The art of persuasion and its practical application in our daily work
Persuasion is an art. According to Aristotle, it is the art of getting someone to do something they wouldn’t normally do unless you asked them. Its importance lies in its ability to generate desirable outcomes for both parties, which distinguishes it from the concept of “manipulation.”
Aristotle defined three key elements of persuasion:
Ethos: A message is convincing if the source is credible. This relates to the speaker’s sincerity.
Pathos: Appeals to the emotions of the other person and is linked to empathy.
Logos: Refers to data, facts, reasoning, and even the choice of words used to deliver the message.
For a message to be persuasive, it must be credible. This involves capturing the receiver’s attention, practicing active listening, ensuring the message is memorable, using effective body language, and being able to read the other person’s non-verbal cues.
According to Robert Cialdini, there are six universal principles of persuasion:
Authority: People tend to trust experts or authority figures.
Reciprocity: There is a tendency to return favors.
Commitment and consistency: People act in ways that align with their previous commitments.
Social proof: We often follow what others do or support.
Liking: We are more inclined to agree with people we like.
Scarcity: We place higher value on things that are limited or rare.
This American psychologist emphasizes that persuasion must be used ethically. Unethical use of persuasive techniques can seriously damage long-term trust.
Cialdini also introduces the concept of “pre-suasion” as an important element in the persuasive process. To apply it effectively, it is important to:
Direct the receiver’s attention toward their own interests or the most favorable aspects of the message
Create positive associations before delivering the message to increase acceptance and recall
Set a favorable context that positively influences overall perception
Choose the right time to communicate—or even “create” the right moment
In conclusion, persuasion is a valuable skill that, when used ethically, becomes a powerful tool in personal relationships, team leadership, and improving sales and marketing results. Understanding its core principles and applying them wisely enhances communication and positively impacts outcomes.
