1. 1. 1. Remove anger from arguments 2. Create a persuasive image 3. Make your audience receptive 4. Learn to make a presentation 5. Spur collaboration through questions 6. Redefine issues 7. Learn identity strategy 8. Solve American mysteries Skills
2. 2. 1. Remove anger from arguments.
3. 3. Rhetoric Types Type Topic Tense Forensic Blame Past Demonstrative Values Present Deliberative Choices Future
4. 4. gottman.com YOU ARE ALWAYS KNOW WHAT YOUR PROBLEM IS? I CANT EVEN TRUST YOU TO Happily married couples argue as much as unhappy ones. But the unhappy couples tend to use the past and present tenses.
5. 5. Logic Emotion Character Basic Tools
6. 6. Logos Pathos Ethos Basic Tools
7. 7. Logos = Audiences beliefs & expectations Pathos = Audiences mood Ethos = Audiences view of you Audience
8. 8. Arguments are not won on points. The audience is all important. To remove anger, switch to the future. Offer choices. (Hint: In committees, speak last.) Takeaways
9. 9. 2. Create a persuasive image.
10. 10. Caring Craft Cause Ethos
11. 11. Caring/eunoia Craft/phronesis Cause/art Ethos
12. 12. Caring/eunoia Ethos
13. 13. Santa: Buy this toy at another store! Mothers: We can trust Macys! Miracle on 34th Street
14. 14. Caring/eunoia Ethos
15. 15. Caring Malden Mills kept paying its employees after the plant burned down. Customer loyalty in the region highest in the world.
16. 16. Cui bono? Caring
17. 17. Who benefits? Caring
18. 18. Craft/phronesis Ethos
19. 19. Craft at its best: ripping up the manual and improvising. Apollo 13
20. 20. Craft/phronesis Ethos The medical profession relies on Craft: book learning + experience.
21. 21. Tell a client why you are better than a younger colleague.
22. 22. Cause/art Ethos
23. 23. Cheerios ad deliberately provoked racists to create a cause. Buying Cheerios makes people feel noble and anti-racist.
24. 24. Caring: What they want Craft: That depends Cause: Their greater good Audience
25. 25. Caring: What they want Craft: That depends Cause: Their greater good Talk a business student into a poetry class.
26. 26. Talk about the audiences advantage Show how you dont benefit Share your audiences values Argue from a shared identity Create a common cause Takeaways
27. 27. 3. Make your audience receptive
28. 28. System One System Two People are more persuasive than when theyre in System One, like Homer Simpson: relaxed, not really thinking.
29. 29. Simple, short sentences Make audience smile Build tension, release their posture Make audience feel powerful Simple type Cognitive Ease
30. 30. Dana Carney, Asst. Prof., UC Haas School of Business Make your audience receptive by having them assume powerful poses. Ask them to stretch!
31. 31. 4. Make a presentation
32. 32. a) Pain Statement b) Value Proposition Elevator Pitch
33. 33. a) Problem (the pain) b) Solution (the cure) c) Call to Action Elevator Pitch: Key Elements
34. 34. 1. Identifier: Who you are, what you do 2. Pain: problem affecting audience 3. Value Proposition : solution in form of work/product 4. Validation: facts, examples, statistics Elevator Pitch: Outline
35. 35. I am a persuasion consultant. I create strategies to deal with a growing problem: resistance to science. For example, more and more parents refuse to vaccinate their children. National epidemics loom. Identifier Pain Statement
36. 36. My strategies combine marketing principles with persuasion theory to change the conversationand mindsat low cost. I created a national strategy, scripts, and a training program for pediatricians to talk parents into vaccinating their children. Similarly, the same tools can help your organization change the conversation on climate change. Value Proposition
37. 37. Pediatricians using my methods show a success rate among skeptical parents of 70% over the methods they had been using. The results are being published in a major medical journal. Let me send you the link to my site. If we can set up a meeting within the next couple of weeks, Id be willing to sketch out a strategy for you at no charge. Whats your email? Validation Call to Action
38. 38. 1. Identifier 2. Pain Statement 3. Value Proposition 4. Validation 5. Call to action Outline your own elevator pitch.
39. 39. 1. Introduction (elevator speech) 2. Narration (story) 3. Division (the other side) 4. Refutation 5. Peroration (summary or ending) Ciceros Outline
40. 40. Stories lessen counter- argument. Narration Lab experiment with 53 subjects on perils of drinking; study of 1,215 subjects viewing 40 prime-time TV commercials, USA.
41. 41. Make a hero. Narration Persuasive narrators usually start with a heroa main character the audience identifies with.
42. 42. Represents a value. Hero The hero should stand for somethinga value the audience shares.
43. 43. Weight loss. Hero values Subways Jared, who lost weight eating Subway sandwiches, represents an American value.
44. 44. Weight loss Patriotism Religion Hero values
45. 45. Weight loss Patriotism Religion Hero values (Hint: Invite the reader into the hero story.)
46. 46. Sword & Plough used its founder, a captain in the U.S. Army, as its hero. The company stands for environmentalism and honoring veterans.
47. 47. Weight loss Patriotism Religion Web 2.0 Awesome youth Hero values
48. 48. Give the hero a quest. Narration
49. 49. 1. Leave comfort zone 2. Receive the mission 3. Face obstacles/enemies 4. Setback 5. Climax: charge! 6. Victory 7. Moral Hero Quest (Arc)
50. 50. 1. Leave comfort zone 2. Receive the mission 3. Face obstacles/enemies 4. Setback 5. Climax: charge! 6. Victory 7. Moral Describe your career or work as a hero journey.
51. 51. Story removes counter- arguments. Create a hero who personifies audiences values. Create a hero quest. Invite audience to join the quest. Takeaways
52. 52. 1. Introduction (elevator speech) 2. Narration (story) 3. Division (the other side) 4. Refutation 5. Peroration (summary or ending) Ciceros Outline
53. 53. Two-sided argument: Less effective if audience agrees. Immunization effect. Must be rebutted immediately. Division Daniel OKeefe, meta-analysis of 45 argument comparisons, Communication Yearbook, vol. 22
54. 54. 1. Introduction (elevator speech) 2. Narration (story) 3. Division (the other side) 4. Refutation 5. Peroration (summary or ending) Ciceros Outline
55. 55. Summary Call to action (simple, easy, first step) Vision (I have a dream) Emotion Peroration (Ending)
56. 56. 1. Summary 2. Call to Action 3. Vision 4. Emotion Outline your own peroration.
57. 57. Introduction, Narration Ethos Division, Rebuttal Logos Peroration Pathos Ciceros Outline Takeaways
58. 58. Ethos, then Logos, then Pathos (Character, Logic, Emotion) Use Division only if audience is skeptical or will hear opposing view later. Ciceros Outline Takeaways
59. 59. 1. Threat (pain statement) 2. Solution (value proposition) 3. Story 4. Evidence 5. Call to Action Presenter Outline
60. 60. 1. Threat (pain statement) 2. Solution (value proposition) 3. Story 4. Evidence 5. Call to Action Threat
61. 61. Less successful when audience is aware of threat and solution. Threat
62. 62. For saving life Body odor (B.O.) Lifebuoy became a huge seller by inventing B.O.
63. 63. Describe a threat that your work cures.
64. 64. 1. Threat (pain statement) 2. Solution (value proposition) 3. Story 4. Evidence 5. Call to Action Threat
65. 65. Get audience involved: Ask for solutions. Turn to the person next to you. Discuss what should be done about body odor. Solution
66. 66. 1. Threat (pain statement) 2. Solution (value proposition) 3. Story 4. Evidence 5. Call to Action Threat
67. 67. Get audience involved: Ask, What would you do? What would you do if you had a chance to stop Kony? Wouldnt you use all the resources you had? Story Ads calling for self-prophecies increase compliance.
68. 68. 1. Support the Cancer Society. 2. Ask yourself: Will you support the Cancer Society? Story Version 1: 31% response rate Version 2: 52% response rate
69. 69. 1. Threat (pain statement) 2. Solution (value proposition) 3. Story 4. Evidence 5. Call to Action Threat
70. 70. Does not work if audience is resistant. Evidence
71. 71. Al Gore turned climate change into a cause of the American left. Republicans suddenly stopped believing in the facts and data.
72. 72. Does not work if audience is resistant. Use evidence to validate you. Evidence
73. 73. Does not work if audience is resistant. Use evidence to validate you. Precise numbers seem more accurate than round numbers. Hint: include sources. Evidence
74. 74. If you are obese, your risk of getting heart disease is much greater. If you are obese, your risk of getting heart disease is more than a third greater. If you are obese, your risk of getting heart disease is 42% greater. More than one-third do not understand percentages! (2002 German study)
75. 75. Get audience involved: Ask for reasons. Think of five reasons why rhetoric should be required in every school. Youll find it easy. Call to Action Audiences asked to provide easy reasons for buying a product rated the product higher. (1997 German study)
76. 76. Get audience involved: Ask them to imagine the outcome. Imagine what Finland will be like when every student knows the art of persuasion. Can you picture it? Call to Action Customers asked to imagine life with TV cablesaving money, spending more time with familywere twice as likely to subscribe. (1982 American study)
77. 77. Make the action immediate, easy, and low risk. Call to Action Persuasion scores of ads with easy action steps 19% higher than those without.
78. 78. Present a novel threat. Get audience involvement. Ask: solutions, what they would do, imagine outcome, reasons for action. Use evidence only with supportive audiences, and mostly to validate you. Make action immediate, easy, low risk. Presenter Outline Takeaways
79. 79. Compose a call to action to generate business.
80. 80. 5. Spur collaboration through questions.
81. 81. Why? What if? How? Collaborative Outline
82. 82. I got these questions from a terrific book. It doesnt come out until March, but I got to read this book in galley and I think its going to be huge. Warren Berger spent two years interviewing the most creative and successful people, asking them what questions they ask. He figured that a lot of great things come not from knowing the answers but from asking the right questions. And he found that the most successful basically asked three: Why? What if? and How?
83. 83. You ever hear of Van Phillips? You certainly know his invention, which came our of those three questions. In 1976, Van was a 21-year-old college student who lost his leg in a freak waterskiing accident. Doctors fitted him with a pink foot attached to an aluminum tube. Phillips asked the Why question: If they can put a man on the moon, why cant they make a decent foot? He switched his college to Northwestern, where they have the best prosthetics education in the world. And he spent ten years trying to develop a better foot. He asked the What If question: What if I can design a foot thats superior to the human foot? How could you do that? And so he studied the biomechanics of animals like the cheetah.
84. 84. And he came up with the Flex Foot. These days, Philllips is asking why the Flex Foot has to be so expensive. What if it would be made available to victims of land mines in poorer nations? How can he make it cheaper?
85. 85. In my conversations with the author of A More Beautiful Question, Warren Berger, I I asked him, Why limit these three questions to creativity? What if the questions applied to persuasion as well? How could they be used to create an atmosphere of collaboration, instead of hostility, in an argument? And it really works.
86. 86. Why?
87. 87. What if?
88. 88. How?
89. 89. Why? What if? How? Collaborative Outline
90. 90. 6. Redefine issues.
91. 91. Turn weak points into strong. Redefinition One of the best ways to do this is to take the aspects of a proposal that seem the weakest to you, and see if you can turn them into your greatest assets.
92. 92. One of my clients is the smallest Ivy League university. To compete with other institutions, I helped it turned turn its size into an asset by having fundraisers refer to its agility.
93. 93. Small size = nimbleness, agility Weak Strong
94. 94. Limitations = forced to innovate Weak Strong
95. 95. For many of my clients, I find advantageous terms to replace weaker terms.
96. 96. Write down the terms you use to talk about your work. Take the weakest ones, and redefine them.
97. 97. Study your weakest points. Turn weaknesses into strengths. Use your audiences values. Presenter Outline Takeaways
98. 98. 1. Broaden the issue 2. Redefine the terms 3. Personalize the issue 4. Switch to the future Framing
99. 99. Broaden the issue: This isnt just about rhetoric. Its about creating a generation of world leaders. Framing
100. 100. Redefine the terms: Economic data Decision metrics Framing
101. 101. Personalize the issue: My son is graduated from a top college. And he still isnt ready for the world. Framing
102. 102. Switch to the future: The question is not what colleges have done wrong. The question is how were going to prepare students for the challenges to come. Framing
103. 103. 7. Learn identity strategy.
104. 104. Identity Ernest Shackleton recruited his crew to sail to Antarctica with an identity strategy.
105. 105. The DVD workout P90X used the same identity strategy. While other workouts claimed they were easy. P90X said the opposite: That only the toughest could do it. Its now the bestselling workout in the world.
106. 106. I used a similar strategy with U.S. military vaccinators. Instead of getting soldiers to forget their smallpox scars, I urged turning the scars into badges of honor with a
107. 107. For Americas largest healthcare provider, we used identity strategy and changed the terms. Vaccination is now called protection. Mothers want to protect their babies at all cost.
108. 108. Appeal to the audiences best sense of self. Noble adventurer Extreme-sports lover Self-sacrificing soldier Good mother Identity Takeaway
109. 109. Name an irrational political stand. Now describe it using identity theory. Can you suggest a cure?
110. 110. 1. Remove anger from arguments 2. Create a persuasive image 3. Make your audience receptive 4. Learn to make a presentation 5. Spur collaboration through questions 6. Redefine issues 7. Learn identity strategy Skills
111. 111. Jay@JayHeinrichs.com JayHeinrichs.com ArgueLab.com Thank You for Arguing