TOOLS O FPERSUASION

Tools of Persuasion: IntroWe all know what persuasion is, and the

language we use when talking about it. But what about the specific tools to convince people to agree with you?

Persuasion is generally an exercise in creating a win-win situation. You present a case that others find beneficial to agree with.

But there are techniques that can make your job easier and your case more compelling. While this list is in no way comprehensive, these 8 strategies are used quite a bit because they work.

CARD STACKING

What is it?

•A technique in which all information you provide is true, but only ideas, information and facts that support your viewpoint are presented. • All other information is omitted (left out).

What does it

accomplish?

•Makes the best case possible for your side and the worst case for the opposing viewpoint. • Most difficult to detect because others may

not be sure what information is missing.

Example •If you read a new book every day, you will get smarter

COMPARISON

What is it?

A technique looking at ways in which things are the same

What does it

accomplish?

•When you can relate your scenario to something someone else already accepts as true, you’re well on your way to convincing someone to see things your way. • A persuasive comparison links our feelings about a

thing to the thing to which we compare it.

Example •Watching Modern Family is the right thing to do because it will make you feel happier than eating cake on spring break!

CONTRAST

What is it?

A technique looking at ways in which things are different

What does it

accomplish?

•When you can relate your scenario to something someone else already knows about and highlights the differences between them, they’ll be less likely to argue with you!

Example •Watching Modern Family is the right thing to do because it it is endlessly better than doing homework.

METAPHOR

What is it?

•A technique in using comparisons that show how two things that are not alike in most ways are similar in one important way.

What does it

accomplish?

•Powerful metaphors create images and feelings that can sway our thinking.

Example •The current economic crisis is a train wreck

SIMILIE

What is it?

•A simile is a comparison of two unlike things using the words like or as

What does it

accomplish?

•Powerful similes create images and feelings that can sway our thinking.

Example •Having to do homework on the weekend is like having to smell your little brothers’ dirty gym socks for 48 hours straight.

SUPERLATIVE

What is it?

•Superlatives state that something is the best. They are marked by the suffix -est or preceded by the word most or least.

What does it

accomplish?

•They make things seem bigger and better than they are.

Example •The [New York City] subway has the longest rides of any subway in the world, the biggest stations, the fastest trains, the most track, the most passengers, the most police officers. (OR)•The [New York City] subway has the filthiest trains, the most bizarre graffiti, the noisiest wheels, the craziest passengers, the wildest crimes."

• Paul Theroux, "Subterranean Gothic." Granta, 1984

REPETITION

What is it?

•Repetition is using a word or phrase twice or more in a short passage; dwelling on a point.

What does it

accomplish?

•Emphasizes the point and wears down our defences until the message is finally accepted

Example •“We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our Island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender.”• Winston Churchill, WWII

EXAGGERATION

What is it?

•The representation of something that goes beyond the facts

What does it

accomplish?

•Effective tool to make an effect and emphasize a point

Example

COMBATING PERSUASIONThink critically about what you are

being told

Seek more information

Think of exceptions to what others are saying

Questions?