The Psychology of Persuasion

Knowing how to persuade someone into doing something is an important skill to get things done. Today, we’ll explore the psychology of persuasion. We’ll learn about some of the key factors that determine how effective our persuasion attempts are, and what we can do to improve our own persuasion skills. Whether you’re trying to convince your boss to give you a raise or trying to get your significant other to see things your way, understanding how persuasion works can help you achieve your objectives.

Psychology of persuasion: what it is and how it works

The psychology of persuasion is the study of how people can be influenced to change their opinions or behavior. It is a branch of social psychology that investigates the psychological factors influencing people’s decisions and actions.

Persuasion begins with a message that is conveyed through a channel to a receiver. The message may be verbal or nonverbal, and the receiver may be aware or unaware that the message is intended to persuade them to do something.

Different methods of persuasion and their effectiveness

There are many methods of persuasion, and their effectiveness depends on the situation involved. These can be divided into three main categories:

  1. Emotional
  2. Logical
  3. Social.

Emotional persuasion relies on appealing to the emotions of the audience. This can be done by invoking fear, guilt, or even love. For example, a commercial might use fear to persuade someone to buy a product, by showing them what could happen if they don’t. Guilt can also be used as an effective tactic.

Logical persuasion is to persuade based on reasoning and evidence. It is a strategy where the argument is made based on laying down facts and let the audience reach a conclusion.

Social persuasion is when our thoughts and actions are intentionally influenced by other people. It involves reciprocity. We tend to do a favor for someone who has done something for us.

The power of persuasion in sales, marketing and advertising

Salespersons use persuasion techniques every day to convince people to buy their products. By understanding how persuasion works, you can use these techniques to your advantage in your personal and professional life, and not just for boosting sales of a product/service.

Advertising and marketing are two industries that have long relied on the power of persuasion to drive results. After all, what is advertising if not an attempt to persuade someone to buy a product or service? And what is marketing if not an attempt to persuade someone to buy into a brand?

The power of persuasion is no secret. In fact, it is one of the most commonly used tactics in both advertising and marketing, often in very subtle ways.

The dark side of persuasion: how it can be used to manipulate and control others

Persuasion is a form of influence where you convince someone to think or behave in a certain way. Thus, it can be used for either good or evil purposes. When used with a good intent, it can help people make positive changes in their lives. When used in an evil manner, it can be used to manipulate and control others.

The dark side of persuasion involves influencing people to do things that are harmful to themselves.

How to resist persuasion and think for yourself

Most of us are susceptible to persuasion without even realizing it. We may be influenced by a friend, family member, or even a stranger without meaning to be. However, there are ways to resist persuasion and think for yourself.

Here are a few handy tips to resist persuasion:

Be aware of your own biases.

We all have conscious or subconscious biases, which make us more likely to be persuaded by someone.

Be alert.

We can spot persuasion attempts and try to resist them.


Debating over why their persuasion is wrong and strongly holding onto your beliefs.

Benefits of Music for your Body

Regularly listening to music has a number of benefits for mental health. It can help to reduce anxiety, ease depression, and boost mood. It can also help to improve sleep quality and cognitive function. There are a number of different ways in which music can benefit mental health.

One way is by reducing anxiety. Listening to calm, relaxing music can help in lowering blood pressure, heart rate, and stress hormone levels. This can lead to a reduction in anxiety symptoms. Music can also help to ease depression. It can provide a sense of distraction from negative thoughts. It can also help to increase positive emotions.

Listening to upbeat music can improve mood and provide a boost of energy. Additionally, music can help to increase motivation and reduce fatigue.

Finally, music can help to improve sleep quality and cognitive function. Listening to relaxing music before bed can help to improve sleep quality by reducing the time it takes to fall asleep and increasing the total amount of time spent in deep sleep. Additionally, music can help to improve focus, concentration, and memory.

Embrace Empathy

Lack of empathy is becoming an increasingly dangerous trait, as we see a rise in inflammatory rhetoric leading to ever more extreme societal ills.

Empathy is not just about seeing the world from someone else’s point of view but also about understanding their history, cultural background and life story. Empathy can also be seen as being kind to somebody even if they don’t deserve it.

Empathy is also a fundamental and necessary asset for managers in the workplace, as it leads to better employee morale and an overall improved work environment. On the other end of the spectrum, a lack of empathy can lead to increased stress levels, burnout, and disengagement from company culture.

In a world where the problems are complex and vast, it’s essential to think about empathy. Empathising with the people we serve is an important step to caring for them.

Empathy is a potent tool that all humans should use in a world with many problems. It helps us care for other people and ensure that we understand whatever they need of us. It’s necessary before we can begin to care for someone else and do what they might need from us.

How to Practice Empathy?

  1. Be genuinely curious about others – Be aware of their thoughts and feelings.
  2. Imagine yourself in other’s shoes – This helps us understand a problem or an emotion from the other person’s perspective.
  3. Be an attentive listener – Be an active listener. It helps one enhance their ability to understand and communicate better.
  4. Discover similarities – The purpose is to understand our common likes. Researches examine that why we prefer people who are similar to us.
  5. Share who you are – Be genuine and authentic with the other person. It creates trust, safe space and happiness.
  6. Validate other’s feelings – Emotional validation is to learn, understand and accept another person’s emotional experience.

What does empathy mean to you and when is it most important to use empathy?

Women Entrepreneurs: Khushbu Dedhia Malde : Hair Castle Salon

Khushbu Dedhia Malde, an LLB with more than 8 years of experience in the salon industry. She has her own venture ‘Hair Castle Salon’.

Instagram: Hair Castle Salon

1. Is it easy to be an entrepreneur, especially for women? 

It depends on how supportive your family is. My entrepreneurial journey has been quite easy-going thanks to my supportive husband & in-laws. For many others, that might not be the case. Juggling work & home can be really tough for a woman entrepreneur, but if you have a supportive family one can easily soar high & achieve their dreams.

2. How do you keep updated on the latest hair trends?

Me & my husband (the hairdresser) stay updated with the latest trends in cut, colour, treatments & styling worldwide through social media. We also observe the latest trends in magazines and movies and take inspiration from the new styles.

3. Why did you choose this field?

I became an entrepreneur by accident, owing to my husband Hardik, who had been in this salon industry for 6-7 years. I was studying law when my then boyfriend, now husband Hardik, started planning to open a salon. I started helping him with small things like planning, interiors, social media and devising marketing strategies. While working with him, I developed an interest in this business. I was surprised to know I already had many entrepreneurial attributes which a business needs. We opened the salon two months before my final law exams and as soon as my exams got over, I immediately joined him in the company and took over the Operations, Admin and Marketing part of the Hair Castle Salon.

4. Which qualities do you look for when hiring a hairstylist for the salon?

I look for qualities like good ethics because that is something which cannot be taught. Being ethical and kind are qualities that should come naturally to a person. A person with excellent hairdressing skills but low on ethics would be a big no-no for us since we are into the service and hospitality industry. We always look for a kind, warm, and smiling hairdresser.

5. How do you keep up with the work considering one has to be on one’s toes all the time?

It involves a lot of planning. I use a diary to plan my weeks and months to keep up with the work while maintaining my work-life balance. I also maintain a daily to-do list which I tick off every day to ensure work’s done on time and smoothly.

6. What treatment would you recommend if a client came in with damaged hair?

Olapex is hands down the best treatment for damaged hair globally. It’s a bond-strengthening treatment which works on broken hair bonds, rebuilds them and restores hair to its original virgin-like state.

7. What is your key strength?

Creativity! I keep coming up with creative ideas for our salon and customer service like complimentary snack trolley, beverages and free popcorn to keep our salon ahead of the competition. Also, my creativity helps a lot with social media since I can come up with new and fresh content ideas every day for our salon’s Instagram page to keep our followers engaged and entertained.

8. How do you build relationships with your clients?

A ‘simple and warm smile’, “hello, how do you do?” and checking upon clients during their service goes a long way in building relationships with clients. Apart from this, being flexible and making exceptions for them also help us make them feel special, which further helps us build long-lasting relationships with clients.

9. If a client asks you to give you a hairstyle or cut that you know wouldn’t suit them, how would you react?

Our salon including all our hairdressers follow the policy of honest consultation. We don’t push our clients for services and products they don’t want or need. Additionally, if the client wants to go for some service or hair treatment which won’t suit her hair, we will inform her honestly. Coming back to your question, if a client wants to get a cut done which is not going to suit her – we would first tell her honestly that it’s not recommended for her hair type and texture and give options so that she can make an informed decision. In spite of that, if the client insists on the same cut, we go ahead with what she wants – because a client’s choice always comes first. 

10. Any final thoughts to share with other women entrepreneurs?

You are stronger than you think. Don’t let the society influence you; influence society. 

Women Entrepreneurs: Revati Bhoj: Godwa Homemade Delicacies

Revati Sudhir Bhoj has a Bachelors in Hotel Management and Catering Technology (BHMCT). She is an entrepreneur and has her own venture named ‘Godwa Homemade Delicacies’.

Instagram: godwa_homemade_delicacies

1. What is the backstory to the beginning of your homemade delicacies?

It was all accidental. I had so much free time during the lockdown, so I started exploring new recipes and trying unique flavours. We all were health-conscious in those days, so I decided to make something healthy and tasty. I have a sweet tooth and at the end of a meal, I need something sweet and makhana (fox nuts). Makhana has a lot of health benefits and we also know the importance of ghee. I mixed the two things to make it healthy and nutritious; everybody loved that combination. I decided to start a small-scale home business that promoted healthy delicacies.

2. What are your thoughts on healthy snacking?

We all need that 5 pm snack; hence I thought choosing healthy and fresh snacks over packaged and processed munchies is always a good choice.

3. What are the various delicacies prepared at Godwa?

Makhana Ladoos, Chocolate Coconut Ladoos, Besan Ladoo, Suji Ladoo, Chocolate Walnut Fudge, Nutty Mawa Gujiyas, Chocolate Barks, and Roasted-Flavored Makhanas.

4. What inspired you to create the makhana ladoos? 

My Sweet Tooth

5. What are the different flavors in roasted makhana? 

We have Cheddar Cheese, Peri Peri, Tomato, Salted, Tangy Masala and Caramelized flavours in roasted makhana.

6. What flavours do chocolate barks come in?

The flavours are Gulkand, Coffee- Caramel and Salted Nuts.

7. Is there a special menu for special occasions?

Yes, the menus are different as per the occasion.

8. What difficulties did you encounter while preparing the delicacies?

You cannot decide on the standard recipe in one go. You have to keep preparing the dish until it’s perfect. It’s all a trial and error game. Find what’s working in your favour and make the delicacy desirable. The quality of the product has to justify the cost of the product. It is vital to use good quality ingredients. Price your product correctly so that it does not affect your profit margin but also goes with the quality of the product. 

9. Do you accept orders from outside Pune, given that you are in Pune?

Yes, I accept orders from all over India, but the menu differs.

10. What advice would you give other women entrepreneurs?

Small ideas and the courage to start something of your own will give you a lifetime of independence, will make you stronger, and the rest sky is the limit.