How to evoke in a person the emotions that are needed

Sometimes arguments are not enough to win people over to your side. You have to use emotions. Mikhail Lomonosov has a little-known but very useful book about how to manage people, in particular, about what you need to do or say to make a person feel anger, joy, hope, ambition and other emotions. Let's talk about it. Lomonosov suggests understanding how and from what every feeling in listeners is born. How to use speech to evoke in listeners the emotions we need. In addition, he emphasizes that a good speaker should always imagine who the speech is addressed to. Everything is important here: the age of the listeners, their level of education and upbringing, even gender. Lomonosov was convinced many times that the arguments for men and women are sometimes not just different, but completely opposite. Moreover, he came up with an interesting pattern: men are more easily influenced by the speaker’s emotions, but cool down quickly, while women, on the contrary, are less influenced by passions, but are more profound. Mikhail Lomonosov drew a clear distinction between “rhetoric” and “eloquence.” Rhetoric, in his opinion, is “the science of speaking and writing about any given matter,” while eloquence is “the art of speaking eloquently about any matter and thereby inclining others to your opinion about it.” And if rhetoric is an occupation for learned men, then eloquence is an art that anyone can learn. For those wishing to master it, Lomonosov wrote “A Brief Guide to Eloquence,” in which he offered several tips on how to influence the emotions of listeners and win their hearts. A step-by-step guide on how to evoke different emotions in people 1. How to evoke a feeling of joy in listeners: - tell them what benefits the listeners have acquired and what success they have achieved; - remind them of the labors and efforts it took to achieve them; - mention that many others have strived for the same goal but have not been able to achieve it; - draw attention to the fact that enemies and rivals are saddened by our success; - praise the listeners and say that they deserve this success. Those who write obscurely betray their ignorance. They write vaguely about what they vaguely imagine. 2. How to console listeners in trouble: - assure that in exchange for the lost benefits they will receive others, equal and even greater; - say that they are not alone in their loss and their sorrow; - remind that human life is often arranged in such a way that even the most worthy sometimes suffer defeats and experience misfortunes, but difficult times are always replaced by success; - call to action, saying that sadness and melancholy cannot correct the situation and what was lost cannot be returned; - encourage the listener with the hope of success. 3. How to arouse hope: - state that achieving the desired result is possible, and although there are obstacles, they are surmountable; - suggest possible ways to overcome obstacles; - provide examples of how others achieved similar results, even in a more difficult situation. 4. How to arouse ambition in a person: - praise his actions and merits, sometimes it is even appropriate to exaggerate them; - compare his merits with the merits of those who are equal to him in position, and give him the palm; - mention that without ambition and enthusiasm it is impossible to achieve personal and professional heights; - express confidence that this person, with due diligence, can handle even the most difficult tasks. 5. How to arouse a feeling of anger against someone: - inform the audience that not only was the offense inflicted on them, but the offender also despises them and mocks them, and also boasts of his deed; - to convince that in the future even greater troubles may come from this person; - to express confidence that such an insult would be unbearable even for less worthy people, and also that it is impossible to tolerate a lesser insult; - to remind that the insult came from a person to whom everyone was friendly and well-disposed; - to assure that if this insult is forgiven and left unpunished, then others will decide that we are weak and can be offended. 6. How to evoke mercy: - vividly describe the plight of the victim; - invite the audience to try on this situation; - if the victim himself is to blame for what happened, then show that he admits his guilt and regrets it, promising not to do this anymore in the future; - if possible, present the age of the victim (youth or old age) or the difficult circumstances of his life as an excuse; - convey to the listeners that their mercy is his only chance for salvation.