Ones ability to persuade meant great social prestige in the ancient Greek world. Homer regarded the rhetorical skills of Nestor and Odysseus as tremendous inborn gifts. It was Aristotle who first introduced persuasion as a skill that could be learned. At that time, rhetorical training became the craze for citizens of Athens, especially for the politically elite. The first book ever written on persuasion was Aristotles The Art of Rhetoric. The books basic principles established a foundation for persuasion that still holds true today. Aristotle taught that rhetoric was an art form that could be approached systematically by a formula for all persuasive attempts.

Ethos refers to the personal character of the speaker. Aristotle believed that audiences could be persuaded if they perceived a speaker as credible. In his own estimation: We believe good men more fully and readily than others. Aristotle also stated that ethos is not a thing or a quality but an interpretation that is the product of the speaker-audience interaction. Ethos includes such things as body type, height, movement, dress, grooming, reputation, vocal quality, word choice, eye contact, sincerity, trust, expertise, charisma . . . well, you get the idea. It is the audiences perception of the credibility of the speaker.

Aristotle taught that ethos was the most powerful of the three persuasive means. Indeed, scientific research has proven the power of individual ethos. A Hovland and Weiss study gave students messages that were identical in all respects except for their source. High credibility sources yielded large opinion changes in the students while low credibility sources produced low opinion changes.

Pathos is the psychological state of the audience. The psychological or emotional state of the listener can affect persuasion because our judgment when we are pleased and friendly [is] not the same as when we are pained and hostile. When considering pathos, it is important to know both the individuals actual state of mind and his desired state of mind. When you determine the difference between the two, you can use that knowledge to your advantage. By helping them see how they can get from their current state to their desired state, you can persuade people to do just about anything.

Logos is the substance of a message, or the logic presented to provide proof to the listener. Aristotle believed that humans are fundamentally reasonable people who make decisions based on what makes sense. This manner of reasoning is what enables the audience to find the message persuasive and convincing.

The Foundational Principles of Persuasion

1. The Laws of Persuasion are Neutral

Central to understanding persuasion is the concept of neutrality. The laws of persuasion are neither good nor evil. They simply exist. Just as nuclear power can be used to create electricity or an atomic bomb, persuasion can be used to create unity or to force compliance. Whether the outcome is good or bad depends on the person using the laws and how that person applies the techniques of persuasion. Some people desire to win at any cost, using any available tactics or misusing the laws of persuasion. These individuals are willing to use guilt, violence, intimidation, temptation, bribery, and blackmail to get the desired result.

However, when used properly, persuasion is our best friend. Through persuasion we create peace agreements, promote fund-raising efforts, and convince motorists to buckle up. Persuasion is the means by which the coach of an underdog team inspires players to win. It is also the method employed by the Surgeon General in convincing people to take preventative measures such as scheduling regular mammograms and prostate exams. Managers use persuasion to increase employee performance and morale. Hostage negotiators employ persuasion to convince criminals to free their captives.

2. Persuasion Must Have an Audience

The art of persuading and influencing others always requires an audience. This component is constant, so it is critical to know how to adapt quickly to your audiences needs, wants, fears, and desires. Knowing how to research and read your audience will help you determine which tools or techniques of Magnetic Persuasion will be the most effective in any given situation. Using the wrong techniques and tools, on the other hand, will automatically create barriers between you and your audience, which in turn will diminish your potential to persuade them. When you effectively integrate the principles and laws of Magnetic Persuasion with the characteristics of influence, power, and motivation, your audience will always be friendly and desirable results will be the outcome. In the Pre-Persuasion chapter, I will spend more time on analyzing, adapting, and reading your audience.

3. Effective Persuasion Requires the Adaptation of Skills and Techniques

Have you ever tried the same approach with a customer that your boss uses on you and had it bomb miserably? Becoming a Master Persuader requires more than mimicking other persuaders. You must not only fully understand the wide variety of persuasive techniques available, but you must also be ready to use the techniques best suited for any given situation. Acquiring this level of skill demands a commitment to watch, analyze, study, and apply the concepts of Magnetic Persuasion.

As mentioned earlier, everyone is not a nail. Human nature is as varied as the colors of the rainbow. Human actions and thoughts are never perfectly predictable because each of us has different emotions, attitudes, beliefs, personalities, and traits. A beginners tendency is to find one persuasive technique that works and stick with that. Unfortunately, you cannot use the same persuasion tool on everyone. Depending on the situation and the techniques you use, people will agree, refuse, or be indifferent to your efforts. The Master Persuader has many tools and can therefore adapt and customize them to suit any situation or personality.

4. Effective Persuasion has Lasting Impact

Do you want short-term temporary results or long-term permanent results? Effective Magnetic Persuasion has lasting impact, but it requires dedicated study and long-term commitment on the part of the persuader. The Hierarchy of Persuasion sheds light on how the world uses different levels of persuasion, ranging from control at the most short-term level to genuine commitment at the long-term level

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Conclusion

Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure youve seen some success, but think of the times you couldnt get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others.