By R. Larry Overstreet
A Hebrew noun (leqach) also conveys the idea of persuasion. This noun only appears nine times in the OT. Its primary emphasis is that of "learning, teaching" (BDB, 1977, p. 544), but it also includes the idea of "teaching-power," which is "persuasiveness" (BDB, 1977, p. 544). The persuasion emphasis occurs in Proverbs 7:21; 16:21, 23 (HALOT, 1995, p. 535). Proverbs 7:21 uses the term of a harlot, "With her many persuasions she entices him; With her flattering lips she seduces him." The persuasive power of words is obvious in 7:21 as the "designation of the woman's enticing description as a didactic discourse or argument" (Toy, 1904, p. 155). The persuasion principle for godly proclamation is: do not use persuasion to achieve selfish immoral ends.
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In contrast to the negative emphasis of Proverbs 7:21, the noun leqach occurs in a positive sense in 16:21, "The wise in heart will be called discerning, And sweetness of speech increases persuasiveness." Concerning the relationship of the two halves of 16:21, Bridges observes that the "internal qualities [of a wise heart] gain increasing acceptance from external gifts [of persuasive speech]," and that "when we are enabled to clothe our thought in a flowing style and clear expression" then this "doubtless gives a great advantage in communicating knowledge" (Briggs, 1987, p. 241). The "sweetness of speech" refers to "gracious and friendly words" which results in teaching that "will be well received because it is persuasive" (Ross, 1991, p. 1009). Proverbs 16:23 furthers the emphasis on the positive use of the noun leqach, "The heart of the wise teaches his mouth, And adds persuasiveness to his lips." Delitzsch correctly notes that "the contents of the learning, and the ability to communicate it, are measured by the wisdom of the heart of him who possesses it" (Delitzsch, 1968, p. 348). The principle applicable to persuasion is: a godly inner character [ethos] combined with appropriate communication gains acceptance.
In summary, the basic principles concerning persuasion presented in the terminology of the OT (as seen in this article) and the NT (as seen in the earlier article) are:
1. Persuasion can be accomplished:
a. Through logical argumentation; this is the clear and direct exposition of God's Word (for its persuasive power, see: Ps. 19:7; Isa. 55:11; 2 Tim. 3:16-17; Heb. 4:12, etc.) through rational presentation (see Acts 17:2, 17; 18:14, 19, etc.).b. Through emotional appeal.— Be outwardly fervent in your persuasion endeavor.c. Through personal character (ethos) (cf. 1 Thess. 2:1-12).(1) The motive behind persuasion must be godly, even if misunderstood by people.(2) Do not use persuasion to achieve selfish immoral ends.d. Through style of speaking.