The Art of Persuasion

Lesson 1/19 - Class Introduction


The Art of Persuasion


Lesson Info

Class Introduction

Let's get started on this. We're talking about the art of persuasion here. Let's talk about what we're gonna do. We're gonna do 17 of these awesome segments that introduce individual tools of persuasion. We're gonna start with logos, pathos, and ethos, which is Greek for logic, emotion, and character. There's a reason why I'm using Greek words, and I'll explain in a bit. Then we're gonna go into ways to soften people up for your persuasion, putting 'em in the right mood so that you can get them to do what you want or make the choices you want. Then we're gonna have you set your goals for persuasion. One of the biggest mistakes people make is that they start trying to argue or persuade without really knowing what they wanna get out of it. We're gonna talk about that. Then when you're in an argument and things get a little tense, how do you turn that anger and that tension into choices, which takes the anger right out of the room? When you're done that, persuading other people, we're gon...

na talk about persuading yourself on how you're gonna manipulate yourself into doing awesome things and at the same time learn the art of framing, which is how you gain the high ground in any piece of persuasion, whether you're involved in marketing, because a couple of you guys are, or whether you're simply in an exchange. And then the really fun stuff has to do with arguing without facts. And these days that's a really tricky subject (audience laughing) this fact thing. But actually the philosopher Aristotle himself said, "Facts are not the most important part of persuasion. "There are other elements involved." And so if you happen not to know the facts as well as the person who's lecturing to you at like Thanksgiving dinner, the typical uncle at Thanksgiving dinner, how can you actually have an exchange without your knowing all the facts? Then we get into the more complex and more powerful ways that you can actually do better at your work using this the powerful set of tools here, including weaning at meetings. When do you talk at a meeting? What's your demeanor? What's your posture gonna be? And what specific trick can I teach you so that everybody thinks that you're the leader of the meeting, even if you don't start out as one? Then we go into talking in front of groups of people the way I am right now, and frankly this is not something I was born to do. I'm a shy person. I'm terrified every time I get up in front of a group. I have a certain tools that I've learned that have been taught me by the ancients and by modern neuroscience that allow me to do this without always looking like an idiot. Then we're gonna go into ways to get people to like and trust you. What is C3 leadership? Well it's three C words, caring, craft, and cause. And we're gonna get into each one of them. And by the way, this is the most powerful force of persuasion, is what people think of you, not necessarily the words you're saying. Then we're gonna go into how you can use these C3 skills to talk your way into a job or a project, to deal with clients, to get new clients if that's what you're doing. And then obviously at some point you're going to screw up. I happen to be a master at screwing up, and so I have cool ways to, things to teach you, that will allow you to take your screw up and actually use the screw up to your advantage, to come out with a better reputation than you did in the first place. How cool is that? All right then we're gonna talk emails, and not just emails, we're also gonna talk texts and when should you talk to people live, using the tools of rhetoric, the art of persuasion. Defensively, what happens if somebody is trying to manipulate you? And we are in the age of bullshit. How can you tell what bullshit is and what it isn't, when you're not being bullshitted? This is logic, rhetorical logic, which works very differently from the kinds of logic that people were taught in schools with fallacies and all that stuff. We're gonna talk about one tool. It's got two parts to it. You master those two parts and you'll be able to understand logic in ways you've never known before, at least that's how it works for me. Then once you know that, you're gonna have a bunch of skills that you're gonna apply to get people to act, and I'm gonna talk about one particular tool I call the lure and the ramp, which comes straight from Aristotle, although he didn't use those words, that actually get people to either do something or stop doing something, equally important. Then when you're in an argument, we're gonna go back to arguing a little bit, what happens when you're in an exchange and you both disagree, how can you make it look like you're not actually arguing? Make people comfortable with you, as if you're just having a conversation while steering this whole conversation in the direction you want. Then you're going to talk about how to fit in with any group of people who may not look like you or act like you or increasingly for me, be the same age. (laughing) Everybody I deal with, my clients are younger than my children. How can I make it seem that they think I'm part of their tribe? Not necessarily exactly like them, but what kinda tool or set of tools can you use to do that? This is called decorum by the way. Ancient rhetoricians in Greece and Rome invented that word and it means fitness or fitting in. Gonna show you how to do that. Then finally we're gonna sum up everything with the whole set of tools all together in ways that you sorta walk away thinking you've got them instantly applicable from your head. And those are persuasion no-brainers, so that you can think about them instinctively instead of like trying to learn to ride a bike all over again. Not learning 10 things at once, but just having your favorite tools right at hand. All right? So now the question is, is this stuff really for you? And I'm gonna speak a little bit personally here. I mean if you've ever been in a relationship, I have, and I found that these tools are absolute life-savers to my marriage. Are you in a job, are you applying for one, are you trying to get new clients? These tools will work, at least they have for me. Do you own your own business or do you consult? Again very important stuff here today that show you how to do it better. And if you're like me, you find yourselves occasionally just suddenly your mind drawing a complete blank when people are upset with you or when suddenly you've gotta pitch something like you weren't quite ready to do. How can you have these skills to hand? And that's what, if you're ever at a loss for words, I'm thinking this class can probably help you. Dealing with confrontation, same thing. Most of us are confrontation averse. There's lots of research to show, that people will say to me, unlike most people I'm, I hate confrontation. Actually most people hate confrontation. What we can do is allow yourself to take a confrontation into something a little bit better. And to bring groups together, hugely important. And get a project approved at the same time.

Class Description

Each day, in every aspect of our lives, we’re confronted with situations where we need to persuade. How do we persuade our kids to clean up their room? How do we persuade a coworker to complete a project? How do we persuade a Facebook friend that their position is misguided?

Some of us choose not to persuade and instead resort to inpatient quips or angry rants. Many of us choose silence, then leave the room frustrated and brooding about what we should have said to win the argument.

Best-selling author and consultant Jay Heinrichs will teach you the basic tools of persuasion so you can avoid bitter confrontations and instead come to satisfying agreements. You’ll discover how being more articulate, using logic and controlling your emotions can create better, stronger, happier relationships.

In this course, you’ll learn how to:

  • Set goals for yourself when it comes to arguments.
  • Parent your children better through persuasion techniques.
  • Bring people together and build more cohesive teams.
  • Get people to like you with caring, craft and cause.
  • Avoid being manipulated.
  • Know what to say in awkward situations.
  • Be more articulate in the heat of the moment.



I read Jay's book, Thank You For Arguing, a couple years ago, and it was life-changing! The course is terrific too and absolutely worth taking to learn how to communicate more effectively with other people, particularly anyone who may not understand or agree with your perspective or whose support you may need for something but don't know how to ask for or get it. Like in his book, the advice, ideas, and strategies Jay shares in this course will help you become a more confident communicator and also have more successful and happier interactions and relationships as a result. Highly recommend!

Malgorzata Syta

Excellent course for those who want to learn how to argue efficiently and respectfully. I've read Jay Heinrich's two books and was thrilled to see he had a course on here. It helped me consolidate the extensive knowledge I gained from his "Thank you for Arguing" (great book!). Unlike some, I loved his quirky presentation style! But then, as a huge fan, I'm biased!

Kc Mace

I really enjoyed this class. It was chock full of information that I will be chewing on for awhile. I love hearing the examples after learning the process. It helped with the understanding of what we had just gone over. I would recommend this class for everyone, whether it be for your job or your life in general. We all need these skills in our arsenal. Jay Heinrichs does a terrific job in his instruction of these rhetoric concepts.