Lesson 5.2: How to persuade with values


Welcome to section five lesson two.

First I will give you a recap of what we did last time. We learnt How to use reason to persuade others

In lesson two we will learn How to persuade with values

Shared values help to unite a people. Just think about the creation of Pakistan. If the Muslims of India did not share the same beliefs and values they would have never united to birth a new nation. Our founding fathers persuaded them to fight for a homeland where they could freely practice their religion. This is a classic example of persuading others with shared values.

So how can you adopt this technique for your project? Well, the first thing to understand is that value based reasoning falls under one of two categories. the first category appeals to common goals and ideals. while the other category tries to frame the issue from the reader's perspective, making it about them rather than you.

You must first understand your reader's, only then will you have an idea of what their goals and ideals are. For example when designing this course I imagine my students to be university going young adults, who are looking for an edge in their careers. Accordingly I present material that will help them achieve that goal.

However for some people goals are a luxury. They are more concerned with meeting their needs. Needs can be thought of as being more urgent than goals and are required for survival. Appeal to your reader's needs. For example if you are writing a product brochure explain how it can help their company remain profitable.

And of course shared values is the best way of persuading another party. One way you can do this is to research your reader's values they may have posted them on their company's website. from there you can craft a message that will appeal to this value. for example if your client values quality products, explain to them how your product meets stringent quality standards.

We now turn our focus to the second category of value based persuasion. Here is when you frame the issue using the reader's perspective. For example if your reader is interested in improving their lifestyle, frame that idea as your central idea, then using logical mapping explain how your product or services can help them to improve their lifestyle.

You may also need to reframe an issue as it might not be obvious as to how your offering is relevant to the reader. In that case you will need to dig deeper into their profile and see where exactly both of your values intersect.

So that's it. We have come to the end of this lesson. To summarize we learnt how to persuade others with shared values. See you in the next lesson.





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