PERSUASION PRINCIPLES

While McGowan developed his seven principles of persuasion based on what makes a good television sound bite, many of the principles work in a wide variety of uncomfortable situations, including those encountered on the job. In all situations, speakers who combine fairness, honesty, and empathy are more likely to see good outcomes result from their comments.

When parting ways with a business associate, for instance, an individual should express that the decision should not be taken personally. The speaker should complement the other person on one of his or her strengths to lessen the blow, and allude to a future where both people do well going their separate ways. When reprimanding an employee whose work is not up to standard, an effective method is to ask sympathetic questions to find out why, and to act like a mentor giving advice rather than a boss giving an ultimatum.

Several of the principles come into play when individuals are attending a meeting. They should pay attention (the conviction principle), maintain a warm, engaged expression (the curiosity principle), and keep their comments brief and relevant (the pasta-sauce principle).

Job seekers facing the dreaded “tell me about yourself” question in an interview should focus on the headline and Scorsese principles. In answering the question, they should put forth the most important information first, and use stories filled with visual details to illustrate their strengths. When interviewers hear three to five memorable stories or examples from one job candidate, they are likely to remember the person.

People are often asked to give speeches or presentations at work, and being nervous about such public speaking is very common. To prepare, McGowan suggests writing an outline on note cards, then giving a practice speech without writing it out. Before transcribing a speech, it is helpful to record it (and then listen to it) so it will not sound too stilted.

To overcome jitters, a speaker should:

*Practice the beginning over and over in order to start strong and build confidence.

*Exercise on the morning of the speech to burn off nervous ene

rgy.

*Arrive at the venue early to check it out and meet people.

*Take deep breaths at the lectern before starting the speech.

*Speak slowly.

*Use pauses, pitch changes, and different pacing to hold the audience’s attention.