The Art Of Persuasion

What Is Persuasion?

Persuasion is the action of persuading someone or being persuaded to do something or believe something.

The process is aimed at changing a person or group’s attitude or behaviour towards something by using written or spoken words to convey information and feelings.

In order to master the art of persuasion, one needs to get someone to act on the same beliefs we have. To achieve this, you need to create a sense of conviction or belief certainty.

A belief certainty refers to the level of confidence we have in our own opinions. Confidence levels are important to both adults and children. Here’s why.

How To Master The Art Of Persuasion:

  • Note the negative : It is more effective to address the negatives rather than avoiding them. Addressing one’s limitations and then explaining how one will overcome them will win your audience over fur sure. Persuasion isn’t always focusing on the positives but rather about emphasising them.
  • Make it easy : The easier we make it for us to articulate our feeling, the more likely we make it for others to believe our belief.
  • Ask someone for a favour: Reciprocity compels. When I do something for you, you feel compelled to do something for me.
  • Persistency pays : The individual who is willing to keep asking for the things that they want, and who keep demonstrating value, will ultimately be more persuasive.
  • Compliment Sincerely : complement people on things that aren’t usually commented on.
  • Truth-tell : Sometimes the most effective way to persuade a person is by simply being honest with them. Say the things that no one else is willing to say. It takes courage.
  • Have Behavioural flexibility : It’s the person with the most flexibility, not necessarily the most power, who’s in control.  Children are often so persuasive because they’re wiling to go through a litany of behaviours to get what they want (pouting, crying, bargaining, pleading, charming), while parents are stuck with the single response of “No.”  The larger your repertoire of behaviours, the more persuasive you’ll be.
  • Communication : This is the cornerstone of persuasion. If you cannot communicate in a clear and concise way, you won’t be able to persuade anyone.
  • Use anger to your advantage: Most people are uncomfortable with conflict.  If you are willing to escalate a situation to a heightened level of tension and conflict, in many cases others will back down. But remember, there is a fine line – still be respectful.
  • Acknowledge credibility : Persuasive people understand that there is no sense in waisting time arguing facts as they are aware that the world doesn’t function is black and white. When persuading someone, reinforce their credibility on facts and opinions rather than dismissing them. They are more likely to pay you equal respect in exchange and be more open to your opposing view.

Things That Are Effecting Your Persuasion Skills:

  1. Physical barriers : distance, background noise, speech impediments.
  2. Language : Strong accents, slang or jargon can frustrate communication and make negotiation efforts extremely difficult.
  3. Lack of Eye Contact : This is a sure way to raise doubt in the other person.
  4. Information overload :Too much information can confuse your audience and even make them wonder if you’re overwhelming them with details to avoid telling them something else they would rather know.

The Difference Between Persuasion & Manipulation:

It all comes down to three things:

  1. The Intent behind your desire to persuade that particular person.
  2. The truthfulness and the transparency of the process.
  3. The impact on the other person.

Manipulation implies persuasion with the intent to  fool, control or contrive the person on the other side of the conversation into doing something, believing something, or buying into something that leaves them either harmed or without benefit.

A List Of Power Words To Avoid:

Power Words or trigger words are words which typically generate a powerful subconscious response in the reader.

Here is the list:

  • Didn’t
  • Urgent
  • Won’t
  • Problem
  • Can’t
  • Difficulties
  • Mistake
  • Unfortunately
  • Extremely
  • Always
  • Never
  • Should
  • Must
  • Attempt
  • Try
  • Maybe

Wait, hear me out. Look closer:

Obviously the word ‘won’t’ sounds negative but have you ever typed out and sent this to someone: “That won’t be a problem”?

Notice how you already have two negative power words being: Won’t & Problem. And your aim of the message was to be reassuring and positive.

How about this one:

Have you ever begun a message with ‘Unfortunately’?

You have already primed that person to instantly feel bad. Why not lead on a positive note – I always strive to do my best.

Why Power Words Amp Up Your Marketing:

  • It evokes emotion : people really connect to emotions, not words. Power words are key to heightening emotions such as anxiety or amusement.
  • Triggers Curiosity : Curiosity may have killed the cat, but it makes the marketer’s life easy. Research found curiosity to be one of the most powerful triggers.

Power Words In Your Subheadings:

When scrolling through social media, such as Facebook, the only time your thumb stops scrolling is when your eye is caught by something interesting. This is probably due to the use of a power word.

Power words included in subheadings tend to capture the audience and draw the reader into actually reading and engaging with your content rather than just scanning through it.

Top Persuasive Words:

  • New
  • Free – because who doesn’t like free stuff.
  • Because
  • You – everyone loves talking about themselves.
  • Urgency – urgency sells.
  • Imagine – makes the person daydream.
  • Limited – creates an element of prestige.

Power Words In Product Names:

  • Be boring – no seriously. Keep it simple. Use words in your product name that simply describe the product (i.e pink nail polish. Simple is better. Don’t over complicate it. Simplicity is key.
  • Use a name that is catchy

Power Words On Landing Pages:

Landing pages are an effective way of blocking out all the additional extra noise on your website and ensuring that the visitors are just focusing on one ‘call-to’ation’.

Great Power Words to use:

  • Free
  • Live
  • Master
  • Profitable
  • Strategy

Power Words On Buttons:

Power Words to use:

  • Free
  • Try Now
  • Now


Be nice to people and they will be more inclined to want to do things for you.