How can you use the elaboration likelihood model to persuade others?

1 Identify the motivation and ability of your audience

The first step is to assess the level of motivation and ability of your audience to process your message. Motivation refers to how relevant, interesting, or important the message is to them. Ability refers to how knowledgeable, skilled, or capable they are to understand and evaluate the message. You can use various factors to gauge these variables, such as the audience's prior knowledge, involvement, mood, distraction, and time pressure. Depending on the combination of motivation and ability, you can choose the appropriate route to persuasion.

2 Use the central route for high motivation and ability

If your audience is highly motivated and able to elaborate on your message, you should use the central route to persuasion. This means that you should focus on the quality and strength of your arguments, provide clear and logical evidence, and address potential counterarguments and objections. You should also encourage your audience to think deeply and critically about your message, and invite them to ask questions and share feedback. The central route leads to more durable and lasting attitude and behavior change, but it also requires more effort and attention from both you and your audience.

3 Use the peripheral route for low motivation and ability

If your audience is low in motivation and/or ability to elaborate on your message, you should use the peripheral route to persuasion. This means that you should rely on cues and heuristics that appeal to their emotions, preferences, or biases. For example, you can use attractive visuals, catchy slogans, testimonials, endorsements, incentives, or social proof to enhance your message. You can also use simple and familiar language, repetition, and contrast to make your message easier to remember and process. The peripheral route leads to more temporary and superficial attitude and behavior change, but it also requires less effort and cognitive resources from both you and your audience.

4 Adapt your route according to the situation

It is important to note that the motivation and ability of your audience can vary depending on the situation and context. For example, a client who is initially low in motivation and ability may become more interested and capable after receiving some positive feedback or information from you. Conversely, a client who is initially high in motivation and ability may lose interest or confidence after encountering some challenges or obstacles. Therefore, you should monitor and adjust your route to persuasion according to the changes in your audience's motivation and ability. You should also be flexible and prepared to switch between the central and peripheral routes as needed.

5 Balance the central and peripheral routes for optimal persuasion

Finally, you should aim to balance the use of the central and peripheral routes to achieve optimal persuasion. This means that you should not rely on only one route, but rather combine both routes to reinforce and complement each other. For example, you can use the peripheral route to capture the attention and interest of your audience, and then use the central route to provide more details and explanations. Or, you can use the central route to establish your credibility and authority, and then use the peripheral route to appeal to the emotions and values of your audience. By balancing the central and peripheral routes, you can increase the likelihood of persuading your audience and achieving your desired outcomes.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?