DESIGN

PREPARATION - the foundation of persuasion

• Persuasion Theory: Challenges, misunderstandings, and common errors
• Marketing 101: Audience Analysis and why and how people make choices, decisions, and buy

COGNITION- the science of how we think and process information

• Load- The amount and complexity our brain can easily process at any given time
• Bias- The subconscious tendencies our brain has for or against concepts
• Dissonance- The struggle to harmonize inconsistency

ORATION- the ancient art of public speaking

• Oratory, Aristotle, and Demosthenes- The origins of modern presentations
• Ethos - Ethical appeal
• Pathos- Emotional appeal
• Logos- Logical appeal
• Rhetoric: The ancient art of persuasion and the devices still used today

DEVELOP

PERSUASION- the theory behind affecting change

• Neuromarketing- Using brain science to shape your message
• 6 Tools of Influence- Book highlights from author Dr. Robert Cialdini
• Behavioral Science + Economics: Introduction, Examples, and Applications

VISUALIZATION- aids to perception

• Images - mental and emotional shortcuts and using balance
• Color- designing with context, harmony and the color wheel
• Graphs and charts- giving numbers meaning while avoiding boring complexity
• Text- typography, minimalism , white space , and cognitive load

DELIVER

CONNECTION- the human element of bonding

• Rapport- Building a relationship with your audience
• Nerves- Managing your fear of others, yourself, and failure
• Eye Contact- Using your eyes to read, express, and connect
• Naturalness- Building trust and confidence through being your true self

CONVICTION- the feelings we share

• Passion - Creating, developing, and expressing belief
• Body Language- Posture, expressions, gestures, positioning, and movement
• Voice - Using the voice to affect persuasion

ACTION- the call for change

• Change- Logical appeal
• Finale - Building up to the crescendo
• Executable - Facilitating change: removing obstacles and building bridges
• Follow up - Planning for the future: seeing it through after the presentation

CONCLUSION

• Final Student presentation - feedback
• Review - Principles

• All registrations shall be made online before the session. For full-day sessions, payment also shall be made before the session.
• For full-day sessions, AmCham Shanghai members are eligible to attend at "Member Rate"; Employees who work at AmCham Shanghai member companies are eligible to attend at "Employee Rate"; Non-members are eligible to attend at "Non-Member Rate".
• Limited spaces are available and attendance will be given on a first-come, first-served basis.

• Cancellation: If you need to cancel your registration, please notify David Ma at (86 21) 6169 3016 or email david.ma@amcham-shanghai.org at least two weeks prior to the session for a full refund. Cancellation made within two weeks before the session will not be refundable.
• To ensure that you have a seat, please come to the session on time. Open seats will be released to other guests 15 minutes after the session starts.