Do you ever need to persuade or convince someone of your point of view? Do you need to win support for a proposal, or get backing for a project? Of course you do. Persuasion – convincing someone of something – is an essential part of almost everything we do, from informal discussions to formal negotiations. To be successful, you need to be persuasive. You need to get people to accept a different point view, to see things your way. How can you be more persuasive? In this three-part series, we’ll be giving you some answers.

Throughout the years, many talented speakers and researchers have been developing ways to persuade people effectively. One of the most widely used methods is Alan H. Monroe’s. In the mid-1930s, Monroe created a persuasive process called the “Monroe sequence” that has become a standard in business, media and politics. Once you know it, you’ll recognize it everywhere – in speeches, statements, proposals, advertisements. It’s popular because it is logical and effective.

So over the next three episodes, we’ll be studying language and strategies for persuasion based on the Monroe Sequence.

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BEP 59 Study Notes	BEP 59 PhraseCast	BEP 59 ADV – Persuasion 1 – Quiz BEP 59 ADV – Persuasion 1 – Gap-fill BEP 59 ADV – Persuasion 1 – Language 1 BEP 59 ADV – Persuasion 1 – Language 2 BEP 59 ADV – Persuasion 1 – Language 3 BEP 59 ADV – Persuasion 1 – Vocabulary Flash Cards

Listening Quiz: BEP 59 ADV – Persuasion 1: Getting Attention

Bad example
1) Whose needs does Franz focus on? That is, whose needs is he taking into consideration when he makes the proposal?

Franz is viewing the problem from the workers’ perspective. Of course there is nothing wrong with this, but from the management’s point of view, it is not very persuasive.

2) Why is Franz’s proposal so ineffective?

Franz is talking to his manager, so he should discuss the issue in terms of the management’s needs.

Good example
1) What does Steve do at the beginning of his presentation?

Steve starts by getting the attention of his audience, which is the first step in the Monroe Sequence for persuasive speaking. Steve combines two popular methods for getting attention: Making a startling statement and posing a problem.

2) Whose needs does Steve focus on – the workers’ or the management’s?

In his open attention-getting statement, it is already clear that Steve is focusing on making a clear business case for his proposal, which means explaining the benefit to management of accepting his proposal. In this case it is a win-win situation – what is good for management (saving money) is good for workers (better working conditions). But Steve is aware of his audience, so he focuses on the business need to be more persuasive.