Understanding Persuasion

In many ways, persuasion blends art and science.

Talented persuaders have the power to capture an audience, sway others opinions, and convert opponents to their cause. They wield influence and eloquence to convince others to align with their perspectives, support their positions or ideas, and help implement their solutions.

Persuasion is a process that enables you to change or reinforce other’s attitudes, opinions, or behaviors. It can take place in a singe meeting or over time through a series of discussions. Persuasion is a skill that’s essential for success in all relationships—personal and business alike. What’s more, persuasion is a matter not only of making a rational case but also of presenting information in a way that appeals to fundamental human emotions. It’s about positioning an idea, approach, or solution in what that appeals to the people who are affected by it.

In many ways, persuasion blends art and science. It’s an art in that it requires the ability to establish trust and strong communication skills. It’s a science in that it hinges on the disciplined collection and analysis of information and solidly researched principles of human behavior. By leveraging proven techniques, anyone can enhance his or her persuasion skills.

ACTION POINT: Study the art and science of persuasion to improve your skills of persuasion.