---
title: "20 Principles of Persuasion to Enhance Your Influence"
description: "Why are some people incredibly persuasive? American venture capitalist Jason Nazar, after studying today's most influential political, social, business, and religious leaders, summarized 20 principles of persuasion. The basic principle is that persuasion is not manipulation; it's about getting others to do what is in their best interest."
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published: "2014-08-05"
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# 20 Principles of Persuasion to Enhance Your Influence

> Why are some people incredibly persuasive? American venture capitalist Jason Nazar, after studying today's most influential political, social, business, and religious leaders, summarized 20 principles of persuasion. The basic principle is that persuasion is not manipulation; it's about getting others to do what is in their best interest.

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Why are some people incredibly persuasive? American venture capitalist Jason Nazar, after studying today's most influential political, social, business, and religious leaders, summarized 20 principles of persuasion.

**Basic Principles**

**Persuasion is not manipulation**
Manipulation is coercing others to do things they don't want to do through force. Persuasion is getting others to do what is in their best interest.

**You cannot persuade everyone**
At the right time and in the right environment, everyone can be persuaded, but you cannot persuade everyone in the short term. Politicians often spend most of their time and money on a small group of undecided voters because these voters determine election outcomes. The first step in persuasion is always to identify those who can be persuaded in the short term and focus your efforts on them.

**Environment and timing**
The basic elements of persuasion are environment and timing. Environment roughly determines what is acceptable to people. The Stanford Prison Experiment proved that environment has a decisive influence on most people. Timing determines what people need at a given moment. When we are no longer young, the spouse we choose is different from the one we dreamed of in our youth; as times change, our needs have changed.

**Be interested in others**
You can never persuade someone who is not interested in you. People are most interested in themselves, spending most of their time thinking about their money, love, or health. The art of persuasion begins with learning how to consistently talk about the other person. If you do this, you will be able to consistently capture their attention.

**General Rules**

**The rule of reciprocity**
When I do something for you, you feel obliged to do something for me. Reciprocity is a trait that distinguishes us as humans from other species. More importantly, you can leverage this principle. If you consider others in everything you do, they will repay you even more, and they will do so willingly.

**Persistence is power**
Persistent people are the most persuasive. Many historical figures have ultimately persuaded the masses through persistent effort. For example, Abraham Lincoln lost his mother, three sons, a sister, and a girlfriend in his lifetime, and failed in his career, losing eight elections. But he eventually became President of the United States.

**Sincere praise**
We all like to be praised and are easily influenced by it. We are more likely to believe those we have a favorable impression of. Try to sincerely praise others; it is the simplest way to persuade, and it costs nothing but a moment of thought.

**Don't make assumptions**
Never assume what others need; what you should do is provide value. In sales, we often hesitate to promote our products and services because we think others can't afford them or aren't interested. Don't assume others might not want it; boldly promote your product and let customers choose for themselves.

**Create scarcity**
Except for necessities, almost everything's value is determined by its scarcity. We want certain things because others want them too. If you want someone to desire what you offer, you must make it scarce.

**Create urgency**
You must be able to create a sense of urgency to prompt immediate action. If people don't have enough motivation to act now, they likely never will.

**Visual effect**
What we see is more persuasive than what we hear. Strive to make your first impression as perfect as possible. Master the ability to vividly paint a picture of the future for the other person.

**Tell the truth**
Sometimes the most effective way to persuade is to tell the truth that others don't easily hear. Facing harsh truths is one of the most thrilling and meaningful events in our lives. Tell the truth without commentary, and you'll often find the other person's reaction is remarkable.

**Build rapport**
We like people who are similar to us, which extends beyond our conscious decisions to our unconscious behaviors. By intentionally aligning with the other person's habitual behaviors (body language, rhythm, language patterns, etc.), you can build rapport. This sense of rapport makes the other person feel comfortable and more receptive to your suggestions.

**Personal Techniques**

**Behavioral flexibility**
The most persuasive people are those with the most flexibility, not necessarily the most powerful. Children are often persuasive because they use a series of behaviors to get what they want (pouting, crying, pleading, bargaining, acting cute). The more flexible your behavior, the more persuasive you will be.

**Learn to transmit energy**
Some people drain our energy, while others energize us. The most persuasive people know how to transmit their energy to others, inspiring and motivating them. This can sometimes be as simple as eye contact, physical touch, laughter, enthusiastic verbal responses, or just active listening.

**Express clearly**
If you can't explain your concept or viewpoint to an eighth grader, it's too complex. The art of persuasion lies in grasping the core, simplifying complexity, and talking about what the other person truly cares about.

**Don't fight an unprepared battle**
Learn as much as possible; this should always be your starting point. Thorough preparation leads to effective persuasion. For example, if you go for a job interview and are fully familiar with the company's products, services, and background, your chances of passing the interview greatly increase.

**Stay detached and calm**
A person who "loses emotional control" cannot be persuasive. In tense conflicts, if you can remain calm, detached, and rational, you are the most persuasive. In conflicts, people will turn to those who can control their emotions.

**Use anger**
In conflicts, most people feel uncomfortable. If you deliberately escalate tension and conflict, in many cases, others will back down. Use this technique cautiously; don't use it when you are emotionally charged or out of control. But remember, sometimes anger can be used.

**Extreme confidence**
No quality is more striking, intoxicating, and attractive than confidence. Strong confidence will always be persuasive. If you truly believe in what you do, you can often persuade others to believe it too.

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