Fifteen subtle changes that helped me be a more persuasive communicator
We may have a great idea, service or product, but what is the value of that thing if we can’t persuade people to use it?
Hopefully, this article will persuade you about the power of persuasion.
Having written and produced content for over a decade, there’s much I’ve learned about being more persuasive. This kind of work requires me to get good at this, unless I’m okay with sharing thousands of posts without anyone ever giving two hoots.
Being persuasive is critical in building a brand, leading a movement, and making money from our ideas.
Here’s what helped me:
I started telling more stories.
I don’t often tell long, sprawling stories.
I find even a bit of context to the ideas I share from my own life makes a big difference.
I made a point of listening more actively.
When with other people, I used to let my mind wander or be preoccupied with what I’d say next. I’d barely listen.
Now, when I listen, the other person tends to respond far more favourably because they can see I listened.
It’s hard to trust someone who clearly isn’t listening.
I spoke about things that made me uncomfortable.
Playing it safe makes for flaccid communication.
People aren’t inclined to care as much. But to persuade requires you to ignite some emotion, whether positive or negative.
Be willing to make yourself or others uncomfortable if it means telling us what we need to hear.
I speak assertively.
I frequently write things that are a bit flimsy in their execution.
If I can sense that I’m not really buying what I’m saying, I need to change that or shift the language to be more assertive.
People want to follow those who at least look like they have total confidence in what they’re saying.
No ‘maybes’ or ‘I reckon thats.’
I used more examples.
It’s so easy to share a point without backing it up with some kind of example.
But people need to be able to visualise what you’re telling them to be persuaded.
If they can’t see it, they can’t understand it.
I gave a lot before expecting anything in return.
Robert Cialdini wrote a great book on persuasion, and he talked about the principle of reciprocity.
People are far more likely to respond favourably after they have received a lot of value from you beforehand.
Validated my ideas.
The best way to persuade is to give people what they want.
If you don’t know the genuine struggles, you can’t possibly provide an effective solution.
Of course, seeing that you can solve a problem - a scratch to an itch - this sits at the core of true persuasion. So, test your ideas first.
Talk to people. Run experiments.
Do more of what’s already been proven to work.
Overcome objections.
When people read your words, they are - consciously or not - looking for ways you are wrong.
This isn’t to spite you. This is part of our natural thinking process. Everything you share is a sell. And when you’re selling an idea, people will object where they disagree because everyone wants to know they are making the right decision by following you.
So, when you’re aware an objection might be raised, address it. Show that you are empathising with their point of view.
This is why I say things like, ‘Yeah, I know what you’re thinking: this could take a long time unless you... etc etc.’ I’m addressing objections.
And when you do, you will put people at ease, making you far more persuasive.
I was more specific.
People need you to paint a picture of what you’re talking about.
This makes for the most persuasive communication. Always.
This is why, if you’re speaking in conceptual jargon, don’t expect your listener to be around for long.
I cut out the fluff.
People are overwhelmed by an ever-deepening bathtub of information.
They don’t need more of it. They want you to cut to the essentials.
This is why the best communicators cut out the waffle and stick to the gooey centre.
Give them space to breathe.
I know I’m more likely to read something with plenty of white space.
It’s not all about what you share but what you aren’t. Structure your communications with space to reflect, or the ideas won’t sink in.
I repeat myself. A lot.
For those of you who’ve been following my writing for a while, you’ll know I have a handful of ideas I repeat in a thousand different ways.
People are still interested, and they are persuaded to return. If the idea is good, people are happy to hear it again.
The point also gets through the brain membrane when it’s repeated.
I found a way to believe my own words.
You can’t persuade others if you can’t first persuade yourself.
This is why I don’t commit an idea to paper unless I’ve let it swim in my mind for a bit to really settle. I need to get it.
Then, it becomes almost effortless to want to tell others about it too.
I showed up.
Some anonymous guy once said ‘Repetition is persuasion.’
The bro was talking sense.
You needn’t have the most ground-breaking idea in the world, but if you show up and publish regularly, and you don’t disappear, people will start to believe you.
They will trust you based in large part on your consistency.
Encourage people to act.
I often encourage content creators to provide a ‘call to action’ at the end of - or within - their posts.
This can be a note sharing a newsletter link or a request to join the conversation.
People are far more likely to act when you ask them to.
In keeping with this point, I encourage you to share a comment below, even if it’s gobbledygook.
Comments on my posts make me look good and stroke my ego. But seriously, share your thoughts, tell me what else you’d love me to write about, and join in.
How to monetise the attention you create from strong communication through writing?
My new book shows you how I did it. It’s called ‘The Never-Retired Writer.’
It’s 62 short, actionable chapters on building a writing life that gives you income, freedom, and a body of work that compounds for the rest of your life.
Enjoy!
Alex
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