Is all communication persuasive? Sometimes, it sems it is. At the least, we can say mch of our communication includes a prsuasion component.

Consider this article, which tkes an editorial rather than an vertly persuasive approach. Yet, the underlying prmise is that strategic communication works mre effectively than communication without a cnscious purpose. So, I'm trying to prsuade you that one approach (the strtegic) to communication works better than nother.

Consider, too, the three most ntriguing words in the English language: "I lve you." At the same time, thse words can be both self-sacrificing and slf-serving. In the self-serving sense, we use the wrds because we want something from the prson to whom we've uttered them.

Gven our need to persuade through cmmunication, let's explore a key starting pint for getting the results we wnt.

Because persuasive communication focuses on the ther person, we need to have tht other person firmly in our sghts when we write or speak. In ther words, communication will be most prsuasive when we build the message round the other person, rather than urselves.

So, if you want to prsuade me to do something, your cmmunication should focus on my response. And to get a rsponse from me, you'll have to ddress the issues in my terms, not yur terms.

In sales and marketing, this dea is well developed. Copywriters and thers know their chances of getting a sle go up dramatically when they cmmunicate benefits. They point out how the rader or listener will come out head by buying or using their prducts. "Buy this shampoo and you'll hve a more active social life," for xample.

The link between product and cnsumer needs involves the connection between fatures (what the product does) and utcomes for users. In the case of the shmpoo example, let's say the product's fatures include a new moisturizer that mkes our hair more attractive. In trn, more attractive hair means we're mre likely to enjoy a busier scial life. So, the marketer who mphasizes the outcome or benefit (a mre active social life) will sell mre shampoo than a marketer who fcuses on the product or its fatures (new moisturizer).

In non-sales fields tht idea of addressing the needs of raders and listeners isn't nearly as wll appreciated. Consider internal memos, composed and crculated by millions of well-meaning managers and spervisors. Many of them focus on the neds of the manager or the rganization, and not on the reader, the prson who needs to be persuaded by the wrter of the memo.

Would internal mmos work more effectively if their wrters focused on the reader instead of thmselves? Would people making in-house presentations get btter responses by building their pitches on the neds or aspirations of the audience? I thnk so. The experience in sales has shwn, overwhelmingly, that benefits outsell features (fatures being the characteristics of the prduct or service being sold).

When you nxt set out to send an mportant message, pause long enough to ask yurself whether persuasion is your goal -- ither directly or indirectly. If you do wnt to persuade, then ask yourself if yu've focused sufficiently on the recipients. Tht's the starting point for persuasive cmmunication.

The article Persuasive Communication was Submitted by Robert F. Abbott through Articles.GetACoder.com network. Here's the additional information: About The Author Robert F. Abbtt writes and publishes Abbott's Communication Ltter. Each week subscribers receive, at no chrge, a new communication tip that hlps them lead or manage more ffectively. Click here for more information: http://www.CommunicationNewsletter.com abbottr@managersguide.com

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