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Sharpen Your Persuasive Edge; Use a Chiasmus

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Hearing “yes” in any type of situation — with colleagues and customers — is largely about appealing to the other person’s enlightened self-interest. One of my favorite ways to effectively do that is through the use of language, specifically a figure of speech called “chiasmus” [kahy-az-muhs].

A chiasmus is a verbal pattern in which the second half of a phrase is balanced against the first, with key elements being reversed. While you may not be familiar with the term, chances are you’ve encountered it.

For example, even the most challenged high school U.S. history student has more than likely heard references to John F. Kennedy’s iconic 1961 inaugural address: “Ask not what your country can do for you; ask what you can do for your country.”

Or, if you’re a fan of advertising jingles, there’s this one: “I am stuck on Band-Aid, ’cause Band-Aid’s stuck on me.” (Not as profound as JFK, but memorable nonetheless.)

And, of course, there’s “Live to ride, ride to live.”

Want to improve the likelihood of a co-worker getting on board with your initiative? Use a chiasmus:

“Steve, it isn’t so much what you can do for this project – although that’s substantial. You really need to consider what the project can do for you.”

That approach is so effective, because you’re really “selling” transformation. You’re showing Steve how, by participating in an initiative, he’s actually signing up for an improved skill set, greater visibility in the company and perhaps a starring role in a career-making project.

In a sales situation, a customer might be considering ways in which he can trick out a new ride. If that’s the case, try out this chiasmus:

“It’s not what you can do to this motorcycle; it’s what this motorcycle can do to you.” 

These figures of speech work because they appeal to the other person’s enlightened self-interest – potentially creating a more open-minded buyer or a more skilled and more respected colleague.

The sooner you wrap you head around this concept, the better off you’ll be.

Risky Business: How to Raise the Stakes in Persuasion Situations

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When in the process of persuading somebody, it can sometimes help to heighten the sense of risk for that person and then leverage something known as anticipated regret to give your recommendation about how to proceed.

My favorite way of raising risk is with a “chiasmus” [kahy-az-muhs] —  a verbal pattern in which the second half of a phrase is balanced against the first, with key elements being reversed. For example: “I am stuck on Band Aid® brand ’cause Band Aid’s stuck on me!” and “Live to ride / Ride to live.”

Here’s another: “It’s one thing to have the insurance and not need it. It’s a completely different situation to need it and not have it.”

Now, that particular one is quite interesting. Now, your target should be a bit more concerned.

Next, attach something called “anticipated regret” and you’re really getting somewhere. This is when you ask your target to consider the angst he or she would feel if they didn’t follow your advice and made a bad decision as a result.

Researchers have proven that people are much more inclined to take your advice if they first considered what might happen if they didn’t: “How badly would you feel, if after we had this conversation, you found yourself in a situation where you were exposed.”

Finally, you need to make an expert recommendation: “So here’s what I’m going to recommend. Get the insurance. Then, if you need it, you’re covered.”

Risk and Persuasion: What You Need to Know

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While you may not be familiar with the term “chiasmus” [kahy-az-muhs], chances are you’ve encountered it. One of the most famous came from John F. Kennedy: “Ask not what your country can do for you; ask what you can do for your country.”

Chiasmus is a verbal pattern in which the second half of a phrase is balanced against the first, with key elements being reversed. Other renowned chiasmi? “I am stuck on Band Aid® brand ’cause Band Aid’s stuck on me!” and “Live to ride / Ride to live.”

Think about these types of reversals to make your points:

  • Do you want your money in the bank or the bank in your money?
  • It’s one thing to have the insurance and not need it, but quite another to need insurance and not have it.
  • Do we want to face the competition now or have the competition in our face later?

Even “The Golden Rule” is based on a chiasmus: Treat others as you would like them to treat you.

One powerful persuasion tool is to heighten the sense of risk with your target, then leverage something known as anticipated regret and provide your recommendation about how to proceed.

My favorite way of raising risk is with a chiasmus: “It’s one thing to have the insurance and not need it. It’s a completely different situation to need it and not have it.” That’s an interesting notion.

Attach that with something called “anticipated regret,” and now you’re getting somewhere. This is when you ask your target to consider the angst he would feel if he didn’t follow your advice and made a bad decision as a result. Researchers have proven that people are much more inclined to take your advice if they first considered what might happen if they didn’t: “How badly would you feel if, after we had this conversation, you found yourself in a situation where you were exposed.”

Then take your flashlight and lead that person through the darkness by offering an expert recommendation: “So here’s what I’m going to suggest: Get the insurance. Then if you need it, you’re covered.”

This week, try using a chaismus to get your way. Share your experience in the comments section below.