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PERSUASION: ART OR SCIENCE? Some argue that persuasion is really more of an art than a science. I think it is both. Persuasion is more than arguing someone into submission. It is more of a process than an event. It is a campaign to surround the receiver of your message with the idea that your idea is the best idea. Successful persuaders rely on style and substance--art and science. Style is how you present your message. Substance is the nature of your message. Style is personal and unique. You alone possess it. Substance is more universal so you must make it personal to the receiver of your message, the buyer. Style influences via eloquence and personal appeal. Substance convinces because of reason, the rational reasons why someone should act on your request. The point is that buyers must like the messenger and the message. You can be the most eloquent and charismatic salesperson in the world, but if you have no message, you have only impressed someone with your style. Conversely, you can have the greatest message in the world but if you lack the style to communicate it effectively, it falls on deaf ears. For a message to compel someone to act it must be rationally sound and emotionally appealing. You want the buyer to think it's a great idea while feeling they must act on it. This type of compelling message is the result of the art and science of persuasion.
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