The Pros and Cons Pattern – Use this when presenting the arguments for and against a single issue, but when you particularly wish to be seen as having a balanced viewpoint.
1. Discuss first the obvious disadvantages.
2. Discuss next the more powerful benefits.
3. Summarise the key benefits and propose acceptance.
The Options Pattern – Use this when presenting arguments for choice from a series of options. This takes advantage of immediacy of recall to favour the preferred option.
1. Discuss first the benefits of the lesser attractive option.
2. Discuss next the benefits of the more attractive options through to the desired option.
3. Summarise the outweighing benefits of the preferred option and propose acceptance.
The Tell and Sell Pattern – Use this when you are clearly seeking acceptance to a proposal and when audience inter-action is limited. It is the “classic” pattern used in advertisements and promotional messages.
1. Get attention by announcing in a “teaser” statement the benefit that is potentially available to the audience. This is intended to hook attention so do not go into the detail at this stage.
2. Develop interest by expanding on your initial statement. Explain what the opportunity is or the audience need that exists. Highlight its value and potential.
3. Demonstrate how your proposal can exploit that opportunity or meet that need, Build desire by emphasising its distinctiveness benefits.
4. Instill confidence with proof that you can do what you say. Give examples or a case study showing the success or acceptability of your proposal with similar people.
5. Stimulate a sense of urgency to make a decision by stressing the time or availability constraints on the opportunity.
6. Urge prompt action by explaining clearly what needs doing by when.
The Sell and Consult Pattern – Often referred to as the 5 W pattern, use this as a softer alternative to the Tell and Sell Pattern when you wish to appear more consultative in your approach. Rather than make lots of statements you would delivering this in a more “Socratic” questioning style.
1. What is it? Quickly and positively introduce your idea or proposal.
2. Why do it? Explain why it is a good idea. Give the reasons behind it. What the opportunity is. Why the audience needs it and will benefit from your idea or proposal.
3. What makes it special? This is where you take a good idea and make it a must have idea. Explain why your solution is better than anyone else’s. What your distinctive competence is. Your unique benefit. Your proven advantage. This is effectively the closing step of the presentation.
4. What are the details? With the audience attention fully engaged now get into the detail. Explain the main points/features and benefits of your proposal. Sequence these in ascending order of value/importance so that you build up momentum in support for your idea.
5. What is in this for you? Summarise the key benefits and return to be made. Explain clearly the actions to be taken by the audience to secure that return.
With these persuasion patterns committed to memory and adopted as habit you will find that you feel “programmed” to talk confidently and conversationally, and to win your audience’s hearts and minds.
(c) Copyright Bob Howard-Spink
Bob Howard-Spink is a partner in Persuadability. For more tips and advice on how to present your messages with compelling and persuasive words and images visit us at http://persuadability.co.uk
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