A Unified Theory of Persuasion?

At the Holland & Hart law firm blog, Ken Broda-Bahm describes persuasion as a five process:

 [I]t is a matter of several steps, each building on the previous steps. And, framed and formalized as it is, the legal courtroom setting is a good setting for that process. In order to be persuaded, a target audience needs to:

• Understand
• then Care
• then Agree
• then Remember
• then Use

You can read the full explanation here.

At bottom, I think it all comes down to finding a common ground with your audience and then showing that your position aligns with that common ground.

(ljs)