To Persuade or Convince

When people disagree with us we assume they are ignorant … that they lack information. So we try to convince them with information. It seldom works.

  • Persuasion appeals to the emotions and to fear and to the imagination. Convincing requires a spreadsheet or some other rational device.
  • It’s much easier to persuade someone if they’re already convinced, but it’s impossible to change someone’s mind merely by convincing themof your point.

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