Persuade vs. convince

butts
An anonymous copyeditor working on my new book unilaterally changed each usage of “persuade” to “convince.”

I had to change them all back.

Entrepreneurs don’t convince. Engineers convince. Entrepreneurs persuade. Persuasion appeals to the emotions and to fear and to the imagination. Convincing requires a spreadsheet or some other rational device.

It’s much easier to persuade someone if they’re already convinced, if they already know the facts. But it’s impossible to change someone’s mind merely by convincing them of your point.

If you’re spending a lot of your time trying to convince people, it’s no wonder its difficult to make sales.

We are convinced by evidence or arguments made to the intellect

We are persuaded by appeals made to the will, moral sense or emotions.

I’d also add a further subtle distinction that we are convinced to think something; persuaded to think & do something.

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