5 Steps to Express Yourself in A Way That Persuades

Summary

This video script outlines a five-step strategy to enhance persuasive communication. It emphasizes that persuasion is about guiding others to make decisions that align with their own interests, creating win-win outcomes. The steps include raising attention to create awareness, rendering intention to align with the audience's desires, reaching emotions to connect them with the decision's impact, regarding rationalization to allow justification of their choices, and finally, readying action with a clear call to action. The script encourages viewers to apply these steps to become effective persuaders in various aspects of life, from business to personal interactions.

Takeaways

• 🗣️ Persuasion is distinct from manipulation and convincing, aiming to help others make decisions that are in their best interest for their own reasons, leading to a win-win situation.
• 🤝 Mastering the art and science of persuasion is crucial as it enables you to create win-win outcomes and is a valuable skill in various aspects of life, including business, career, and personal interactions.
• 🔍 The first step to becoming more persuasive is raising attention, which creates awareness of the issues that require a decision and sets the stage for persuasion.
• 🤔 Asking questions is an effective way to raise attention and gather information about the audience's desires and challenges, which can be used to persuade them.
• 🎯 The second step is rendering the intention, which involves directing attention towards a specific outcome and challenging old beliefs to create new empowering ones.
• 🧐 Knowing your audience is essential for asking the right questions and tailoring your persuasion approach to their desires and challenges.
• ❤️ The third step is reaching the emotion, connecting with the audience on an emotional level to highlight the pain of not making a decision and the urgency to act.
• 💭 Emotions lead to rationalization, where people justify their decisions with logic. Understanding this sequence helps in crafting persuasive arguments.
• 🤝 Acknowledging and respecting the audience's rationalization without judgment fosters trust and furthers the persuasion process.
• 📞 The fourth step is to regard the rationalization, allowing space for the audience to justify their decisions and asking questions from a place of compassionate curiosity.
• 🏃‍♂️ The final step is readying the action, where you guide the audience with a clear call to action, positioning yourself as a mentor and encouraging them to take the next step.

Q & A

What are the key differences between persuasion, manipulation, and convincing according to the video?

Persuasion is helping someone make a decision they already want to make for their own reasons, creating a win-win situation. Manipulation is trying to get someone to do something for your own reasons. Convincing is an attempt to make someone believe in your point of view or accept your proposal.

Why is it important to master the skill of persuasion?

Mastering persuasion is crucial because it allows you to create win-win outcomes. It's a skill that can be applied in various aspects of life, including business, career, and personal relationships, to achieve desired outcomes.

What is the first step in becoming more persuasive as outlined in the video?

The first step is to raise attention, which involves creating awareness of the issues at hand that require a decision.

How can asking questions help in the process of persuasion?

Asking questions helps in raising awareness and creating an enrollment, allowing the person to provide the content needed for persuasion. It also builds rapport and trust by stating the problem in a way that resonates with them.

What is the significance of rendering the intention in the persuasion process?

Rendering the intention is about guiding the person's focus towards the decision they need to make. It's about directing their attention towards the issue and preparing them to consider new beliefs or actions.

Why is it necessary to understand your audience when trying to persuade them?

Understanding your audience is essential because it allows you to tailor your message to their desires and challenges. This customization makes your persuasion more effective and relevant.

How does reaching the emotion play a role in persuasion?

Reaching the emotion is about creating an emotional connection to the pain of not making a decision. It helps in creating urgency and a reason for the person to act, which is a crucial step in the persuasion process.

What does the video suggest about the relationship between emotion and decision-making?

The video suggests that people make decisions based on emotions first and then justify those decisions with logic. This is why it's important to reach the emotion during the persuasion process.

Why is it important to regard the rationalization in the persuasion process?

Regarding the rationalization is important because it allows the person to justify their decision logically. Acknowledging their rationalization and asking further questions helps build trust and furthers the persuasion.

What is the final step in the persuasion process as described in the video?

The final step is to ready the action, which involves providing a clear call to action. This step guides the person on what to do next, effectively positioning you as a mentor and encouraging them to take the desired action.

How can the steps outlined in the video be applied in various professional settings?

The steps can be applied in various professional settings by adapting the conversation to the context. Whether you're an entrepreneur looking to sell products, someone in a corporate setting seeking to get ideas adopted, or a job seeker in an interview, these steps can help you become more persuasive.

Outlines

00:00

🗣️ Mastering the Art of Persuasion

The video script introduces the concept of persuasion and distinguishes it from manipulation and convincing. It emphasizes that persuasion is about helping others make decisions that are in their best interest, leading to win-win outcomes. The speaker outlines five steps to become more persuasive, starting with raising attention to create awareness and setting the stage for a decision-making process. The script stresses the importance of mastering persuasion as a vital communication skill in various life and business scenarios.

05:01

🤝 Building Rapport and Trust through Questions

This paragraph delves into the importance of asking the right questions to persuade others. It explains that by asking questions, one can build rapport and trust, as it shows an understanding of the other person's problems better than they can. The speaker suggests using enrolling and rolling questions that address universal desires to pique curiosity and elicit a 'yes' response, providing content for further persuasion. The paragraph also highlights the need to know your audience to effectively persuade them.

10:02

💭 Emotion and Rationalization in Persuasion

The third paragraph discusses the role of emotions in the persuasion process. It explains that once attention and intention are established, emotions naturally follow, leading to a connection with the pain of not making a decision. The speaker encourages the audience to create urgency and a reason to act, emphasizing that persuasion is not manipulation but a moral obligation to serve the other person's best interests. The paragraph also touches on the importance of allowing space for rationalization, as people make decisions based on emotions and then justify them logically.

15:02

🛍️ Understanding the Decision-Making Process

In this paragraph, the speaker uses a personal anecdote about an unplanned purchase to illustrate how emotions drive decisions, which are later rationalized logically. The example serves to emphasize that people make decisions based on how they feel first and then find logical reasons to support those decisions. The speaker advises the audience to be prepared to allow space for others to rationalize their decisions, suggesting that this approach fosters trust and furthers the persuasion process.

🚀 Taking Action: The Power of a Call to Action

The final paragraph focuses on the importance of a call to action in the persuasion process. After raising attention, rendering intention, reaching emotions, and regarding rationalization, the speaker explains that action will follow rationalization. The audience is encouraged to guide the other party with a specific call to action, positioning themselves as mentors and showing a vested interest in the other person's success. This approach is intended to motivate the other party to take the desired action, completing the persuasion process.

Keywords

💡Persuasion

Persuasion is the art and science of influencing someone's decision-making process for their own reasons and benefit, creating a win-win situation. In the video, it is distinguished from manipulation and convincing, emphasizing that persuasion is about helping someone make a decision they are already inclined towards. The script uses the concept of persuasion as its central theme, outlining steps to master this skill for effective communication.

💡Attention

Attention refers to the act of drawing focus to a particular issue or problem that requires a decision. The video script highlights raising attention as the first step in the persuasion process, suggesting that by creating awareness, one can influence the decision-making process. An example given is asking questions to bring attention to a problem, such as how someone would like to achieve a result without doing something they dislike.

💡Intention

Intention is the purpose or goal behind a conversation or action. The script explains that attention leads to intention, meaning that when something is brought to one's focus, it naturally follows that they will form an intention to act upon it. The video emphasizes the importance of rendering the intention after raising attention, as it sets the stage for the persuasive message.

💡Emotion

Emotion plays a crucial role in the persuasion process, as it connects individuals to the importance of making a decision. The script describes reaching the emotion as a step where the persuader makes the audience feel the pain of not making a decision and the urgency to act. It is used to create an emotional connection that can drive the decision-making process.

💡Rationalization

Rationalization is the process of justifying a decision emotionally before logically. The video script explains that people make decisions based on emotions and then look for logical reasons to support those decisions. It is a key concept in persuasion, as it allows the persuader to understand and work with the audience's thought process, providing space for them to justify their actions.

💡Action

Action is the final step in the persuasion process, where the persuader guides the audience towards a specific course of action. The script mentions 'ready the action' as the step where rationalization leads to action, and it is essential to provide a clear call to action. This could be booking a call or having a follow-up discussion, which positions the persuader as a mentor guiding the audience towards success.

💡Awareness

Awareness, in the context of the video, is about making the audience conscious of the issues they need to address. It is a precursor to raising their attention and is integral to the persuasion process. The script uses the concept of awareness to explain how recognizing a problem or gap can lead to a change in attitude and the desire to make a decision.

💡Beliefs

Beliefs are the mental attitudes or convictions that guide an individual's behavior. The video script discusses the importance of understanding and potentially changing the audience's old beliefs, which may be limiting, and introducing new empowering beliefs that can motivate them to take action. This concept is crucial in the persuasion process as it deals with altering the audience's mindset.

💡Compassion

Compassion is portrayed in the video as a key attribute of a persuader, particularly when dealing with emotional connections and hard truths. The script emphasizes that persuasion should come from a place of compassion, where the persuader tells the audience things about themselves that may be difficult to hear but are necessary for their growth and decision-making.

💡Curiosity

Curiosity, in the video, is presented as a leadership quality that can enhance the persuasion process. It is described as compassionate curiosity, which means asking questions and showing interest in the audience's thoughts and justifications without judgment. This approach builds trust and rapport, making the audience more receptive to the persuader's message.

💡Call to Action (CTA)

A call to action is a directive to the audience to perform a specific task or take a particular step. In the video script, the CTA is the culmination of the persuasion process, where the persuader guides the audience towards the next clear action, such as booking a call or signing up for a service. This step is crucial as it turns the persuasive conversation into tangible results.

Highlights

Persuasion is distinguished from manipulation and convincing, aiming to help others make decisions for their own reasons, creating win-win outcomes.

Mastering the art and science of persuasion is essential for creating win-win outcomes in various aspects of life, including business and personal interactions.

Every conversation has an intention behind it, whether it's selling products, adopting ideas, or getting hired.

The importance of mastering the skill set of persuasion for personal and professional success.

The first step in persuasion is raising attention to create awareness of the issues that need a decision.

Asking questions is an effective way to raise attention and gather information needed to persuade.

Enrolling and rolling questions can help in understanding the audience's desires and challenges, facilitating persuasion.

Rendering intention involves directing attention towards a decision that aligns with the person's best interest.

Knowing your audience is crucial for asking the right questions and effectively persuading them.

Reaching the emotion is the third step, connecting the person emotionally to the pain of not making a decision.

Persuasion involves serving the person by helping them make decisions that are in their best interest, not yours.

Regarding rationalization is important as people make decisions based on emotions and then justify them logically.

Allowing space for rationalization and asking further questions helps in building trust and furthering persuasion.

The final step in persuasion is readying the action, providing a clear call to action for the person to take.

Implementing the steps learned in persuasion is crucial for transformation and achieving desired outcomes.

Transcripts

how to express yourself in a way that

persuades

in this video i'm going to share with

you five steps

that you can take from one after the

other to be able to become more

persuasive when you are speaking in

front of other people

first of all persuasion the distinction

for persuasion

persuasion is not the same as

manipulating

it is also not the same as convincing

right when you are

convincing someone when you're trying to

convince someone when you're trying to

manipulate someone you're trying to get

someone else to do

something for your own reasons but

that's not what persuasion is

persuading someone means that you are

helping them to make a decision

that they already know they want to make

and they're going to make it for their

own

reasons and that's what persuasion is

and in the end when they make that

decision

it creates a win-win situation it

benefits you as well

so being able to persuade the art and

science of persuasion

is a skill set that you deserve to

master because

in persuasion that's when you can create

win-win outcomes for yourself and for

the people and the audience that you

create

because let's face it every conversation

we are a part of

has an intention behind it there's an

intent you have a conversation with

someone and there's a purpose behind

it it could be you want them you're an

entrepreneur and you want them to

buy your products and services it could

be you are in a nine to five in a

corporate setting and you want them to

adopt your ideas

or you are in a job interview and that

conversation you want them to hire you

you want them to bring you on

to their team so there's an intent

behind every conversation

so that is why the art and science of

community of persuasion

is a subset is a subset of the skill of

communication that you deserve

to master because anything you want in

your career in your business and in your

life

is on the other side somebody else has

that and they

can give it to you it could be they are

giving you

life-changing support it could be they

are giving you access to something it

could be

they are giving you money but somebody

else

has the thing that you desire most in

your life so wouldn't it be

your obligation your moral obligation to

really

master the skill set of persuasion so

i'm going to give you so i'm going to

give you five steps

five steps on expressing yourself to

become more persuasive

step number one is to raise the

attention

raise the attention raise their

attention because you see

when you raise attention what you're

doing is you're creating awareness of

the issues at hand

that they need to make a decision about

because remember the intention behind

conversation

a decision has to be made regardless

there's going to be a decision that's

going to be made

it's either going to be the decision

that serves you and that's in their best

interest

or it's going to be a decision that

doesn't serve them it's not in their

best interest

so a decision is going to be made so it

is your

it is your job and it is your it is your

obligation your responsibility

to bring their level of awareness to the

issue at hand what is the problem

that needs to be solved raise their

awareness when you raise their awareness

it creates a different attitude it

creates a different attitude when they

become aware of something

when people become aware of something

there's always a new attitude

right like for example when you become

aware of

your lack of communication when you

become aware of how

your your communication skills has been

holding you back in your career has been

holding you back from getting those

opportunities

all of a sudden that creates a different

attitude doesn't it all of a sudden you

realize

there's a gap that needs to be filled it

you realize what's been holding you back

you realize the challenges

only in that awareness can a decision

even start to be made in the first place

so that's why the first step is to bring

attention is to raise the attention

and the best way to raise attention is

to ask questions

asking questions because the questions

are the answers

when you ask a question to raise

awareness

then they're in in answering your

question they're going to tell you

everything you need to know to persuade

them because they're going to give you

the content

and all you have to do is put a frame

around it a frame of focus

a frame that will shift their beliefs so

ask questions

and the best questions to ask are

questions about

that are questions that create

enrollment

and rolling questions so for example a

question could be

how would you like to get result without

doing something they hate right how

would you like to blank

without blank right get result without

doing something to hate let me give you

some

example how would you like to have a

financial turnaround

this year without needing to get into a

lot of debt

right create how do you create get

results without

the thing that they hate right here's

another example how would you like to

lose

30 pounds in the next 60 days without

giving up on

all the foods that you love okay so that

that

question is an enrolling question

because it

speaks to their universal desire it is a

question they will say yes to

it is a question that will pique their

curiosity because they

that is outcome they desire so it's an

enrollment question and their answer to

that question

will give you the content that you need

to persuade them they will tell you

exactly how you need to persuade them

when you ask the right

questions so great questions when you

ask great questions

it also builds rapport and it creates

trust because you're stating the problem

in a way better than they can right

psych human psychology says that

when you can state a problem even in the

form of a question if you can state the

problem

better than they can they will

automatically believe that you have

the solution and they will lend you

their ear

all of a sudden you have their attention

and they're going to be hanging on your

every word

right so step number one raise the

attention

step number two render the intention

because where attention goes intention

will always follow

always think about it in your life

reflect back on your life

what are some arenas that where it was

brought to your attention

right let's bring my example if it was

brought to your attention that your

communication skills

prevented you from getting all of the

opportunities you desired in your career

all of a sudden intention will flow well

the intention now is

i gotta improve my communication so

where attention flows your intention

will always flow

where attention goes intention flows so

raise awareness

bring the intention and this is about

the time this when you render the

intention

now is the time to destroy their old

beliefs and create new ones

the old beliefs are all the beliefs that

they have been telling themselves

stories they've been telling themselves

a belief system that has been holding

them back because it is limiting them

from the potential they could possibly

achieve it's limiting them from the

possibilities

that they could have in their life so

what are their old beliefs and then the

new belief

is the empowering one a new belief that

empowers them to take the action

to make the decision that is in their

best interest

for their reasons not for your reasons

but for their reasons

and so here's the caveat in order for

you to

ask great questions in order for you to

be able to raise their awareness

and to be able to render the intention

you must

know your audience you must know the

people you are persuading

right you must know what are the

outcomes they desire

what are the challenges that they're

facing right now and frame the questions

and twice so that's the only caveat is

that you must know your audience

if you don't know because if you don't

know your audience how do you persuade

them

in a solution when you don't know what

they value

so the best way again goes right back to

asking questions the best way to get

your to know your audience is to ask

questions

so that's the second step right the

second step is to render

the intention step number three right

step number three

is to reach the emotion because let's

face it

right where intention goes emotion will

always follow

see how this is the sequence of steps

where intent now you have

rendered the intention where intention

goes emotions will always follow

and this is where you are getting them

emotionally connected to the pain

of not making a decision the pain

because it's costing them something

either way they're going to make

decisions

they are they're either going to make a

decision that's in their best interest

or that's not in their best interest

you've now

raised the attention to it you have

rendered their intention

now it is time for them to create it's

time for you to create an urgency

and the reason to act a reason to make

the decision so once they are

emotionally connected on what is it

costing them not to decide

what's it costing them to make a

decision that is against that is not in

their best interest

that is when they will move right

because here's the thing let's let's go

back to my previous example of

having a financial turnaround right my

example of how would you like

to have a financial turnaround without

going to a lot of debt right let's use

that example

so now here's where you want to know

what is it costing them if they don't

decide to take the steps to improve

their financial circumstances

what's it costing them now

i know some of you might be thinking

well isn't this manipulation

if i'm if i'm if i'm getting them

emotionally connected if i'm if i'm

bringing in the emotion isn't that

manipulation

it is not manipulation persuading is

serving doing this it is your moral

obligation to bring in the emotion

because if you don't

they're going to make the decision

that's not in their best interest your

best chance at serving them

their best chance of being served is if

they can be emotionally connected

to the issue at hand tell them things

about themselves that nobody else is

willing to say

and tell these truths without judgment

or agenda remembering that persuasion

is their decision for their reasons and

not yours

when you come from it at that mindset

that it is their decision

it is for their reasons and not yours

that is when you have true compassion

you're telling them things that not

you're not telling them things that they

want to hear

you're telling them the truth without

agenda without judgment

because sometimes facing the hard truths

like that

while although they are very piercing

the result from that

can be meaningful events that happen

into their life

so who are you going to be in this

conversation who are you going to be are

you going to be the person that steps up

in presenting those truths so that they

can be emotionally connected

or are you going to shy away from that

and have them

make the default decision they would in

their status quo it's your decision as

well

right so that's step number three all

right step number three once

once again step number three is reach

the emotion now step number four

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so step number four step number four is

to

regard the rationalization

rationalization right

because where emotion flows

rationalization will always follow

you could be you're beginning to see a

pattern aren't you right where

emotion flows rationalization will

always follow

here is the principle people make

decisions on emotions first and then

they justify with logic

let me give you an example of and then

you'll see that this is true

let's say for example i am window

shopping right i'm just walking down the

street

where you know on on the boulevard and

there are shops

left and right and i don't have i went

just for a walk just to window shot it

was not my intention to buy anything

and i'm walking down the street and i'm

looking in this window and i see this

really nice

jacket with a fur collar with faux fur

collar and i'm like wow that's that's

really nice

so i go into the store i'm just looking

i'm just looking right

and i'm going to start i'm touching the

jacket hey and the salesperson comes up

and why don't you try this on

and again i go and try it on and then i

end up purchasing

right now while the purchasing decision

is i'm going to be first of all making

the decision based on emotion

i try it and it feels really good it

looks really good

it is just it just i could just picture

you know that the reactions people are

going to have when i wear that jacket

i can picture and i can already feel the

way it makes me feel it makes me feel

confident makes me feel pretty it makes

me feel

you know it makes me feel like i look

good and therefore i'm going to perform

great so i make the decision based on

logic as soon as i purchase that jacket

now all of a sudden i have to justify my

purchase right and i'm going to say

things like

well it's okay you know i don't have a

jacket like this

anyway so it's going to add to my

collection or i might i could justify it

by saying well

i'm i know i'm i'm i have this jacket

that is

you know it's five years old it's kind

of worn down so this is a replacement

for that jacket

right or i can say you know i i did

really well this

this month i worked really hard you know

i deserve this and and this is just

going to be a gift for me

right whatever that justification is i'm

going to justify

logically my decision so i justify

logically to myself

and then i go home right and then my

partner's like well

did you buy something i thought i didn't

know you were going to go buy something

i thought you were just going to go for

a walk and all of a sudden now

i had to justify my purchase to him so

you see

we all make decisions and not just

buying decisions but we make decisions

on emotions first and then we must

justify

with logic our decision that we made we

justify to ourselves and we have to also

justify to other people

and it's not just about purchasing it's

about any decision

so if that's true where emotion goes

justification

like rationalization always follows so

if that's true you got to be prepared

enough to allow the space for their

rationalization

allow them the space that they're going

to justify the decision

right which is any reason they might

give themselves for making the decision

they're about to make

open that space for them again without

judgment without agenda

acknowledge their justification

acknowledge this rationalization

and ask further questions about it

give them that space to express it and

when you ask the questions about that

justification

do it from a place of compassionate

curiosity

curiosity is leadership when you are

curious but

in a way that you are compassionate

curiosity

so you're showing compassion and cures

i'm curious what are your thoughts on

that

it allows them the space to trust you

and further

the persuasion right so that's step

number four step number four

is to regard the rationalization all

right

step number five here's step number five

and by the way

if you're serious about wanting to take

this to the whole new level

you know you've you've heard step number

one step number four and you're ready

for step number five but you're

and you're asking if you're asking this

question right now well how do i

implement this in my life

if you're a business owner and you're

saying how do i implement this in my

business how do i take my business to

the next level or

how do i get that promotion if you're in

corporate and you're wondering well how

do i be more persuasive so i can get

those opportunities

so i can get a seat in the boardroom if

you are serious about creating those

outcomes in your life

then i invite you to click the link

below this video in the description

there is a link to apply for

professional coaching from me if you are

serious and not curious

about creating that outcome this is for

you if you

want to take your persuasion to that

next level so you can have real

opportunities in your life

and this coaching is not about more

information

this is about helping you to apply

exactly the steps

in your particular situation it's going

to take you step by step

on the framework on becoming persuasive

so that you can

be a leader in your industry so if

that's you then click the link below and

apply

okay so step number five the final step

in expressing yourself to be more

persuasive

is to ready the action ready the action

where rationalization flows action will

always follow

so you need to have what's called a call

to action

so far you have raised their attention

you have rendered their intention

you have raised their emotion you have

ready

your justification their rationalization

and now you are writing their action

so this is about the call to action what

do you want them to do

exactly what do you want them to do as a

result of what you just said

it could be let's book a call

it could be let's have a follow-up

discussion the next day

what is that call to action for you and

of course the call to action is going to

be specific

for the conversation you're having at

hand but you need

to guide them you need to guide them

with what

is the exact thing that they are going

to do next

if they're going to work with you or if

they're going to take it to the next

level what's the call to action

right you need to be specific you're

calling them to action when you call

them to action

all of a sudden this is effective

because now you have positioned yourself

unofficially as a mentor because you're

showing them what the next steps are

you're positioning yourself

subconsciously they're going to put you

in a place of

mentorship you are you've now positioned

yourself

in mentorship and that means you have a

vested interest in their success

so now they are more likely to take

action with you they're more likely

to move as a result of what you said

because you've been building this

momentum

through the steps to be more persuasive

so now i want to hear from you because

knowledge alone is not going to be

powerful knowledge alone

does not create does not create

transformation it is applied knowledge

you must implement what you have learned

so comment below share with me what are

your key takeaways and

remember if you have rung that belt then

i will look forward to hanging out with

you in my next video