Psychology says: the art of persuasive communication – why your persuasion might fail and the ethical line (part II)
By Andrea Gläsemann
Perhaps you feel the same way I do: when I need to convince someone of something, I have to truly stand behind what I'm talking about. The best personal example: PR.
When I transitioned from journalism to PR, I wanted to try something new and broaden my horizons. However, at first, I struggled to really grasp PR and see its true value – I was still wearing my journalist's lens and thinking about my past experiences with PR consultants who "wanted to sell me something". Now, thankfully, I can say that has completely changed (but that's another story). What I want to say is that back then, I had difficulty conveying the benefits to potential clients. So, a lack of personal conviction can be a reason why our persuasion attempts fail, but it's not the only one. But why do some attempts miss their mark even when we apply the tactics we've learned? And when do we cross a fine but important ethical line in persuasion?
Psychological pitfalls: why persuasion strategies sometimes fail
While persuasion strategies can be powerful, they can also backfire when certain psychological factors come into play… for example:
1. Cognitive biases: How biases like the anchoring effect and confirmation bias can undermine persuasion
Cognitive biases are systematic patterns of deviation from rationality in judgment, and they can significantly affect how people respond to persuasion. Two common cognitive biases that can limit the effectiveness of persuasion are:
Anchoring effect: This bias occurs when people rely too heavily on the first piece of information they receive (the "anchor") when making decisions. If a persuasive message starts with an unfavorable or poorly framed anchor, it can skew the audience's perception of the entire argument.
Confirmation Bias: People tend to favor information that confirms their pre-existing beliefs and ignore information that contradicts them. This bias can make it difficult to persuade individuals to change their opinions, even when presented with solid evidence.
How to address cognitive biases: To counter these biases, frame information in a way that aligns with the audience’s initial beliefs (confirmation bias) or use positive, relatable anchors (anchoring effect) to set a persuasive tone from the start.
2. Loss of authenticity: why people resist persuasion when a message feels inauthentic
People are often resistant to persuasion when they perceive a message as lacking authenticity or when they sense that the persuader has ulterior motives. Authenticity is crucial because:
Trust is key: Persuasion only works when the message and messenger are seen as credible. If people feel they are being manipulated or that the message is contrived, they are more likely to reject it outright.
Genuine connection: People are more likely to be persuaded by individuals or brands they feel connected to. If a message seems artificial or inconsistent with the speaker’s values or past behavior, it creates dissonance, which leads to resistance.
How to maintain authenticity: Focus on transparency and consistency in communication. Building long-term trust through genuine actions and messages ensures that persuasion efforts resonate with the audience and are more effective.
3. Overuse of persuasion principles: finding the right balance
When persuasion techniques, such as in the first column, are overused, people develop "persuasion resistance". They become desensitized to the tactics, or worse, begin to distrust the messages altogether.
How to find the right balance: To avoid overuse, employ persuasion principles in moderation and in varied ways. Instead of using the same technique repeatedly, mix approaches—combine scarcity with social proof or authority with reciprocity, depending on the context. Also, ensure that persuasion efforts are genuinely aligned with the situation, rather than feeling forced or manipulative.
Ethical dilemmas: the fine line between ethical persuasion and manipulative tactics
Persuasion is a vital tool in communication, but it can easily cross into unethical territory when used manipulatively. Understanding the ethical boundaries between persuasion and manipulation is crucial for ensuring that influence is both respectful and honest.
Ethical persuasion respects the autonomy and well-being of the individual being influenced. It provides clear, truthful information and allows the person to make an informed decision. The goal is to present options in a way that encourages the individual to act in their own interest while still aligning with the persuader’s goals.
Manipulation, on the other hand, often seeks to control or deceive. It may involve withholding important information, distorting facts, or playing on emotions to coerce someone into making a decision that primarily benefits the manipulator, often at the expense of the individual’s well-being or freedom of choice.
Persuasion––but make it right
The art of persuasion is grounded in psychological principles that anyone can learn and apply to communicate more effectively. These principles aren't just tools for marketers or salespeople—they are valuable in everyday interactions, from workplace communication to personal relationships.
As you move forward, consider how you can develop more conscious persuasion strategies that are not only effective but also ethical and authentic. Use these principles with integrity, ensuring that your influence respects the autonomy and well-being of others. By doing so, you'll not only achieve your goals but also build lasting trust and meaningful connections in your communication efforts.
If you like, connect with me on LinkedIn and tell me about your persuasion experiences––looking forward to it!