Art of Persuasion
If you’re credible but boring, no one listens to you. If you’re inspiring but illogical, no one believes you.
Persuasion is an art, one that we knowingly and unknowingly engage with every single day. Most of the time, it’s others trying to persuade us: society, marketing campaigns, your family and friends. Some of the time, we’re persuading others: partners, children, friends, colleagues. We’re also constantly persuading the most important person in the equation – ourselves!
In any case, there are three key components to a persuasive narrative.
Ethos (Credibility)
Logos (Logic)
Pathos (Emotion)
Imagine a doctor having to convince a patient with heart disease that they need surgery.
Ethos establishes the credentials of the person making the case:
“I am a qualified heart surgeon, with two decades of experience performing bypass surgeries”
Logos addresses the logical points in the argument:
“One of your arteries is completely blocked. Bypass surgery would cure the problem but is risky. Statins and other medication may alleviate the problem, are less risky but will be a lifelong treatment.”
Pathos is the attempt to impact, and maybe change, the emotions of the audience (the words Sym*path*y and em*path*y are derivatives of Pathos):
“I know it’s scary, but having a bypass would mean you can spend many more years with your family and run after your grandchildren”
Winston Churchill was a master of this, Barack Obama a more recent example. Not surprising that many of the most persuasive people have been politicians, rallying large groups of people.
So how can we get better at understanding, and utilising, the art of persuasion? While I don’t have all the answers, begin by evaluating your conversations, particularly when there is a point you’re trying to make. Pause for a moment before you speak, and think about how you can structure the narrative to combine the elements above, to form an emotive and convincing case.
Tiger’s Embrace
I always found it sad that the Lion King depicted Lions in such an endearing manner (Scar aside) whilst Tigers were seen as vile killers (looking at you Shere Khan).
Tigers, in my opinion, stand apart as truly majestic creatures and an epitome of evolution. Siberian tigers in particular, are a special and rare breed.
This wonderful photo, which looks so much like an oil painting, recently won the Wildlife Photograph of the Year. An arduous, ten month wait, to capture a timeless moment.