You\u2019ve likely heard it before\u2026 If you want to engage and influence, connect emotionally and then justify logically.<\/p>\n\n\n\n
But there\u2019s a Force more powerful than logic or emotion\u2026<\/p>\n\n\n\n
And it\u2019s you<\/em>.<\/p>\n\n\n\n First, what do we know about effective persuasion?<\/p>\n\n\n\n It\u2019s a clich\u00e9, but the more things change, the more they stay the same. In other words, technology, media, and cultural context are dramatically different and ever evolving, but human beings respond fundamentally the same way we always have.<\/p>\n\n\n\n And when it comes to persuasion, people respond to a person\u2019s perceived character way more than logic. Strong character can even defeat an eloquent emotional appeal in many persuasion duels.<\/p>\n\n\n\n So let\u2019s take a closer look.<\/p>\n\n\n\n The ancient art of rhetoric is based on three compelling components:<\/p>\n\n\n\n Of the three, Aristotle said ethos may well be the most effective means of persuasion a person possesses. And while general reputation certainly comes into play, Aristotle further said that ethos is best demonstrated through the tone and style of the messages you deliver.<\/p>\n\n\n\n That\u2019s right\u2026 the content of your character is determined by the character of your content. Here are three powerful ways to strengthen the force of your ethos.<\/p>\n\n\n\n Ethos is driven first and foremost by virtue, with a twist. Rather than an inherent trait, virtue is perceived by the audience when they believe you share and uphold the same values they do.<\/p>\n\n\n\n You connect with them when you satisfy their expectations.<\/p>\n\n\n\n The ancient Romans called this meeting of audience expectations decorum<\/em>. It\u2019s not necessarily about being prim and proper. After all, the best person to persuade a gang of drunken bikers to sleep it off is likely one of their own, not the local schoolmarm.<\/p>\n\n\n\n That means you can\u2019t lead a tribe that thinks you don\u2019t belong, and it\u2019s totally up to them to decide if you fit in. Don\u2019t like the idea of changing yourself to meet the expectations of an audience?<\/p>\n\n\n\n You shouldn\u2019t! Instead, you have to attract an audience that naturally fits with who you already are.<\/p>\n\n\n\n Luckily, that\u2019s what the Internet is famous for.<\/p>\n\n\n\n There\u2019s no doubt that Han Solo is a pragmatic bad ass. Whether you\u2019re raiding the spice mines of Kessel, rescuing a rebel princess, or seeking just-in-time help at a murderous moon-sized space station, Solo is the likable, talented, practical pro for the job.<\/p>\n\n\n\n In terms of ethos, you want to display similar practical wisdom to increase your persuasive mojo. Be the likeable street-smart authority whose content helps get things done.<\/p>\n\n\n\n You don\u2019t have to be perfect (Solo sure wasn\u2019t). In fact, letting your flaws flow increases your authenticity and strengthens the bond with those you\u2019re trying to reach. When it comes down to it, all that matters is you know your stuff and deliver.<\/p>\n\n\n\n The final key element of an ethos that persuades is the goodwill and receptivity cultivated between you and the audience. This is usually best accomplished when people feel you are acting out of selflessness, without a vested interest or ulterior motive.<\/p>\n\n\n\n \u201cWait a minute,\u201d you\u2019re saying about now. \u201cI do have a vested interest. I want to sell something!\u201d Okay, I hear you (and these voices in my head are freaking me out a bit).<\/p>\n\n\n\n That\u2019s where we come back once again to valuable free content.<\/p>\n\n\n\n Even while naturally promoting you and your objectives, great content with independent value is nonetheless a gift to your market. As long as you\u2019re transparent (and unapologetic) about the reason you\u2019re providing the content, you\u2019re exhibiting effective leadership that entitles you to pull Jedi mind tricks at will.<\/p>\n\n\n\n Put the audience first and you\u2019ll get what you want in return. Everyone wins.<\/p>\n\n\n\n A strong perceived ethos is powerful stuff, which is why many have faked congruent character for fun and profit over the centuries. Church, state, and aristocracy have all seen healthy amounts of character manipulation thanks to the persuasive power of ethos.<\/p>\n\n\n\n Social media is, of course, a playground for similar shenanigans. But true belonging can\u2019t be faked for long, and a worldwide reach means you can be you and attract like-minded people who think you rock just the way you are.<\/p>\n\n\n\n So there\u2019s no need to go to the dark side of the Force to win.<\/p>\n\n\n\n Freed from the tyranny of geography, the Internet allows us to avoid being character chameleons and be authentic instead. Smart digital marketers realize they don\u2019t need a tiny niche topic to lead a tribe, because they themselves<\/em> are the niche.<\/p>\n\n\n\n Never forget it\u2019s all about the audience. But it\u2019s you who has to lead them.<\/p>\n","protected":false},"excerpt":{"rendered":" You\u2019ve likely heard it before\u2026 If you want to engage and influence, connect emotionally and then justify logically. But there\u2019s a Force more powerful than logic or emotion\u2026 And it\u2019s you. Same as it Ever Was First, what do we know about effective persuasion? It\u2019s a clich\u00e9, but the more things change, the more they […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-93","page","type-page","status-publish","hentry"],"yoast_head":"\nSame as it Ever Was<\/h3>\n\n\n\n
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The Origin of the Force<\/h3>\n\n\n\n
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The Force is Strong in Those Who:<\/h3>\n\n\n\n
1. Show Some Decorum<\/h4>\n\n\n\n
2. Have Han Solo Authority<\/h4>\n\n\n\n
3. Exhibit Jedi Leadership<\/h4>\n\n\n\n
Jedi Mind Tricks Without Going to the Dark Side<\/h3>\n\n\n\n