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Effective Persuasive Communication

by Ellie Williams; Updated October 19, 2018

Communicating persuasively is a crucial business skill.

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The ability to persuade is crucial in the business world. On a day-to-day basis, you need it to convince employees to work toward company goals or to persuade colleagues or clients to consider your ideas and suggestions. If you can master the art of persuasive communication, you can win the support of others, unify your team and encourage them to work together.

Know Your Audience

How you craft your message will depend on whether you’re sending a memo to your staff or giving a presentation to the entire company. Effective persuasive communication addresses the audience’s needs, values and desires. Audiences respond better to persuasive communication when they feel the person speaking is similar to them in some way, whether it’s in age, occupation or socio-economic status. If you address what’s important to your audience, they’ll see you as someone who is similar to them. Therefore, they should be more receptive to your message, too.

Get the Audience’s Attention

Establish Credibility

To persuade an audience, you must demonstrate your credibility and authority. People are more receptive to someone they view as an authority figure, whether that person has direct authority over them, such as a boss, or if the person is an authority in his industry or profession. You should attempt to persuade others of something you can prove or have first-hand knowledge of or experience in. Back up your claims with statistics or examples.