Persuasion techniques can help you get your point across effectively, whether it's trying to convince your parents to let you watch a certain movie or trying to persuade your boss to move a team project in a new direction. First, do thorough research and evaluate all sides of the argument to support your point of view. Then, use 3 rhetorical strategies to persuade. Exercise your ability to persuade through character appeal (ethos), use stories to provoke listeners' emotions (pathos), or provoke listeners' reason and logic by presenting facts (logos). Use a combination of these strategies and listen to listeners respond. In no time, you will be able to persuade others.
Step
Method 1 of 5: Getting Ready
Step 1. Gather evidence to support the argument
You have to be an expert if you want to persuade, whether to convince a friend to accompany you to a party or when submitting a proposal to a skeptical board. Do as much research as you can to gather convincing evidence to support your case. The source of the information depends on what you are fighting for, but try to only use one reliable and valid source.
- If you're not sure yourself whether what you're saying is true, or if there's a chance your listeners will know you made a mistake, they won't be easily convinced.
- To persuade a friend to go to a party, make sure you know who else will be there. So you can be sure when you say, “Karina, Leo, and Love are gone too. They said the party would be great!”
Step 2. Prepare what you are going to say to counter arguments
Assume the listener will respond with the opposite opinion. When gathering evidence, explore all possible counter-arguments you may encounter. Know what evidence listeners will present and why they will stick to that point of view. Then, plan your response. Gather evidence to support defense arguments.
- Continuing from the previous example, in addition to knowing who is going to the party, you also need to know who is not going and why.
- When your friend gives a counter argument ("Yes, but Rino didn't go so it's not a bunch of names"), you can back up the argument with evidence ("Rino has to get out of town, but she says she'd rather go to the party.")
- If you want to have a dog, but your parents are worried that you're too busy and don't have time to take care of them, be prepared to explain that you'll be including morning walks and daily feedings in your daily routine.
Step 3. Present it in a way that will be well received
Adapt the approach to the listener's personality and how he or she processes new information. Think back to when he approved of something you proposed, and try to remember how you conveyed the idea until he finally convinced him. Then, adapt the approach based on that working example.
- If your boss is apathetic and likes to feel like a hero, don't take a hasty and overconfident approach. Your boss will immediately reject your proposal. Instead, present the proposal as if you need superior policies and advice. Make it look like it was his idea, then he will support your project.
- If you're trying to persuade a teacher to extend a project deadline, and you know he or she is a staunch supporter of the school's sports team, frame your request as a conflict he or she can resolve. For example, “I tried hard to finish the report, but this week's training schedule is full for tomorrow's big game”. This way, he may give you an extension without you having to ask for it directly!
Method 2 of 5: Affirming Your Credibility (Ethos)
Step 1. Explain why you are an expert on this topic
Present proof of your credibility and experience so listeners will automatically trust your authority. From the start of the conversation, mention experiences and successes that gave you a lot of experience in the field. Use an example like the one below to explain why your case is worth hearing:
- If you're trying to convince your parents to have a pet, talk about how you've worked taking care of the neighbors' pets and that you know the ins and outs of taking care of animals.
- If you're trying to convince a professor to let you take classes next semester, list your good grades as proof that you're up for the challenge.
- If you want to get a job, tell the interviewer about the degrees, achievements, and awards that prove your expertise in the industry.
Step 2. Use keywords that show you know a lot about the topic
Use vocabulary related to the topic being discussed. Instead of avoiding complicated terminology, abbreviations, or phrases, look up their meanings to make sure you know how they are used. Then, mention it in the conversation, and the listener will be impressed. This is especially helpful if the listener is an expert on the topic. Try to speak the same language so that he sees you as a fellow expert.
- If you are trying to sell a product to a customer who is a photographer, make a confident list of camera specifications. He will feel that you understand his line of work and may be open to hearing about your promotion.
- If you persuade your parents to support your credit card application, don't avoid financial jargon. On the other hand, using financial terms like “credit score” and “bill cycle” shows that you know exactly what you're talking about.
- Let's say you're trying to convince a friend to let you practice guitar with their band. If they think of the group as a band, don't call it a gang. You'll come across as not appreciating their activities and probably won't let you join.
Step 3. Support the argument with compelling visuals such as graphics, and also wear appropriate clothing
Think about what the listener wants to see, and present it exactly that way. If you want to represent yourself as a certain type of authority, support it with appropriate clothing. Include visual cues in clothing or visual aids that the other person can see.
- If you're trying to convince your family to let you work part-time while in college, make sure you're neat and well-dressed when bringing up the idea. Don't talk in shabby house clothes, you won't sound responsible enough to get to work.
- If you are submitting an important research paper to a lecturer, make sure the format is clear and professional. Don't let sloppy formatting or crumpled paper cover up the quality of your writing.
- To persuade your parents to sign you up for gym workouts, put on a gym shirt and start doing some somersaulting stunts in the living room. You will appear to need a means to channel talent and energy.
Step 4. Show confidence in yourself and the argument
Stand up straight, look the other person in the eye, smile, and speak in a steady and enthusiastic voice. Present your point of view as fact, don't weaken it with the words "I think" or "I think". Say "I'm sure about X" to show how confident you are in what is being said.
- Nervousness and uncertainty can undermine your ability to be persuasive. If you don't believe in yourself, your listeners won't believe in you either.
- Listeners tend to assume that people who speak confidently are trustworthy and that their words are true. So if you show and tell your partner that you are sure about skydiving safety, he will believe you.
Method 3 of 5: Engaging the Listener's Emotions (Pathos)
Step 1. Use plural pronouns, such as “we”
Avoid using singular pronouns such as “I” and “I”, or referring to the listener as “you” or “you”. The choice of singular pronouns puts you in opposition to the listener and makes your attempt to convince him or her a personal attack. Instead, use "we" to make it seem like you and your listeners are a team on the same side. Reinforce this mentality with words like “together” or “all of us”.
- Inclusive language is much more effective than language that places the persuader in a different place from the listener. So, the listener sees you and him/her as one party with a common interest, not two separate parties.
- Rather than telling teammates, “I saw that there was an error in the poster. You have to fix it”, say “Let's fix the mistake in the poster” while handing over the poster and marker.
Step 2. Tell a moving story that will appeal to the listener's emotions
To touch the listener's heart, tell an interesting story that represents your case. Use evidence to compose a compelling true story about a main character who experiences happiness, problems, hardships, and obstacles. The character could be you, a member of the public, or a fictional character, as long as the story describes what you want to prove. Use descriptive language to illustrate how the situation is now and how it could be improved with your vision.
- If you are arguing about a decision that would improve a situation, illustrate how serious the situation is now.
- Close the story with two potential endings, one "sad" ending that doesn't involve your solution and one "happy" ending that does.
- For example, a sad story about how dark and gloomy your dorm room is and that you can't concentrate on your homework might convince the housekeeper to buy a more expensive lamp. The “sad” ending of this story is a drop in grades, and the “happy” ending is getting to number one in the class.
Step 3. Trigger anger or pity to provoke action
To complete the story, encourage the listener to feel angry or sorry. Speak in an emotional tone and move your body with expressive gestures that show your anger or excitement. If the listener begins to imitate your emotions, minimize or downplay the conflicting choices so that he or she is provoked to take action.
- When using certain emotions in a persuasive strategy, don't be manipulative or dishonest. You have to be enthusiastic, but only express the emotions you really feel.
- If your dad isn't moved to let you hang out at a friend's house, tell him that if you don't go, you won't have any friends at school. For example, "Nina's new to this group, she doesn't want to lose the opportunity to get closer to them. Otherwise, Nina won't have any good friends in class."
- Spice up the persuasion with rhetorical questions to get the listener to nod or shake their head. Try phrases like “Can we end this problem, forever?” (Yes!) or “Believe it or not, how terrible is the situation?” (No!)
Step 4. Flatter the listener by placing him or her at the center of the story
Provoke the listener's pride. Instead of pointing out the negative implications of the characters in your emotional story, place the listener at the heart of the story. Explain the consequences he will face if he doesn't follow your perspective, then describe the positive outcome in a way that stirs his hopes and desires. Help listeners see results.
- Lure the listener with flattering praise so that he or she will happily follow your lead.
- Make an attractive offer he can't refuse, based on what he thinks is important and he prides himself on.
- If you're trying to persuade your sister to choose another ball gown so you can borrow the dress she chose first, tell her that she looks beautiful and attractive in her new blue dress.
- If you want a friend to buy a certain video game so you can play along, tell them that he's great and unbeatable at that type of game.
Method 4 of 5: Relying on Facts and Logic (Logos)
Step 1. Start with facts that fans can agree on to open their minds
Before breaking down hard facts and figures, start with an idea that the listener has agreed on. Present it in a way that encourages him to confirm approval. Try framing the general topic as a question that listeners can answer yes or no, and consider ending the rhetorical question with the words “Really?”
- You can open your argument with two questions like this, “1,500 kids go to school here, right?” (Yes, that's a fact). Then, “We agree that the lack of after-school support is a problem for these students and our society?” (Yes, that is a topic of conversation).
- The listener will immediately nod in agreement. With this momentum, he's more likely to agree to the more complex arguments you come up with next.
Step 2. Support the claim with factual evidence
Once you get past the obvious and non-controversial points, you have to back up the more controversial claims with evidence. Retrieve quantitative facts, statistics, study findings, and other evidence from trusted sources. Bring visual aids or original source material as additional evidence. Try memorizing the most important facts so you can easily incorporate them into your conversation.
- Try creating a spreadsheet document to show your employer that your idea is profitable, or citing a recent study covering a topic you raised.
- Prepare the price of the internet package that you propose to your housemates and show that it is affordable for the service you will receive.
- If you present facts and figures in front of a listener, showing that your idea is logical, he or she will have a harder time opposing you.
Step 3. Present logical arguments
Guide listeners in reasonable and valid arguments. Use inductive reasoning to prove points. Start by describing a specific case study and then draw broader conclusions from the case. Or, try the opposite approach through deductive reasoning. The trick is to start by proving general facts, then apply them to your own case. Avoid logical fallacies, which is using facts to draw wrong conclusions.
- Here's how to use inductive reasoning to prove your point to parents: “All universities encourage their students to study abroad. Check out the brochure sent by the campus about the benefits of traveling and studying abroad. According to Nina, a study trip to Europe will greatly broaden her horizons.”
- One logical fallacy to avoid is post hoc ergo propter hoc. This method creates false assumptions based on the sequence of events. For example, you might be mistaken if you think libraries cause headaches because you've been to libraries and have headaches coming home.
- Another fallacy is to describe a series of events with a starting point that seems to lead to an end point. For example, "If Mom lets Nina skip school tomorrow, Nina will be able to practice band so that we can become rich and famous stars." This implies that skipping school will lead you to fame and fortune, which is neither logical nor convincing.
Method 5 of 5: Presenting Arguments
Step 1. Begin the conversation when the listener is calm and open-minded
Timing is very important in persuading people. You must be sensitive to the listener's position in the decision-making process. Please ask directly. If the timing isn't right, focus your efforts on maintaining a positive relationship with the listener until he or she is more comfortable making a decision.
- If you're selling a couch, talk to the prospect while he's looking at the couch, not when he's in the fridge aisle.
- Pay attention to his attitude and adjust your attitude. If he spends a lot of time looking at different sofas and says he wants to buy a new one this weekend, go ahead and offer your expertise on sofas.
- If a potential buyer says he doesn't want to buy a sofa until September, don't chase him when he walks out the door.
Step 2. Create an impression of urgency or rarity to trigger the listener to take action
Use the promotion due date to indicate that a decision needs to be made quickly. Tell your friends that there are only a few concert tickets left. Tell coworkers that all divisions will be having lunch “right now!” and if he didn't move soon, he would be left behind. Encourage listeners to act quickly for fear of missing an opportunity.
- If the listener has little time to think about conclusions, it means less time to explore and listen to the opposing instincts.
- Include a call to action such as “Act now” or “for a limited time” to get the desired result.
Step 3. Face the counter arguments and defend your opinion and position
Before listeners have a chance to express opposing views, say what they already think. Show that you know there are opposing opinions. Serve with empathy so listeners feel heard and understood. Then, state your defense logically.
- A strategy like this not only helps the listener connect with you because he or she feels understood, it also increases your credibility because you'll be impressed with the topic inside and out.
- This is a solid approach that combines pathos, ethos, and logos all at once.
- If you want to go out with friends even though there's a lot of homework, instead of waiting for dad to say, "How was your homework?", precede him by saying, "Okay, Nina knows I'm thinking about Nina's homework. But, actually Nina has plans to do her Chemistry and English homework before going and studying for the history exam in tomorrow's study schedule." Your father will be impressed by your careful planning.
Step 4. Make sure you stay calm when presenting and defending the argument
Don't get carried away with emotion. Even if you tell an emotional story, try to keep your feelings and emotions under control at all times.
Negative energy and screaming out of control is not a persuasive approach. This kind of behavior will reduce your authority
Step 5. Slow down if the listener agrees, but speed up if he or she disagrees
If you feel the listener agrees, or see him nodding when you present an idea, slow down the pace. Give him plenty of time to digest your evidence and contribute his own arguments to support your idea. However, if the listener is hard to convince and he doesn't agree, present your argument quickly so he can't follow through with the criticism.
- During the conversation, take a few pauses so that an agreeing listener can share his or her point of view that reinforces your idea.
- Don't let dissenters take over the conversation.
- If you move and speak quickly, the dissenting audience won't have much time to craft counter arguments. He will be overwhelmed by your words until he finally agrees.
Step 6. Prepare to be more relaxed or even more aggressive based on the listener's reaction
After presenting a persuasive idea, pay attention to the listener's reaction. Observe their facial expressions, body language, and breathing. You can tell what he's thinking by observing them all. Don't stick to a rigid script. You must be able to act according to the listener's response so that the results are as desired. If you feel your listeners are starting to get annoyed with your being too direct, lower your tone of voice and show empathy. If he's disinterested or dismissive, try to convey the uncomfortable facts in a more direct way.
- A held breath indicates anticipation, while a sharp inhale usually indicates surprise.
- Squinted eyes indicate doubt or displeasure, as can crossed arms or a tilted head.
- An upright posture leaning forward indicates interest.
Tips
- If you're writing a persuasive speech for school or preparing to give a public presentation, try the strategies above to make your speech more effective.
- Studies show that if you nod when you speak, listeners are more likely to agree with you.
