The Art & Science of Persuasion

Proposed Framework

• Persuasion is issue- or case-specific.

• Influence is based on success and persuasion over time.

• Trust is an enduring quality based on perceived character.

• All are required for successful, ethical leadership.

Classic Rhetorical Theory

Goal: Your desired outcome.

Ethos: Your perceived character.

Logos: The quality of your argument.

Pathos: Your emotional appeal.

Kairos: Timing; finding the "persuadable" moment.

Enhancing Your Ethos

• Appeal to shared values and beliefs.

• Use balanced, objective language.

• Cite credible sources.

• Show personal disinterest in the outcome.

• Concede or agree with non-essential points.

• Make reasonable recommendations

Enhancing Your Logos

• Provide a logical case; make it easy to follow.

• Frame the argument on favorable terms.

• Move from known to unknown, simple to complex.

• Use simple language, commonplace terms.

• Contrast your proposal with other positions.

• Reach conclusions, recommendations reluctantly.

Demonstrating Your Pathos

• Use stories or examples to illustrate your position.

• Choose words with the right tone and emotion.

• “Paint” a vivid picture of success or failure.

• Appeal to fairness, reasonableness

Structuring Your Argument

Ethos: The perceived quality of your character.

Logos: The logic of your argument (can be fact-free).

Pathos: The emotional appeal of your argument.

Controlling the Tense as a Persuasive Tactic

The past deals with blame – forensic.

The present deals with values – moral leadership.

The future deals with choices – what’s best for “us”.

Summary

• Know your persuasion goal

• Simplify the argument; make it clear and easy

• Consider and address other perspectives

• Set aside self-interest

• Reach reasonable conclusions reluctantly