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Sharpen Your Persuasive Edge; Use a Chiasmus

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.

What Is Enlightened Self-Interest — And Why Should You Care?

Although technology, society, demographics, and economies have changed greatly, some persuasive patterns remain remarkably unaltered by time.

The oldest method of getting someone to do something is to reward or punish, typically known as a “carrot” or a “stick.” Common business incentives include an increase in compensation, recognition or responsibility.  That’s the “carrot” side of this equation; the “stick” side involves punishing someone for either doing or not doing something. Pay is docked, participation in a project is cancelled or the highly anticipated business trip is withheld.

Rewards and punishments are largely considered coercive actions. The moment you remove the coercion (the carrot or the stick), the coerced individual regresses to previous behavior. Long-lasting career success requires real agreement, not a momentary nod.

Another age-old approach to attaining buy-in is through normative means, or via the “norms” of a group. As in, “all the kids are doing it.”

This is a very difficult way to reliably achieve agreement because people are so mercurial. Today, you must be savvier than ever in your approaches to persuasiveness. And the savviest approach of all involves appealing to your target’s enlightened self-interest.

The concept of enlightened self-interest is largely attributed to 19th century French economist and social observer Alexis de Tocqueville and his landmark work, Democracy in America.

de Tocqueville’s idea involves doing things that are positive and right (profitable and ethical, in other words). If it’s positive for you (your increased income, your professional status, strengthening your organization), positive for other parties involved (your target and your target’s organization) and positive for the larger whole in which you operate (your industry or your community), then why not do it?

Self-interest can be good; enlightened self-interest is tremendous.

Appeal to the enlightened self-interest of others and prepare to hear “yes” again and again.