Influence expert Niro Sivanathan advises keeping explanations brief to win arguments, citing the dilution effect, where strong points are watered down by weak ones, as the reason behind it. According to Sivanathan, when convincing someone, it’s essential to use only the most persuasive points, rather than overwhelming them with lots of data.
He suggests that using fewer arguments is more effective, and his 2017 study found that consumers were more likely to view a drug favorably when moderate side effects were followed by severe ones in drug commercials, implementing the dilution effect.
Using the dilution effect takes discipline but can help make arguments more persuasive. It requires self-control to let the core argument stand and not feel the need to fill silence with weaker points. Silence can be a powerful negotiation tool, as shown by research and billionaire investor Mark Cuban’s negotiation strategy.
Sivanathan also stresses the importance of taking the time to think through arguments and make well-informed decisions. He recommends giving a lot of thought to influence, meetings, and connecting with people to be successful.
In summary, using fewer, more persuasive arguments, and embracing silence can lead to more successful and persuasive arguments and negotiations when used effectively.
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