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Public Health Education Collaborative
May 3rd, 2011
1
Welcome
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Sylvia EstafanHealth Education Administration
…Your one-stop shop for all your health education needs.
Housekeeping
• Bathrooms
• Sign-in sheets
• Continuing Education
– CHES
– MCHES
– Nursing CEUs (check box on evaluation)
• Food
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Ground Rules
• Limit cell phone use
• Respect time
• Raise hands for questions/comments
• Respect one another
• Agree to disagree
• No outside work
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Introductions
• Name
• Title
• Organization
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Morning Agenda
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Timeframe Content
ALL ATTENDEES
9:00am-9:15am Introductions and Overview
9:15am-9:30am Icebreaker
9:30am-10:30am Laws of Persuasion
10:30am-10:45am Wellness Break
10:45am-11:45am Persuasive Communication Strategies
11:45am-12:00pm Wrap-up & Evaluations
Afternoon Agenda
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Timeframe Content
SPEAKERS’ BUREAU COMMITTEE
12:00pm-1:00pm Lunch
1:00pm-1:15pm Wellness Break
1:15pm-3:30pm Speakers’ Bureau Committee Meeting
Today’s Key Objectives
By the end of this session, participants will be able to…
1. List the nine laws of persuasion.
2. Describe how to develop persuasive strategies.
3. Describe how to deal with resistance in changing behavior and move forward.
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Icebreaker
Sylvia EstafanHealth Education Administration
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Persuasive Communication
Dr. Mohammed Forouzesh
Cal State Long Beach
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The Art of PersuasionBy
Dr. Mo
Public Health Collaborative
Los Angeles County
May 3, 2011
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Outline of Presentation
Meaning and forms of Persuasion
Types of Customers
Nine laws of Persuasion
Ten steps of Persuasion
Overcoming Resistance
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Meaning of persuasion
A. Persuasion means introducing someone to
do something they initially resisted
B. Influencing someone more powerful than
you, and to do as you ask
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Ethical issues
Is persuasion a sort of manipulation?
People do not persuade each other, they only
express their opinions
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Personal experiences
Can you think of some circumstances that
you have tried to persuade the public to do
something?
What is it in public health that we want to
persuade the community to do?
Give me some examples
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Other forms of Persuasion
Flattery
Reasoning
Amusing
Arguing
Agreeing
Insisting
Badgering
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Other forms of Persuasion
Soliciting
Lobbying
Challenging
Bragging
Threatening
Empathizing
Apologizing
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Other forms of Persuasion
Seducing
Scorekeeping
Bargaining
Trading
Storytelling
Piggybacking
Persisting
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Who uses the art of persuasion?
Lawyers
Advertisers
Sales people
Teachers
Politicians
Human relations
Management
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What is the goal of persuasion?
1. To change someone’s beliefs and behaviors
2. It is a process of moving someone from
point A to B.
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Conditions for persuasion
When you believe in what you are doing, you
are more effective
Knowing your customer
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Forms of customers
There are generally four kinds of people in
the world:
The counter
The reader
The writer
The talker
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Color Personality
Blue – The Writer
Gold – The Counter
Green – The Reader
Orange – The Talker
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Nine Laws of Persuasion
1. Law of Reciprocity*
2. Law of Contrast
3. Law of Friends*
4. Law of Expectancy
5. Laws of Association*
6. Laws of Consistency*
7. Laws of Scarcity*
8. Laws of Conformity
9. Laws of Power or authority*
Robert Cialdini’s six Principles
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First approach to persuasion
Shotgun approach
Broad coverage and many contacts
Low percentage of hits
Mass mailing is an example
More passive approach
Takes less time
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Second approach to persuasion
Rifle shot approach
Narrow coverage and few contacts
Cultivates deeper relationships
Speaker’s bureau
More active approach
Carefully select the target
Takes more time
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Combining both methods
Consider gun control
Please give examples
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Ten Steps of Persuasion
1. Define what you want
2. Setting criteria for choosing the target is based on:
Need
Cultural differences
Geography
3. Define your universe
Who is in the universe?
4. Make a list
A Long List
A short list
Define target clearly28
Ten Steps of Persuasion (con’t)
5. Develop your information packet
Speaker’s Bureau Power Point presentations
Flyers
Web sites
One-on-one
6. Develop tactics for each target and learn:
What they want?
What is their immediate needs?
What are they afraid of?
What do they worry about?
Who do they trust?29
Ten Steps of Persuasion (con’t)
7. Find out multiple port of entry for
engagement
Anticipate distractions
Competing communication
Removal of gate keepers
8. Get their attention
9. Make your pitch, ask for green light
10. Close the deal and ask for action
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Aftermath
Ask questions
Listen carefully to resistance
Ask their opinion
Offer guarantee
Be honest
Define deal breaker
Don’t ever, ever, ever get angry
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Ways to overcome resistance
Humor
Challenge
Flattery
Setting your self apart from others
Always be positive
Plead, and modularize your request
Reschedule
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Levels of Resistance
A. General
B. Specific
C. Ultimate
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Level 1 Resistance
I don’t want it
I am too busy
Who are you?
Not now
It is not our policy
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Level 2 Resistance
I have other priorities
This isn’t that important
We’ve tried this before, it didn’t work out
It’s too expensive
I can do this my self
This doesn’t meet my needs
I am assuming all the risk
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Level 3 Resistance
I really can’t go through with this
I could damage my reputation
I don’t feel comfortable making this deal
I am afraid, I just can’t
I don’t know you well enough
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Secrets to Resistance
Use reflective technique:
Restating someone’s feelings in similar words
and empathizing with them
Validate their emotions without agreeing or
disagreeing with them
Recognize other person’s feelings without
judging them
Make your client feel safe to express
themselves openly
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The End
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WHO AM I?Dr. Mo
• The distinctive quality or essence of a person’s character.
• The pattern of collective character, behavioral, temperamental, emotional, and mental traits of a person.
• A “blueprint” to our strengths and weaknesses.
- Knowing how to manage human behavior lies in understanding these blueprints to one’s personality.
- Health behaviors relates to the “personal attributes such as beliefs, expectations, motives, values, perceptions, and other cognitive elements; personality characteristics, including affective and emotional states and traits; and overt behavior patterns, actions, and habits that relate to health maintenance, to health restoration, and to health improvement” (Gochman, 1982, 1997).
• A key to developing self-awareness.
- The more we understand our strengths and weaknesses, the better we can reach our fullest potential in life.
What is Personality?
• To know one’s true color/s and the personalities associated with that color/s.
• Learning to identify and be familiar with your strengths and stresses.
• Self-Awareness: An insight to understanding more about who you are as a person (What Makes You, YOU!).
• Learning to understand others.
• Knowing the learning style of an individual based on the color and personality types:
1. Visual
2. Audio
3. Kinesthetic/Tactile
• Incorporate it into the Youth & Adult’s Standardized Sessions.
– To build Youths' resilience to the positive imagery that the Tobacco Industry puts out to them.
Goals of Project
• A tool that health providers can use to determine the best approach to
smoking cessation and prevention strategies for Youth by knowing
what their learning styles are based on the strengths and stresses of
their colors and personalities.
• A tool to guide Youth in building self-awareness, help foster choice
making skills, and to not be susceptible to the pressure to smoke.
Objectives
For each question, please number each set of answers from 1 to 4:
4 – being most like you
3 – being somewhat like you
2 – being just a little like you
1 – being least like you
*Only use one 1, one 2, one 3, and one 4 to rank the answers for each question.
Please answer them truthfully and according to who you are, not who you want to
be. Make sure to add up the points for As, Bs, Cs, and Ds.
Have fun!
Self-Assessment
I AM…
1. A _____ caretaker, cause-oriented, peacemaker B _____ prepared, punctual, responsible
C _____ insightful, visionary, problem solver D _____ energetic, playful, charming
2. A _____ optimistic, enthusiastic, sympathetic B _____ planner, detail oriented, well organized
C _____ intellectual, inquisitive, complex D _____ flexible, proficient, straightforward
3. A _____ passionate, romantic, spiritual B _____ conservative, stable, predictable
C _____ calm, cool, collected D _____ natural entertainer, risk taker, hands-on
4. A _____ people-oriented, cooperative, generous B _____ conscientious, respectful, goal-oriented
C _____ knowledgeable, perfectionist, analytical D _____ impulsive, carefree, easy-going
5. A _____ imaginative, creative, intuitive B _____ reliable, consistent, loyal
C _____ inventive, witty, innovative D _____ spontaneous, eager, open-minded
6. A _____ nice, polite, great communicator B _____ firm, efficient, traditional
C _____ rational, serious, independent D _____ stylish, daring, skillful
WHO AM I?
I VALUE…
7. A _____ self-discovery, long lasting friendship & relationships, trust
B _____ procedures and rules, family traditions, structured environment
C _____ accuracy and improvement, ingenuity, intellectual achievement
D _____ adventures, options, fun experiences
I ENJOY…
8. A _____ building relationships, spreading smiles, and seeing others happy
B _____ doing the right thing, being acknowledged, orderliness
C _____ alone time, creative freedom, seeking new knowledge
D _____ living on the edge, winning, the freedom to express myself
OTHERS OFTEN SEE ME TO LIKELY BE…
9. A _____ over-emotional, unrealistic, manipulative B _____ rigid, restricted, self-righteous
C _____ intellectual snob, arrogant, unrealistic D _____ irresponsible, not serious, self-centered
10. A _____ smothering, talking too much, nosy B _____ bossy, uptight, judgmental
C _____ eccentric, anti-social, sarcastic D _____ easily distracted, unprepared, impatient
WHO AM I?
TOTAL POINTS: A _____ B _____ C _____ D _____
(The points when A, B, C, and D are added together should equal to 100)
Guide for Icebreaker
Approved by: Matt Abernathy, Operations Manager of www.PositivelyMary.com
Miscisin, M. (2005). Showing Our True Colors: A Fun, Easy Guide for Understanding and Appreciating Yourself and Others (3rd Ed.).
Santa Ana, CA: True Colors, Inc. Publishing.
WHO AM I?
Bonus Questions (Circle only ONE answer):
I LEARN BEST BY…
A. Listening to lectures
B. Reading about it
C. Doing it
D. A & B
E. B & C
F. A & C
G. All of the above
I…
A. Think and process out loud, prefer to bounce ideas off others, enjoy attention from others, speak readily in many situations.
B. Process internally before sharing, avoid attention from strangers, seek solo, intimate experiences with select individuals, pause and think before speaking.
WHO AM I?
A = BLUE B = GOLD C = GREEN D = ORANGE
• Dominant Color - Color with the highest score.
– Has the attributes most like you, the one you use when you are being your most natural self, the ones that happen automatically.
• Shadow Color - Color with the second highest score.
– May influence the actions, thoughts, and behaviors of our dominant color.
• Third and Fourth Color - may not always be obvious, but can come in handy when needed.
• For the second bonus question,
A represents an Extrovert while B represents an Introvert
Results
BLUE Strengths
• Accepting
• Cause-oriented
• Creative
• Enthusiastic
• Forgiving
• Generous
• Imaginative
• Include everyone
• Optimistic
• Polite
• Quiet
• Romantic
• Passionate
• People oriented
• Sensitive
• Sympathetic
• Bringing joy to others
• Caring
• Cooperative
• Easy going
• Friendly
• Good listeners
• Great communicator
• Honest
• Intuitive
• Loyal
• Mentoring
• Peace-makers
• Sense of humor
• Sincere
• Spiritual
• Supportive
BLUE Stresses
• Conflict
• Overloaded, overwhelmed
• Isolation, being left out
• Rejection
• Lack of trust
• Lack of acknowledgement
• Lack of tolerance
• Aggressiveness directed toward
them
• Negativity
• Not able to express genuine self
• Not able to share
• Not being appreciated
• Lack of caring
• Insincerity
• Lack of romance
• Lack of cooperation
• Unsafe environment
• Rigidity
• Saying “No”
GOLD Strengths
• Belonging
• Compassionate
• Conscientious
• Detail-oriented
• Efficient
• Helpful
• Home, Family & friends
• Loyal
• Punctual
• Responsible
• Reliable
• Securing
• Stable
• Structured
• Team players
• Traditional
• Considerate
• Conservative
• Consistent
• Focused
• Following directions
• Goal-oriented
• Honest
• Leadership roles
• Organized
• Planning ahead
• Predictable
• Prepared
• Respectful
• Self-confident
• Thorough
GOLD Stresses
• Lack of follow through
• Taking on too many responsibilities
• Irresponsibility in others,
untrustworthiness
• When things are not put back where they
belong
• Not adhering to schedule or plans
• Lack of closure
• Many things going on at the same time
• Indecision
• Change
• Unclear expectations
• Lack of rules, instructions, or guidelines
• Lack of consistency, leadership, and
plan
• Lack of cooperation
• Not being appreciated
• Neglect of family time or traditions
• Waste
• Incompetence
• Missing deadlines
• Rule breakers
• Disorganization
• Tardiness
• Interruptions
• Not knowing where they fit in
GREEN Strengths
• Analytical
• Creative
• Curiosity
• Focus on important things
• Great problem solvers
• Independent
• Innovative
• Insightful
• Perfectionists
• Problem solvers
• Self-confident
• Self-directed
• Skeptical
• Technical know-hows
• Theoretical
• Visionaries
• Calm & collected
• Credibility
• Determination
• Ingenuity
• Inquisitive
• Inventive
• Knowledgeable
• Logical
• Not overly emotional
• Rational
• Research
• Sense of humor
• Solitude
• To the point
• Well-read
• Witty
GREEN Stresses
• Blocks imposed on their ability to
display intelligence
• Overly sensitive people
• No flexibility
• Being limited to standard curriculum
• People who don’t try to solve their own
problems
• When they don’t understand or know
something
• Equipment failure
• Incompetence
• Not enough time to gather data
• Unfairness
• Lack of independence
• Rules that block progress
• Stupidity
• Redundancy
• Routine
• Nothing new to look forward to
• Emotional outbursts
• Mistakes
• Ignored recommendations
• No system in place or failure of others
to use system
• Made to look stupid or incompetent
• Boredom
ORANGE Strengths
• Active
• Creative
• Energetic
• Fast paced
• Freedom
• Fun
• Great sense of humor
• Impulsive
• Open-minded
• Playful
• Proficient
• Skillful
• Spontaneous
• Unpredictable
• Vocal
• Adventurous
• Charming
• Daring
• Entertaining
• Flexible
• Hands-on
• Loves attention
• Loyal
• Open-minded
• Optimistic
• People magnet
• Risk-takers
• Social
• Straightforward
• Winning
ORANGE Stresses
• Lack of freedom or choices, feeling
trapped
• Being forced to do something
another person’s way
• Not being able to use their skills
• Frigidness
• Strict guidelines or rules
• Forced to keep quiet or not
participate
• Insufficient attention
• Waiting, slow actions
• Indecisiveness
• Traffic
• Routine
• No sense of humor
• Details, paperwork
• Inactivity, restrictions of physical
movement
• Lack of money
Values
For GOLDS:
• Commitment
• Honesty
• Individual accomplishments
• Loyalty
• Minimal group
• Organized and structured environment
• Professionalism
• Quiet time to focus and complete tasks
• Recognition for accomplishments
• Security in established & fixed routines
• Tradition
For BLUES:
• A safe and trusting environment
• Compassion
• Dynamic relationships in group setting
• Friendship
• Group discussions, social interactions
• Kindness
• Positive gestures
• Positive verbal feedbacks
• Relationships
• Sensitivity
• Teamwork, like to contribute
• Tolerance
• Trust
Values
For GREENS:
• Ability to contribute input
• Accuracy
• Emphasis on outcomes, results, and implications
• Expertise
• Ingenuity
• Intellectual achievement
• Knowledge
• Logic, factual
• Real world problems
• Stimulating discussions
• Strategy
• Technology
• Visual learning
For ORANGES:
• A variety of tasks, options
• Adventure
• Attention
• Change of scenery
• Competition
• Flexibility
• Fast pace
• Freedom
• Kinesthetic learning, hands-on activities
• Minimal rules
• Spontaneity
• Visuals
• Winning
Views
GOLD may see self as:
• Organized, reliable, can be counted on, good planner, trustworthy, not wishy-
washy, knows what’s best, one to follow the rules, realistic, knowing the
difference between right and wrong, get things done, accountable, and one
who keeps their word and delivers quality work.
Others may see GOLD as:
• Inflexible to other options, restricted, uncompromising, boring, self righteous,
likes things status quo, judgmental, controlling, uptight, forcing others to
follow scheduling demands, and a work-a-holic.
Views cont.
BLUE may see self as:
• Caring and romantic, loves excitement, spiritual, faithful, wanting to build
relationships and seeing other people happy, a good friend, flexible, able to put
themselves in other people’s shoes, harmonizer, pleasant, and great
communicator.
Others may see BLUE as:
• Mushy, over-emotional by taking things too personally, saying “yes” too much
and not able to follow through on the promises, smothering, easily swayed by
emotions and opinions of others, nosy, chatty, and manipulative.
Views cont.
GREEN may see self as:
• Knowledgeable with varied interest, has a keen sense of figuring things out,
task-focused, open-minded, innovative, deep thinkers, creative, seeking
justice, 98% right, and original and unique
Others may see GREEN as:
• A know-it-all, always using big words, condescending, uncaring, weird due to
their strange ideas and opinions, without emotions, anti-social, not a team
player, unfriendly, sarcastic, critical, and unappreciative.
Views cont.
ORANGE may see self as:
• Straightforward, comfortable with self and others, easy-going, believes in having fun, now-oriented, good negotiator, movers and shakers, multitasker, energized, friendly and like to build good rapport with others, flexible, and one likely to seize the opportunity.
Others may see ORANGE as:
• Blunt, pushy, rude, slackers, making a joke out of everything, self-centered, rule breaker, manipulative to getting things their way, demanding, always rushing into doing things, easily distracted, unprepared, flaky, and untrustworthy.
For GOLDS:
• Savings bond
• Watch
• Conservative clothes: Dress shirt & tie
• Day planner, appointment books
• Back packs/Messenger bags
• Cook book
• Pen sets
• Electronic organizer
• Calendar
• Finance books
For BLUES:
• Flowers
• Stuffed animals
• Jewelry boxes
• Candle sets
• Romance books, movies
• Romantic dinners
• Spa get-aways
• Diary, journals
• Picture frames
Reward Ideas
For GREENS:
• Chess sets
• Book store gift cards
• Telescope
• Books: Non-fiction, Science
• Puzzles
• Hi-tech products: Laptop computers
• Science fiction movies
• Computer accessories
For ORANGES:
• Sunglasses
• Leather jacket
• Brand name, trendy clothes
• Money, gift cards
• Sports equipment
• DVD players
• Concert tickets
• A day bungee jumping or sky diving
• A funny card
Reward Ideas
With Blues be: Open, personal, sincere, caring, and communicative.
- Use gestures and positive body language, share personal experiences, and participate in discussions and activities that allow interaction.
With Golds be: Organized, thorough, accurate, and consistent.
- Have structure, pay attention to time and follow schedule, provide charts, graphs and other visuals to support information.
With Greens be: Precise, prepared to give facts, rational, and encouraging.
- Allow for innovative and creative type tasks, be willing to take risk or investigate, show interest, share humor, provide documentation as proof and be open to debates.
With Oranges be: Energetic, spontaneous, open-minded, clear, and direct.
- Allow for hands-on project type tasks, minimize discussions, ask questions in a brief and concise way, demonstrate to illustrate idea or point, and be organized to stay on track.
Tips
GOLD Poster Board
BLUE Poster Board
GREEN Poster Board
ORANGE Poster Board
Gochman, D.S. (1997). Health behavior research: Definitions and diversity. In K.
Glanz, B.K. Rimer, and K. Viswanath (Ed.), Health behavior and health education:
Theory, research, and practice, 4th ed., (pp. 3-19). San Francisco, CA: Jossey-Bass.
Gochman, D.S. (1982). Labels, systems, and motives: Some perspectives on future
research. In K. Glanz, B.K. Rimer, and K. Viswanath (Ed.), Health behavior and
health education: Theory, research, and practice, 4th ed., (pp. 3-19). San Francisco,
CA: Jossey-Bass.
Miscisin, M. (2005). Showing Our True Colors: A Fun, Easy Guide for Understanding
and Appreciating Yourself and Others (3rd Ed.). Santa Ana, CA: True Colors, Inc.
Publishing.
© www.PositivelyMary.com
Reference
Wrap-Up & Evaluations
Sylvia EstafanHealth Education Administration
72
73
Thank You!
Lunch
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Speakers’ Bureau Committee Meeting
Dr. Mo
Cal State Long Beach
Milan Hill
Health Education Administration
76
