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Persuasion 101: Learn How to Persuade

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Course Description

Have you ever purchased something or agreed with someone and wondered later what made you give in so easily?  Do you want to learn how to give a persuasive presentation by yourself?


This course offers a blend of the science and the art of persuasion in a friendly format with thought-provoking information to help raise our awareness of the tools of influence.  Based on Dr. Robert Cialdini's six principles of persuasion, this course is an enlightening way to learn how to wield more influence, as well as to learn what techniques are being used by others who are good salespeople.

Learn about "reciprocation," and how this age-old technique of mutual giving works in influence.  Commitment and Consistency and Social Proof are tools that are absolutely necessary in the art of persuasion, both to use and to recognize. Additionally, Liking, Authority and Scarcity are all fascinating concepts that are used in our daily lives.  Become skilled at identifying and employing these tools so that you can become a master of the art of persuasion.
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Universal Class is an IACET Accredited Provider

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Course Lessons

8/19/2017 12:16:19 PM

Lesson 1: The Art and Science of Persuasion

This lesson will examine the definition of persuasion and provide a guide to this study. 15 Total Points
  • Complete Assignment: An Introduction
  • Complete: Lesson 1 Assignment

Lesson 2: Persuasion -- Art and Science

The art of convincing someone to buy your product or agree to your terms has been studied for eons. This lesson will provide a more in-depth examination of these basic tools. 30 Total Points
  • Review 2 Articles: Changing Minds; General Persuasion Techniques
  • Complete: Lesson 2 Assignment
  • Complete: Lesson 2 Exam

Lesson 3: The First Rule: Reciprocity

Humans are programmed for reciprocity. This is a powerful persuasive tool that will be discussed in this lesson. 30 Total Points
  • Review 2 Articles: The Power of the Principle of Reciprocity; The Principle of Reciprocity and How it Applies to Business
  • Complete: Lesson 3 Assignment
  • Complete: Lesson 3 Exam

Lesson 4: The Rule of Commitment and Consistency

Humans instinctively crave to appear consistent. This lesson will discuss how this human behavior can be an effective tool in the art of persuasion. 30 Total Points
  • Review Article: The Consistency Principle
  • Complete: Lesson 4 Assignment
  • Complete: Lesson 4 Exam

Lesson 5: The Rule of Social Proof

According to the social proof principle, humans are heavily influenced by the actions of others. 30 Total Points
  • Review 3 Articles: 5 Ways to use social proof to influence others; Social Proof, The Secret To Selling More And Being More Attractive To Women; The Persuasion Power of Social Proof
  • Complete: Lesson 5 Assignment
  • Complete: Lesson 5 Exam

Lesson 6: The Rule of Liking

What is it that makes a person so likable that we want to buy from them, join their cause, or otherwise change our minds in order to go along with them? This lesson will discuss this phenomenon and apply it to skills for persuasion. 30 Total Points
  • Review 4 Articles: The Work; Influence and Persuasion: The Rule of Authority, Liking, and Scarcity; Sales Techniques and #8211; How the Liking Rule Makes Us Spend Money; Subconscious Security
  • Complete: Lesson 6 Assignment
  • Complete: Lesson 6 Exam

Lesson 7: The Rule of Authority

It is fascinating when we understand that we all tend to treat people differently, depending upon their titles or the status we perceive them to have in society. 30 Total Points
  • Review 2 Videos: Video: Can Leaders Influence without Authority?; Video: Influence without Authority
  • Complete: Lesson 7 Assignment
  • Complete: Lesson 7 Exam

Lesson 8: The Rule of Scarcity

In understanding the components of persuasion, the rule of scarcity is the most fascinating phenomenon. 30 Total Points
  • Review Video: A Word A Day, A Video A Day: Scarcity
  • Complete: Lesson 8 Assignment
  • Complete: Lesson 8 Exam

Lesson 9: Spin

What is spin, besides the massaging of information to make it more palatable? It is a subtle way of interpreting events and words through the filter of one's beliefs. 30 Total Points
  • Complete: Lesson 9 Assignment
  • Complete: Lesson 9 Exam

Lesson 10: Communication

The most effective tool in persuasive communications is tapping into the emotions of your audience, whether it be hope, anger, loyalty, resentment, or humor. 30 Total Points
  • Review 3 Articles: Communication Advisors from Glaser and Associates; Great Communicators are Made; The Great Communicators
  • Complete: Lesson 10 Assignment
  • Complete: Lesson 10 Exam

Lesson 11: Ethics

It's important to understand the difference between persuasion, education, and propaganda. 90 Total Points
  • Review 2 Articles: A List Of Fallacious Arguments; Logical Fallacies and the Art of Debate
  • Take Poll: What is your opinion of this course?
  • Take Survey: Program Evaluation Follow-up Survey (End of Course)
  • Complete: Lesson 11 Assignment
  • Complete: Follow up Assignment
  • Complete: Lesson 11 Exam
  • Complete: The Final Exam
Total Course Points

Additional Course Information

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Course Title: Persuasion 101: Learn How to Persuade
Course Number: 8900063
Languages: English - United States, Canada and other English speaking countries
Course Type: How To
CEU Value: 1.0 IACET CEUs (Continuing Education Units)
CE Accreditation: Universal Class, Inc. has been accredited as an Authorized Provider by the International Association for Continuing Education and Training (IACET).
Grading Policy: Earn a final grade of 70% or higher to receive an online/downloadable CEU Certification documenting CEUs earned.
Assessment Method: Lesson assignments and review exams
Syllabus: View Syllabus
Duration: Continuous: Enroll anytime!
Course Fee: $50.00 (no CEU Certification) || with CEU Certification: $75.00

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Learning Outcomes

By successfully completing this course, students will be able to:
  • Describe the art and science of persuasion.
  • Describe persuasion -- art and science.
  • Know the rule of commitment and consistency.
  • Know the rule of social proof.
  • Know the rule of liking.
  • Know the rule of authority.
  • Know the rule of scarcity.
  • Describe communication process and the role of ethics in persuasion, and
  • Demonstrate mastery of lesson content at levels of 70% or higher.

Student Testimonials

  • "Enjoyed the class a lot! The teacher kept me motivated with his emails. I felt like Palov's dog! More praise if I do a good job with the assignments!!! Found it very helpful to understand the difference between influence and persuasion. I applied the skills in this entire course to a 2.5 HR sales presentation last Friday. At the end of the presentation, the VP of Finance said, "That's the best presentation I've sat through in years." I feel that this course helped me A LOT." -- Lisa D.
  • "The whole course was excellent and of great help." -- Shirly K.
  • "Great instructor! And great course! I really enjoyed it and learned!" -- Fanny V.
  • "The Persuasion class was a great course! I recommend this course for both seasoned and new sales professionals." -- Margaret K.

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