If You Want to Persuade, Check This Out

Are You Trying to Persuade? Each of the following must be met or the effort stalls:

·      You must win the attention of the listener, which is best done by creating a message that appeals to the listener.

·      You must assist the listener in comprehending the message. Clear language and vivid examples are very helpful.

·      You must secure belief from the listener. If you have pre-existing credibility with the listener, this step is made much easier. Without pre-existing credibility, you must rely upon evidence that supports your message, as well as sincere enthusiasm about the message.

·      You must ensure that the listener retains the message, which is best accomplished by repeating the message several times. Obviously, the best speakers are extraordinarily talented at using memorable catchphrases or catchwords that simply do not allow the listener to forget the message. 

·      You must request clear and prompt action.

Focused, Conclusive, Engendering of Greed or Fear. Many years ago, one of my former partners at Montgomery Securities gave me a practical approach to the process of persuasive communication. He pulled me aside after my first presentation to the partners. He said, "David, that was okay but remember that every element - indeed every word - of every persuasive communication you ever make in a business setting must meet the following three criteria or it must be thrown out: it must be focused, conclusive, and engender greed or fear. There is no time to be anything but on point. No one wants your details; just provide your conclusions. And embed the message with something that tugs on the basic needs of your listener." To this day, I edit my persuasive business communications accordingly.

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