1. Define Your Goal
Use the SMART model — a set of criteria for effective goal-setting.
SMART Criteria:
- Specific: The goal must be clear and well-defined.
- Measurable: You should be able to track progress and results.
- Achievable: The goal must be realistic, not idealistic.
- Relevant: It should align with your other goals and the broader context.
- Timed: Every goal needs a clear deadline.
2. Identify Your Audience
This step requires clarity, not complexity. Understand who you are talking to — who they are, what they do, what they value, and what motivates them.
3. Identify the Opponent’s Needs
Once you know your audience, define what motivates them and what information matters most.
Your main tool here — questions.
- Open questions require detailed answers (they start with “how,” “why,” “when,” “where”).
🔹 Example: How can one influence other people’s attitudes and behavior? - Closed questions require a simple “yes” or “no.”
🔹 Example: Does logic help influence people’s behavior?
Open questions are much more effective for uncovering needs and motivations.
4. Formulate Your Thesis
A thesis is a statement you must prove.
When formulating it, consider:
- your goal,
- audience characteristics,
- their potential reactions.
Speak in the audience’s language. Make your thesis relevant and emotionally neutral.
5. Select Your Arguments
An argument is a true statement used to support your thesis.
It only works if your audience accepts it as true. If not, it becomes another thesis that needs separate proof.
Possible types of arguments:
- verified facts backed by evidence;
- accepted definitions within your domain;
- axioms — statements that don’t require proof.
6. Choose the Method of Proof
A method of proof establishes a logical connection between your thesis and arguments.
Three main methods:
- Direct proof — direct support with facts.
- Indirect proof — disproving the opposite claim.
- Socratic method — leading the opponent to the conclusion through questions.
The Socratic method is highly effective because people trust conclusions they reach themselves.
🔹 Example:
— What do you think will happen to demand if we lower our prices?
— Are you aware that we’ve already reduced prices by 20%?
— How do you think this will affect sales?
By guiding someone with questions, you let them confirm your argument on their own — and that makes it much stronger.
Summary:
Once you master persuasion techniques and the algorithm of argumentation, your opponents won’t just listen — they’ll understand you.