To persuade effectively, the speaker or writer must demonstrate credibility on the subject. If the persuader is trying to convince his audience of a point of view, they will require a reason to trust and value his perspectives. Audience members are more likely to trust people known for their integrity, reliability and expertise. The persuader can strengthen his stance with supporting evidence from independent sources. Opinions alone lack credibility, but utilizing quantitative data and studies communicates a far more persuasive message.
Persuasive communication involves an understanding of the audience. The persuader must present his views in a way that appears advantageous to the listener or reader. Communication is a two-way process. A speaker who listens and is adaptable in making compromises has more appeal to the audience. Relating the matter to the audience's emotional state allows them to form a connection with the persuader. Likewise, exhibiting her own emotions toward the subject results in more effective communication.
One of the most commonly made errors involves starting the persuasion too forcefully, according to Jay A. Conger, professor of organizational behavior at the University of Southern California. The audience may feel attacked and set themselves up to argue with the persuader. In addition, the persuader shouldn't see compromise as a defeat but rather should realize that it allows the audience to appreciate flexibility in his standpoint.
Persuasive communication isn't the same as presenting an argument. While using strong arguments plays an important role, it's only one of many techniques. Another consideration for the persuader should center on the number of occasions during which she presents the subject. The process involves persistence, often with both parties making adaptations to their original stances to reach a resolution. The persuader can learn from audience reaction and develop more persuasive techniques in the future.