---
name: persuasion-brief
description: "Build the case to win someone over to a decision, idea, or change. Use when asked to persuade someone, build a case for an idea, get buy-in, win over a skeptic, or prepare to pitch a proposal internally. Produces a persuasion brief — the audience's current view and what moves them, the core argument, the proof, objection handling, the emotional and logical appeals, and the ask."
---

# Persuasion Brief Skill

Persuasion isn't about the strength of *your* logic — it's about meeting the other person where they are
and giving them reasons that matter to *them*. This skill builds the case to win someone over: it starts
from their current belief and motivations, then assembles the argument, proof, and framing most likely to
move *them* — combining the logical case with the human one, and handling the real objection.

## Required Inputs

Ask for these only if they aren't already provided:

- **The ask** — what you want them to agree to, decide, or do.
- **Who you're persuading** — their role, their current view, and what they care about / are measured on / fear.
- **Why they resist** — the real objection (often unspoken: risk, effort, ego, precedent, budget).
- **Your evidence** — data, examples, credibility, social proof you can bring.

## Output Format

### Persuasion Brief: [the ask] → [audience]

**1. Their starting point** — where they stand now and *why* (their incentives, constraints, prior position). You move people from where they are, not from where you wish they were.

**2. The core argument** — the single most compelling reason *for them* (not the reason that persuades you). One sentence they'd repeat to their own boss.

**3. The proof** — the 2–3 strongest pieces of evidence, ordered for this audience (a data person needs numbers; a relationship person needs a peer example / social proof).

**4. Logic + emotion** — the rational case (cost/benefit, risk reduction) *and* the human one (what they gain, avoid, or become). Decisions are made on both; brief both.

**5. Objection handling** — the real objection (name the unspoken one), and how to defuse it — ideally by addressing it before they raise it.

**6. The ask & the easy yes** — exactly what you're requesting, and how to lower the cost of agreeing (a pilot, a reversible step, a small first commitment).

**Ethics note** — persuade with true reasons that serve them too; manipulation wins once and costs the relationship.

## Quality Checks

- [ ] Starts from the audience's actual view and incentives, not your own
- [ ] The core argument is the reason that moves *them*, stated in one line
- [ ] Proof is ordered for what this specific audience trusts (data vs. peer example)
- [ ] Both the logical and emotional appeals are addressed
- [ ] The real (often unspoken) objection is named and defused
- [ ] The ask lowers the cost of yes (pilot / reversible / small first step)

## Anti-Patterns

- [ ] Do not lead with the reason that persuades *you* — lead with what moves *them*
- [ ] Do not rely on logic alone — people decide on emotion and justify with logic; address both
- [ ] Do not ignore the unspoken objection — the stated reason ("no budget") often hides the real one (risk/ego)
- [ ] Do not ask for the big commitment first — a reversible pilot is far easier to say yes to
- [ ] Do not manipulate — use true reasons; a win built on a distortion costs you the next ask

## Based On

Influence & persuasion practice — Cialdini's principles, Aristotle's ethos/pathos/logos, and audience-first framing.