Just PONdering: The Business of Persuasion.

By: Walter Ohlmann

No matter how different our various businesses may be, we are all in the business of persuasion.

Whether we’re trying to sway prospects to believe in our products or trying to convince our employees to believe in our corporate goals, it would seem that persuading people should be the result of a rather simple presentation of relevant facts.

After all, when people understand the facts, they take appropriate action. Right?

Wrong! Understanding is one thing; persuasion is another. They are distinct.

Additionally, each person has a singular and unique mindset – formed and shaped by experiences, by acquired prejudices, by aspirations and the environment in which we live.

Consequently, a straight presentation of facts will seldom sway the human brain because the brain is not just an instrument of rationality; it also is an organ that responds to emotion.

So, to persuade people, the appeal to the brain must be both rational and emotional. No matter if, it’s a new product, a corporate goal or even a political view, if the art of persuasion is to work, it must contain more than logic.

People must feel something…anything…because until they do – until emotion sets in – people will not be moved to respond.

So, to persuade people…to move them toward your product, toward your corporate goals, toward your point of view – be sure to mix emotion with the facts and logic.


Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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