Module 3: PERSUADE

Persuade anyone by weaving in the power of impact to your persuasion

Handout PDF

Module 3: Persuade

In this video, you will learn how to use the POWER OF IMPACT to successfully persuade opponents — even irrational ones. Specifically, you will learn:

  • What debaters sometimes fail to do to wrap up arguments.
  • Recognize the impact of the question, “So What?” along with an example to use with a FRIEND or CO-WORKER.
  • Recognize the impact of the question, “Who cares?” along with an example to use with an ORNERY CUSTOMER.
  • Recognize the impact of the question, “Why does this matter?” along with an example that will MAKE MONEY ($$$!!!).

COMMENT BELOW! Question: Do you know of a persuasive technique that you use with friends, co-workers, customers or your boss?

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Justus Carnley

    Great Job as usual Mr. Jeub! I am glad you have this class, and I wonder how much it will cost for purchase…will it be worth that…That, we find out Monday, I suppose.

    My question is, why do you have breaks between videos? As in yesterday’s break

    • Thanks Justus. I’m really enjoying you in class. Reason for breaks: I want people to consume the content. You’re a great example. If I taught the entire course at once, retention would go WAY down and would have much smaller impact.

      Heh, “impact.” I walk the talk! 🙂

      • Mary Lichlyter

        Yep. Short and sweet.

  • Joel Highfill

    This has certainly pounded into me the importance of impact and I doubt I will forget the advantages it brings again. Thank you!

    • “Advantages.” That’s another debate term. Are you a debater, too?

      • Joel Highfill

        Yes I am! This is my first year though.

        • Well, then. Welcome to the pathway to champion debating. It starts with persuasion! 🙂

        • Justus Carnley

          Ah, fellow debater. What Speech and Debate association are you in, and what do you compete in?

  • Sarah

    Hi, I’m a competitive debater and I wanted to thank your for your course. It is engaging and easy to understand. I look forward to applying these principles in daily life and in the coming competitive season. I’ve found that a lot of debaters are able to win the judge over based on their “likeableness” for lack of a better word. How can I connect with the judge (and the audience) in a way that makes me seem agreeable? How should I respond to debaters who use sophistic logic? Thank you again for your course!

    • Hi Sarah…thanks so much for posting. The techniques you can use to increase your likability (a real word, heh) are vast and wide. Many of them, unfortunately, are “sophist” as you say, more into manipulation and so-called psychosis. I consider Robert Cialdini a good guy, and he is considered by many one of the best persuaders in the world. I plan on teaching some of his techniques in Training Minds University, but you can jump ahead by picking up his books “Influence” and “Pre-Suasion.”

      • Sarah

        Thank you!

  • Jennifer Bedley Hoos

    Hi Chris:

    Great content. I saw this technique practiced time and time again when I worked for Chick-fil-A and I know it works.

    • Please tell! How did Chick-fil-A use the power of impact? (I’m so curious)

      • Jennifer Bedley Hoos

        Well, as you might imagine, orders don’t always make it into the bag or onto the tray as the customer would like. The standard practice when a complaint was made was ALWAYS listen, ALWAYS offer something that will benefit the customer, and ALWAYS go the second mile.

        And speaking of second mile, using this Biblical principle CFA has risen to heights envied by many others. If a man asks you to go one mile with him, go with him two. Get in his shoes. Bless him. And it is genuine (all the way to the top).

        I might even go so far as to say that Chick-fil-A’s entire business model has been built on the power of impact. If we look for ways to understand, to get into another’s brain or heart or shoes, it will affect all our interactions with them. Everyone wants to be heard and/or understood.

        • Wow. You are inspiring me! I stayed at the Chick-fil-A founder’s resort in Georgia for Ken Davis’ SCORRE conference about six years ago. I caught wind of Cathy’s vision then, and you are reminding me of it. It is “my pleasure” to teach persuasion, just as it is the pleasure of Cathy to serve customers. Awesome!

          • Justus Carnley

            “It is ‘my pleasure’ to teach persuasion,” ha ha ha, I saw what you did there…

  • Andra

    As a health care marketing professional I always have said,”What’s in it for the customer?” This reaffirms my philosophy as well as emphasizing the need to be able to persuade them using facts.

    • When I think about it, my good and bad experiences with health care (and we all have our stories) has ALWAYS been because of how the professional I’m dealing with (nurse, doctor, etc.) cares about me. Thanks for reminding me how the Power of Impact can work for anyone, Andra!

  • Justus Carnley

    Question. Where is video number four?

  • Mary Lichlyter

    Well, yes! This is terrific! And it ties in with things I’ve learned over the years. I’m not a salesperson but I’ve read about selling, and one thing I’ve learned is that a prospective buyer always asks (at least mentally), “What’s in it for me?” It’s imperative to answer that question. When you want to persuade me but there’s nothing in my corner, I’m not going to warm up to your claims. I’m really ONLY persuaded when you make it about my benefit. I’ve also noticed in the debate events I’ve judged (I judge debate occasionally) that this kind of impact, whatever the subject matter, makes a little light go on in my head, and I’m thinking, “Oh, I never thought about it that way.” I start to feel favorable about the argument without wondering if I’m being pushed or manipulated into something.

  • Autumn Schwinn

    This was really good! Ever since I have helped Miss Maggie teach debate, I have been emphasizing the importance of impact. It comes down to why would people care about your argument? And why are you trying to persuade them of something? I believe that if we don’t impact our arguments back to the audience, then we can not effectively persuade. Thank you so much for these videos Mr. Jeub! They are really educational!

    • Miss Maggie is the best.

      • Thomas Sargent

        You are so right.

  • Chris Marr

    If only political debates allowed for impact and not just claims, then it would really be something.