Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

Rhetoric: The Golden Key to Verbal Persuasion

People have been persuading one another with their speech for as long as we have records. In many different cultures, aspiring lawyers, administrators, and politicians would have learned the science of rhetoric, of using language effectively.

Watching this video is worth 4 Management Courses CPD Points*.
🔎 See below for details

Influencing and Persuading
This video is part of course module number 2.6.2
Program 2: Manager as Communicator
Course 6: Influencing and Persuading
Section 2: Verbal Influence and Persuasion

Other videos in this section include:
🎬 Persuasive Language: How to Influence with the Words You Choose https://youtu.be/NIzb-JkLHJ4
🎬 Help them Persuade Themselves: the Influence of Questions https://youtu.be/_iVrYapVmYE
🎬 Social Proof: Recruiting Support for Your Verbal Persuasion https://youtu.be/E4sLIq5pxGk
🎬 How to Win an Argument https://youtu.be/jajwIEvJ-ks
🎬 How to Get Someone to Help you or Do You a Favor https://youtu.be/3IoDTWY7g7s
🎬 How to Change Someone’s Mind https://youtu.be/TTusOjf9YdY
🎬 Forgiveness: How to Get Forgiven https://youtu.be/ZZVQazpxu-U

Five Figures of Speech – or ‘flowers of rhetoric’:
– Repetition
– Threes
– Opposites
– Questions
– Climax

Rhetorical Structure
Step 1. Introduction
Step 2. Narration
Step 3. Division
Step 4. Proof
Step 5. Refutation
Step 6. Conclusion

1. Can you map Aristotle’s Ethos, Logos, and Pathos (Character, Reason, and Emotion) onto the 6 steps of Cicero’s rhetorical structure? (3 MC CPD Points)
2. Next time you hear a speech on the news or any other source, listen out for the five figures of speech listed in this video (3 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 My own book on Influence (introductory level)
– How to Influence in Any Situation (Brilliant Influence 2nd Ed) https://geni.us/dAS7
📖 Excellent books at a more advanced level
– Influence: Science and Practice (a classic) https://geni.us/DIX0kFL
– Influencer: The New Science of Leading Change https://geni.us/3nBJM
– The Influence Agenda (for Stakeholder Engagement) https://geni.us/InfAg
– Methods of Persuasion https://geni.us/EVYP
– Presuasion https://geni.us/aBZo0XO
– 5 Paths to Persuasion https://geni.us/Vg2vB

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 4 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 10 MC CPD points

00:00 – Rhetoric: Persuading with your speech
00:50 – Classical Rhetoric
01:12 – Flowers of Rhetoric
01:37 – Repetition
02:27 – Threes
04:50 – Climax
05:35 – Putting it all together: Rhetorical Structure
06:06 – Cicero’s rhetorical structure
06:42 – Step 1: Introduction
07:04 – Step 2: Narration
08:02 – Step 3: Division
09:55 – Step 3: Proof
10:49 – Step 5: Refutation
12:19 – Step 6: Conclusion

#Rhetoric #ManagementCourses #VerbalPersuasion


Paradox of Choice: Influencing through Selection
Momentum: How to Make it Easy for them to Say ‘Yes’
The Jiminy Cricket Effect: Cognitive Dissonance and the Urge for Consistency
Getting Agreement by Slicing up the Pie
Use the Power of Scarcity with Integrity
Peer Pressure: The Awesome Power of Social Proof
The Power of the Word ‘Because’ in Influence and Persuasion
WIIFM? How to Use Self-interest to Influence and Persuade
Forgiveness: How to Get Forgiven
How to Change Someone’s Mind
Get a Favor: How to Get Someone to Help you or Do You a Favor
How to Win an Argument
Social Proof: Recruiting Support for Your Verbal Persuasion
Help them Persuade Themselves: the Influence of Questions
Persuasive Language: How to Influence with the Words You Choose
KISS: Keep It Short & Simple when You Want to Influence & Persuade
Matching & Mirroring: How to Influence by Building Rapport
Tit-for-Tat: How to Influence with Reciprocation
How to Influence People by Appealing to their Emotion
How to Use Reason and Logic in Influence & Persuasion
How to Build Trust. And Why it Matters in Influence & Persuasion
How to Use Your Authority to Influence and Persuade
How to Influence by Making People Feel Good
Appearance Matters in Influence & Persuasion
Ethos: the Importance of Character in Influence & Persuasion
The Core of Influence & Persuasion: Ethos, Logos, and Pathos – Character, Reason, and Emotion
The Good, The Bad, and The Ugly: the Ethics of Influence and Persuasion

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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