About 2400 years ago, the Greek philosopher Aristotle wrote one of the most important pieces of logic. Within his treatise rhetorical, he showed that the claims are more persuasive when articulated within three distinct but inseparable dimensions: ethos (credibility), logos (reason,) and pathos (emotion). Over the subsequent 125 years, attitudes have generated considerable interest in social sciences because of the widespread perception that they have a strong influence on actions, decisions, and judgments.

We are quite capable of comprehending the fact that persuasion is connected with change of attitude... Like a few years ago, the Obama campaign successfully used persuasion to beat John McCain through commercials and speeches in the 2008 presidential bid. Because Barack Obama used several techniques of persuasion, often based on social science concepts, so result of the campaign was millions of Americans embracing Obama's team and helping him beat his rival, Senator John McCain. The "Obama for America" commercials appeared online as compared to the traditional media used by the McCain campaign.

Now toss the coin and wait for the win; is it making sense? What does come to mind when anyone thinks about persuasion? Some people may think of advertising messages that urge viewers to buy a particular brand. In contrast, others think of a political candidate attempting to sway voters to choose his or her name on the ballot box. Persuasion is admired as a formidable force in everyday life and has a significant impact on society and as a whole. Politics, judicial decisions, mainstream media, news, and advertising are all driven and influence us in turn by the power of persuasion. Richard M. Perloff, in his book The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, introduces persuasion as a conceptual mechanism in which conversationalists seek to convince others to change their attitudes or actions concerning the problem by sending a message in a free-choice environment.

The main difference between an impotent conversationalist and a motivating communicator is the ability to persuade people to participate in the win-win relationship. These are the golden words of a great scholar and motivational speaker of Kevin Hogan. Kevin has outlined the persuasion process. i.e., how to get people to act what you want them to do and to have more control over the events in life. Kevin has transferred the persuasion in the art to evoke values and beliefs in fellow humans by affecting their thoughts and actions through specific strategies.