The Holy Trinity of Persuasion

Laying down the principles of persuasion, Aristotle writes in Rhetoric, "Persuasion is achieved by the speaker's personal character when the speech is so spoken as to make us think him credible. Secondly, persuasion may come through the hearers, when the speech stirs their emotions. Thirdly, persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments."

Understanding, knowing and practicing these three principles, namely Ethos, Pathos and Logos, helps to lay the foundation in the study of positive persuasion.

Ethos

Ethos, related to the English word ethics, relates to the moral stance and personal character of the messenger. When communicating, the spokesperson’s ethical stance is the first aspect that gets transmitted to the audience. The perceived moral stance of the messenger is the vital test that allows a message to be accepted (or not) by the audience.

The intrinsic ‘believability’ of the messenger leads to the conviction that which is said, 'is true, and will be done'. Spokesperson ethics are valuable inputs in decisions taken by audiences and transgressions are taken very seriously. In Communication, the spokesperson’s character must be prominent to all strategies of persuasion.

Ethics and Communication are inseparably intertwined. Professions that have power over masses have the ability to sway and control the perceptions of millions by directly engaging with just a few. Communication plays the role of a guide for leaders, preparing organizations and communicators for public scrutiny as an 'ethical trigger' for self-governance.  This duty of self-monitoring becomes even more prominent since outcomes get radically influenced depending on the ethical stand taken.

Pathos

The appeal of pathos, or emotions, is sequentially next when persuading audiences. Emotional responses result from deep 'internal' forces and have strong subliminal influence on audiences. Pathos is related to sympathy and empathy, and the use of emotions helps make audiences more receptive to the communication because the use of emotion is unquestionably persuasive.

The response to primary emotions, (and their derivatives) like love, joy, surprise, anger, sadness and fear, is often seen as beyond-our-control.  It implies that our reaction to them is involuntary, subliminal and therefore, uncontrollable. It is this reaction that the communicator seeks in evoking Pathos.

Caution is necessary in the use of emotions due to the deep residual impact it can have. For example, if fear were used as a primary emotion to generate audience responses, the response will generate the after-effects of fear and this could give rise to acute reactions like stress, aggression, anger, and defense as a natural mechanism. These negative reactions could set off undesirable and unmanageable responses in the audience.

Logos

Logos - the appeal of the intellect - generally means logical or academic argument. This third pillar of persuasion is proof, or apparent proof, provided by persuasive arguments and always gives direct and clear answers. This is the rational side of convincing – one that appeals to audiences on the basis of their sense of reality. Logic depends on reasoning which itself rests on truth and perception of truth.

Often the line between fantasy and what is real gets blurred in communication, and what sounds right often becomes more important than what is right. It is, therefore, the communicator’s role to test and retest every message, and each one ought to be corroborated based on facts before presenting to the audience.

          Using logic alone can be harsh and even unjust at times. While they may be able to convey the 
         content, facts frequently do not convey the spirit of the discussion. Cold logic needs to be mixed 

         with the warmth of emotions and the balance of ethics to  suit human relations.

Every persuasive communication rests on the delicate equilibrium of the three pillars of Ethics, Emotion and Rational. When and how to use each of these comes with knowledge about these three principles and a sensitive consciousness of the audience. 

(extracts from the forthcoming book 'Decoding Communication')

Book Review: Sanjiv Mehta, CEO, The East India Company

Sanjiv Mehta
CEO, The East India Company

"Decoding Communications gives readers  an in-depth view into the DNA of communication and how to structure it to make it effective and efficient.

Chandramouli's years of experience in this field shines through, as it applies psychology to the field of communications, to dissect the various powers at work. By bringing in the social perspective, the author allows the reader to really get far beyond communication techniques to understand the art of persuation and influence.

It is a must read for executives managing communication, marketing, branding, PR, but also a great book for anyone looking to become a stronger influencer and powerful communicator. A great resource for beginners and experts in the field."

About The East India Company: See http://articles.timesofindia.indiatimes.com/2010-08-16/india/28311109_1_brand-new-avatar-sanjiv-mehta 

Book Review: Deejay (Deepak Jayaram), Managing Partner, Dialect (Group M)

Deepak Jayaram (Deejay)
Managing Partner
Dialect (Group M)

"Decoding Communication is an absorbing treatise on the evolution of communication through the lens of psychology, sociology and anthropology. It shows the importance of  our approach to effective communications, so important in an age of instant social-media reactions. A necessary read for those who see their calling in the communications industry."  

 

Arjun Balakrishnan, Director, Panasonic, on Decoding Communication

Arjun Balakrishnan,
Director, Panasonic India

"Congratulations to Chandramouli on pathbreaking analysis and content in Decoding Communication.  There is no question that it is a brilliantand insightful analysis that draws on  Anthropology, Cognition and Intelligence. In other words,your book seeks to reflect the correlation between communication and the truth.

Outstanding work! It is really for the student of communication as well as for the CEO."

How to add Rational Appeal to your brand?

Humans are known to have higher cognitive abilities - a mental process of knowledge acquisition based on awareness, reasoning, judgment and perception. Rational is a bridge that helps us arrive at the truth. It helps in cognitive judgment and is a necessary part of every decision making process. When communication is based on the rational, it appeals to the cognitive intellect of the audiences, demonstrating infallibly, reason to believe. 

Quad erat demonstrandum (latin for which was to be demonstrated) is a statement made at the end of mathematical proofs or philosophical arguments. This is the way one must approach rational communication as well - beginning with an initial premise. The communication that a Brand makes must be logically deduced, demonstrating the sought conclusion. 

Logic appeals to intrinsic proofs of reasoning and extrinsic proofs through demonstration (as in testimony, eye-witnesses) but it must conclusively and unambiguously show the result as demonstrated. However, if Rational is used too directly, it may alienate the audiences and despite it being an extraordinary tool, it must be used in conjunction with other appeals to create  the natural attractive forces of a brand. 

(Extract from the chapter titled 'Attractive Forces of a Brand' from Decoding Communication)

Sunil Gautam, Founder, Hanmer MSL, articulates his thoughts on Decoding Communication

Articulation may be its core, but try defining communication and most people are at a loss for words. Understanding communication is even tough. I should know; I’ve been in the business for decades!

Sunil Gautam
Founder, Hanmer MSL

Years ago, when India’s communication industry was taking baby steps, nobody thought it would take the strides that it eventually did. Today, the industry is worth millions of dollars and marketing messages are in your face no matter where you go and what media you consume – billboards dot every pavement, there is advertising on buses and trains, and the internet, TV and mobile phone are all carriers of commercial messages.

The importance of effective communication is now immeasurable in business and in personal life.

Surprisingly, then, few books on the subject have been written by Indian authors. Rather, I should say, not too many good books have been written on the subject by Indian authors. Most of them read like boring textbooks, offering few insights or fresh perspectives.

This is where Chandramouli’s ‘Decoding Communication’ scores. A treatise, it studies the foundation of communication, the projection of trust and the need for businesses to tell their stories effectively. It engages and fascinates in equal parts.

It explains why communication is more than the mere transmission of a message from sender to receiver. From a brand perspective, it is often the difference between success and failure. What else is a brand if not “the manifestation of an idea”? 

It is clear to us in the industry that the manner in which businesses talk to stakeholders has a profound effect on quality, productivity, and – most importantly – on trust. The irony is that this is rarely conveyed effectively.

Decoding Communication succeeds where others have failed. Stressing that communication is a science, Chandramouli asserts that its “equilibrium” is not dependent on facts and logic alone. If it were, humans would be “little more than single-tracked, logic-blinkered, mechanical automatons”. Communication, then, is the sharing of a common meaning between sender and receiver. In other words, it is about persuasion. Effective communication leads to understanding, which in turn leads to trust – “the umbilical cord of every human connection”.

Any book by Chandramouli would be incomplete without a chapter on public relations (PR). After all, he founded Blue Lotus Communication – which has made a mark in PR for technology, healthcare and finance firms – and i9 Communication, a fast-growing PR firm in the lifestyle and entertainment space.

Chandramouli hits the nail on the head when he says, “Tell it, don’t sell it.” He points out that PR is an “attitude” that forges trust, and story-telling is the best communication approach.

What it boils down to is the communication process. Understand that and you will become an effective communicator. And, it’s the effective communicators that usually succeed.

Is ‘Decoding Communication’ recommended reading? Let me communicate this as effectively as I can: Yes."

Review of Decoding Communication by Anuradha Das, Founder & Director, 9dot9

Anuradha studied economics at LSR and Trinity College and she has an agenda to build new businesses at 9.9. She led the research and advisory business for the Indian affiliate of the Economist Intelligence Unit for almost 12 years. Most recently, she headed Businessworld and launched a series of business intelligence services for the magazine. 

Anuradha Das Mathur

FOUNDER & DIRECTOR

9.9 Media

“ Decoding Communication offers a whole new vocabulary on the concept of communication and related issues. While it is replete with deep insights for anyone who wants to understand the art, the science and the philosophy of communication, it is equally relevant for life lessons – well beyond simply pursuing a profession in communication. Thought provoking and a ‘must read’..."

About 9.9 Media 

9.9 is a leading media house that has  been programmed into five businesses, 9.9 Insights, 9.9 Digital, 9.9 Print, 9.9 Ventures and 9.9 Studio.  It started in 2007 with the acquisition of the Jasubhai Meida Group with several leading  publications such as Digit, Skoar, The CTO Forum, Logistics 2.0 and Industry 2.0.

M. G. Arun, Bureau Chief, Indian Express reviews Decoding Communications

M.G. Arun (or MG) , is the Bureau Chief with The Financial Express since 2000. He is a veteran journalist and was with the Jasubhai Media Group for two years before that. 


Here's what he says about Decoding Communications: 


"Great effort! That's what I would like to tell you in short about the book.  It reflects painstaking research, a scientific attempt to decode communications and the various factors that make it work. At the same time, you have thrown in enough examples, anecdotes and instances that makes it an interesting read. It's not a book to read once and keep away. The research that's gone behind it should make it a good reference for professionals and starters alike. 

I am thrilled by these sentences:

Understanding trust is like understanding the DNA of relationships, as it gives an insight into the relationship between humans and everything else. Trust is like the universal platform of human engagement - understand it, and you will realize that it is the umbilical cord of every human connection.
----
The current day concept of focused communication (promotion) is, ‘Don’t tell it. Sell it’. Good communications, however, works towards idea acceptance. The more natural this process is, the better the acceptance. Therefore it should not seem or be forced. If an idea
has to be well communicated, the rule to use is quite the opposite, “Don’t sell it. Tell it.”
----

I totally agree. Trust is the essence of great communication. And great communication is all about understanding and empathy. Only trust, supported by values and uncompromising quality, can nourish empathy and understanding.

I liked your comment about people proclaiming to be "most trusted", when they have hardly created an awareness. They should learn from some household brands like Dettol, Godrej locks, Gillette blades, Vicks Vaporub. I trust them because my Dad trusted them too, I trust them because I know they are unique in that space, it's difficult for me to think of an alternative, and an alternative product would be far too 'inferior'. Advertising, huge retail push, product novelty - many things would have contributed for getting my 'mindshare', but then, there is one unique element that distinguish them - these brands have lived up to my trust - consistently. That's no communication gimmick. That's a great effort to provide that unflinching quality, over decades.

I do hope organisations realise that before they splurge on advertisements and promotions to be 'known' and 'trusted' by all! "

Book review: Preeti Vyas, Chairwoman of Vyas Giannetti Creative on Decoding Communications

VGC has garnered many accolades since its inception a decade ago. It was ranked as the top 10 design agencies in India  by Economic Times. VGC is also a prominent case study in Mudra Institute of Communications, Ahmedabad.

"Decoding Communications has been a great read. The parallels drawn between the evolution of human communication and the subsequent evolution of the communications media help setup what is an absorbing read for anyone looking to get a clear idea on the communications industry.

I do feel that students and professionals will especially enjoy reading this as it really helps the reader understand the many facets of communications and branding and does justice to each speciality. This book is a great example of demystifying communications. Simple, straightforward and downright logical."

Preeti Vyas, Chairwoman of Vyas Giannetti Creative, is widely regarded as one of India’ s foremost creative minds. In 1997 VGC was launched by her with the aim to transform the marketplace using Strategic Design and Communication solutions.

Preeti says ‘Only that design which is good for your business is good design. And we call it Designomics’

Her many achievements include: A member of the India Design Council, she is named as one of the leading creative minds of India by an Economic Times Report, she is ranked amongst India's Greatest Brand Builders by CMO Asia. Amongst the 25 most powerful women in India by Business Today. Amongst the 50 most influential women by Verve magazine. Award winning supporter of women entrepreneurs. Jury member at Cannes, New York Advertising Festival and Sri Lanka’ s first International creative awards. Indian representative at Indian Creative Showcase at Sao Paulo, Brazil.

Book Review: Mitch Kent, Global PR Head, Hay Group

The Hay Group is a consultancy that operates from 47 countries and has 2700 employees globally. It offers organizational and human resources consulting services; it helps its clients design organizational structures that are in line with business strategy, clarify roles and responsibilities, develop and retain talented leaders, measure the value of various kinds of work, and set up effective performance management processes.  The firm was founded in 1943 as Edward N. Hay and Associates. (www.haygroup.com)

Mitch Kent,
Global PR Head,
Hay Group

"Chandramouli has written a fascinating book about both the evolution of communications in humans and how that evolution has manifested itself in today’s world.  He understands well how consumers choose the brands they choose and how the art of effectively telling a story is one of the most powerful selling tools available today."

Vinod Nair, MD, Network Advertising on Decoding Communications

[Network Advertising is an independent agency which has handled several prestigious clients. It believes in being the 'most respected agency'. Vinod Nair, heads the agency.]

Vinod Nair
Managing Director
Network Advertising

"Having spent over two decades in the wonderful world of communication and brand building, it is now evident to me that there is nothing exact in this field. Chandramouli’s book however is a fantastic attempt at demystifying the process of building a great brand. A brand as he says is the ‘manifestation of an idea’. Decoding Communications is a must-read for anyone who wants to understand the process and the discipline of brand building – right from the stage of the conception of the brand idea to its nurturing over its entire lifecycle. It will not only provide valuable insights to the newbies, but also help get fresher perspectives to the experts in the field."

Final cover of Decoding Communications (fresh from the designer's desk)

Final cover design of Decoding Communications

Sam Balsara's (Chairman and Managing Director, Madison Group) review of Decoding Communications

[Madison World is a 24-year old diversified communication group, with 24 units across 10 specialized functions of Advertising, Media, Business Analytics, Out-Of-Home, PR, Rural, Retail, Entertainment, Mobile and Sports; employing over 1,000 communication professional across cities in India, Sri Lanka and Thailand. The gross billing of Madison World is Rs. 30 billion.]

Sam Balsara

CHAIRMAN AND MANAGING DIRECTOR

MADISON GROUP

“Decoding Communications is an excellent read for both students and practitioners of communication. It helps provide a conceptual framework to better understand what we do intuitively and why it works and sometimes doesn't. Chandramouli needs to be complimented on coming up with this alongside running two successful companies. The purpose of all business is to create 'Trust' and if it succeeds in doing that, business succeeds.”

Probir Roy, Co-Founder Paymate, reviews Decoding Communications

PayMate is a Mumbai based wireless transactions platform provider founded by entrepreneurs Ajay Adiseshann and Probir Roy. PayMate is funded by Venture Capital firms Kleiner Perkins Caufield & Byers, Sherpalo Ventures and Mayfield Fund. Some companies that are a part of their portfolios are Google, AOL, Amazon, Sun Microsystems and SanDisk among others. PayMate has offices in India, USA, Sri Lanka, Nepal and UAE making it the single largest M- Commerce company in the sub continent, offering customized mobile payment solutions in each market with local partners. 

Probir Roy, Co-Founder, Paymate

“In the dynamic business environment of today where perception is often mistaken for reality. Chandramouli provides a ready-reckoner for the corporate chieftain to remain honest to the latter.

Peers, clients, practioners and students who read this will not only learn about communications and brand building, but also about themselves. A Must Read”.

John Goodman President, Ogilvy Action Asia Pacific & Regional Director, Ogilvy & Mather on Decoding Communications

Ogilvy Action is the World's largest activation agency and John is an Ogilvy veteran having worked in London, Prague, Hong Kong, Mumbai, Tokyo and Bangkok during his 21 years with the agency. His experience crosses all core communications disciplines, and he has worked with almost every major international client on the Ogilvy roster.

John Goodman, President,
Ogilvy Action (Asia-Pacific),
Regional Director, Ogilvy & Mather

"Congratulations to Chandramouli on this valuable contribution to modern marketing communications...people will find it valuable."

Dr. Ajai Singh's (Master Leadership Coach) review for Decoding Communications

Dr. Ajai Singh, Leadership Coach

Dr. Ajai Singh is a Master Leadership Coach. He is currently the CEO of Organizational Transformation International and Principal Consultant and Coach at Shamrock Training Consultants. Earlier to this he was the Managing Director at Achieve Global, India and CEO, Modi Entertainment. 


Dr. Singh says about Decoding Communications: 

"For someone who has been actively coaching and involved in people development over the last decade I found Decoding Communications with comprehensive and practical insights for one and all. Every reader will benefit from what Chandramouli has written and be able to  apply it easily in business and personal life.

A must read and possess."

Rakesh Kaul's (Senior Advisor, Carlyle Group) review for Decoding Communications

Rakesh Kaul Senior Advisor to Carlyle's Consumer and Retail Group where he explores acquisition, management and disposition of investment opportunities within the consumer sector. He is the Chairman of Spherenomics, LLC, an Indo-US Marketing and Outsourcing Solutions provider for Consumer Branded companies.He serves on the Board of Directors for Oriental Trading Company and is also the Chairman of Valley Paints based in Bangalore, India. Rakesh has worked extensively in Japan, China, India, Canada and the US for 30 years.

Rakesh's praise for Decoding Communications:


" Decoding  Communications is a landmark book by Chandramouli, a leader in the field of business communications in India. It is seminal because the exponential growth of media in India has intensified the communication ocean that Indians now swim in, every waking moment of their lives. It is timely because it lays out a case statement for Trust and ethics within a profession that has been tarnished by the scourge of paid media. It is path-breaking because it presents the pioneering Brand Study and the underlying components thereof. It is sound because Chandramouli lays out in painstaking detail the complete theory and science of communications. This noble book is a must for every practitioner in the field of business communications."


About Carlyle Group


The Carlyle Group is a global alternative asset manager with approximately $147 billion in assets under management in 89 active funds and 52 fund of fund vehicles investing in Corporate Private Equity, Real Assets, Global Market Strategies and Fund of Funds Solutions as of December 31, 2011. Carlyle combines global vision with local insight, relying on a top-flight team of 600+ investment professionals operating out of 33 offices to uncover superior opportunities in Africa, Asia, Australia, Europe, Latin America, the Middle East and North America. (www.carlyle.com)

How my book was born

Can inertia be the reason for momentum? Are the two opposites connected? This post is about how my inertia in fact gave me the momentum to embark on writing a book.

It was early in 2008 and I had reached my extreme pendulum swing at work, a point at which there's very little movement - almost a standstill. Mechanical action takes over, and the sails of intellect are windless.

It was then that a dear and close friend, Meghna, gave a suggestion to take-off from this rut to think. Just think! Since I had never thought it necessary to take time off to think before this, the idea seemed quite bizarre. You could think anywhere, where-ever you are; its in the mind, you know. That seemed like a logical argument.

But Meghna's insistence made sure I went. To Goa, and that too in the peak of summer. Providential, I will say in retrospect, because the heat forced me to stay indoors for most of the day. The place I chose to stay, called Nirvana Hermitage, also seemed to have some sacred force in it. The hotel was ensconced atop a hillock, and my room overlooked a thick forest (or something forest-like). Something I was not quite used to in Goa, but it was enchanting. 

Thinking is not easy, especially if the goal itself is just to think. I tried hard. I took early morning walks, meditated, slept, but I could not think-about-thinking. After a few evenings, some fine wine was ordered and since my thinking began soon. (Naturally, I cannot but give some of the thinking credit to the spirit!)

I wrote down the following questions:

1. What do I really enjoy doing?
2. Why do I enjoy doing these things?
3. Does that show a pattern in what-I-want from life?
4. What do I fear in life?
5. Why do I fear them?
6. What do I feel when I overcome fear of these things?

The answers got scribbled on 10-12 paper napkins. While those answers themselves have the makings of another book, Decoding Communications evolved because I wanted to tell the story of communications to others. I thought that it would be a process I would enjoy.

Soon after I came back, I began a lecture series titled 'Communications 101 - The basics of communications'. I delivered this presentation to clients, students, my peers and colleagues. And, the presentation kept evolving and I kept delving deeper.

Once I had enough material, I took a week long holiday to pen my first chapter - just to see how it might evolve. The writing method I adopted was to just keep typing and let the words flow naturally from the inside. And it did - the pages just flowed and flowed, and every evening I would surprise myself with what I had written.

Three years later, I approximately had 50,000 words, which I ran through a few friends. Endorsement received, my search for my editor began.

My inertia gave the momentum for my book Decoding Communications. Everyone's inertia has the same potential. Scribble down your fears. Act to overcome them. If that's not life's cycle, what is?

Cover design of Decoding Communications - penultimate version

DECODING COMMUNICATIONS
Book cover - Penultimate version.4

DECODING COMMUNICATIONS
Book cover - previous version.3

The Left hand image is the last but one version of the cover design. The previous version to this is shown in the Right Hand image.

The final version which is being recreated (meaning redrawn starting from scratch) with the penultimate version as its base will have better space alignment,   with focus on aesthetics. If this grasps the imagination of this blog's readers, I am confident it will have a good impact on the book shelves as well.

Kaushal Sampat, President and CEO, Dun & Bradstreet India - on Decoding Communications

Kaushal Sampat, CEO & President, Dun & Bradstreet India has been with D&B since 1998. Prior to this, he has held the position of Chief Operating Officer in the the same organization and he spearheaded the company's strategic initiatives and alliances in India.

Kaushal Sampat, CEO & President
Dun & Bradstreet

Kaushal Sampat on 'Decoding Communications':

"Decoding Communications is essential reading for anyone who wants to understand the subject of Communication in its entirety. The author deconstructs the subject of communication systematically and with the precision of a surgeon - its theoretical underpinnings and frameworks, its evolution and most importantly, its effective practice. Written with a deep understanding and passion for the subject, Decoding Communications is a truly enlightening work." 


About Dun & Bradstreet (http://www.dnb.co.in/aboutdnb.asp)
Dun & Bradstreet (NYSE:DNB), the world's leading source of global business information, knowledge and insight, has been enabling companies to Decide with Confidence® for over 170 years. D&B's global commercial database contains more than 200 million business records. The database is enhanced by D&B's proprietary DUNSRight® Quality Process, which transforms the enormous amount of data collected daily into decision-ready insight. Through the D&B Worldwide Network - an unrivaled alliance of D&B and leading business information providers around the world - customers gain access to the world's largest and highest quality global commercial business information database.