Persuasion Process

Persuasion Process

Reinforce positions with vivid language and compelling evidence:

Persuasion requires the presentation of evidence — strong data in multiple forms (stories,
graphs, images, metaphors, and examples). Persuaders need to make positions come
alive by using vivid language that complements graphics.
In most cases, a rock-solid argument:
• Is logical and consistent with facts and experience
• Favorably addresses your audience’s interests
• Eliminates or neutralizes competing alternatives
• Recognizes and deals with office politics
• Receives endorsements from objective, authoritative third parties

Connecting emotionally with audiences: 

Good persuaders are aware of the primacy of emotions and are responsive to them. They know how to maintain a balance between professionalism and their own emotional commitment to the position they are advocating. Their connection to their audience demonstrates both intellectual and emotional commitment to their position. Successful persuaders cultivate an accurate sense of their audience’s emotional state and they adjust their arguments accordingly.

Whatever their position, they must match their emotional fervor to their audience’s
ability to receive their message.

Proven Approaches for Strengthening Emotional Connection
• Go to the heart of the audience
• Use highly descriptive and involving stories and illustrations
• Use visuals to illustrate your points
• Show how the issue has touched you personally