Persuasion Frameworks: Match Strategy to Your Goal

Goals

1. Describe the types of persuasion.
2. Identify the type of persuasion you need, choose the best framework, and apply it skillfully.

What Is Persuasion?

Persuasion is the process of getting others to believe things and do things.

But not all persuasion is the same. For example:
- Getting your child to go to bed on time involves emotional connection and gentle authority. - Selling a product may require appealing to unmet needs and creating urgency. - Convincing colleagues in a professional setting requires logic, empathy, and shared goals.

Because each persuasion scenario is different, the most effective framework depends on the type of persuasion you are doing.

Types of Persuasion (CEME Classification System)

Below is a classification of persuasion types and the frameworks that work best for each.

Type of Persuasion	Goal	Best Framework	Core Method
Behavior Change	Get someone to take action	PSSA (Problem → Stakes → Solution → Action)	Frame a problem, raise the stakes, present a clear solution, and ask for action
Value/Identity Persuasion	Align message with beliefs	Moral Framing + Narrative	Start from shared values and use stories to invite identity-aligned change
Group Consensus	Align multiple viewpoints	SAFE-P (Situation → Aspiration → Framing → Emphasize → Problem)	Build shared understanding and define problems together
Teaching/Belief Building	Deep understanding and lasting belief	CEME + Spiral Scaffolding	Use clear structure, repetition, and examples to guide learning over time

Rationale

Learning this classification helps you: - Avoid using the wrong approach in the wrong situation. - Choose the most effective tool for the job. - Increase the odds of success in persuasion attempts — whether at home, work, or in public.

Applying This Lesson

1. Identify the type of persuasion you’re doing.
2. Select the best framework for that type.
3. Apply the framework skillfully, adapting it to your audience and context.

Examples

Getting your partner to stop smoking

• Type: Value/identity persuasion
  
• Framework: Moral Framing + Narrative
  
• Approach: Share a story about someone who made a change. Emphasize values like love, health, and self-determination.

Selling an idea at a meeting

• Type: Group consensus
  
• Framework: SAFE-P
  
• Approach: Start with shared aspirations. Frame your idea as a path to those aspirations. Emphasize what matters most to the group.

Getting someone to buy a used car you’re selling

• Type: Behavior change
  
• Framework: PSSA
  
• Approach: Highlight the problem (they need reliable transportation), the stakes (missed work, stress), the solution (your car), and the action (buy now).

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Knowing how to match the type of persuasion to the right framework is a powerful life skill. Like a good coach or leader, you can guide others toward belief, action, or agreement — with insight and integrity.