Strategy. Innovation. Brand.


Long before you step onto stage, you should lay out your persuasive objectives and create a plan to achieve them. The posts in this category help you step through the process.

How to get a sports car

fast carWant to get a sports car?  Start by asking for a motorcycle.

It’s a variation of a basic rule called reciprocity — as identified by Robert Cialdini in his book, Influence. Every society adheres to some form of reciprocity — it helps cement relationships.  It’s useful to know that, if you do someone a favor, you’ll likely be repaid in the future.

The reciprocity principle may seem obvious.  But there are many subtleties and variations.  Learn three of the major variations — and how to get a sports car — in this week’s video.

Reasoning precedes decision-making, doesn’t it?

It’s often said that the best missionary for a religion is someone who recently converted to that religion.  Why is that?  When people make a decision — especially a big decision — they go through a reasoning process to help them make the best decision.  We often assume that this process happens before the decision is made.  In reality, people continue to look for validating reasons even after the decision is made.  They often put a lot of energy into convincing other people that they made the right choice — they proselytize their colleagues to support and reinforce their decision.  You can use this energy in your persuasive communications.  Watch the video.

The Difference Between Debates & Battles

debateThe words “debate” and “battle” stem from the same root, so you might expect to use similar tactics in each.  However, if you use battle tactics in a debate, you’re likely to lose. In a battle, two parties are involved – you and the enemy. A debate involves a third party as well — the audience. In a battle, you’re trying to defeat the enemy. Debate tactics are quite different. In a debate, you’re trying to win over the audience. The different objectives may call for very different tactics. Above all, you must know your audience to win a debate. That’s even more important than knowing the competition. Check out the video.

Persuasive Objective

When you give a persuasive presentation, should you focus on logic or emotion?  Facts and data or character and trust?  What will the audience remember?  What do you want them to remember?  The fact is, they won’t remember your facts.  So, your most effective communication needs to focus on building a foundation based on trust.  But trust is an emotion… so what do you do?  Learn more in this video.

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