Is all communication persuasive? Sometimes, it seems it is. At
least, we can say much of our communication includes a persuasion component.Consider this article, which takes an editorial rather than an overtly persuasive approach. Yet, underlying premise is that strategic communication works more effectively than communication without a conscious purpose. So, I'm trying to persuade you that one approach (the strategic) to communication works better than another.
Consider, too, three most intriguing words in English language: "I love you." At same time, these words can be both self-sacrificing and self-serving. In self-serving sense, we use words because we want something from person to whom we've uttered them.
Given our need to persuade through communication, let's explore a key starting point for getting results we want.
Because persuasive communication focuses on other person, we need to have that other person firmly in our sights when we write or speak. In other words, communication will be most persuasive when we build message around other person, rather than ourselves.
So, if you want to persuade me to do something, your communication should focus on my response. And to get a response from me, you'll have to address issues in my terms, not your terms.
In sales and marketing, this idea is well developed. Copywriters and others know their chances of getting a sale go up dramatically when they communicate benefits. They point out how reader or listener will come out ahead by buying or using their products. "Buy this shampoo and you'll have a more active social life," for example.
