Persuasion, manipulation, and seduction

Persuasion, manipulation, and seduction are probably some of the most powerful things on earth.  Although they may differ slightly, they are the forces that convince others to do as we want.  The end result is the same.  We contrive a way to have others follow our own wishes or to behave in a way that is profitable to us.  As quoted in the 2000 movie Boiler Room "there is no such thing as a no sale call.  A sale is made on every call you make.  Either you sell a client on some stock or he sells you on a reason he can't.  Either way, a sale is made.  The only question is whose going to close, you or him!"  (Younger, 2000)  These three words may be very similar, yet there are some differences.

There are certainly several definitions to the word persuasion.  This one word can cover so much ground in the convincing of others.  However, the most straight forward and simple definition seems to be “a conscious attempt by one individual or group to change the attitudes, beliefs, or behavior of another individual or group of individuals through the transmission of some message.”  (Seiter & Gass, 2004, p. 14)  This particular definition covers a wide scope of situations.  Indeed, we can see how it can also cover the topics of both manipulation and seduction.  Rather than being two completely different ideas, manipulation and seduction are tools used in persuasion.

The idea behind effective persuasion was best defined by the Chinese philosopher, Han-fei-tzu, in the third century B.C.  He stated, "the difficulties in the way of persuasion lie in my knowing the heart of the persuaded in order thereby to fit my wording into it… For this reason, whoever attempts persuasion before the throne, must carefully observe the sovereign's feelings and love and hate, his secret wishes and fears, before he can conquer his heart."  (Greene, 2000, p. 375)  In other words, persuasion can only occur when attach our words or messages to something that the person receiveing the message can take to heart.  Otherwise, there is no need for them to follow as we lead. 

The dictionary defines manipulation in this way, "to negotiate, control, or influence (something or someone) cleverly, skilfully, or deviously." Typically the major difference between manipulation and persuasion or seduction is the decietfulness that most often accomplishes the persuasion.  When we manipulate someone, we are not always honest in our dealings.  Often times, we stretch the truth, leave information out, or play on specific fears a person may have.  It is a term to reflect the darker side that persuasion can have.  Manipulation tends to stir up feelings of anger, disappointment and resentment.  The manipulator holds the cards, but only for a little while.  Once realization sinks in, the one coerced begins to feel cheated and underminded.  They lose respect for the manipulator.  Although this can be a powerful tool in persuasion, it should be done with care, less it begins to take over your repuation.

In 2001, Enron shocked the financial world when it let shareholders take the fall.  Enron was involved in several high-risk practices.  However, rather than dealing with issues in a more honest fashion, executives misled Enron's board of directors.  In addition, they pressured the Chief Financial Officer to ignore the issues.  This form of manipulation caused shareholders to lose millions of dollars when the company was forced to bankrupt.

Seduction is also a form of persuasion.  However, unlike manipulation, it is an art.  In his book, The 48 Laws of Power, Robert Green explains, "Coersion creates a reaction that will eventually work against you.  You must seduce others into wanting to move in your direction.  A person you have seduced becomes your loyal pawn.  And the way to seduce others is to operate on their individual psychologies and weaknesses.  Soften up the resistant by working on their emotions, playing on what the hold dear and what they fear.  Ignore the hearts and minds of others and they will grow to hate you."  (Greene, The 48 Laws of Power, 2000, p. 367)  In seduction, the key is that others want to follow.  It is the softer, more palatable side of persuasion.  "Today we have reached the ultimate point in the evolution of seduction.  Now more than ever, force and brutality of any kind is discouraged.  All areas of social life require the ability to persuade people in a way that does not offend or impose itself."  (Greene, The Art of Seduction, 2003, p. xx)

Realizing of course, that modern-day examples give the most up to date and clear understanding of the differences between persuasion, manipulation, and seduction, history holds the undeniable advantage of giving us time-honored examples.  Rather, than seeing only the immediate affects of the persuasion, we can also see the long term affects.  For example, one of the most famous seductions in history came from Cleopatra in seduction of the undefeatable Julius Ceasar.  At the time that Ceasar met Cleopatra, he was already an accomplished conquerer.  He had conquered many lands and many women.  Cleopatra, however, was different.  "Ceasar had seen many women try anything to keep him under their spell.  Yet nothing prepared him for Cleopatra… His life with her was a constant game, as challenging as warfare, for the moment he felt secure with her she would suddenly turn cold or angry and he would have to find a way to regain her favor… The weeks went by.  Ceasar got rid of all Cleopatra's rivals and found excuses to stay in Egypt…And while he stayed long in Egypt, away from his throne in Rome, all kinds of turmoil erupted throughout the Roman Empire."  (Greene, The Art of Seduction, 2003, p. 7-8)  Cleopatra knew how to seduce and hold a man's attention.  Through her skill, she was able to draw in and mesmerize one of history's greatest conquerers.  She not only secured her own position as queen of Egypt, but changed the course of history.

Persuasion is indeed a powerful force.  It molds and creates this world.  It is what takes us from the darkest corners of the earth into a place of light and back again.  It affects everything from war to peace.  It is as constant of a force as is gravity.  Yet understanding the diffferences between persuasion, manipulation, and seduction can also give us a better ability to navigate through life and rise to a place of peace and comfort.

References

Greene, R. (2000). The 48 Laws of Power. New York: Penguin Books, Ltd.

Greene, R. (2003). The Art of Seduction. New York: Penguin Group, Inc.

Seiter, J. S., & Gass, R. H. (2004). Perspectives on Persuasion, Social Influence, and Compliance Gaining. Boston: Pearson Education, Inc.

Younger, B. (Director). (2000). Boiler Room [Motion Picture].