Investor's Business Daily, June 22nd, 2007
To sell your ideas, turn to Aristotle. More than 2,300 years ago, the Greek philosopher found that persuasive speakers appeal to logic, emotion and credibility.
If you provide logical support to uphold your point, stoke the audience's emotion and cultivate a reputation for honesty and integrity, you are primed to win over others, says Jay Heinrichs, author of "Thank You for Arguing."
To present a logical case, cite proof to back up your assertions. Hard evidence is tough to refute. Personal experience can also bolster your argument.
But cold logic alone won't get you very far, Heinrichs says. You also need to tap the audience's emotion to persuade them.
Speak with passion and vary your delivery so that you don't lapse into a dull monotone. Slow your vocal tempo to build drama. Gesture with sincerity and forcefulness to underscore your deep belief.
Finally, earn trust and respect. If people see you as a straight shooter who possesses unquestionably strong character, you gain an edge in promoting your point 15f view.
Borrowing from Aristotle, Heinrichs suggests three ways to enhance your reputation:
Demonstrate street savvy. Show that you understand a problem and appreciate its context. If you have a history of solving similar problems, say so. When others conclude that you're well poised to address their concern and that you're a master of good timing and seizing opportunity to take appropriate action, they will be more apt to embrace your arguments.
To convey that you know the right thing to do, speak the audience's language. If consultants use acronyms and other technical terms, propose your strategy by adopting their lingo.
Rise above the fray. When others perceive you as beholden to no one and free of special interests, they will take your views more seriously. Persuasive speakers tend to assess situations from all sides without an apparent stake in a particular outcome.
You can also strengthen your case by using the "reluctant conclusion technique," Heinrichs says. Make your listeners think that you once held their side but you've changed your mind.
"I see your point, and for many years I've said the same thing," you can say. "But recent events coupled with new data have led me to a different conclusion."
Share others' values. To increase your persuasive power, make people think that your values are aligned with theirs. The more you can see the world through their eyes and empathize with them, the more likely they will heed your directives.
If employees dislike completing expense reports, persuade them by saying: "Sure, these reports are a pain. The fun comes when you submit them on time with all receipts, leaving the accountants with nothing to hassle you about."
