The art of the persuasive case
Cialdini's principles of persuasion and rhetoric.
- Level
- Bitesize
- Learning time
- 1 hour 30 minutes
- Where
- Influence, Persuasion and Negotiation
- Price
- £39
When you step up to a higher level, what you paid in the last 12 months for lower-level courses inside the bigger course comes off its price, in proportion to how much of each is inside it, whichever topic it's from. Courses at the same or a lower level don't give credit against each other. A Focus course or above always costs at least £15. Read the full terms
Certificate of Completion
Overview and Outcomes.
Overview
Persuasion follows learnable rules rather than innate charm. This module works through Robert Cialdini's seven principles, from reciprocity to unity, reads the 2014 Ice Bucket Challenge against them, and covers foot in the door, door in the face and pre-suasion. It sets out where each principle tips into manipulation and how to apply them ethically in public service, alongside ideas from Dale Carnegie, Daniel Pink and Harry Mills. The words you choose, and the order you put them in, measurably change whether a case lands. This module moves from Aristotle's ethos, pathos and logos and Churchill's speech of 4 June 1940 to Jonah Berger's Magic Words and the Heath brothers' SUCCESs framework. It covers Cicero's five canons, named rhetorical devices, Lakoff on framing, primacy and recency, and how to build a committee paper that a skimming reader still understands.
What you'll develop
In this Bitesize, you will develop the ability to:
- Identify which of Cialdini's seven principles is at work in a message, appeal or campaign.
- Distinguish the honest use of each principle from its manipulative shadow, using the disclosure and benefit tests.
- Apply the principles, the classic compliance techniques and Mills' logic, emotion and cooperation lens to plan an ethical persuasive campaign.
- Explain how ethos, pathos and logos each fail on their own, and sequence them as Churchill did: facts, then trust, then feeling.
- Use Berger's findings on identity, confidence and concreteness, the SUCCESs framework and devices such as anaphora, tricolon and antithesis to strengthen your language.
The Modules.
1 hour 30 minutes of learning.
- 02The Psychology of Persuasion: Cialdini's Seven PrinciplesPersuasion follows learnable rules rather than innate charm. This module works through Robert Cialdini's seven principles, from reciprocity to unity, reads the 2014 Ice Bucket Challenge against them, and covers foot in the door, door in the face and pre-suasion. It sets out where each principle tips into manipulation and how to apply them ethically in public service, alongside ideas from Dale Carnegie, Daniel Pink and Harry Mills.48 min
- 03Classical and Modern Rhetoric: The Words That Move PeopleThe words you choose, and the order you put them in, measurably change whether a case lands. This module moves from Aristotle's ethos, pathos and logos and Churchill's speech of 4 June 1940 to Jonah Berger's Magic Words and the Heath brothers' SUCCESs framework. It covers Cicero's five canons, named rhetorical devices, Lakoff on framing, primacy and recency, and how to build a committee paper that a skimming reader still understands.48 min
Keep going.
Part of the Influence, Persuasion and Negotiation topic, also sold whole as Getting to yes, well.
Go deeper, and pay only the difference
- You are hereBitesize, 1 hour 30 minutes, £39
- Next stepFocus, The power to persuade, 2 hours 30 minutes, £69. Already own the Bitesize? You pay £30.
- Explore, Persuasion and preparation, 4 hours, £129. Already own the Bitesize? You pay £90.
- The whole topicImmerse, Getting to yes, well, 9 hours 30 minutes, £249. Already own the Bitesize? You pay £210.
When you step up to a higher level, what you paid in the last 12 months for lower-level courses inside the bigger course comes off its price, in proportion to how much of each is inside it, whichever topic it's from. Courses at the same or a lower level don't give credit against each other. A Focus course or above always costs at least £15. Prices per person. Read the full terms
Also part of: No title required
Other Bitesize in the Influence, Persuasion and Negotiation topic
- Where influence really comes fromPower, authority and influence at work1 hour£39
- Reading the roomNegotiation skills: the foundations1 hour 30 minutes£39
- Before you sit downNegotiation preparation and tactics1 hour 30 minutes£39
- Listening your way to yesTactical empathy, Chris Voss and negotiation1 hour 30 minutes£39
- Alliances and corridorsCoalition building and office politics1 hour 30 minutes£39
- Persuasion at work, case by caseInfluence and negotiation case studies45 minutes£39
