Most people believe that persuasion is just another way of being devious and manipulating others. Certainly, persuasion can be used to sell products, close deals and sometimes even exploit someone. But when used constructively, persuasion becomes a negotiating and learning process through which a persuader leads people 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. Because, persuasion is about convincing people to do something by the use of argument and it is a time-consuming process. So, let’s look at the ways in which persuasion can become your art.
Be clear about ‘‘who’’, what’’ and ‘‘why’’
Successful persuasion requires preparation and it begins with being clear about the “who,” “what,” and “why” i.e. who you want to persuade, what you want them to do and why you want them to do it. For instance, you want your friend (who) to join you for a morning walk (what) because it will help both of you stay consistent with fitness goals and catch up regularly (why). Two common pitfalls you may encounter when using this technique are:
- Focusing only on the reasons for wanting to persuade someone and discarding how you might actually do that. This is because while something that may seem convincing to you may not necessarily convince the person you’re trying to persuade.
- Assuming that debating skills are enough to persuade others. As important as it is to have good arguments and deliver them well, just wanting to “win the argument” will not guarantee success.
Target your case on the other person
In order to avoid the 2 pitfalls mentioned above, it’s important to find out as much as we can about the person we want to persuade, before we prepare a detailed case i.e know their individual characteristics, their values and beliefs, their goals, targets, etc. This way you can come up with arguments that appeal to their nature and motivations. Also, a good idea is to pay attention to the person’s mood. People in a good mood make faster and more impulsive decisions. While dealing with someone in a negative mood, try to acknowledge their concerns and highlight how what you want will help them to avoid or overcome such concerns.
Keep it simple
Keeping your case simple makes it more likely for you to be successful in persuading someone. This is because people usually make use of simple rules or shortcuts and typically generate decisions based on limited information. Excessive and irrelevant information usually weakens a judgment or impression. Therefore, use few but good arguments and if the argument is complex, break it into small, understandable portions. Additionally, the way you present an argument also matters. Using easy to understand language makes you seem more trustworthy so choose a language that is simple and relevant to the recipient.
Appeal to head and heart
Rational and emotional arguments are more persuasive and effective. Rational arguments have the greatest impact when you:
- State the problem before the solution
- Contrast the risks and costs of doing nothing with the gains and benefits of action
- State facts and then the inferences made from them
- Offer evidence in the form of facts and figures
- Highlight the influencer’s expertise
- Show that the proposal is do-able
However, a rational argument may not in itself persuade someone. Therefore, it is important to appeal to hearts as well as minds. To do that, you can appeal to their goals, values, motives, personality and mood states.
Be calm and confident
The way you talk is going to affect how you are seen. Therefore, when wanting to persuade someone, make use of ‘I’ statements, own what you say, project a positive image and adopt an active tone, show respect to others and give them credit, tell the truth and show a willingness to learn from experience. Keep a clear and concise, calm and confident, controlled and carefully articulated tone of voice and portray yourself as relaxed, proud (but not macho) and attentive.
Make it interactive
Persuasion is more effective if it is a dialogue, an interactive process, involving both receiving information and transmitting it. Seek additional information, summarise and test whether you both are understanding each other. The crucial point to note here is that all three behaviours are associated with active listening.
Persuasion is not about winning arguments but creating understanding. When done with clarity, empathy, and confidence, it becomes a tool for connection and collaboration. True persuasion aligns both hearts and minds toward a shared goal.
Photo Credits:
First image: Andrii Moroziuk
Second image: Andrii Yalanskyi
References
Conger, J. A. (1998). The necessary art of persuasion. Harvard Business Review, 76, 84-97.
Manning, T. (2012). The art of successful persuasion: Seven skills you need to get your point across effectively. Industrial and Commercial Training, 44(3), 150-158.
Sakshi
About the author
Sakshi is a clinical psychologist with a deep passion for understanding human behavior, a strong drive for research, and a keen eye for psychological intricacies. Committed to continuous learning, she seeks to explore every facet of psychology, from theory to practice, to better support and empower individuals. With a curiosity that fuels her pursuit of knowledge, she strives to bridge the gap between research and real-world applications, making psychology more accessible and impactful.
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