Persuasion

Motto:
'The word is a sign or symbol of the impressions or affections of the soul.' (Aristotle)

Within the Writers Post, Jenn had a wonderful idea for the seventh week post, namely the Power of Words. My association was with persuasion, namely the act to move by argument, entreaty, or expostulation to a belief, position, or course of action.

Persuasion is part of my daily work, since being a project manager you need to have always the adequate argument. When team members try to impose their own opinion which is contrary to the project's objectives, you need to find ways to change their minds. For sure I also listen, I wouldn't be able to make good judgements is I wouldn't take into account other people's opinions.

Aristotle, perhaps one of the most famous arguer, described three ways to change the mind of the other person.

Ethos

Ethos uses trust, and focuses first on the speaker. The speaker uses his own reputation and also based on his credibility he is able to shift opinion.

The reputation of a person depends on their past experiences, and what is known and spoken about them. Nevertheless there are differences between reputation and reality, you could hide some aspects of your own past (think of politicians!!)

By leveraging you own reputation, it actually means that you try to show your own truth based on your success stories.

Credibility, depends both on expertize and how this is portrayed. If you want people to believe you, you must first show that you believe yourself. To use credibility, position yourself as an expert. Talk as if you cannot be challenged. Show how others look up to you. Use powerful gesture, eye contact and so on to position yourself as a leader.

Pathos

Pathos appeals to the emotions of the listener, seeking to excite them or otherwise arouse their interest.

An effective way of arousing passions is in appeal to values. Tell stories of poor values, for example where innocent people are harmed. Use Ethos to show your own values and how you put others before yourself. You can also work with their goals and interests or even challenge their beliefs.

Language has a significant effect on emotion, and key words (fire, child, anger, smooth, etc.) can trigger senses and feelings. This is where the power of the word comes into action.

Logos

Logos focuses first on the argument, using cool logic and rational explanation, as well as demonstrable evidence.

Science and scientific proof are based on the use of empirical evidence. This usually works with my engineers!!

Evidence cannot be refuted, as courts of law seek to demonstrate. If you show, then it is very difficult to deny without calling into question the validity of the evidence produced.

Evidence can include statistics, pictures and recounted experience (especially first hand).

Reason uses rational points that call on accepted truths and proven theories. Where evidence does not exist, reason may still prevail. A common tool in reasoning is to link two items together, for example by cause and effect.

My work contains a mix of these three ways, I admit that sometimes I use pathos but logos helps more! What about you? Which method do you use?

Photo from here

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