Getting others to join you on your side
Getting others to join you on your side
The most important persuasion tool you have in your arsenal is your integrity.
– Zig Ziglar
Introduction
In the last unit, we discussed the various methods that can help improve your influence over other people and create the stage for persuasion. In this unit, we will continue this discussion. In this session, we will continue where we left off in the last one and talk about the several methods you can win others around to your cause. In particular, we will focus on the persuasive strategies that involve appealing to the emotions as well as the rationale of a person.
Using a dash of emotion here and there
People’s actions have always been driven in large part by their feelings and emotions. Advertisers constantly make emotional appeals; for example, they may claim that using a particular beauty product will boost your self-assurance while interacting with people of the opposite sex, or that visiting a particular theme park can help you forget about all of your problems. There are some people who decide to get involved with someone based simply on the emotional response they get from them. More than that, campaigns for causes, political campaigns, and even wars are fought on the basis of a widespread feeling of wrath, disdain, or injustice.
As a result, you should never discount the power of emotions as a means of swaying and convincing the opinions of other people.
Why do feelings have such an impact? To start, a person’s feelings have a significant impact on their level of contentment and their general health and wellbeing. When we experience positive emotions, we feel wonderful, and when we experience unpleasant emotions, we feel driven to do something that would make us feel better. But more than that, emotions link each and every one of us to the “human” part of ourselves; practically all emotions are universal and may span boundaries of race, religion, age, and social class.
What exactly do you mean when you say that you want to add “a dash of emotion” to your communication?
Put your attention on the beneficial effects of happy feelings. Telling someone how great your proposition will make them feel is an effective way to win them over and get them on your side. For instance, if you want to convince your partner to join you on your ideal vacation, you may describe how relaxed each day will be throughout your trip. You’ve accomplished your goal if he is able to form an image of it in his head.
Put the emphasis on a bad feeling, and then follow it up with a call to action. Because they lead a person to feel out of sync with themselves and their surroundings, negative emotions are a potent factor in shaping behaviour. Because everyone wants to be happy, negative emotions such as wrath, grief, shock, or outrage don’t sit well with the majority of people. When trying to persuade individuals to wear their seat belts after an accident, you may use a negative feeling, such as portraying the horror of the tragedy, as an example of how to use a negative emotion to win others over to your side.
Show that you’re taking it personally. You can choose to focus on sharing your feelings rather than concentrating on the feelings of the other person. Demonstrating to others that your conviction is founded on a personal experience and that you are emotionally invested in a concept is a powerful method for swaying the opinions of other people. During an explanation of an ideal, for instance, demonstrating verbally and non-verbally that you are excited can demonstrate that you truly believe in what it is that you are proposing.
You need to apply one of the abilities of persuasion that we covered previously, which is seeing things from the other person’s perspective, in order to be able to convey emotion in your communication. If you understand how the other person perceives the scenario, you will have a better idea of the feelings that will resonate with them.
You can communicate your emotions through your body language (for example, by raising your fist to show that you are angry), through variations in the pitch, intonation, and emphasis of your voice; by directly stating how you feel or how you want the other person to feel; and by painting a picture of scenarios in which an emotional response is anticipated.
In addition to that, don’t forget to use your emotions efficiently and in the right amounts. Remember that less is more; so don’t go overboard with it!
Brief check
Emotions and sentiments always play a significant role in determining people's behaviours. Individuals often make their choice to interact and engage with another person only on the basis of the emotional response they receive from that person.
Abundance of facts
We are all aware that people are more than just a collection of their feelings, despite the fact that emotions have a significant impact on the behaviour of other people. In certain circumstances, it is necessary to argue from one’s rational head rather than one’s emotional heart. It is essential for communication to make sense in order to be effective. In addition to this, it needs to be supported by facts.
Because there is no way to contest facts, arguments based on facts tend to be more convincing. It is imperative that one acknowledges anything as valid and acknowledged if it is factual, genuine, or supported by research. In addition to this, the presentation of facts in communication demonstrates the depth to which one has researched a topic, which in turn demonstrates that one is serious about what they are saying.
In order to make effective use of facts during communication, there are two abilities that can be utilized.
The ability to differentiate between facts and opinions is the first necessary ability. The facts are the data that cannot be argued with and can be backed up by trustworthy methods such as empirical research or the opinion of an expert. On the basis of the evidence that exists, it is accepted as being true. On the other hand, an opinion is a subjective statement, and it could be based on the individual’s own interpretation.
The ability to construct logical arguments from a collection of facts is the second talent. The veracity of facts cannot be contested; yet, in order for them to be persuasive, they must be utilized effectively. Fact-based arguments are required to adhere to the guidelines of either deductive or inductive reasoning. For instance, based on the research finding that toddlers who watch more television are more likely to have attention deficit disorder, the conclusion that “we should minimize TV time for toddlers” is a more legitimate conclusion than the conclusion that “attention deficiency doesn’t exist in adults.”
The message that follows is an illustration of communication that makes use of facts. Since I was in this position one year ago, I was able to achieve a 12% improvement in the department’s overall production. As a result, I believe that I am deserving of this promotion.
Putting the pieces together
When trying to persuade others to do anything, it is best to use both passion and facts. After all, individuals live their lives using both their hearts and their minds, and addressing both is a more holistic strategy to take than just focusing on one or the other.
The most important thing is to be consistent in your communication, so that there is no contradiction between the emotional and the cognitive aspects of what you are saying. If they are executed appropriately, appeals to emotion have the ability to balance the iciness of reason, and facts have the ability to temper intense emotions.
Here is an illustration of a form of communication that combines rational consideration with emotional impact:
You really ought to purchase that wedding dress! It gives you the appearance of a princess; just imagine how gracefully it will move behind you as you go down the aisle as the lights shine behind you. In addition to that, it is currently 30% off during the sale. It is the ideal solution for your financial situation, allowing you to keep some of your money for additional purchases.
Brief check
The first thing you need to do if you want to make sure that the individuals with whom you do business perceive you to be a trustworthy source is to conduct an investigation into the amount of information that other people have about you.
Creating a Reputation for Credibility in Interpersonal Interactions
Credibility is essential for exerting influence with other people. Credibility can be defined as the judgments made by a perceiver (such as a message recipient) concerning the believability of a communicator.
There are two primary aspects that contribute to one’s credibility:
- Perceptions of an individual’s intelligence, expertise, and general knowledge on a topic make up what is known as their “competence.”
- Character refers to people’s impressions of a person’s genuineness, trustworthiness, and concern for the wellbeing of others.
Different categories of credibility
People whose credibility we deem high are given our attention, but those whose credibility we deem low are typically subjected to interrogation. There are three categories of credibility:
Initial Credibility refers to the credibility an individual possesses before he or she begins to talk. This form of credibility may be the result of the speaker’s position, skill, or simply the fact that he or she was asked to speak.
Derived Credibility is the credibility that an individual produces through what he or she has to say. This type of credibility might be derived from the speaker’s ability to communicate, the speaker’s ideas, or the information that he or she utilizes to support his or her stance.
Terminal Credibility, also known as Post-Speech Credibility, is the form of credibility that an individual possesses after they have finished speaking. This type of credibility is frequently the outcome of the other two types of credibility and affects the impact that the message has (i.e., will the listeners adopt a long-term change).
Examining the amount of information that others have about you is the first step you need to take if you want to make sure that the people with whom you deal consider you to be a reputable source. If you are trying to persuade a person who has only a limited amount of information about you (perhaps a circumstance in which you have low initial credibility), it may be helpful to offer that person with information about your credibility and/or skill. Imagine for a moment that you are attempting to persuade a person who is familiar with you, but in a different setting (i.e., a friend who recently began working for your organisation). It is possible that you will need to give some thought to how you might establish your credibility in this circumstance by demonstrating that you are competent in your line of work.
Practical Application
Leo was attempting to convince his manager Conrad that the office needed to make some change. Leo had been with Conrad’s company for a few years, having recently switched from a similar job he had been at for close to ten years. He was hoping to recreate a similar office setting that he was used to working for a decade in his previous workplace.
He was explaining to Conrad that his old office was more efficient due to several easy-to-make changes. He continued, showing Conrad a chart that showed the changes would increase productivity by 20%. Conrad was still unconvinced.
Leo tried an emotional appeal; a persuasion tactic he had tried successfully in the past. He tried to see things from Conrad’s perspective. He then included Conrad in his plan so that Conrad could see his own benefit as well in Leo’s plan.
Next morning Leo cam fully prepared to the office. He conveyed the same message to Conrad but this time he conveyed emotion in is communication with Conrad’s benefit and perspective included in his plan. He told Conrad that he would be more relaxed if the office ran smoother, and he would have less hassle to deal with in his daily routine. This helped Conrad get on board with Leo’s plan.
Yet again the technique worked and Leo was convinced that if you understand how the other person perceives the scenario, you will have a better idea of the feelings that will resonate with them.
