Key Elements of Persuasion

Skilled persuaders engage in a mutual process of learning and negotiating with their audience.

Persuasion is a complex process that requires careful preparation, back-and-forth dialogue, and a deep understanding how people make decisions. Skilled persuaders engage in a mutual process of learning and negotiating with their audience. They focus on these four critical areas:

Credibility. Skilled persuaders establish their own credibility by acquiring expertise as well as building a cultivating positive, trusting relationships.

Common ground. Effective persuaders frame goals on common ground, describing the benefits of the position they’re advocating in terms of what they value and what others value.

Supporting information. Persuasive managers reinforce their positions with striking data mixed with compelling stories, examples, and images.

Deep understand of emotion. Talented persuaders understand and connect with the feelings of their audience.

ACTION POINT: Study the four critical areas of persuasion: credibility, common ground, supporting information and deeply understanding emotion.