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Carlos Alvarenga on The Rules of Persuasion and Great Communication

Apr 8, 2024

48:32

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Carlos Alvarenga, author of 'The Rules of Persuasion,' delves into the art of persuasion, drawing inspiration from Aristotle's rhetoric. The discussion covers the difference between persuasion and manipulation, the evolution of communication technology, and the importance of storytelling in persuasive communication.

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Quick takeaways

Storytelling is a powerful tool in persuasion, enhancing emotion, character, and message delivery.

Emotions play a crucial role in persuasion, requiring a balance of positive and negative feelings.

Deep dives

The Power of Storytelling in Persuasion

Storytelling emerges as a potent tool in persuasion, tracing back to the earliest forms of communication. Emotion, character, and delivery mechanisms of a message can be dramatically enhanced through compelling narratives. By conveying personal stories that deeply connect with audiences, individuals can tap into the original and powerful mode of persuasion.

Introduction

3min

The Art of Persuasion

8min

Exploring Augmented Intelligence and Human Capacity Enhancement

2min

The Evolution of Persuasion and Technology

6min

Character Elements in Persuasion and Communication

4min

Exploring Persuasion, Hiring Efficiency, and Product Promotions

5min

The Art of Persuasive Communication

21min

This week it’s my pleasure to welcome Carlos Alvarenga for a chat about his new book, The Rules of Persuasion: How the World's Greatest Communicators Convince, Inspire, Lead--and, Sometimes, Deceive. Carlos is an independent researcher and author. Before writing full-time, he worked as a management consultant and adjunct professor at the Robert H.Smith School of Business at the University of Maryland. Carlos holds a B.A. in Humanities and Classical Greek from Hampden-Sydney College and completed the Post-Baccalaureate Program in Classics at the University of Pennsylvania.

In this conversation we delve into the compelling world of persuasion as the art and science that influences every aspect of our lives. Carlos explains how he drew inspiration from Aristotle's foundational work on rhetoric to craft his book. We will unravel the subtleties of persuasion—as the act of shaping beliefs within a community—and how it distinguishes itself from manipulation and coercion. Carlos guides us through his periodic table of persuasion and the vital role language plays in shaping our reality. In addition, we discuss the shifts in teaching persuasion and the emergence of augmented intelligence, and how technology like deep-fakes are testing the limits of authenticity. Carlos also shares personal anecdotes, emphasizing the potency of storytelling, and offers insights into creating messages that resonate deeply with audiences regardless of their background or educational level.

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Connect with Carlos:

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