Page 19 - Effective communication Skills by Dale King

Chapter 3: The Art of Persuasion

Persuasion is having the ability to convince a person to change their thoughts
about something or do something that you suggest. Persuasion has been said

to be an art form, but what is the art of persuasion? Knowing exactly what it
is won’t only help you persuade people, but it can also help you become more
aware of the techniques being used on you to change your actions or
thoughts.

To fully understand why persuasion is art, it helps to understand what art is
on a broad scale. If you look at it philosophically, art is any activity that:

Is the product of trying to create art

Belongs in an established art form

Creates a performance or object that needs a lot of skill

Is original

Shows a person viewpoint

Conveys something that is complex

Creates an intellectual challenged

Expresses strong emotion

Not all of these fit into persuasion. For example, people are able to be
persuasive without showing the slightest hint of emotion, although this is a
very rare anomaly. Also, persuasion isn’t necessarily an established form of
art in a sense such as music and painting. You can also persuade a person

without trying to do anything artistic.

However, the other qualities are strongly present in persuasion. It creates an
intellectual challenge. It is complex. It can share a complex message. It does
show a person’s viewpoint. It is also original.

Purpose of Persuasion

Why should we learn how to persuade? Doesn’t that just mean you are
manipulating people? The truth of the matter is that everybody will be placed