Trans4mind Home Page
~ Making the Human Heart Visible ~

Looking for a better life?

Our online, interactive video workshops present the most effective methods of holistic personal development, combined with personal support from expert life coaches.

Explore Article Library


Persuasive Communication

By Robert F. Abbott

Is all communication persuasive? Sometimes, it seems it is. At the 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, the 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, the three most intriguing words in the English language: "I love you." At the same time, these words can be both self-sacrificing and self-serving. In the self-serving sense, we use the words because we want something from the person to whom we've uttered them.

Given our need to persuade through communication, let's explore a key starting point for getting the results we want.

Because persuasive communication focuses on the 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 the message around the 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 the 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 the 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.

The link between product and consumer needs involves the connection between features (what the product does) and outcomes for users. In the case of the shampoo example, let's say the product's features include a new moisturizer that makes our hair more attractive. In turn, more attractive hair means we're more likely to enjoy a busier social life. So, the marketer who emphasizes the outcome or benefit (a more active social life) will sell more shampoo than a marketer who focuses on the product or its features (new moisturizer).

In non-sales fields that idea of addressing the needs of readers and listeners isn't nearly as well appreciated. Consider internal memos, composed and circulated by millions of well-meaning managers and supervisors. Many of them focus on the needs of the manager or the organization, and not on the reader, the person who needs to be persuaded by the writer of the memo.

Would internal memos work more effectively if their writers focused on the reader instead of themselves? Would people making in-house presentations get better responses by building their pitches on the needs or aspirations of the audience? I think so. The experience in sales has shown, overwhelmingly, that benefits outsell features (features being the characteristics of the product or service being sold).

When you next set out to send an important message, pause long enough to ask yourself whether persuasion is your goal -- either directly or indirectly. If you do want to persuade, then ask yourself if you've focused sufficiently on the recipients. That's the starting point for persuasive communication.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Each week subscribers receive, at no charge, a new communication tip that helps them lead or manage more effectively. Click here for more information: http://www.CommunicationNewsletter.com


abbottr@managersguide.com


AND EXPLORE...

Addictions
Astrology
Careers & Employment
Communication
Creativity
Dating
Depression
Diabetes
Diets
Divorce
Education
Environment
Ethics
Exercise
Family
Goal-Setting
Grief & Loss
Happiness
Health
Kids & Teens
Leadership
Love
Marriage
Meditation
Nutrition
Organizing
Parenting
Psychology
Public Speaking
Relationships
Schools
Self Help
Self Improvement & Motivation
Sexual Relations
Spirituality
Stress Management
Travel and Leisure
Women
Writing


From our extensive site, you'll find good info on many topics using this search:

Support your personal development with these popular and effective hypnosis downloads...

  • Public Speaking Fear ~ Banish speaking anxiety and nerves with hypnosis.
  • Motivate Yourself to Exercise ~ Build a powerful exercise habit that you can't break.
  • Get Rid of Fear & Anxiety ~ Stop worry and apprehension wrecking your life.
  • Self Esteem ~ Break the negative trance of low self esteem and give yourself a chance in life.
  • Create Your Own Reality ~ Use the power of your unconscious mind to transform your life.
  • Deeper Self Respect ~ Use hypnosis to connect with your true inner worth.
  • Detach From Fear ~ Tune out nervousness and anxiety with hypnosis.
  • Improving Concentration and Focus ~ Learn how to discipline, direct and command your mind to improve your performance.
  • Exercise Motivation ~ Give you powerful keys to getting back on track with your exercise - and staying there.
  • Overcoming Shyness ~ Provides an invisible security blanket allowing you to develop social ease and overcome shyness.
  • Quick Confidence Booster ~ An audio hypnosis session that's specifically designed to get you (quickly!) back on track.
  • Stop Negative Thoughts ~ Learn powerful hypnotic techniques to stop negative thoughts before they start.
  • Overcoming Procrastination ~ Let hypnosis help you get on with what you need to do, when you need to do it. Let nothing hold you back.
  • Think Thin ~ Use hypnosis to re-train your brain and lose weight naturally... that's how to get and stay slim.
  • Fall Asleep Fast ~ Relearn how to fall asleep fast and enjoy a good night's sleep.
  • The Next Level ~ Designed to radically boost your performance in any field. It's based on a technique used by top athletes and other successful people to help them make a big stride forward.
This is our selection of favorites, but there's a session for every need! Choose from over 800 Hypnosis Downloads...
Search now on an issue that interests or concerns you...
 
Get a free Hypnosis Download at Facebook
Copyright © 1997-2016 Trans4mind Ltd