Examples Of Persuasion: 9 Persuasive Techniques To Get What You Want

Some people might associate persuasion skills with a sales pitch or political speech. However, persuasion can benefit us in more subtle ways, from getting what we want for dinner to negotiating the price of a car. Pathos, logos, ethos, reciprocity, social proof, authority, consistency, framing, and building rapport can serve as several persuasion strategies. 

Additional benefits of having strong persuasion skills may include: 

• Improved communication
• Influence and leadership
• Career advancement
• Better personal and professional relationships
• Enhanced problem-solving and critical thinking skills
• The ability to make a difference

If you’re interested in honing your persuasion skills or working through communication difficulties, consider reaching out to an online or in-person therapist.

Persuasion vs manipulation

There could be a fine line between persuasion and manipulation. This is a line that you may want to be aware of when using persuasive techniques. Ethical persuasion is an honest communication technique that keeps the interests of both parties in mind. On the other hand, manipulation, or coercive persuasion, may be deceptive and driven by self-interest. Moreover, persuasion provides space for someone to remain opposed to your idea while manipulation attempts to control the other party. 

The psychology behind persuasion

In 1984, social psychologist Dr. Robert Cialdini published a book titled “Influence: The Psychology of Persuasion.” In it, he outlines six key principles of persuasion, including: 

• Reciprocity
• Consistency
• Social proof
• Authority
• Liking
• Scarcity

In later editions, Cialdini added a seventh persuasion principle: unity. 

Common persuasion examples

The study of persuasion may have roots in ancient civilization, most notably through Aristotle's essays on rhetoric. Aristotle is believed to have laid the framework for giving effective persuasive speeches, and many experts argue that not much has changed over the past 2,000 years regarding how to use those original concepts. 

Now, social scientists and philosophers work to further explore how we can use communication techniques such as persuasion, often on behalf of business and marketing experts.

Below are some general examples of persuasive techniques that can help you in different contexts. You may want to keep in mind that while these techniques can be effective in changing beliefs and behavior, it may be essential to use persuasive messages ethically and with respect for others’ autonomy and boundaries.

1. Pathos (appealing to emotion)

Pathos generally aims to evoke specific emotions or feelings to influence attitudes, beliefs, or actions. By appealing to emotions, you can create a connection, potentially making others more receptive to your message. Various techniques can evoke pathos, such as storytelling, vivid imagery, personal anecdotes, powerful language, and appeals to empathy or compassion. You could use pathos in conversation to change someone’s mind about an important issue. For example, you might persuade someone to disavow capital punishment by telling an emotional story about the convicted person’s childhood. 

2. Logos (appealing to reasoning)

Logos usually refers to using logical reasoning, evidence, and facts to persuade. It may involve presenting a clear and rational argument that appeals to your audience's sense of logic and reason. While it can be used in any number of scenarios, you may notice that logos is often used for selling technology to potential customers, or in the food industry (for example, listing the nutritional content in a product).

3. Ethos (appealing to ethics or morality)

Ethos normally refers to the credibility, trustworthiness, and authority of the speaker or presenter. It may focus on establishing character and expertise, as well as ethical appeal. The goal is usually to convince others that you're knowledgeable, reliable, and credible, thereby increasing their trust and willingness to accept your message.

Ethos can be particularly effective with audiences that may be skeptical or critical. By establishing credibility and trust, you can enhance your persuasive power and increase the likelihood of your message being accepted or acted upon. You could use ethos in a leadership or advocacy role, convincing others to stand with you on an issue of policy. 

4. Reciprocity

The theory of reciprocity may be based on the belief that when we offer someone something of value, we create a sense of obligation, thereby getting what we want in return. When reciprocity is used effectively, the party we're trying to persuade may not even realize the source of their motivation. For example, if you pick up the check while having lunch with a friend, they may feel inclined to pay for the next meal you enjoy together.

5. Social proof

Social proof often highlights the popularity or acceptance of an idea or product. People may be more likely to be persuaded to try something when others endorse it. For example, if you're trying to convince someone to try a new restaurant, you may mention how many positive online reviews the establishment has received.

6. Authority

When using authority in persuasion, you may cite credible sources or experts to support your argument. People tend to be more open to persuasion by someone with authority or expertise in a particular field. For instance, if you're discussing the benefits of a particular health supplement, you could refer to scientific studies conducted by reputable institutions. 

7. Consistency

Consistency typically appeals to a person's desire to be consistent with their previous commitments or beliefs. Once someone has made a public commitment, they may be more likely to follow through. For example, if you want someone to support a cause, you might ask them if they believe in the values that it represents and if they'd be willing to take a small action to show their support.

8. Framing

Framing may present information in a way that emphasizes its positive aspects or benefits. People may respond differently to the same information, depending on how it's framed. For example, instead of saying, "This product costs $100," you could say, "This product was originally $300, but it’s on sale for $100.”

9. Building rapport

When we build rapport, we generally try to connect with the people we're attempting to persuade. People are usually more likely to be influenced by someone they trust or connect with. To build rapport, consider finding common ground, showing genuine interest, and listening actively.

The benefits of strong persuasive skills

Beyond getting what we want, working to improve persuasion skills may have many benefits. When we take the time to focus on how we communicate with others, we can learn a lot about ourselves and human nature in general. Honing our persuasive skills can also give us a rich platform for cultivating our active listening skills and empathy for others. 

Other benefits of persuasion may include the following:

Communication skills

In general, persuasion involves compellingly presenting your ideas, opinions, or arguments. When you can communicate clearly and persuasively, you may increase the likelihood of others understanding and accepting your viewpoint. It might enable you to express yourself more effectively, making influencing others and achieving your goals easier.

Influence and leadership

Persuasive individuals can often influence others and inspire them to take action. Whether leading a team, negotiating a business deal, or trying to rally support for a cause, being persuasive may help you gain credibility and build trust. It may also contribute to your leadership success by motivating others to follow your vision and make positive changes.

Personal and professional relationships

Persuasion can also play a role in building and maintaining healthy relationships. It may enable you to effectively express your needs and desires, resolve conflicts, and persuade others to cooperate or compromise. Whether you're trying to convince a friend to try a new activity or negotiate a compromise with a colleague, persuasive skills can enhance your ability to navigate relationships successfully.

Career advancement

Persuasion can play a crucial role in many professional settings. Whether you're in sales, marketing, management, or nearly any other field, being persuasive can help you advance your career. It can enable you to effectively communicate your ideas, influence decision-making processes, and gain the support and trust of colleagues, clients, and superiors.

Problem-solving and critical thinking

Developing persuasive skills can enhance your critical thinking abilities and enable you to solve problems creatively. It may encourage you to consider multiple viewpoints and effectively articulate your own ideas, making you a more effective problem-solver. Persuasion often involves:

• Analyzing situations
• Understanding different perspectives
• Presenting logical arguments 

Advocacy and making a difference

If you have a cause or idea you believe in, being persuasive can help you advocate for change and make a positive impact. Whether advocating for social justice, environmental issues, or other causes, persuading others to take action and support your cause may be beneficial.

Obstacles to effective persuasion

Cultivating the ability to persuade others often lies within a larger foundation of good communication. There can be many reasons why people may need help developing better communication skills, some of which relate to differences in personality. For example, some introverts may prefer not to engage verbally with others for an extended period, which is often required for effective persuasion. 

Some people may experience social anxiety that prevents them from effectively communicating with others. Others may experience a lack of motivation due to depression, potentially keeping them from engaging with others on a deeper level. 

Therapy can help you hone your persuasion skills

Many people who have trouble connecting with others in daily life seek guidance from a mental health professional to uncover the roots of these challenges. Therapy can help you become more comfortable with yourself and others, often paving the way for better, more persuasive communication. 

Still, some people who experience trouble with communication also have difficulty seeking out mental health care in person. They may be nervous about discussing their problems with a stranger in person, for instance. Online therapy can help bridge this gap. 

Benefits of online therapy

Because of its flexibility and convenience, online therapy is generally gaining favor among people seeking help for a wide range of mental health challenges. Platforms like BetterHelp often empower people to speak with a therapist from the comfort of home via online chat, videoconference, or phone call.

Effectiveness of online therapy

Online therapy can also be more affordable than in-person therapy, and a growing body of research suggests that it may be just as effective. For example, a recent literature review surveyed 3,638 meta-analyses outlining the effectiveness of internet-delivered treatments for depression. Researchers found no significant difference between online therapy and in-person therapy in terms of outcomes.