How to win minds and change attitudes
By Harry Mills

The most important purpose of communication is to persuade. Your goal is to change or reinforce an attitude, belief or behavior.

The Credibility Formula

When persuaders lack credibility we discount everything they say. To persuade, we must be believable and to be believable, we must be credible.

Credibility rests on two pillars: trust and expertise.

Think of credibility as a formula: Trust + Expertise = Credibility

Use Logic and Evidence

Persuasion is built on a foundation of structure, logic and reason. The rational mind looks for structure and order - supported by concrete evidence.

Support With Emotion

People are often not influenced by the true facts of a situation. More often they are influenced by what makes the most vivid impression. Tapping emotional needs is central to successful persuasion.

Here are five additional tips:

1. Think WIIFM
   People must know What's In It For Them. Analyze your audience's basic needs before you present. Ask:
   
   - What do they stand to gain from my proposal?
   - What do they stand to lose from my proposal?
   
   
2. Highlight the benefits
   Continually sell the advantages of you products or services. Don't get bogged down in the facts or features of your proposal.
   
   
3. Present both sides of a debate
   Two-sided messages generally work best, especially with those who know there are opposing arguments.
   
   
4. Call for action
   At the end of your speech tell your audience what you want them to do.
   
   
5. Use fear as a motivator
   Of all our emotions, fear is possibly the most powerful motivator. But use it cautiously.