An important life task we continually find ourselves facing is to instill change in how others think, feel, and act. Even though attending to our own thoughts, feelings, and behaviors is a full time endeavor we are nevertheless motivated to express ourselves toward others with the goal of affecting them in some way. We are compelled to leave our mark. Our egos need a sustenance that is only satisfied by community interplay, whether of one or of many. And from this contact we want to influence.
Are there responsibilities to be associated with the practice of persuasion, of which we should be aware? Yes, there are. They exist on two sequential levels. Foundationally we need to ask, are the grounds for attempting to persuade another justified ethically? Secondly, is the question of efficacy as in exercising best practice when endeavoring to persuade another. In this piece I would like to explore the concept of persuasion by trying to examine these ideas to see what emerges as a constructive impression.
Persuasion as a practice is rooted in ethics. One can be a skilled influencer and adept at getting others to adopt their perspective, but if the cornerstone of the exhortation rests on deception, manipulation, and a lack of responsibility, then persuasion is perverted and corrupted. Conversely, if convictions are expressed within a principled context of virtue and decency with an eye toward improving the lives of others, then the persuasive effort is warranted. Persuasion is more than a skill. It is either a respectable exercise to add value or a tainted technique that rewards depravity.
Although I am examining persuasion as comprising two domains, ethics and efficacy, ethical underpinning and proficiency need not to be seen as separate matters. For example, we know that without building trust the intended persuader will not be effective. So how to build trust? By demonstrating fairness, honesty, and trustworthiness, which are ethical instances. A fundamental element of persuasion, establishing trust, is therefore both ethical and tactical.
Another example involves the persuader respecting the independence and freedom of the listener. Talking down to and forcibly coercing others to bend to one’s will is an egregious form of persuasion. It may accomplish inflating the ego of the persuader, but it does so at the cost of belittling other people and losing their respect. An alternative approach that utilizes the free agency of the listener will gain their respect and make them more amenable to processing and possibly accepting your position. Again, ethics and efficacy meld.
An elementary component of persuasion is to see the endeavor as an attempt to benefit both parties, the persuader and the recipient. Through initiation of openness, transparency, and making forthright what the intentions of the persuader are, the recipient can exercise their powers of reflection and reason to either make a change or adhere to an opinion. A perversion of persuasion is to have the exchange out of balance. When only one side of the equation receives value, then the interaction has devolved into manipulation and exploitation. Persuasion is best when it is a collaboration.
There are many reasons to employ persuasion. Team motivation, conflict resolution, product marketing, growing relationships, decision making, trust building, communication enhancement, and career growth are among the most common. The throughline is to encourage change — and hopefully change for the better.
Scholars who have studied persuasion come from multiple disciplines, specifically communications, social psychology, marketing, and leadership. As is the case with scholars they examine a topic like persuasion by identifying the constituent parts of the method and from those devise theories, models, and principles which when understood can better prepare one for involvement in the practice with a greater likelihood of success. It is useful to learn what conclusions they have formulated.
Persuasion is necessarily practiced as a dualistic dynamic. There is a party delivering a message and another one receiving the message. The quality and conditions of the interchange matter in determining if persuasion is reached or not by one party to the other. As with any interplay there will or will not be a fit in that a persuasive goal has been achieved, partly attained, or not fulfilled at all.
Let us look first at the party attempting to persuade. To increase chances of success the source of the messaging must be viewed as appealing as in being credible and trustworthy. Expertise does still matter, so projecting knowledge and competence is crucial. Context is also notable. If the interchange is occurring within a hierarchical order such as on the job the power dynamic is qualitatively different than if the exchange was occurring among peers. As the external power of the persuader increases so too do the chances of manipulation or coercion, whereas establishing a connection in which each party feels they are on a similar level has a greater likelihood of fruition.
Audience characteristics play a key role in the ability of the persuader to succeed no matter how good they are. It is critical to read the audience. Are they motivated to change, concede a previously held view, and comply with a new understanding? If audience motivation to change is low one of two things may occur. Either they will accept a temporary shift in their thinking in hopes something will be gained, or they will reject the message entirely. Conversely, if the audience is eager for a fresh perspective with a high prospect for reward, they are more likely to discern the logic of the message and adopt it.
Robert Cialdini of Arizona State University, a recognized expert in the field of influence, promotes tactics to make for a more persuasive fit between persuader and audience. (Above comments regarding expertise and persuader/audience parity are from him). The way the persuader hones and presents the message can make a difference. Soft skills directed to the audience like showing warmth and respect while downplaying power differences make persuasion more likely. Giving the audience permission to voluntarily accept opinion changes rather than demanding them is influential as is ethically expressing information as somehow exclusive or privileged just for them.
This brief examination of persuasion cannot be complete without mentioning its role in politics. Political discourse has always been heated, but never more so than in our always-on 24/7 modern-media saturated world. The messaging from all angles can be viewed as forms of attempted persuasion. Positions are staked, rationales are given, and arguments are made all in earnest attempts to convince an audience, which it is hoped, will lead to a building of support and diminishment of an opposition’s status.
However, as we have seen, persuasion without validation is hollow. When attempts at persuasion devolve into attacks the result most often is a fortification of opinions from those whose beliefs are meant to be changed. Rhetorical combat may clarify one’s standpoints and solidify their prestige within one’s tribe, but it rarely persuades. To be significantly influential one is required to demonstrate caring, support, and common ground with the other side. Without a significant degree of validation for one’s political opponents, attempts at persuasion are an exercise in futility.
To be persuasive, whether in politics, leadership, within a career, or among friends we hold close is not easy. To be persuasive necessitates being knowledgeable, well intentioned, skillful in communications, and above all kind. It requires stepping out of the rigid confines of one’s ego to try to make the world a better place for everyone, not only for oneself. This may be the most challenging feature of persuasion — being virtuous more than just being right.