Whether delivering a presentation to your CEO, writing a sales proposal, or soliciting a charitable donation from a celebrity, one of the biggest hindrances to success is being informative rather than persuasive. Information overwhelms us. If your listeners or readers want information, they can read tweets, blogs, online posts, or newspapers. They can hear TV and radio talk show hosts and guests spew information on every subject imaginable.
What can you bring to the table? Action. To influence, make the available information actionable for your audience. Use all five prongs of persuasion:
Word choice. Positive, specific, precise words. Nix the negative, vague words. Give people positive imperatives. Do X, Y, and Z for the results you want to see.
Rhetoric. Powerful phrasing and graceful grammar pack a powerful punch on a person's memory. Put in the time it takes to turn a memorable phrase. Presidential campaigns can be won or lost on the power of a slogan.
Emotion. People will argue all day that they don't make decisions based on emotion--but they do. Create feelings of pleasure, fear, safety, discomfort, pride, acceptance, rejection, or prestige, and clients and colleagues will act.
Logic. People must justify their emotional decisions with reason. So help them interpret the facts, information, and ideas available. Take a point of view. Lead others to draw conclusions. In other words, serve your entree instead of asking diners to walk through a buffet line.
Trustworthiness. Demonstrate your integrity. People need to trust your personal values and genuineness before they'll believe or do what you say.
Author of 42 books, Dianna Booher, CSP, CPAE, delivers keynotes, breakout sessions, and training on communication and life-balance issues. Her latest books: Speak with Confidence, Your Signature Life, Your Signature Work, E-Writing, and Communicate with Confidence. www.Dianna-Booher.com
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