87 The Skills of Persuasion Examples Perhaps the simplest way to bring an idea alive is to offer a
concrete example. Find an instance where the idea has been put
into practice, or where it has created real results – either useful or
disastrous.
Examples can be powerfully and immediately persuasive.
Concrete instances and applications of ideas make us take the
ideas more seriously. It may be easier to befuddle your listener by
talking in abstract terms; but a single clear example will clarify
your idea immediately.
Stories Stories are special kinds of examples. They lend weight to the
example by making it personal. They also have the benefit of
entertaining the listener, keeping them in suspense and releasing
an emotional response with a surprising revelation. Much
everyday persuasion and explanation is in the form of stories:
gossip, jokes, speculation, ‘war stories’ or plain rumour.
Stories work best when they are concrete and personal. Tell
your own, authentic stories. They will display your character and
your passion. They will also be easier to remember! If you want to
tell another person’s story, explain that it’s not yours and tell it
swiftly. A story will persuade your listener if it has a clear point.
Without a point, it can become counterproductive: an annoying
diversion and a waste of time. You may need to make it clear: ‘and
the point of the story is…’.
Using metaphors Using metaphors, as discussed in Chapter 3, is the technique of
expressing one thing in terms of another. Metaphors allow you to
see things in new ways by showing how they relate to others. The
most persuasive metaphors are those that make a direct appeal to
the senses and to experience.
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