Persuasion is a PROCESS for Persuasion is a PROCESS for

leading others to a SHARED leading others to a SHARED

solution and desired action.solution and desired action.

1. State your position, clearly, with conviction.

2. Present your supporting data, arguments and facts.

3. Structure your “deals” and move on to conclusions, closure.

2

The amygdala initiates The amygdala initiates

emotional responses.emotional responses.

3

4

Your partner’s needs

Appeal

to

emotional thinking

Activate your partner’s self-

guidance system

A call to action