When we talk about things that matter to us, like climate change or veganism or sports cars, we talk to people in a way that we want to be talked to. Some people use emotional arguments. Some people use data. Some people focus on the benefits. Some people focus on the possible horrible consequences. Different people care about different sides of the same coin. We often forget, that communicating persuasively means communicating in a way that touches the other person, hence, we need to use images, words, ideas and a tone they care about. If you want to know how to persuade your mum to become vegan, listen to how she tries to persuade you to become a bank assistant instead of an artist. Next time you try to convince people, talk to them in a way they would talk to you.