"What Do You Want?": Working on 'Will', the Engine of Persuasion

Starting from the author’s previous research on metaphor and persuasion in strategic communication as well as in self-disclosure (cf. in the counselling practice and as a self-help tool), this paper addresses the challenge of using metaphor in self-persuasion when dealing with a specific issue related to will definition and empowerment: “What do you want?”. The presence of a clear will, together with self-awareness, -acceptance, and -integration is fundamental for the enactment of persuasion, as well as for its endurance and eventual success, whether directed towards the others or your own self (self-persuasion). Self-persuasion will be introduced, within the more general framework of persuasion as an interpersonal as well as intrapersonal process in a sustainable perspective. Previous research will be presented in a synthetic way, and then the case develops starting with a proposed self-persuasion practice answering the question “What do you want?”. Some demonstrative self-disclosure works will follow, showing how self-persuasion can work at the crossroads between a) persuasion empowerment and b) self-awareness, integration and healing. Conceptual metaphor will be used to deconstruct and further explain the dynamics lying behind the famous expression “will is power” and its apparent contradictions in the practice. The proposed practice will be proved to be useful for BOTH personal development and choice making in the private management of everyday communications as well AND as a back stage for a more effective persuasive action in institutional strategic communication settings. The paper closes with suggestions for further research and opens up the horizon of the promising relationship between metaphor, persuasion, healing and well-being.