A Tour Through the Art of Persuasion

By Andrea Gawkins

Do you want to persuade your boss to use your ideas? Do you want to persuade your parents to buy you a new phone? Do you want to master the art of persuasion? If you answered “yes” to the first two questions, then you must say “yes” to the third. Using impactful persuasive techniques can help you become an effective writer and presenter. It definitely helps me as an Undergraduate Business Ambassador as I conduct tours and persuade prospective students. Thanks to the seven logically persuasive tools provided by the Kenan-Flagler Business Communication Center, we get insight into how good business writers like Warren Buffet persuade with: statistics, history, analogy, example, comparison or contrast, consequences, and authority. I’ve described my Undergraduate Business Ambassador experience to demonstrate the benefits of using these seven persuasive tools.

Statistics. Use numbers! Adding quantitative data to your writing and presentations adds realism for the audience. After reading or hearing many words, your readers or listeners will remember a spark of numbers. Most importantly, presenting statistical data raises your credibility through the primary or secondary research you conduct. Take advantage of statistics you discover as you prepare your paper or presentation. As stated in the Kenan-Flagler Business School Business Writing Conventions and Expectations, about “70 percent of the population values quantifiable data as their way to understand their environment.”

Did you know the Kenan-Flagler Business School is ranked as a top-10 undergraduate business program in Bloomberg Business Week? As I give tours to prospective students and families, I always include our current rankings to emphasize our prestigious program. We take pride in all of our rankings, which also includes the MBA and Masters of Accounting results, since they show that the Kenan-Flagler Business School offers the best of the best in more than just one program. 

History. Some people believe history will repeat itself, which explains the significance of adding historical facts to a persuasive argument. Writing or speaking about previous events and their subsequent consequences can connect others with the current issue you address. Your audience will consider the historical fact you just presented and what might happen in the future — which aids your persuasive pitch. The art of persuading others is so powerful that teaching persuasive strategies started centuries ago with Aristotle in ancient Greece — signifying its importance.

Let’s look at the name “Kenan-Flagler” and discuss the two individuals responsible for the prestigious program we know today. I’ll bet you didn’t know Henry Morrison Flagler partnered with John D. Rockefeller to found the Standard Oil Company. Also, Mary Lily Kenan’s great-great-grandfather, James Kenan, helped construct Old East, the beautiful building on North Campus. Using our founders’ histories in my tours helps to show that the rich roots of our business school date back many years. 

Analogy. Mastering effective persuasion is as difficult as completing endless amounts of chores; however, once you do so, the result is quite enjoyable. Using analogies can help your audience relate to your topic — especially if the subject is complex. Additionally, if you are presenting on two topics that differ, try an analogy to help your audience understand the occasional similarities your topics share.

Using an analogy during a tour comes in handy when describing the undergraduate business school’s application process. The application process to become a Tar Heel is to swimming as the application to become a Business Administration major is to completing a triathlon. The UNC application might require many essays and letters of recommendation, but in order to receive acceptance into Kenan-Flagler, one must show college leadership and academic excellence. Hence, a triathlon is harder than just swimming a few laps. A student must show he or she is a well-rounded college student who really wants acceptance to the Kenan-Flagler Business School.  

Example. Saying “for example” occurs quite often in conversations. Explaining with examples enables you to illustrate your persuasive methods, and this approach helps your audience understand when this topic or event might actually happen. For example, if you are presenting about ways to create an appealing PowerPoint, use your own PowerPoint as an example to show the various visually attractive techniques Microsoft offers.

As a current student in the business school, prospective students and parents want to hear specific examples about Kenan-Flagler’s engaging professors and professional career focus. A typical example I use is the Capital Markets Lab, which demonstrates students are able to transfer textbook knowledge to reality. To show our diversity, I explain Café McColl’s atmosphere, which bustles with diverse people from all walks of life. I hope my tour group can see the reasons we enjoy attending this business school.

Comparison or Contrast. Using Venn diagrams in school helps easily illustrate the similarities and differences between topics. Take this same approach when discussing items from the same class as you attempt to persuade your audience. As you convince people your paper or presentation is effective, try comparing a previous successful project that used the same organization. If you are helping people with their persuasive writing and believe their approach is poor, mention others who used that same structure that failed to persuade their audience.

I use a comparing and contrasting technique on a tour when I am asked why I chose to attend the University of North Carolina at Chapel Hill and why I majored in Business Administration. Just as I did when deciding on where to go to college, I compare and contrast the Business Administration major to others. Business is very different from the science and medical majors. The prerequisite classes are more focused on math such as accounting in Business 101. Additionally, business differs from economics because you must apply to become a Business Administration major. However, they might seem similar since both focus on the economy. I verbally construct a Venn diagram of the Business Administration major versus other majors. This technique helps persuade those students who are still unsure because they might not know the exact differences between the Economics and Business Administration degrees.  

Consequences. If you do not use these seven persuasive tools, you will not capture your audience’s attention, which will greatly affect your outcomes. Using consequences in your writing or speech shows the audience what will or will not happen if they do or do not take your message seriously.

As an Undergraduate Business Ambassador who is representing our business school, I will not talk poorly of other degrees or business schools. However, discussing job placement and campus recruiting can fit into this consequences section. As a professional school at the University of North Carolina at Chapel Hill, the Kenan-Flagler Business School focuses on high-job placement with more than 90% of our students employed following graduation. Not all departments can boast this percentage. As you can imagine, discussing this topic usually persuades parents very easily.

Authority. Some of the most powerful speakers in the world use these same seven tools to persuade their audience to follow them. Martin Luther King, Jr., is one authority who motivated his audience during his “I Have a Dream Speech” by describing the positive opportunities that would come with ending segregation. When you cite a famous speaker or writer, you strengthen your credibility.

Occasionally, I will mention a well-known alumnus of Kenan-Flagler Business School to either relate with my tour group or show what our business degree can help them accomplish. Mentioning Hugh McColl, Jr., who completed his B.S.B.A. in 1957 and served as the chairman and CEO of Bank of America Corporation can illustrate the long-lasting quality of education you receive from the Kenan-Flagler Business School. To discuss someone more relatable, I talk about Jeff Saturday, former Indiana Colts Center (pictured on the left), who combined his 1997 B.S.B.A. with football to become a quality leader on the field.

These seven tools help me give the best tours and persuade prospective students to further pursue admission to the Kenan-Flagler Business School. Therefore, you should use these seven persuasive tools to strengthen your arguments in both written and verbal forms. Next time you prepare to persuade your audience, try using some statistics, historical facts, analogies, examples, comparisons or contrasts, potential positive or negative consequences, and an authority. I guarantee you will achieve your desired results.