Persuasion

Build a case with reasons, benefits and stories people remember. Lesson 41 of 58: Professional, CEFR C1.

Reasons people accept

Aristotle’s three still work. Logos: logic and evidence (“The data shows a 20% saving”). Ethos: credibility and trust (“In my ten years in logistics, I’ve seen this work”). Pathos: emotion and values (“Imagine our customers getting their orders a day earlier”). Strong cases use all three.
The numbers speak for themselves: costs fell by a fifth. (Logos)
We tried this at my last company, and it worked. (Ethos)
Think what this would mean for the team. (Pathos)

Say what it means for them. A feature is what something is; a benefit is what it does for the listener: “It has a 10-hour battery” (feature) → “You can work a whole day without looking for a socket” (benefit). The bridge is “which means…”.
It’s automated, which means you save five hours a week.
What this means for you is…

“Because” makes requests more acceptable, even with a simple reason. “Imagine…” invites people into the picture. Rule of three: three reasons feel complete. And framing: “95% success” persuades more than “5% failure”, though both are the same number.
Persuade honestly. Overclaiming wins once and loses trust for ever.
I’d like to go first, because I have another meeting at three.
Imagine walking into the office and everything’s ready.
It’s faster, cheaper and easier to use. (Three)
Tip: Anticipate the objection and answer it before it is raised: “You might be thinking it’s expensive. Actually…”

Persuade your manager in ninety seconds to let your team try something new (a tool, a four-day week, a training course). Use evidence, your own experience, a picture of the benefit, three reasons and an answered objection.
I used logos, ethos and pathos
I turned at least one feature into a benefit
I gave three reasons
I answered an objection before it was raised

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