Carlos Alvarenga, author of The Rules of Persuasion,
discusses the importance of persuasion in effective communication. He explains
that persuasion is a demonstration that something is true or appears to be
true, and it can be achieved through the character of the speaker, the
arguments presented, and the emotions evoked. Alvarenga emphasizes the need for
authenticity in persuasion and cautions against using fake emotions or
sentimentality. He also highlights the importance of understanding the audience
and tailoring the message to their needs and preferences.
Learn more about Carlos at
https://www.carlosalvarenga.com/
Sound Bites
"Persuasion is chemistry with language."
"The words in the card that were printed at the factory
are sentimental. What you write into the card is emotion."
"Think about what must be true in order for any message
that you're gonna give to work."
Chapters
00:00 Introduction and Background
01:22 The Journey to Writing The Rules of Persuasion
04:31 The Need for Persuasion in the STEM Fields
06:35 The Definition of Persuasion
07:41 The Three Modes of Persuasion
09:35 The Innate and Learned Skills of Persuasion
10:42 The Dark Side of Persuasion
12:05 Using Persuasion to Interpret Political Messages
12:54 The Transition from Technical Expertise to Leadership
17:07 The Power of Personal Stories in Persuasion
24:31 The Difference Between Sentimentality and Authentic Emotion
24:38 Tailoring Communication for Different Audiences
27:07 Three traits in a great communicator
29:24 Simple vs. Easy
31:31 Conclusion and How to Connect with Carlos Alvarenga
