The aim of any argument is to change someone’s mind, which can be very hard to do. Views and opinions are not purely logical, they are all mixed up with emotions, identity, and worldview. Some views are held particularly strongly because they are an important part of someone’s cultural identity if someone identifies with a particular group, they are likely to conform to the view of that group.
There are three main forms of influence that can be used to bring someone over to your side:
While manipulation is generally a form of willful deception and coercion is a forceful imposition of your views, persuasion is a more transparent and desirable form of influence.