Moving people to action is one of the most common goals of the process of persuasion. Stop for a minute and make a list of circumstances when you might need to persuade others.
Maybe you need to…
- Return to the store an item that is no longer under warranty but has not functioned properly.
- Ask your supervisor for a raise.
- Lead a team at work through the completion of a project.
- Approach an instructor about a grade you believe to be unfair.
- Encourage others to donate to your favorite charity.
These are just a few examples of ways that persuasion touches our lives regularly. No matter what the issue, moving others to take action requires that you understand what motivates them. Motivation can come in many forms and what motivates one person does not always motivate another. So, we are back to analyzing our audience again – understanding our audience is the first step in moving them to action.
Lets take a look at some of the common motivational appeals…
Fear: Do you have smoke detectors in your home? Do you put your child in a car seat? Whether you fear for their safety or you fear breaking the law, if you answered yes, you are motivated by fear.
Acquisition and saving: Do you scan those Sunday advertisements to get something on sale? Do you buy a store brand because you will save a few pennies? Will you buy three for a dollar when you only need one? We are often motivated by a cost savings to buy things that we might not ordinarily buy so that we will have what we need.
Attraction and conformity: Do you get dressed up when you have a date or are meeting friends? Do you color your hair? Do you dress in the latest styles? We are motivated to do all of these things so that we are attractive to others and conform to a particular group.
Sympathy and generosity: Do you donate food, money or clothing to charity? It is fact that during the holiday season donations to charity always rise. Doing something for others who are less fortunate than ourselves makes us feel good.
Loyalty: Do you buy the same brand name products repeatedly? Do you root for the Chicago Cubs year after year? Are you patriotic? All of these represent the motivational appeal of loyalty.
Respect for authority and respect for yourself: Do you buy a product because an expert endorses it? Do you call your instructor, “Professor.” Do you have a personal code of conduct? Respect for yourself and others often motivates us to action.
In summary
These are just some of the motivational appeals that you can take into mind when looking to persuade someone.
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