For the most part, the difficulty in persuading people is not due to not knowing the necessary information to plead one’s view, nor is it due to lack of skill in argumentation that will make one’s ideas clear, nor is it due to a lack of carefulness in fully utilizing one’s abilities.  For the most part, the difficulty in persuading people is found in reading someone else’s mind-and-heart, and adapting your statements to conform to it.

      Let’s say the person you are trying to persuade is concerned with having a reputation for virtue, and you decide to discuss with him about making lots of money.  He will end up thinking of you as rude, he will be neglectful to you, and probably tell you to get lost

      On the other hand, if the person you are trying to persuade is concerned with making lots of money, and you decide to discuss with him about a reputation for virtue, he will consider you as tactless and unperceptive, and he will not consider your statements.

      And if the person you are trying to persuade acts like he is concerned with a virtuous reputation but is actually secretly concerned with making lots of money, and then you discuss with him about a reputation for virtue, he will act like he is considering your statements and is open to you, but in reality he will disregard you; and if you discuss with him about making lots of money, he will outwardly disregard you, but will secretly regard your statements.