The Necessary Art of Persuasion - Article Review

Communication

        In the article “The Necessary Art of Persuasion”, the author explains that persuasion is not just a skill reserved for selling products and closing deals as most people tend to think of it as. Conger explains that “effective persuasion becomes a negotiating and learning process through which a persuader leads colleagues 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.” (sk8es4mc21.search.serialsolutions.com)

        The Key to effective persuasion involves four distinct and crucial steps. The first is to establish credibility. Credibility is a judgment that the audience makes about how believable the communicator is. It is important because people often choose to respond to a persuasive message based not on the content but on their perception of the communicator. One can’t advocate a new or opposing position without having people wonder, can we trust this individual's perspectives and opinions? A key element of credibility involves transparency, trustworthiness, and moral predictability.

        The second step is for persuaders to frame their goals in a way that identifies common ground with those they intend to persuade. The author suggests that even if your credibility is high, your position must still appeal strongly to the people you are trying to persuade. After all, few people will jump on board a train that will bring them to ruin or even mild discomfort. Effective persuaders must be adept at describing their positions in terms that illuminate their advantages. You must identify your shared benefits.  At the core of framing your goals, you must have a solid understanding of your audience. Study the issues that matter, use conversations, meetings, and anything you can to collect vital information. This process might cause them you alter their own plans, but through its considerate, inquisitive approach, you will find frames that appeal to your target audience.

        The third step is to reinforce their positions using vivid language and compelling evidence. Provide evidence! “With credibility established and a common frame identified, persuasion becomes a matter of presenting evidence. Ordinary evidence, however, won't do. We have found that the most effective persuaders use language in a particular way. They supplement numerical data with examples, stories, metaphors, and analogies to make their positions come alive. That use of language paints a vivid word picture and, in doing so, lends a compelling and tangible quality to the persuader's point of view.” (sk8es4mc21.search.serialsolutions.com)

        Finally, the fourth step is to connect emotionally with your audience. They need to show their own emotional commitment to the position they are advocating. Such expression is a delicate matter. If you act too emotional, people may doubt your clear-headedness. You must also show that your commitment to a goal is not just in your mind but in your heart and gut as well. Without this demonstration of feeling, people may wonder if you truly believe in the position you're championing. Possibly more important, is that effective persuaders have a strong and accurate sense of their audience's emotional state, and they adjust the tone of their arguments accordingly.