1. Effective Persuasion Involve your audience Present information clearly
Establish and maintain your credibility
Motivate the audience to action

2. Involve your Audience 1
Involve the audience in a relevant problem or question.
Consider the audience’s needs, concerns, interests.
Frame the problem from the audience’s point of view.
Appeal to their self-interest: WHAT’S IN IT FOR ME?
Establish common ground.
Demonstrate respect for your audience.

3. Present Information Clearly2
Make your purpose clear.
Use sound reasoning.
Follow a clear structure.
Clearly identify a course of action.
Include all necessary information.
Avoid irrelevant detail.
Anticipate audience questions.

4. Establish and Maintain Your Credibility3
Show a thorough grasp of the issues.
Make sure information is accurate.
Don’t undercut your credibility – speak with authority!
Let your commitment SHOW!

5. Motivate your Audience to Action4
Demonstrate benefits to the audience – WIFM.
Clearly outline the action you want them to take.
Demonstrate how to take action.
Give them a specific “first step” to follow.