The persuasion model

Communication is an essential part of our daily lives. It allows us to convey ideas, exchange information and build relationships. Effective communication is crucial in both personal and professional contexts.

However, communication is often complex and misunderstandings sometimes arise. That is why experts have developed various models to explain and improve the processes behind successful communication.

Communication models therefore help us to better understand the processes and elements involved in effective communication. In this article we take a closer look at Betteke van Ruler's communication intersection and specifically, the persuasion model.

The communication strategies according to Betteke van Ruler

1. Inform

Informing is a strategy in which you simply provide information to your target group without the possibility of interaction. It is one-way traffic and aims to increase awareness or help people make decisions.

2. Persuade

With persuasion you try to influence the target group without interacting. You focus on influencing knowledge, attitude and/or behavior, usually through mass communication. Advertising and propaganda are examples of persuasion, as is promoting an organization.

3. Dialogize

Dialogizing means talking to your target group. There is two-way traffic, such as during work meetings or a brainstorming session, without there always having to be influence. Dialogizing can form a bridge for interactive decision-making.

4. Forming

Forming involves talking to the target group with the aim of influencing them. Lobbying is an example of this. Forming is often used when there are conflicting interests.

Also read: Communication intersection Betteke van Ruler

What is the persuasion model?

The persuasion model was introduced in the 1980s. This model revolves around organizing all formal communications of an organization. The aim is to create a positive impression among selected target groups for the organization's plans and decisions.

In this model it is not so much about the content, but more about convincing the target group: how do you ensure that the most important message is conveyed effectively? And that the image of the company becomes more positive? It's mainly about the packaging of the message. This model requires research into the target group and planning and management of communication.

The persuasion model has both advantages and disadvantages. Because it has been used for so long, people often realize that reality is different from how an organization presents it. Therefore, this model may be effective in the short term, but in the long term it can lead to cynicism.

Also read: Framing

Examples of application of the persuasion model

The persuasion model is an effective technique for convincing and influencing others. It is often used in marketing, sales and communications to motivate people to take a certain action or take a stand.

Example 1: Online shopping

Imagine you run an online store specializing in sportswear. To convince customers to buy from your store, you can use the persuasion model. A commonly used technique is social proof. By displaying positive reviews and testimonials from other customers on your website, you create trust with potential customers and motivate them to buy from your store.

Example 2: Political campaigns

During political campaigns, the persuasion model is frequently used to convince voters to vote for a particular candidate. A frequently used technique is authority. By having prominent figures, such as well-known politicians or celebrities, publicly support a candidate, confidence in that candidate increases and people are more likely to vote for him or her.

Example 3: Advertising

Advertising is an area in which the persuasion model is prevalent. A well-known technique is creating scarcity. For example, by indicating that a product has limited availability or that there is a temporary offer, you create a sense of urgency among consumers and motivate them to make a purchase quickly.

Example 4: Government communications

Government agencies also use the persuasion model in their communication to the public. For example, in campaigns related to health and safety. An effective technique here is to respond to emotions. By showing moving images or stories that emphasize the seriousness of certain situations, the government tries to make people aware and encourage them to adopt desired behavior, such as quitting smoking or driving more safely.

Example 5: Negotiations

The persuasion model can also apply during negotiations. A commonly used technique is reciprocity. By doing a small favor for the other party, you create a sense of obligation for them to return the favor. This can help to achieve a win-win situation that both parties are satisfied with.

Conclusion

Communication models therefore provide us with a framework to better understand the complex processes of human communication. They show how information is encoded, sent, received and decoded between senders and receivers. By using these models you can improve your communication skills and communicate more effectively with others.

Within the communication models, the persuasion model is a powerful technique that you can use in various ways to influence and convince others. Whether it concerns online shopping, political campaigns, advertising, government communications or negotiations, understanding and applying the persuasion model helps achieve the desired results.

Also see: ZBMO communication model.

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