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Its not what you say. Its how you say it.

Jay Congers article The Necessary Art of Persuasion exhibits necessary tactics to become an effective persuader. Conger describes a four step process to effectively persuade which include: credibility, framing, reinforcement, and emotional connection. Of these four steps, framing is the most important. In order to effectively frame an argument, one must understand its audience and what they want. Presenting a point to an audience without proper framing proves to be ineffective because of the audiences disconnect. Conger alluded to this as well when he explained that few people will jump on a train that leads them to ruin. It is key to understand the audiences opinions, concerns, and perspectives in order to appeal to the audience while the persuader insinuates their advantages as well. At this point, effective framing allows one to grasp the audience. According to Conger, the best persuader is one who closely studies the issues that matter to their colleagues. The underlying principle of framing is understanding your audience. In order to do so, they must collect information through all forms of dialogue. This enables the persuader to think through the arguments, the evidence, and the perspective they will present. Now, one can hand craft their argument to reach a reasonable compromise or slightly amend their initial argument. In turn, the persuader improves their chances of appealing to their audience. Conger challenges the reader to eliminate personal bias in pursuits of becoming an effective persuader. In The Necessary Art of Persuasion, Conger pushes the reader to become effective persuaders. He does so by wittingly detailing unconventional methods of persuasion. Framing is depicted as the step that is pivotal to approaching a reasonable compromise.