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Assertion

 

Techniques General persuasionKellerman and Cole's 64 Strategies > Assertion

Description | Example | Discussion | See also

 

Description

Get people to comply by asserting what you want or what you want others to do.

Speak directly, without aggression and without any weakness. Say what you want. Be clear and unambiguous. Do not use excuses, floppy language or other qualifiers.

Example

I want that work completed today.

This doesn't work. I'm going to build a new system.

I am frustrated that this did not work. It must be done again. I will help.

Discussion

Assertion in persuasion can act as a command to others. One reason assertion is persuasive is because it avoids the reaction and other resistance that can happen when you are overly dominant or use aggression.

Assertion can also be a statement of intent for one's own actions. It can also be a statement of how you honestly feel about a situation. In the face of opposition or potential criticism, this can require some courage.

Even if you do not feel confident, it is important to show confidence, as any show of weakness may be jumped upon by others or otherwise weaken their resolve to do as you ask.

Assertion is the fifth of the 64 compliance-gaining strategies described by Kellerman and Cole.

See also

Assertiveness, Asserting, Confidence principle

 

Kellermann, K. & Cole, T. (1994). Classifying compliance gaining messages: Taxonomic disorder and strategic confusion. Communication Theory, 1, 3-60

 

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