Influenciar é essencial na vida de um executivo — seja para vender uma ideia, liderar uma equipe ou negociar um contrato. Mas e se você pudesse aprender inglês e desenvolver sua capacidade de persuasão ao mesmo tempo? Nesta aula, vamos treinar vocabulário e estruturas linguísticas usadas por líderes influentes. Vamos analisar técnicas clássicas (como as de Cialdini), explorar novas abordagens (como o efeito da identidade e o apelo ao ego), e assistir a uma cena poderosa do filme Hidden Figures para ver tudo isso em ação. Preparado para aprender a falar como quem convence?
In the courtroom scene of Hidden Figures, the protagonist, Katherine Johnson, needs to convince a white male judge in 1960s Virginia to let her attend a segregated school. She does not argue with statistics or legal jargon. Instead, she delivers a message that frames the judge as the hero. She says, "Your Honor, out of all the cases you're going to hear today, which one is going to matter a hundred years from now?" This line is a masterclass in ego appeal, legacy framing, and identity activation. She elevates the judge’s role, placing him at the center of a historical moment, appealing to his need to be fair, remembered, and respected. Her tone is respectful, but her message is powerful. She doesn’t beg — she inspires. This is influence not through pressure, but through emotional alignment and storytelling.
Cialdini and the Psychology of Influence
Robert Cialdini, a professor of psychology and marketing, became globally known for his research on persuasion and influence. His most famous book, Influence: The Psychology of Persuasion, identifies six universal principles that explain why people say “yes.” The principles — reciprocity, commitment and consistency, social proof, authority, liking, and scarcity — are based on decades of behavioral research.
In Pre-Suasion (2016), Cialdini goes further, arguing that what happens before the message is delivered can be just as important. By setting the right context — through priming, timing, or attention cues — the persuader shapes the way the message is received. His work shifts influence from manipulation to science: ethical, powerful, and rooted in human behavior.
For executives, understanding these principles in English is more than academic — it’s strategic. Being able to say “Let me share something others in your position are doing” (social proof), or “This isn’t available to everyone” (scarcity), can change the outcome of a pitch, a negotiation, or a leadership conversation.
Reciprocity – People feel obliged to return favors.
Commitment and Consistency – Once someone commits, they want to appear consistent.
Social Proof – People look to others to decide how to act.
Authority – We tend to follow credible, knowledgeable experts.
Liking – We’re influenced by people we like or relate to.
Scarcity – Things seem more valuable when they are rare.
Lesser-known, but powerful strategies:
7. Ego & Legacy Appeal – Frame the decision as something that will define the person’s legacy.
8. Identity Effect – Appeal to who the person believes they are.
9. Strategic Storytelling – Build a narrative where the other person is the protagonist.
10. Benjamin Franklin Effect – Ask a small favor to build a connection.
11. Escalation of Commitment – Get people to take small steps first, then ask for more.
12. Information Scarcity – Present your message as exclusive or privileged information.
13. Priming and Framing – Reframe the situation to make your proposal seem positive or necessary.
14. Hero Framing – Show how the other person becomes the hero by saying yes.
15. Emotional Identification – Build connection through shared emotions and personal vulnerability.
16. High-Status Anchoring – Suggest that respected others would do the same.
17. Power of Silence – Use pauses to make others fill the gap and feel more involved.