8 Keys To Master The Art Of Persuasion

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illusion of control

Note, though, that this step is different from the “emotional evidence” used in step three. In this case, you need to show your audience that you’re emotionally committed to your ideas. Can your audience tell that you’re passionate about persuading them? But beware, you don’t want to go off the emotional deep end — being overly emotional could be read as being weak or imbalanced. Narrative transportation theory proposes that when people lose themselves in a story, their attitudes and intentions change to reflect that story.

emotional intelligence

Persuasion plays a critical role in personal relationships. Whenever two or more people get together, they will inevitably try to persuade one another to engage in a preferred activity or go to a favorite restaurant. Persuasion is the art of convincing others to do what you want them to do because they want to not because they are forced to. The power of persuasion can be tapped using these nine simple techniques. He spoke of his pride in his design group and then challenged the team to build a “made-in-America” subcompact that would prove that the United States could still compete. The speech, which echoed the exact sentiments of the audience, rekindled the group’s fighting spirit.

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It is understood that you also gain for yourself by the idea. From within Microsoft, they hired respected technical guru Darrin Massena. With Massena, they developed a set of prototypes to demonstrate that they did indeed understand the software’s technology and could make it work. They then tested the prototypes in market research, and users responded enthusiastically.

Facing the hard truths are the most piercing, meaningful events that happen in our lives. Truth-tell without judgement or agenda, and you’ll often find others’ responses quite surprising. present value formula is not Manipulation- Manipulation is coercion through force to get someone to do something that is not in their own interest. Persuasion is the art of getting people to do things that are in their own best interest that also benefit you. Meta employees questioned Meta CEO Mark Zuckerberg about the generous bonuses awarded to C-suite executives amid company-wide layoffs and cost-cutting. Veteran startup mentor, executive, blogger, author, tech professional, and Angel investor.

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The principle of reciprocity states that when a person provides us with something, we attempt to repay them in kind. Reciprocation produces a sense of obligation, which can be a powerful tool in persuasion. The reciprocity rule is effective because it can be overpowering and instill in us a sense of obligation. Generally, we have a dislike for individuals who neglect to return a favor or provide payment when offered a free service or gift.

Master the Art of Persuasion with these 5 Must-Reads

Words and ideas created the modern world, and words and ideas have the potential to make you a star in your field, as long as you can persuade someone else to act on them. Following the tactics of one ancient Greek philosopher can help. Salespeople persuade customers to choose their product over a competitor’s offering.

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You cannot persuade your peers, clients or superior if they think you lack credibility. The same works if the experience they have is positive, you could build on previous positive experiences to help them connect with your current proposition. Even if you are going to present to a room full of people you don’t know, you can still establish a relationship with them by getting to the venue early and meeting with as many people as you can. Seek their perspective on the idea you have to present. Ask for their background and find out what their reservations are.

War, Art and Artists

Effective persuasion becomes a negotiating and learning process through which a persuader leads colleagues to a problem’s shared solution. Persuasion does indeed involve moving people to a position they don’t currently hold, but not by begging or cajoling. Instead, it involves careful preparation, the proper framing of arguments, the presentation of vivid supporting evidence, and the effort to find the correct emotional match with your audience. At the heart of framing is a solid understanding of your audience.

Historians have long since discovered that one of the reasons for the sturdiness of this folk was their habit of meeting together weekly. They shared their difficulties, and they stood side by side. The way we stand side by side and share our knowledge and difficulties with each other in our weekly unit meetings?

It is through this thoughtful, inquisitive approach they develop frames that appeal to their audience. So, how do we become more persuasive in our professional settings? This multifaceted journey requires a great degree of self-reflection, training and confidence-building.

What’s surprising, though, is the kind of evidence that people respond to most. When it comes to persuasion, it’s best to combine hard evidence with more emotionally resonant language that uses examples and anecdotes. Take, for example, this case study from Dr. Conger’s research about a manager who streamlined the process of engineering for a jet line manufacturer.

The 21 Principles of Persuasion

Team members had lost their confidence that they would ever again have the opportunity to create a good car. They were also angry that the United States had once again given up its position to foreign competitors when it came to small cars. Back in the days of the Roman Empire, the legions of the emperor conquered the known world. There was, however, one band of people that the Romans never conquered. Those people were the followers of the great teacher from Bethlehem.


This stems from Abraham Maslow’s hierarchy of needs, a pyramid that shows the needs that must be met before people can be persuaded to do certain things. People must fulfill each level before moving on to the next one, with the highest being personal achievement. So when you praise a person, they feel as though they are beginning to reach their goals of personal achievement, and by liking you more, begin to think that you can help them reach their fullest potential.

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HBR Learning’s online leadership training helps you hone your skills with courses like Persuading Others. TED curator, Chris Anderson, explains, “The stories that can generate the best connection are stories about you personally or about people close to you. Tales of failure, awkwardness, misfortune, danger or disaster, told authentically, hastens deep engagement.” The most personal content is the most relatable. In my analysis of 500 of the most popular TED Talks of all time, I found that stories made up 65% of the average speaker’s talk, wheres 25% went to logos, and 10% went to ethos. In other words, the winning formula for a popular TED talk is to wrap the big idea in a story. As humans, we are hardwired to search for reasons to trust another person, and we do so quickly.

Shortly after the speech, group members began drafting their ideas for a new car. He believed that the company should bring the design and production of a new subcompact in-house. He knew that persuading senior managers would be difficult, but he also had his own team to contend with.

Narrative transportation occurs whenever the story receiver experiences a feeling of entering a world evoked by the narrative because of empathy for the story characters and imagination of the story plot. Can you get your peers to see things from your point of view? Do you have great ideas but you are unable to convince your coworkers or your boss, or are you a business owner finding it difficult to get your staff to adjust to new changes? The other worthy aspect of persuasion lies in its ability to employ soft power. Commanding, controlling and instructing have become obsolete and has elicited unenthusiastic and critical responses from employees.

  • The town of South Leaf will recieve some white tigers, the starting town of Feal will receive a unicorn, and Elestra will aquire elves.
  • They want to fund and work with people who are willing and able to move an idea into the execution phase.
  • The initiative proved remarkably successful, and in short order Smith appeared to be a far more savvy retail banker than anyone had assumed.
  • The speech, which echoed the exact sentiments of the audience, rekindled the group’s fighting spirit.
  • Seek their perspective on the idea you have to present.

When trying to sort incoming persuasive information, an audience evaluates whether it lands in their latitude of acceptance, latitude of non-commitment or indifference, or the latitude of rejection. The size of these latitudes varies from topic to topic. Our “ego-involvement” generally plays one of the largest roles in determining the size of these latitudes.

At the end of the show, Marcell stopped and said, “If we dare to be different, we could be the reason the U.S. auto industry survives. We could be the reason our kids and grandkids don’t end up working at fast-food chains.” Iacocca stayed on for two hours as Marcell explained in greater detail what his team was planning. Afterward, Iacocca changed his mind and gave Marcell’s group approval to develop a car, the Neon.

That may sound like a slow way to achieve your goal, but effective persuasion is about testing and revising ideas in concert with your colleagues’ concerns and needs. In fact, the best persuaders not only listen to others but also incorporate their perspectives into a shared solution. To illustrate the importance of emotional matchmaking in persuasion, consider this example. He wanted to communicate his fear and his urgent desire for change to his senior managers.

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