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Persuasion

Walk a mile in another person's shoes. To sell is to persuade. To sell is human.

Persuasion starts with listening

Encourage dreams, embrace failures, allay fears, investigate suspicions, help pick a fight with the common enemy.

  • Pain: Empathise
  • Agitate: Ask what if?
  • Solution: Make it their idea?

Rhetoric

Ethos

Credibility, Trust, Social-proof

Pathos

Emotional appeal, Empathy, Vision

Logos

Make sense, Facts, Engineering

Kairos

Timing, Opportunity, Demand, Risk

Topos

Context, Analogy, Metaphor

Resources