Four Reasons People are Persuaded

"To be persuasive, we must be believable.
To be believable, we must be credible.
To be credible we must be truthful." -journalist Edward R. Murrow

Everybody Is Selling Something

We engage in persuasion daily. A manager needs to persuade employees to give eight hours of work for eight hours of pay. A mom needs to persuade her son or daughter to stop the video game and do his or her homework. An employee wants to persuade the boss that he or she deserves a raise. A board member needs to persuade the board that a change in policy would advance company profits or solve a nagging problem. A sales person needs to persuade a client to purchase his or her product. Every conversation we have is an attempt to influence.

The Difference Between Boring and Riveting

What makes one speaker or sales person persuasive and exciting as skydiving and another as unpersuasive and boring as cold corn meal mush? Though specialists in the field offer many suggestions, Stephen Lucas in, “The Art of Public Speaking,” summarizes the key elements succinctly. He asserts four reasons:

Because they perceive the speaker as having high credibility
Because they are won over by the speakers evidence
Because they are convinced by the speaker’s reasoning
Because their emotions are touched by the speaker’s ideas or language

How People Want to Buy

Commit to learning a system of creating persuasive presentations with integrity, and you will win the minds and hearts of your audience. We will begin discussing a system of selling that will enable you to enrich the lives of others, by selling the way people want to buy. Stay tuned.