The world is filled with persuaders. From governments, to bureaucrats, to family, (especially children) friends, and neighbours. You should recognize how they persuade you. Once you know how you can use persuasion better.
Most persuasion is rhetoric. Aristotle formulated the idea of rhetoric, so it’s old. Things that are very old probably work, so you should pay some attention If you understand what people are telling you and the way they are doing it helps you be more organized in your thinking. You make better decisions and you can understand necessary amendments as new information comes available.
Rhetoric plays out before our eyes dozens of times a day.
People respond to labels and we belong to teams or tribes. Those motivators are generally in the pathos and ethos genres. Very little logic is required to be a “fan.” No one becomes a “fan” using logic. It is nearly always ethos and pathos.
Logos is much more difficult and requires the active involvement of both the presenter and the person being persuaded. Trade information and reach common ground that has more validity than either position had prior.
I have not been involved in debates since high school, but one thing I know is if you can get your opponent emotional, you win. It is fascinating to watch students at universities becoming emotional to express their position regarding a new policy, a guest speaker, or the absence of kale in the cafeteria. Does anyone take them seriously? Their presentation nearly requires that it be ignored. Even attacked. I am reminded of a thought from Margaret Thatcher, “First you win the argument, then you win the vote.” Emotion, while exciting, is not capable of winning an argument or persuading anyone.
People stop paying attention to emotional people very early on. It is too trying to keep up and usually the purpose is lost in the display. That has a downside for the persuader.
Attention matters. You cannot influence anyone who does not pay attention to you. More complete presentations have a hope of persuading.
It depends on who you want to persuade.
Presenting well becomes the way to connect to the person and address their emotional concerns using reason and options within that framework. Your reputation may have gotten you the opportunity, but once there, reputation alone will not improve performance and outcome.
Understand their vision, their priorities, and their hopes, fears, and expectations. Know the product and technique offerings. That may take considerable effort on your part. You may need to address contradictions within what the person believes, and there are often voids where they have missed important aspects.
Once prepared, your tools or methods can fit based on a single presentation technique.
Presentation is easy if you have done your homework. It goes roughly like this.
Given what you have told me about your concerns and hopes, (pathos) there are two reasonable ways to proceed. (logos) Both products are offered by large, financially sound companies, (ethos). Based on your resources and priorities (pathos) I recommend (ethos) we go with option 2. I know that is something you do not normally thinking about, so I would be happy to deal with any questions you may have. (logos and pathos and ethos)
It works because you can convince yourself that if you were in their situation, this is what you would do. The presentation helps them to see the fit with what they already know or have learned during your preparation.
Well-informed, emotionally comfortable people make decisions. They make better decisions. They know when a change is needed. They accept responsibility for outcomes. They are durable clients.
Consider the Rolling Stones song “Satisfaction”
“When I’m drivin’ in my car, and the man come on the radio
He’s tellin’ me more and more about some useless information
Supposed to fire my imagination”
“When I’m watchin’ my TV and a man comes on and tells me
How white my shirts can be
But, he can’t be a man ’cause he doesn’t smoke
The same cigarettes as me”
The Stones seem to be persuasion aware. You should be too.
I help people have more income and larger, more liquid estates.
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