engines configured? Well their dynamic and change all the time so what works one month may not the next month so we need a web-page management / Discovery web-search results process. Even with the changing formula the search engines do we can focus on three things that will increase our exposure.

  1. External links; the more websites link to your website, the more “important” a search engine will think your website. Do everything you can to convince other website owners to link to your sight. You might offer to provide content for the other site. When a sites that a linked to yours are considered “important” by a search engine, that helps even more, so concentrate on getting links on  widely read sites or sites that have a high profile in your industry.,  This is what put Google on the map… get the hint.
  2. Frequent updates; the more often you add new material to your website, the more often a spider program will come back to read it, and the higher you’ll be ranked in the search engines results. This is one reason it’s such a good idea to add a blog to your website— blogs are the easiest way to add fresh content to our site.
  3. Keyword density;  (I will provide a list of action-verbs we can concentrate on using in our publications). Before Google, this was basis of most search engine rankings. Generally the more often a keyword appears on your website, the higher site will rank when someone does a search for the key word (Industry Buz-words).






Non-verbal communication;

Body languagekinesics

Prosodic features such as rhythm, intonation, and stress

Paralanguage is a component of meta-communication that may modify or nuance meaning, or convey emotion, such as prosody, pitch, volume, intonation etc. It is sometimes defined as relating to non-phonemic properties only

Culture plays an important role in nonverbal communication, and it is one aspect that helps to influence how learning activities are organized. In many Indigenous American Communities, for example, there is often an emphasis on nonverbal communication, which acts as a valued means by which children learn. In this sense, learning is not dependent on verbal communication; rather, it is nonverbal communication which serves as a primary means of not only organizing interpersonal interactions, but conveying cultural values, and children learn how to participate in this system from a young age.3]

Person’s beliefs and nationality, clothing can be used as a nonverbal cue to attract others. Men and women may shower themselves with accessories and high-end fashion in order to attract partners they are interested in

Latin American cultures embrace big speech gestures; Middle Eastern cultures are relatively more modest in public and are not expressive

Latin America and the Middle East the acceptable distance is much shorter than what most Europeans and Americans feel comfortable with.


Communicating through touch is another important nonverbal behavior. There has been a substantial amount of research on the importance of touch in infancy and early childhood. Harry Harlow’s classic monkey study demonstrated how the deprivation of touch and contact impedes development. Baby monkeys raised by wire mothers experienced permanent deficits in behavior and social interaction. Touch can be used to communicate affection, familiarity, sympathy, and other emotions.


Non-verbal communications, originates in the  brain-limbic-system thats where all the action is…because it is part of the brain reacting to the world around us reflexively and instantaneously, in real time, and without thought.

Hispanic, Asian, Middle Eastern, and Native American cultures, eye contact is thought to be disrespectful or rude, and lack of eye contact does not mean that a person is not paying attention


Product definition;

A stage in a new product development process in which concepts are translated into actual products for additional testing based on interactions with customers.

What are the main benefits we offer?

                Prestige, Reliability, safety, comfort,

What does the market need?

Who, = Hispanic Business owners

When == Now