When we’re trying to convince people to support our cause or buy our product we often double down on giving them information. Our false assumption is that if we can arm people with enough information to make a decision that they will be willing to act. But facts alone are not enough to persuade us to take action. Gifted communicators and powerful storytellers know that people need more than just convincing arguments and endless detail to help them decide.

The Three Things Your Audience Wants To Know

1. Can I trust the messenger?

2. Does the message make sense?

3. Do the message and the values of the messenger align with my values?

Persuasion is an art and a science. A compelling argument, communicated with emotion, by a source we trust and want to believe in.

Image by Garry Knight