influence someone’s opinion, judgement or decision

Common use: sway an audience / voter / decision; be swayed by something

The demonstration swayed several listeners who had doubted the instrument’s usefulness.

gain the support or approval of someone who was initially doubtful or opposed

Common use: win someone over; win over an audience

Her patient answers gradually won over the sceptical parents.

attract interest or support, or address a value or feeling as a persuasive basis

Common use: appeal to curiosity / fairness / self-interest

The invitation appealed to residents’ curiosity about the building’s history.

present reasons supporting a proposal or position

Common use: make a strong case for reform / investment / keeping something

The curator made a case for retaining the damaged object as evidence of its history.

connect meaningfully with someone’s experience, feelings or values

Common use: resonate with readers / an audience

The story of starting again resonated with listeners who had changed careers.

able to make someone accept a view or consider an action

Common use: a persuasive argument / speaker / explanation

His account was persuasive, although two important details remained unverified.

present an issue through a particular perspective or organising interpretation

Common use: frame something as a choice / problem / opportunity

The speaker framed the shorter opening hours as a chance to improve the remaining sessions.

give particular prominence to one aspect of a message or account

Common use: foreground a concern / benefit / perspective

The poster foregrounded the volunteers’ achievements rather than the sponsor’s name.

make something seem less important, serious or extensive

Common use: downplay a risk / role / difficulty

The organiser downplayed the delay, describing it as a minor adjustment.

give special weight or attention to something

Common use: emphasise a distinction / point / requirement

The teacher emphasised that participation mattered more than a polished performance.

likely or intended to evoke strong feelings, rather than merely describe them

Common use: emotive language / imagery / terms

Calling the defeat a betrayal rather than a setback made the commentary highly emotive.

carrying assumptions or emotional judgement that push towards a particular response

Common use: a loaded question / term / description

“Why are you abandoning the project?” was loaded: he had only suggested a pause.

persuade through persistent encouragement or flattery, sometimes with mild pressure

Common use: cajole someone into doing something

They cajoled the reluctant pianist into playing one more tune.

gently encourage someone to do something they are reluctant or hesitant to do

Common use: coax someone into / out of something

With patient encouragement, the editor coaxed the author into sharing the unfinished draft.

make someone do something through force or threats

Common use: coerce someone into signing / agreeing

He said he had been coerced into endorsing a statement he did not support.

intimidate someone through forceful, bullying speech

Common use: browbeat someone into submission / agreement

The chair tried to browbeat the junior members into dropping their questions.

make someone feel guilty in order to influence their behaviour; informal

Common use: guilt-trip someone into helping; be guilt-tripped

She resented being guilt-tripped into attending every family event.

influence someone or a situation skilfully, often covertly or unfairly, for one’s own ends

Common use: manipulate an audience / situation / someone’s emotions

By hiding how many seats remained, the website manipulated users’ sense of urgency.

the degree to which someone or something is liable to be affected by an influence

Common use: susceptibility to pressure / suggestion / advertising

The discussion explored how fatigue might affect susceptibility to suggestion.

easily influenced by other people or experiences

Common use: an impressionable audience / person

Teachers were concerned about the slogans circulating among impressionable pupils.

the capacity or right to make decisions independently

Common use: personal / professional autonomy; preserve autonomy

Access to her own income gave her greater autonomy over where she lived.

resist or challenge an attempt to impose a demand or interpretation

Common use: push back against pressure / a proposal

The residents pushed back against the claim that the park was unused.

recognise the concealed intention or falseness behind an appearance

Common use: see through an excuse / pretence / ploy

She saw through the extravagant compliments and asked what favour he wanted.

maintain a position despite opposition or pressure

Common use: hold her ground in an argument; hold their ground under pressure

He held his ground on conservation despite a lucrative offer to redevelop the woodland.