The power to persuade
Power, persuasion and Cialdini's principles.
Two and a half hours on persuading with legitimacy: where your power comes from, the ethical use of Cialdini's principles and language that helps a case land.
- Level
- Focus
- Learning time
- 2 hours 30 minutes
- Where
- Influence, Persuasion and Negotiation
- Price
- £69
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, or Certificate of Completion and Assessment with a short assessment
Overview and Outcomes.
Who It's For
Public service leaders making the case for decisions and change
Overview
Influence, power and authority are often treated as the same thing, and confusing them is costly. The power to persuade begins with French and Raven's six bases of power, Weber's types of authority and the ethical line between persuasion, coercion and manipulation, illustrated by the negotiated end of apartheid. It then works through Cialdini's seven principles, from reciprocity to unity, with the disclosure and benefit tests for using them honestly. Finally it turns to language: Aristotle's ethos, pathos and logos, Churchill's 1940 speech, Berger's Magic Words and the Heath brothers' SUCCESs framework, applied to the committee paper.
Aims
This programme aims to develop leaders who influence through legitimate means, understanding where their power comes from, using the psychology of persuasion ethically and choosing words that help a case land, so that they can move decisions in public service without tipping into manipulation.
In summary, you will be able to:
- Distinguish influence, power and authority, identifying the bases of power and types of authority at work in your own setting.
- Apply Cialdini's principles ethically, using the disclosure and benefit tests to separate honest persuasion from manipulation in a planned campaign.
- Plan a committee paper or business case that sequences logos, ethos and pathos and uses concrete, memorable language to persuade skimming readers.
What you'll develop
Through this Focus course, you will build the ability to:
- Distinguish influence, power and authority, and identify which of French and Raven's six bases of power you and others are drawing on.
- Compare Weber's traditional, charismatic and rational-legal authority and assess the risk of an organisation depending on charismatic authority.
- 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.
- 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.
Built from 2 parts.
2 hours 30 minutes of learning.
- 01Where influence really comes fromPower, authority and influence at workBitesize1 module
- 02The art of the persuasive caseCialdini's principles of persuasion and rhetoricBitesize2 modules
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 hereFocus, 2 hours 30 minutes, £69
- Next stepExplore, Persuasion and preparation, 4 hours, £129. Already own the Focus? You pay £60.
- The whole topicImmerse, Getting to yes, well, 9 hours 30 minutes, £249. Already own the Focus? You pay £180.
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
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