Speaking: Functional Language B2 - Lesson 1: Persuading & Influencing Others
Welcome to a new series on functional language! At the B2 level, expressing your ideas is not enough; you need to be able to persuade1 people and influence2 their decisions. This skill is vital in your career and personal life. Today, you'll learn advanced strategies to make your arguments more convincing by appealing to logic, emotion, and credibility.
The Three Pillars of Persuasion
A strong argument often combines three types of appeals to be truly effective.
- 1. Appeal to Logic (Logos)
- Use facts, data, evidence, and clear reasoning. This makes your argument seem rational and well-thought-out.
- "The data suggests that..."
- "If we take this action, the logical consequence will be..."
- 2. Appeal to Emotion (Pathos)
- Connect with the other person's feelings, hopes, fears, or values. This makes your argument relatable and compelling.
- "Imagine how fantastic it would be if we could..."
- "Think about the positive impact this will have on our community."
- 3. Appeal to Credibility (Ethos)
- Show why your opinion is trustworthy. Use your experience, refer to experts, or connect to shared goals and values.
- "Based on my 10 years of experience in this field..."
- "As a team, our primary goal is to..., and this aligns perfectly with that."
Scenario: A Business Proposal
Listen to this conversation where a marketing manager, Lina, tries to persuade her director to invest in a new software. Notice how she uses all three appeals.
Director: "Lina, you're proposing a significant investment in this new analytics software. Why should we approve this?"
Lina: "Thank you for asking. I strongly believe this is the right move for us. Firstly, the logic3 is clear: the software company's data shows that businesses like ours see an average 20% increase in lead conversion after implementation. (Appeal to Logic)
Secondly, imagine how much easier it will be for our team to understand our customers. This will reduce their stress and allow them to be more creative and feel more successful in their roles. (Appeal to Emotion4)
Finally, based on my experience managing our last three campaigns, our current tools are not providing the data we need to make smart decisions. This software has a proven track record and aligns with our company goal of being data-driven. (Appeal to Credibility5)"
Structuring a Convincing Pitch
When you need to persuade someone, follow this simple structure to make your point powerfully.
- State Your Proposal: "I believe we should..."
- Address the 'Why' (Logic): "The data shows..." or "This is a good idea because..."
- Connect with Feelings (Emotion): "This will help us avoid the frustration of..." or "Think of the opportunities this will create..."
- Build Trust (Credibility): "My experience suggests..." or "This fits with our shared value of..."
- Call to Action: "Therefore, I recommend we move forward with this plan."
Practice Quiz: Identify the Appeal
Read the persuasive statement and identify the primary appeal being used.
1. "If we switch to this new supplier, we can reduce our production costs by 15%, which will directly increase our profit margin."
A) Appeal to Logic
B) Appeal to Emotion
C) Appeal to Credibility
→ Answer: A. This argument is based on numbers, facts, and financial reasoning.
2. "By supporting this local community project, we can make a real difference in the lives of children and help build a better future for our city."
A) Appeal to Logic
B) Appeal to Emotion
C) Appeal to Credibility
→ Answer: B. This argument appeals to feelings of community, hope, and the desire to do good.
Your Mission: The One-Minute Pitch
Your mission is to practice making a persuasive argument about something you truly believe in.
- Think of a real-life situation. For example:
- Persuade your friend to watch your favorite movie.
- Persuade your boss to approve a small change at work.
- Persuade your family to try a new restaurant for dinner.
- Plan your 60-second "pitch" using the structure from this lesson. Think of one simple reason for each appeal (Logic, Emotion, Credibility).
- Record yourself delivering your pitch.
- Example (Persuading a friend to try a new restaurant): "I really think we should try 'Khmer Kitchen' for dinner tonight (Proposal). The reviews online say it has a 4.8-star rating, so logically it must be good (Logic). Imagine how nice it would be to try something new and delicious instead of our usual place (Emotion). I've heard from three other friends that it's fantastic, so I trust their judgment (Credibility). So, let's go tonight!"
Vocabulary Glossary
- Persuade: (Verb) - បញ្ចុះបញ្ចូល - To cause someone to do or believe something by giving them good reasons. ↩
- Influence: (Verb) - មានឥទ្ធិពល - To have an effect on the way that someone behaves or thinks. ↩
- Logic: (Noun) - តក្កវិជ្ជា - A way of thinking or explaining something based on sensible reasons. ↩
- Emotion: (Noun) - អារម្មណ៍ - A strong feeling such as love, fear, or anger. ↩
- Credibility: (Noun) - ភាពអាចទុកចិត្តបាន - The quality that someone or something has that makes people believe or trust them. ↩