BEP 62 ADV – Persuasion 3: Satisfaction, Visualization and

In the first two ESL lessons (BEP 59 & BEP 60) in this three-part series on persuasion¹, we saw how getting your audience’s attention and demonstrating a clear need were essential to the persuasive² process. We learned that in the indirect method of persuasion you should demonstrate the problem before you offer a solution. This mirrors the psychological process of decision-making: First we feel a need, and then we look for a way to satisfy that need.

After you have established the need, you then describe the future benefits if your proposal is accepted. This is the visualization³ step: Talk about how accepting your proposal will have positive future outcomes or maybe how not accepting it will have negative outcomes. Finally, you need to make a concrete, specific call to action – what the audience can do right now to implement⁴ your proposal.

Let’s finish listening to Steve give his proposal to Swift management. See if you can identify the satisfaction, visualization and action steps in his speech.

Listening Questions:
1. How long will it take Swift to get back the investment in air conditioning?
2. How much extra profit can Swift make per year by adopting Nick’s proposal?
3. What specific action does Steve ask his manager’s to take?

1 persuasion   

n.劝说；说服；持有某种信仰的宗派

参考例句：

• He decided to leave only after much persuasion.经过多方劝说，他才决定离开。
• After a lot of persuasion,she agreed to go.经过多次劝说后，她同意去了。

2 persuasive   

adj.有说服力的，能说得使人相信的

参考例句：

• His arguments in favour of a new school are very persuasive.他赞成办一座新学校的理由很有说服力。
• The evidence was not really persuasive enough.证据并不是太有说服力。

3 visualization   

n.想像，设想

参考例句：

• In 2D visualization and drawing applications, vertical and horizontal scrolling are common. 在二维的可视化及绘图应用中，垂直和水平滚动非常普遍。 来自About Face 3交互设计精髓
• Ophthalmoscopy affords the only opportunity for direct visualization of blood vessels. 检眼镜检查法提供直接观察血管的唯一机会。

4 implement   

n.(pl.)工具，器具；vt.实行，实施，执行

参考例句：

• Don't undertake a project unless you can implement it.不要承担一项计划，除非你能完成这项计划。
• The best implement for digging a garden is a spade.在花园里挖土的最好工具是铁锹。