Everyone Is In The Persuasion Business

Persuasion is the underpinning of selling and we each sell things each day. From selling the children on picking up their toys, to selling the boss on a raise, to selling a customer. It would be wise to gain some skill.

Perusasion as a field of study.

Robert Cialdini is perhaps the best known educator in this sphere. His classic “Influence” was first published in 2006. More recently, in 2016, he wrote, “Pre-Suasion“. another best seller.

Scott Adams, of Dilbert fame wrote “Win Bigly” in 2017 and it offers useful insight.

Persuasion is about understanding how others think and how we can relate to that in productive ways

A Thought.

Many of us think facts are persuasive. They are not. The subtitle to Scott Adams book is “Persuasion in a World Where Facts Don’t Matter.” We must learn to address people from their viewing point not from ours. That place is usually confused, contradictory, and full of voids. It is not easy terrain, however, it is where you must start.

Facts may eventually matter but not until they can be connected to what the person already believes. You will be wise to spend some time sorting that out.

It’s not new

People have known this this for a long time. Robert A Heinlein, sometimes called the dean of science fiction writers, has commented:

“You can sway a thousand by appealing to their prejudices quicker than you can convince one by logic.”

When you think about it, science fiction writers must connect to readers without the benefit of facts. Emotional appeal, adventure, exciting discoveries, pave the way. In the genre, facts don’t matter, yet people will connect.

To be successful the story must be plausible and it must connect to things people already believe or can imagine.

Now apply it

For many people, financial products, techniques, and tools, are as arcane as science fiction ideas. You will be better able if you start with discovering their worldview. Once done you can offer benefits instead of features.

You have a chance from there.


I help business owners, and professionals understand and manage risk and other financial issues. To help them achieve their goals, I use tax efficiencies and design advantages to acquire more efficient income and larger, more liquid estates.

Please be in touch if I can help you. don@moneyfyi.com 705-927-4770

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: