Course: The Psychology of Persuasive Presentations

# The Psychology of Persuasive Presentations, A Practical Course Outline for Emerging Leaders

## Audience and Delivery Snapshot

- **Main audience:** Leaders emerging as influential managers or human resource (HR) professionals, who are working in mid sized Australian companies, NSW, Victoria and Queensland states focus, needing to influence stakeholders, secure budgets and lead change.
- **Supplemental audience:** Frontline team leaders; enterprise trainers assisting HR in delivering learning plans; internal consultants such as program developers requiring techniques to influence their own outcomes.
- **Delivery method:** Hybrid, full day workshop (Face to face Sydney or Melbourne) followed by three 90 minute virtual lab sessions and a 2 week self directed application module.
- **Proposed duration/format blend:** 1 full day face to face (7 hours), plus weekly live follow ups every fortnight over two weeks plus self paced labs. Total contact: 12.5 hrs; total programme duration: 8 weeks.
- **Class size:** 12 to 18 learners for full active learning experience (springboard based on Brown, Stormon, and Schwertner Vaaler's 2020 programme).
- **Price point constraint (example):** $495 +GST each participant for the virtual only micro version; full hybrid cohort pricing to be customised.
- **Assessment and measurement activities:** Pre programme self assessment; criteria based behavioural change survey at post programme @ 6wk.; manager observations' checklist; roleplay grading/assessment rubrics; learner video submission(s) graded against a 9 point persuasive presenting rubric.

## Why This Programme, Quick Executive Summary

This is not another slide deck bootcamp. It's a toolkit of behaviour designed for leaders who are busy showing off the ones and zeros, not just directing applause.
- We combine knowledge of how decisions get made with practical rehearsal. You will walk out with scripts, evidence backed framing techniques plus a plan to turn one idea into action within your Organisation.
- A point of view that some haters may hate: PowerPoint is not dead, used poorly it kills; strategic use illuminates. And yes, scientifically designed fear appeals can be ethical and effective if used responsibly.

## First Measurable, Context Independent Learning Objectives (Behavioural/Metric Focused)

Upon completion participants will be able to:
- Demonstrate three evidence based framing techniques that improve audience agreement and follow through (measured by roleplay and manager observation).
- Increase persuasive clarity: Reduce jargon and improve message recall, achieving 40% uplift in immediate recall on the post training tests.
- Use story based evidence to increase emotional resonance whilst maintaining credibility, practise with a 90 second "change story."
- Apply loss framing vs gain framing appropriately in at least two stakeholder scenarios.
- Employ anchoring isolated heuristics and availability heuristic(s) to establish favourable reference points during negotiations your managed resistance tactics.
- Develop a 30 day influence plan for converting one stakeholder from sceptic to supporter; with milestones agreed and signed off by your manager.

## Module by Module Outline (In Detail)

### Module 0, Pre work and Diagnostics (self paced, 2 to 3 hours)
- Pre course survey to baseline confidence/past speaking exposure/main persuasion challenges.
- Watch 3 short clips (45 min total): good TED style Opener, bad data dump example, model stakeholder brief.
- Task: Submit a test case, 250 word real persuasion goal (eg budget ask/staffing change/product launch) that you will apply all module long. These will get deployed on our toolboxes at work.
- Rationale: Anchors learning in real workplace problems. Keeps it practical.

### Module 1, Foundations: Why Persuasion Works (Full day face to face, 120 minutes)
- Quick opener: live micro polls on what participants think are the most persuasive factors (credibility, emotion, data).
- Core concepts: ethos, pathos, logos, updated for modern workplaces.
- Behavioural science primer: loss aversion, anchoring, availability heuristic, bandwagon effect and confirmation bias, explained with short workplace vignettes.
- Facilitated reflection: Which bias helps you? Which one sabotages your asks?
- Mini practicum: Create a one minute "ask" that leans on exactly one bias deliberately.
- Learning note: Keep the timeboxes tight, people get sceptical when your case moves from persuasion to persuasion of the month.

### Module 2, Audience Intelligence (Full day face to face, 90 minutes)
- Quick mapping tools: demographics vs psychographics, practical templates to profile the 3 stakeholder types: Sponsor (the budget holder), Doubter (the operational sceptic), Advocate (early adopter)
- Deep dive: Needs and motivations, what besides 'pain' drives decision making in public sector procurement vs private enterprise?
- Interactive: Role mapping exercise, participants construct stakeholder map for their actual ask
- Technique: Tailoring of language to cognitive style (analytical, relational and visionary), drafting scripts for each
- Practical tip: Always prepare a "data menu" and a "story menu", choose on the fly based on audience.

### Module 3, Framing for Influence (Full day face to face, 90 minutes)
- Power of frames: how headline pivots and visual framing change mind instantly.
- Gain framing vs loss framing: when to push possibility vs when to amplify the urgency (with applied examples: safety policy, budget cut).
- Anchoring techniques: how early benchmarking in negotiations works, dollars, timelines or performance targets.
- Bandwagon and social proof: ethical use of social proof in presentations (case studies, only good examples).
- Practise: Reframe a bland factual slide into a persuasive frame in 10 mins.
- Strong opinion: More often than not story first framing wins than fact first. Prepare to disagree.

### Module 4, Storycraft and Emotional Design (Full day face to face, 90 minutes)
- Story architecture: context, conflict, change, call to action, stripped down to a 90 second template
- Emotional arcs: how emotion translates to trigger decision (hope for adoption; fear of risk mitigation)
- Vivid language and imagery: sensory words, metaphors and short focal analogies that stick
- Cognitive guardrails: use forms of empathy without crossing the line into manipulation, transparency/consent activity
- Each participant did one complete draft of their 90 second story around their real workplace ask
- Peer feedback addressed emotional clarity and believability.

### Module 5, Evidence and Credibility (Full day face to face, 75 minutes)
- The hierarchy of evidence: anecdotes, stats, case studies, independent evaluation: when each is persuasive.
- Framing evidence: making data human, visualisations with a narrative arc.
- Establishing source credibility quickly: credentials, experience, endorsements; user testimonials.
- Common pitfall: Overloading slides with numbers. The brain has only a certain amount of capacity.
- Workshop: Turn three charts into one powerful visual story.

### Module 6, Structure and Flow (Full day face to face, 60 minutes)
- Persuasive structure: Hook, Problem, Solution, Evidence, Benefits, Objections/Ask.
- Rule of Three's; signposting phrases; transition anchor points.
- Controlling the Q&A: tactical responses, bridging and defer skills (how to buy time/delay without losing control).
- Micro rehearsals: delegates run through mini presentation using the structure; coaches record live and annotate.

### Module 7, Cognitive Biases In Action (Virtual lab 1, 90 minutes)
- Short review of biases: anchoring, availability, confirmation bias, selective attention.
- Real world scenarios and the challenges they present: procurement meetings, exec briefs, town hall persuasion.
- Quick roleplays: participants performance bias led tactics and then rotate roles (presenter/sceptic/observer).
- Feedback loop: change recommendations that can drive behaviour change with immediate actions for improvement.

### Module 8, Visual Persuasion and Slidecraft (Virtual lab 2, 90 minutes)
- Visual hierarchy, white space, typography, it's the stuff many trainers cut from their decks
- Slide to speech choreography: what goes on this slide? How much to show of that? When in your speech must you make each point?
- Live redesign clinic: submit a slide in advance; breakout room group changes it live!
- Opinion some will disagree with: Templates are fine, but custom visuals can eat their lunch for serious asks.

### Module 9, Working With Resistance and Tough Questions (Virtual lab 3, 90 minutes)
- Tools: the acknowledge, bridge, reframe model; the "double sandwich" for critiques.
- Roleplay: high stakes Q&A with planted tough questions (from colleagues playing finance/legal/ops).
- De escalation techniques: mirroring and calibrated questions and The Power of Silence.
- Post roleplay: manager observation checklist against Company behaviours.

### Module 10, Application, Measurement and Reinforcement (Self paced 2 weeks)
- Cohort members then run a live persuasion attempt in their work environment (budget ask, pilot proposal, restructure call).
- They submit: 3 minute video extract plus a 1 page reflection; and their manager completes the checklist.
- Peer review: small/Buddied cohorts give structured feedback to others based on the course rubric.
- Reinforcement: fortnightly nudges (an email prompt) and micro assessment activity placed at week six.

## Assessment and Competency
- Pre/post skill self assessment (immediate); 6 week behavioural impact survey (manager plus participant).
- Role play scoring rubric: clarity, evidence balance, framing, emotional resonance, handling objections (9 point scale)
- Manager observation checklist: Did the participant gain commitment? Were next steps followed as agreed? Was the ask clear?
- KPI link: For organisations, turn persuasion outcomes into key performance indicators (approval rate for budget asks; time to decision; stakeholder satisfaction scores).

## Practical Tools and Templates Included
- Stakeholder empathy map (printable).
- 90 second change story template.
- Evidence menu checklist (what to use and when).
- Slide audit checklist (10 point).
- Q&A cheat sheet (phrases for deflecting, bridging, and landing).
- One page influence plan (30 day).

## Facilitation Approach and Trainer Notes
- Trainer to participant ratio: 1:12 face to face, 1:18 virtual
- Video recording for feedback, compulsory. The participants must agree to be recorded.
- Actively learnt: 60% practise, 30% coach feedback and 10% theory
- Trainers: Senior facilitators with a background in facilitation, negotiations and social psychology/themes. We like trainers who have led change in Australian organisations, state government experience is a bonus.
- Make terrible jargon less terrible. Make the examples tangible and local, Sydney councils, Melbourne based retailers or Brisbane operational teams (obviously anonymised).
- Small gripe: Too many providers jump straight into selling 'immediate charisma', rubbish. Influence is a practise.

## Materials and Logistics
- Pre read pack (20 pages): what are cognitive biases and persuasive techniques?
- In room exercise workbooks (digital and hard copy).
- Recording, playback setup for face to face sessions.
- Virtual labs that run on a stable platform with breakout room capabilities, ensure at least one co host per 12 participants.
- Accessibility considerations: offer transcripts, captioning and step free venues.

## Ethics, Compliance and Psychological Safety
- A module on ethical persuasion, Let's talk about boundaries, transparency and consent.
- Natural emotional appeal should be proportionate to facts, and true; no using implied fear as a tactic.
- Rules for PS: Establish "No public shaming" norms; feedback is constructive not destructive
- Anonymity: All workplace related examples are confidential every time. And recordings are not kept unless participant consents to have their clip saved.

## Common Implementation Pitfalls (And How We Avoid Them)
- Pitfall: "We trained them but they go back to their old ways." Fix: add manager checkpoints and a public commitment device.
- Pitfall: Overemphasis on slides. Fix: practise without slides, roleplay in a noisy environment.
- Pitfall: one size fits all content. Solution: pre course diagnostics and personalised scenarios for each group.

## Some Such Measurable Business Outcomes (Case Style)
- Time taken for decisions: reduction by 30% in committee pondering time through clearer asks, anchoring.
- Number of pilots approved: better framing leading to a 25% lift in the pilot approvals in one client programme.
- Higher stakeholder buy in: A more structured story telling increasing workshop adoption rates in another cohort.

## Two Opinions You Will Want to Argue About
Opinion A: Asking for permission is underrated. Do not ask for immediate action; you want permission to discuss the change. It reduces resistance, and can speed the 'yes'.
Opinion B: Internal case studies can be more effective than external research with board members. People trust "what did the team next door do?" more than a costly outside report.

## Preferences
- Half day light condensed programme: for busy execs, concentrates down on hook, ask and handling objections.
- Evidence deep dive workshop: for technical teams needing support in data visualisation and evidence hierarchy.
- Leadership coaching add on: 3 × 1:1 coaching sessions to embed personal influence plans.

## Follow Up and Reinforcement
- Optional "booster" coaching 6 weeks post course completion.
- Manager briefing deck to assist in coaching participants post course.
- Quarterly pulse surveys for cohorts that want to measure continued change.

## Pricing and Commercials (Sample Options)
- Virtual only micro: $495 + GST pp, 3 live sessions plus self paced module
- Hybrid cohort: Customised pricing; from $3,950 + GST for up to 12 participants (comprising one day face to face in CBD location, follow ups and assessments)
- Public workshop: $695 + GST per person (full day).

## Assessment and Iteration
- Standardised Net Promoter Score plus behaviour change metrics.
- Trainer calibration sessions every 3 months.
- Daily content refresh with latest behavioural science research.

## Appendix: Sample Day Schedule
- 0830 to 0900: Arrival and quick pre tests
- 0900 to 1000: Foundations and biases
- 1000 to 1030: Audience mapping exercise
- 1030 to 1100: Morning break and peer networking
- 1100 to 1230: Storycraft clinic
- 1230 to 1330: Lunch (teams provide their own lunches)
- 1330 to 1500: Evidence and credibility workshop
- 1500 to 1530: Afternoon break
- 1530 to 1630: Structure and flow practise
- 1630 to 1700: Wrap up and commitments

## Final Notes and One Small But Wilful Contradiction
This outline is intentionally practical, not exhaustive. We do that by design; it's a feature, not a glitch.
- Short and honest confession: every now and then the right number at the right time speaks more loudly than even an emotional story can. But an unbelievable story takes you nowhere.
- We run this in Sydney and Melbourne most, but you can use it in Perth, Adelaide or Canberra as well. You want it in Geelong or Parramatta, we will come, for a price.

## Sources and Notes
- LinkedIn Learning. LinkedIn Workplace Learning Report 2023, statistic cited: "94% of employees would stay at a company longer if it invested in their career development." LinkedIn Learning Report, 2023.
- Australian Human Resources Institute (AHRI). Employer Priorities Report, 2022, Informing examples and priorities for the Australian workplace.
- Kahneman, D. Thinking, Fast and Slow. (for behavioural bias frameworks referred on throughout module).
- Practical in house information and field notes from us (Paramount Training and Development) facilitating leadership and soft skills courses around Australian sites.

(End of outline)