Page 12 - IMPACT BOOKLET
P. 12
THE “THREE LEVERS” OF PERSUASION
The Three Levers Advantages Potential disadvantages
CONCEPTUAL (thought)
Intellectual approach - Vision, comprehension - Too abstract
Ideas, thesis - In-depth reflection - Coldness of reasoning
Concepts, theory
- Carries meaning - Dogmatic character
Logic, reasoning
- Power of demonstration - Danger of being heavy and
Causes, analysing boring
- Weight of logic
“Why”
FACTUAL (experience)
Concrete approach - Power of proof, examples, - No direction
figures
Facts, evidence - Open to criticism, errors
- Objective approach (sources?)
Concrete examples
- Concrete references - Lassitude of figures
Figures, statistics
Tangible proof - Practical character - No possibility to dream
“Who, what, when, where, - Danger of overuse
how, how much?…”
EMOTIONAL (feelings)
sensitive approach
- Lively - Subjective approach
Feelings, values - Spontaneous adhesion (you - Risk of ingrained rejection
Personal examples
can’t argue with emotions)
story telling - Identification - Difficulty of composing
with feelings and beliefs
images, metaphors
dreams, imaginary - Positive projection - Demagogy, manipulation
cultural references
Tales, legends, myths
Give sense and vision
Ground your speech into reality and bring tangible proof
Develop a human and sensitive approach
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