Wednesday, December 28, 2016

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.


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