Four Ways to Not to Persuade by Jay Conger
1. Don’t attempt an up-front hard sell. Providing a strong position at the start
of a persuasion, effort gives potential opponents something to fight against.
One should present one’s position with finesse.
2. Don’t see compromise as surrender. People want to see the persuader is
flexible enough to respond to their concerns. Compromises can often lead to
better, more sustainable shared solutions.
3. Don’t think the secret to persuasion lies in presenting great arguments.
Arguments, per se, are only one part of the equation. Other factors that make
arguments compelling are the persuader’s credibility, her ability to create a
mutually beneficial frame for a position, connect to the right emotional level with
an audience, and communicate through vivid language.
4. Don’t assume persuasion is a one-shot effort. Persuasion involves listening,
testing a position, reframing it in a way that reflects input from the group,
re-testing, reframing incorporating compromises and trying again.
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