Two axes of persuasion
When I teach and coach people on presentations skills, I talk a lot about the two concepts of power and likeability.
Being persuasive is more likely when you have high levels of both.
Power: this is the idea of authority. People who have power have it because of their title, position, or status (formal power). They also can obtain power informally: through resource control, knowledge, by having a scarce skill, and by being less interested than the other party.
Likeability: this is the concept of warmth. “People don’t care what you know until they know that you care,” is what our pastor Dan Brenton always said. When you are likeable, people open up to your persuasive efforts. They accept your assertions. They are more likely to reciprocate your good will toward them and trust you.
