selling rhetoric
One’s persuasiveness meant great social prestige in the ancient Greek world. Homer regarded the rhetorical skills of Nestor and Odysseus as tremendous innate gifts. It was Aristotle who first introduced persuasion as a learnable skill. At that time, rhetorical training became the fashion for the citizens of Athens, especially for the political elite. The first book to be written on persuasion was Aristotle’s The Art of Rhetoric. The basic principles of the book established a foundation for persuasion that is still valid today. Aristotle taught that rhetoric was an art form that could be systematically approached by formulating all attempts at persuasion.
Ethos refers to the personal character of the speaker. Aristotle believed that audiences could be persuaded if they perceived a speaker to be credible. In his own estimation: “We believe good men more fully and easily than others.” Aristotle also stated that “ethos is not a thing or a quality but an interpretation that is the product of speaker-audience interaction.” Ethos includes such things as body type, height, movement, dress, grooming, reputation, vocal quality, choice of words, eye contact, sincerity, confidence, experience, charisma. . . Well, you get the idea. It is the audience’s perception of the speaker’s credibility.
Aristotle taught that ethos was the most powerful of the three persuasive means. In fact, scientific research has demonstrated the power of the individual ethos. A study by Hovland and Weiss gave students messages that were identical in every way except their source. High credibility sources produced large opinion changes in students, while low credibility sources produced few opinion changes.
Pathos is the psychological state of the audience. The psychological or emotional state of the listener can affect persuasion because “our judgment when we are pleased and friendly [is] it’s not the same as when we’re hurt and hostile.” When considering pathos, it’s important to know both the individual’s actual state of mind and their desired state of mind. When you determine the difference between the two, you can use that knowledge to your advantage. By helping them see how they can move from their current state to their desired state, you can persuade people to do almost anything.
The logos is the substance of a message, or the logic presented to provide proof to the listener. Aristotle believed that humans are fundamentally reasonable people who make decisions based on what makes sense. This form of reasoning is what allows the audience to find the message persuasive and compelling.
The fundamental principles of persuasion
1. The laws of persuasion are neutral.
Central to understanding persuasion is the concept of neutrality. The laws of persuasion are neither good nor bad. They just exist. Just as nuclear power can be used to create electricity or an atomic bomb, persuasion can be used to create unity or force compliance. Whether the result is good or bad depends on the person using the laws and how that person applies the persuasion techniques. Some people want to win at all costs, using any available tactic or abusing the laws of persuasion. These individuals are willing to use blame, violence, intimidation, enticement, bribery, and blackmail to get the desired result.
However, when used correctly, persuasion is our best friend. Through persuasion we create peace agreements, promote fundraising efforts and convince motorists to buckle up. Persuasion is the means by which the coach of an underdog team inspires the players to win. It is also the method used by the Surgeon General to convince people to take preventative measures, such as scheduling mammograms and regular prostate exams. Managers use persuasion to increase employee performance and morale. Hostage negotiators use persuasion to convince criminals to release their captives.
2. Persuasion must have an audience
The art of persuading and influencing others always requires an audience. This component is constant, so it is essential to know how to quickly adapt to the needs, desires, fears and desires of your audience. Knowing how to research and read your audience will help you determine which Magnetic Persuasion tools or techniques will be most effective in any given situation. Using the wrong techniques and tools, on the other hand, will automatically create barriers between you and your audience, which in turn will lessen your potential to persuade them. When you effectively integrate the principles and laws of Magnetic Persuasion with the characteristics of influence, power, and motivation, your audience will always be friendly, and desirable results will be the result. In the Pre-Persuasion chapter, I’ll spend more time analyzing, adapting, and reading your audience.
3. Effective persuasion requires adaptation of skills and techniques
Have you ever tried the same approach with a client that your boss uses with you and got bombarded miserably? Becoming a master persuader requires more than imitating other persuaders. Not only must you fully understand the wide variety of persuasive techniques available, but you must also be prepared to use the techniques that are best suited to any given situation. Acquiring this level of skill requires a commitment to observe, analyze, study, and apply the concepts of Magnetic Persuasion.
As mentioned above, “everyone is not a nail.” Human nature is as varied as the colors of the rainbow. Human actions and thoughts are never perfectly predictable because each of us has different emotions, attitudes, beliefs, personalities, and traits. A beginner’s tendency is to find a persuasive technique that works and stick with it. Unfortunately, you can’t use the same persuasion tool on everyone. Depending on the situation and the techniques he uses, people will accept, reject, or be indifferent to his efforts. The persuasive teacher has many tools and can therefore adapt and customize them to suit any situation or personality.
4. Effective persuasion has a lasting impact.
Do you want short term temporary results or long term permanent results? Effective magnetic persuasion has a lasting impact, but requires dedicated study and a long-term commitment on the part of the persuader. The hierarchy of persuasion sheds light on how the world uses different levels of persuasion, ranging from control at the most short-term level to genuine commitment at the long-term level.
For additional information on rhetoric, go to Magnetic Persuasion and start winning.
Conclution
Persuasion is the missing piece of the puzzle that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost due to your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think about the times you couldn’t do it. Was there a time when you didn’t understand your point of view? Are you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and achieve your goals? What about your relationships? Imagine being able to overcome objections before they happen, knowing what your prospect is thinking and feeling, feeling more confident in your persuasiveness. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.