I love persuasion-related topics. It's always fun to see if you can learn something about persuasion and actually use it to get people to do want you want.
Anyone in sales understands the power of persuasion.
Anyone who's married understands the power of persuasion (I'll make sure my wife skips today's newsletter! :)
Anyone with children understands the power of persuasion.
Anyone who's ever been in a negotiation understands how important persuasion is.
And while there are many tricks, secrets and techniques I can share with you, I'll share the key content from an article I recently read about persuasion.
Aristotle Used 5 Devices to Command
Persuasion In Any Situation
I guess you can call it the Persuasion Equation. Here's what the formula consists of:
1. Must Demonstrate Ethos or Character - Aristotle believed that if a speaker’s actions didn’t back their words, they would lose credibility, and ultimately, weaken their argument.
2. Use Logos or Reason - In order for your position to be accepted, you must make a logical appeal. What you say must make sense to the listener.
3. Use Pathos or Emotion - In addition to logic, you must also appeal to the audience emotionally. People are moved to action by how a speaker makes them feel. Aristotle believed the most effect way to do this was through storytelling.
4. Use Metaphors - Aristotle believed that a metaphor gives language its verbal beauty. “To be a master of metaphor is the greatest thing by far,” he wrote. A funny example of a metaphor is what Elaine said to Jerry in a "Seinfeld" episode. "Just when I think you’re the shallowest man I’ve ever met, you somehow manage to drain a little more out of the pool."
5. Use Brevity - Here again, Aristotle was ahead of his time. “Aristotle had discovered that there are fairly universal limits to the amount of information which any human can absorb and retain,” writes Kings College professor Edith Hall.“When it comes to persuasion, less is always more.”
Until next time...
