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Assertion

Techniques > General persuasion > Kellerman 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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Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

Please help and share:

Quick links

Disciplines

* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design

Techniques

* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower

Principles

Explanations

* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values

Theories

* Alphabetic list
* Theory types

And

– About
– Guest Articles
– Blog!
– Books
– Changes
– Contact
– Guestbook
– Quotes
– Students
– Webmasters

| Home | Top | Menu | Quick Links |

© Changing Works 2002-
Massive Content — Maximum Speed