Persuasion Principles

 Acts 21:38 (ESV) – Paul replied, “I am a Jew, from Tarsus in Cilicia, a citizen of no obscure city. I beg you, permit me to speak to the people.”

Have you ever had to speak to a tough crowd? Did you try to get someone else to agree with you who started that conversation with a differing opinion? It is almost always difficult to persuade others, but the apostle Paul was a master at it. Most of Acts Chapter 22 helps us see how Paul attempted to win over his toughest crowd ever: devout Jews worshipping in Jerusalem convinced that Paul was defiling the temple. (Acts 21:28) His way of persuasive communication is still recommended today:

         1)   Recognize and Seize Opportunities to Speak

Paul had come to the temple with a few other Jewish Christians who were all fulfilling a vow according to the Jewish Law. Although they had followed the Law, some non-Christian Jews from Ephesus saw them in the temple and assumed they brought their Gentile traveling companions, which would have been against that Law. They started an uprising in response that forced the Roman tribune to take Paul prisoner in an attempt to calm down the riot. (Acts 21:23-36) Most of us would probably have been scared to death at that point, but Paul never forgot his mission. He recognized he had the attention of thousands of devout Jews plus the protection of the Roman army and a great position to speak to them all from steps that oversaw the temple courtyard. (Acts 21:40) Paul could not have planned this nor had he prepared in advance, but he recognized the opportunity and asked the tribune for a chance to speak to the people. You may have no notice for your best changes to share a life changing message. Will you recognize it? Will you be ready?

    2)   Speak the Listeners’ Language

 Being raised in a Jewish home in a Roman city gave Paul two huge benefits for the occasion. The first was that he was bilingual. He won the tribune over immediately and was spared a vicious beating by addressing him in Greek. (Acts 21:37) The tribune was shocked and worked to give Paul what he asked for. Yet, when Paul turned to the people in the court below, he addressed them in the Hebrew Dialect of Aramaic, the language they spoke at home with their families. That caught their attention, too. (Acts 21:40) Be sure you use words and phrases your listeners will likely comprehend. A key aspect of winning them over is showing you understand them and making sure they understand you.

     3)   Show Your Credibility

Once Paul had their attention, he introduced himself by pointing out things likely to build credibility with his listeners. He was “raised in this city” (Jerusalem). He had been personally taught by the most renowned Jewish teacher of their day, Gamaliel. He followed their Law in strict obedience. (Acts 22:3) All of those facts meant he was someone to be taken seriously in their culture. Our world is noisier than ever, and a countless number of voices compete for our attention. Although being arrogant can undermine our authority, we need to boldly, yet humbly, help our listeners understand we have the expertise to say what we have to say.

    4)   Build on Common Beliefs and Values

 Several times in this short message, Paul explained how he had long cherished the same values and held the same beliefs as the people listening to him: “Being zealous for God as you are today, I persecuted this way to death… The high priest and whole council of elders can bear me witness… I was praying in the temple.” (Acts 22: 3-5, 17) People are more likely to accept something of which they currently disagree from you if they come to trust you and know that you share much in common.

    5)   Share a Compelling, Yet Succinct, Story

Although stories can make good entertainment, they can also be powerful ways to help people understand and accept something new. Going too long risks losing your audience, but a well-told story that describes the former state, introduces the key characters and conflict, then builds to an unexpected climactic turnaround can open hearts. Do not use a story to embellish the truth or mislead others, though.

    6)   Lead Them to a Decision

The best salespeople know how to “close the deal.” Once you have identified with your listeners and shared your own journey, it is time for you to invite them to join you. Provide any additional evidence that proves why the way you are proposing is better than the alternative then make the ask. Paul was very effective at giving invitations, as the dozens of churches he started throughout the Roman Empire could testify, but this day was different.

    7)   Remember, You Can’t Win ‘em All

Paul was not able to get to his invitation before he uttered the words that alienated his listeners. No matter how hard he had tried to explain that reaching non-Jewish people (Gentiles) was not his idea, when he came to the part of his story where God commanded him to go, the Jewish listeners started to riot. This world class persuader lost his audience, but this was not a crowd he was going to keep if he said what he had to say. We need to know that there will be times people won’t agree with us if we hold to convictions. Our true value is not measured by how popular we are.

      Although these seven steps did not lead to the happy ending this time, Paul’s way of persuading others usually did work and still works today when we share what really matters with people who are willing to listen and consider.