Persuasive Language

Persuasive language

All use of language can act to persuade, and there are many other pages in the language section of this site that include persuasive elements. This page adds more focused and specific techniques to change the minds of other people.
Final impact: Put the impact at the end of the sentence.
Intensifiers: increasing the emotional impact of a statement.
Power words: Words that have special meaning.
Pronoun language: I, you and so on add power.
Sensory language: Language that evokes senses.
Short sentences: Like this. That work. Of course.
Temporal language: Changing time and hence meaning.
Trivializing words: Deflating what others say.
Using pauses: Adding power with very largely nothing.
Final impact

Method
To maximize the impact of a sentence, paragraph or speech, put the main impact at the end, such that you leave them thinking 'wow!' and in a state of desire (rather than being rather bored and wishing you would finish soon).
The final impact can be increased by building tension beforehand, hinting at wonders to come, creating allure and promise that keeps them hanging on until your last word.
Example
I am going to let you into a secret -- but not yet. First, I want you to know that I have been listening to a lot of people like you who have similar problems. And I also think you will be pleased to know I have been able to help them get over those problems. And the secret of solving their problems lay in the effective use of a proven learning and support package.

iscussion
When people get the idea of what you are saying (or even think that they have got the idea), they cognitively close, switching off from attentive listening. To keep them listening and
Jokes keep people hanging on until the punch-line at the end by building tension beforehand. Tension is also used in movies and stories. When people are
Speaking that makes a point and then
Intensifiers

Method
Amplify the effect of a verb by using an adverb that intensifies the meaning and particularly the emotional content.
Use the intensifier to subtly suggest to the other person what emotions they should feel.
In the same way, you can also use adverbs to reduce the natural emotional content of a verb.
Example
That is very interesting. (basic intensifier)That is very, very interesting. (repetition to increase effect)That is extremely interesting. (suggests extreme response)That is amazingly interesting. (suggests being amazed)That is scarily interesting. (suggests being scared)That is quite interesting. (reducing intensity)That is a bit interesting. (reducing intensity)
Discussion
The basic intensifier is 'very' and can be used with many verbs. Other intensifiers often have the same meaning as 'very' but use different forms Intensifiers include: very, really, extremely, remarkably, fantastically, etc.
Suggesting what to feel
Intensifiers often subtly suggest to the other person what to feel. By naming emotions within the adverb, the other person has to consider this emotion and hence begins to feel it.
As the adverb is not the subject, object or verb, it is not as noticed and hence such suggestions may slip past conscious (or even subconscious) filters.
De-intensification
Just as intensifiers increase emotion, the same effect can be done in reverse, where the natural level of emotion implied by a verb may be reduced. This can be done deliberately to cool down a situation. It also can appear in floppy language, where you are seeking to avoid saying anything that upsets the other person and hence end up making very weak statements that have a very low chance of changing anybody's mind.
Borrowing from the negative
There is a curious pattern of intensification that uses negative words to intensify positive verbs. These words include: Awfully, dreadfully, fearfully, terribly, ridiculously, insanely, disgustingly, hideously, etc.
Thus, for example:
She is dreadfully beautiful.What an insanely good idea!
What in effect is happening here is that many strong emotions are negative, so using them in a positive context borrows that intensity of emotion whilst the contextual cues show that the real meaning is positive. An additional effect is that combining negative and positive words in the same sentence creates confusion, which itself is also adds to the emotion.
A curious fact about this usage is that it is particularly popular with upper-class British people. What a ridiculously interesting thing!
De-intensification by intensification
Sometimes intensification is done deliberately but with the opposite intent. This use of sarcasm may be done against another person or used in a more ironic sense about the situation.
Oh, very clever! (actually meaning rather stupid)