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 them of your point.