Persuasive Communication Technique RHETORIC

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RHETORIC
Persuasive Communication
Technique
Richard Stephenson
Managing Director
richard@polaris.institute.no
917 43 944
Strategic communications in sales and leadership
Great communicators & communication skills
Clinton
Obama
Margaret Thatcher
Martin Luther King
Gro Harlem Brundtland
Steve Jobs
Kristin Skogen Lund
Petter Stordalen
Jonas Gar Støre
Siv Jensen
Etc.
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Enthusiastic
Charismatic
Connect with audience
Credible
Clear
Make complex simple
Argumentation
Stir-up emotion
Speak in pictures
Memorable
Convincing
Etc.
RHETORIC
1. Intellectio – the art of the audience
2. Inventio – the crafting of critical content
3. Dispostio – the science of structure
4. Elocutio – “how” you say what you say
5. Actio – putting your words into action
TO INFORM
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TO ENTERTAIN
TO PERSUADE
RHETORIC – The Process of Persuasion
1. Intellectio
2. Inventio
3. Disositio
Intellectio – analyse your audience
4. Elocutio
5. Actio
• First rule of communication:
o “It’s not about you, it’s about them”
• Use the 6-Questions method to analyse your audience
• Align everything you say and everything you do with
audience dynamics
• What must your audience see and hear in order to
accept your message?
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2. Inventio – crafting core
content
1. Intellectio
2. Inventio
3. Disositio
4. Elocutio
5. Actio
1. Thesis
2. Argumentation
3. Evidence
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Inventio: Thesis
1. Intellectio
2. Inventio
3. Disositio
4. Elocutio
5. Actio
A good thesis meets three critical criteria:
• Short
• Clear
• Concrete
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Inventio: Argumentation
Logos
Pathos
Ethos
1. What types?
2. How many do I need?
3. Which ones are the right ones?
4. In which order should I deliver them?
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Argumentation & Evidence
1. Intellectio
Logos
Pathos
2. Inventio
3. Disositio
4. Elocutio
5. Actio
Facts
Examples
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Comparisons
Quotations
(citater)
Ethos
3. Dispositio – persuasive
structure
1. Intellectio
2. Inventio
3. Disositio
4. Elocutio
5. Actio
1. Introduction
2. Background
3. Thesis
4. Argumentation
• evidence
• counter-arguments
5. Conclusion
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4. Elocutio – the source of
communication’s
power
1. Intellectio
2. Inventio
3. Disositio
4. Elocutio
5. Actio
1. Metaphor – speaking in pictures
2. Anaphor – strategic repetition
3. Antithesis - opposites
4. Triad – listing ideas in 3’s
5. Alliteration – similar sounds
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Actio – the art of physical delivery
Delivery’s 7 Dynamics
1. Eye-contact
2. Hand gestures
3. Voice
4. Facial expressions
5. Posture
6. Movement
7. Kinesthetics
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Actio – What is good delivery?
1. Authenticity
2. Connecting with your audience
3. Connecting delivery to your content
4. Personal branding – Persona projection
5. …
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Impression: Who gets heard and
why
Impression = what you say + what you do
Which impression gets heard?
•
•
•
•
Comfortable
Confident
Credible
Convincing
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Impression: Men vs Women
Style of talk
Unintended
Consequences
Sharing credit
Uses “we” more than “I”
Speaker doesn’t get
credit
Acting modest
Downplay certainty
Speaker appears to lack
competence &
confidence
Asking questions
Ask questions freely
Sp. appears uninformed
Apologising
Apologise freely
Appears to lack
authority
Giving feedback
Use “shit” sandwich
Criticisms unimportant
Avoiding opposition
Challenge others ideas less
Speaker has weak ideas
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Actio – Power dynamics
VS
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Power Dynamics
Comfortable, confident, credible, convincing
Be the most positive,
passionate and powerful you!
Amy Cuddy on Tedtalks.com
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OUTPERFORM YOURSELF
RHETORIC
Persuasive Communication
Technique
Richard Stephenson
Managing Director
richard@polaris.institute.no
917 43 944
Strategic communications in sales and leadership
Recommended Resources
Recommended Readings in Rhetoric
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Cope, E.M. “An Introduction to Aristotle's Rhetoric, with Analysis, Notes, and Appendices.”
London: MacMillan, 1867
McCroskey, J.C (1972) An introduction to Rhetorical communication New Jersey: Prentice-Hall
Johannesen, G ”Retorik eller Konsten att Øvertyga” Stockholm: Norstedts, 1990
Andersen, Ø (2000) I retorikkens hage. Oslo: Universitetsforlaget
Ross,R (1998) The speechmaking process. Boston: Allyn and Bacon
Johannesson,K (2003) Ta Ordet. Oslo: Aschehoug
Websites on Rhetoric & Communication
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AmericanRhetoric.com - http://www.americanrhetoric.com/
Silva Rhetoricae
- http://humanities.byu.edu/rhetoric/silva.htm (all about rhetoric)
Rhetorica
- http://www.ucpress.edu/journals/rh/
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