EFFECTIVE PERSUASION

Three times Pilate said to the Chief Priests about Jesus: "I find no basis for a charge against him."

Neither Pilate's public discussions with the Priests nor his private discussions with Jesus had given him any reason to continue to hold Jesus in custody, much less to execute him.

He tried to give Jesus his freedom, but the people demanded Barabbas instead. 

Finally the Chief Priests were forced to admit their beef with Jesus: "He claimed to be the Son of God." (John 19:7)

Pilate's response to this was very curious: When Pilate heard this, he was even more afraid. (19:8) 

Was Pilate superstitious? Or was he starting to realize he was in the middle of a powder keg? Did the fear show on his face?

And was Pilate's anxiety what gave the Chief Priests the idea to deploy the greatest persuasion tactic of all time?

I imagine the Jewish officials had a little private huddle while Pilate disappeared to have another conversation with Jesus.

Pilate came back to the crowd even more determined to set Jesus free. (19:12) But at this point the Chief Priests offered their coup de grâce: "If you let this man go, you are no friend of Caesar. Anyone who claims to be a king, opposes Caesar." (19:12)

Their threat was clear to Pilate: His job - and his own life - would be at stake if they were not placated. 

They were going to tell his boss!

At this, Pilate sat down on the Judgment Seat for a long while, contemplating his options. He was conflicted: Jesus was obviously innocent, and the Chief Priests, on the other hand, were entitled, petty, and self-righteous.

So what happened next? 

"Finally, Pilate handed Jesus over to them to be crucified." (19:16)

For effective persuasion, nothing compares to playing on fear and self preservation.