The art of convincing is useful in many contexts; negotiation, sales situations, conflicts, speeches and presentations.

Course description:

The art of convincing instead of persuading is useful in many contexts; speeches, presentations or conversations between four eyes. You will learn about classical Greek rhetoric of ethos, pathos and logos, but of course most about modern rhetoric.

Target group:

You have a need to inform and convince. You may be a manager, leader, project manager, sales engineer, lawyer, politician, officer or consultant.


Presentation skills is benificial but not required.


Preparatory task before the course. Energetic lectures interspersed with exercises and a number of real performances. Each performance is planned, practiced and carried out in front of video camera. After each performance participants recieve immediate feedback and tips on how to improve their technique. Case Studies of some great success stories of good rhetoric. Participants receive their own presentations on video. You will see how you continually develop as a speaker.

Course documents available for download to iPad or computer:

  • Comprehensive course documentation with slides, checklists, templates, tutorials and videos.
  • Thank You for Arguing: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion, Jay Heinrichs.(Kindle Edition – Feb 12, 2008)
  • Diploma obtained after completed training.


  • Classical rhetoric, ethos, pathos and logos.
  • Rhetorical tools.
  • Rhetorical disposition.
  • Impact on a psychological level.


  • Purpose and goals.
  • Research.
  • Planning and disposition.
  • Formulations.
  • Choosing arguments and building up an argument.
  • Selecting the language.
  • Selecting tools.
  • Choice of communication depending on audience, context and content.


  • History report.
  • Involving the listener.
  • Question technique.

The performance

  • Introduction.
  • Get the listener to act or react.
  • Confirm the recipient.
  • Script or not.
  • Making your message stick.
  • The performance and feedback.
  • Signals.
  • Presence.
  • Body language.
  • Voice.
  • Argumentation.
  • The effect.
  • Analysis of classical speech.