Fundamentals of effective persuasive communication

Being able to successfully persuade others to align with your views or vote for you is a skill that can be developed through training and practice. Experience shows that many people approach persuasion in a way that makes it difficult for them to succeed. The beginning of successful persuasion is building trust and credibility so your audience can pay attention to you.

Current election campaigns in Nigeria

The business of politics is very active at the moment in Nigeria as election campaigns have started in an attempt to persuade the electorate to vote for candidates from different political parties in the April 2011 general elections.

As usual, the election campaign becomes more interesting and shocking every day, revealing the oratorical and persuasive skills of some politicians, as well as exposing the flagrant incompetence of others when it comes to persuasive communication. Those who lack oratorical and persuasive skills typically base their campaigns on the murder of other contestants / characters. Eloquent communicators focus on the problems, that is, on their manifestos.

Violence in corporate policy

We are witnessing the current wave of political violence in Nigeria due to incompetence of communication between politicians. Those who do not know how to successfully convince the electorate simply resort to insulting other contestants. The result of this is avoidable violence that has negative effects on politics. I would like to advise the Independent National Electoral Commission (INEC) in Nigeria to allow political candidates to undergo public speaking and persuasive speech training to stem the current tide of violence caused primarily by the use of abusive language.

Violence aside, candidates who lack public speaking and persuasive communication skills basically turn to voter fraud, just as academically lazy students are always looking for questions as test days approach. Research shows that one of the reasons for electoral fraud in this country is the lack of what is needed to convince the electorate and even win the opposition during the elections of the majority of politicians.

Violence on campus and oratory distinction

In a serious-comedic tone, the lack of persuasion skills is so tragic that it has led to an increase in the membership of university worship groups in Nigeria. Research shows that most cult members cannot successfully woo or persuade women. Therefore, they threaten targeted women to submit to their membership in cult groups. It is a no-brainer that the causes of most cult clashes on our campuses are often as frivolous as disputes over brides.

President Barack Obama was able to change the status quo in the United States of America by becoming the first black president due to his public speaking skills and persuasive speech. He is simply a charismatic speaker.


The ability to communicate persuasively is a skill that can be used in all aspects of our personal or business life. In short, the difference between a powerless conversationalist and a motivational communicator is said to be the ability to persuade people to engage in win-win relationships. Dr. Kevin Hogan, author of “The Psychology of Persuasion” says that the world would be a very different place without those few people who have mastered persuasion skills and used them so effectively over the generations.

The (desired) state of mind of an individual is a very important thing to consider in the persuasion process. When you determine this, you can persuade the person by showing them how to get there. It should be noted that when one person cannot generate a relationship with another, no significant relationship can take place. Rapport is essential for persuasion and all communication.

Negotiation and persuasion

Although negotiation and persuasion are almost the same, they are semantically different. Negotiation involves reaching an agreement on the price or the specific terms of an agreement; whereas persuasion, on the other hand, is the art of making people accept your points of view, see everything your way. But you need negotiation skills to be a good persuader, and you need persuasion skills to be a good negotiator.

Roger Dawson, a renowned author and marketing expert says: “Selling is really a persuasion contest, isn’t it? You are trying to persuade the buyer to buy. The buyer is trying to persuade you to buy his point of view that he or she “.

Challenge and solution

If you are a seller who has gotten very good at prospecting for business and building a relationship with clients, but closing is your problem as you just can’t get the buyer to ‘sign on the dotted line’ , there is a solution.

In Dawson’s words, “Let me tell you about a persuasion technique that is so simple and so effective, it is amazing, so few people are aware of how powerful it is … This simple technique is using the person’s name, in at the beginning or end of a sentence, and place your request. You should bow your head a little and smile while saying his name … “

Establishing your credibility

The good news is that there are many strategies you can adopt to achieve effective persuasion. One of them is establishing your credibility as stated above. In the workplace, for example, credibility comes from experience and relationships. People are considered experts if they have a record of good judgment or have shown themselves to be well informed about your proposals. They must have demonstrated over time that they are working in the best interest of others.

Wise choice

Another strategy is to make the right decision. If you make the wrong decision in the course of your persuasion by focusing on things that are extremely unreal or technically impossible, you may run the risk of not being able to successfully persuade your audience.

However, Naomi Karten, author of “Changing the Way You Communicate During Change,” says, “Still, sometimes it’s worth a try. One project manager, Cliff, plucked up the courage to ask his boss for one. three-month leave to pursue some personal goals. Cliff was so sure the answer would be ‘Are you crazy?’ that he hardly heard his boss say, ‘Okay, let’s find a way to make this happen.’

Be specific about the expected result

It must also be specific to achieve effective persuasion, for example, “I expect five million votes from you”; “I want you to approve N2 million listed in my proposal”, etc. You must also explain why. Most people want to know the “why” behind the “what”.

To support your proposal, for example, collect as much relevant data as you can. The fact that you’ve done your homework gives you a distinct advantage over those who demand or plead in the name of being persuasive.

Do the people’s favor first

Doing people an honest favor beforehand also helps. According to the principle of reciprocity, people feel compelled to return when a favor has been done to them. Robert Cialdini, in his text “Influence” says that even people we don’t like have a better chance of getting us to do what they want simply by doing us a small favor beforehand.

However, this principle has negative implications when applied for the wrong purposes, for example if money is distributed to people to persuade them to vote.

Focus on audience problems

Another thing is to focus on topics that are important to your audience. Also consider what these people emphasize when they seek to persuade. If, for example, they emphasize facts and figures, live to do the same. If you’re focused on how people or productivity, deadlines, etc. will be affected, then implement your key points accordingly. The more your own case matches what your audience cares about, the better your chances of winning it.

Never expect an immediate positive response

Don’t expect an immediate positive response on your persuasion or proposal. It’s easy to persuade a friend to change a date. Karten says that launching for something big, like adopting agile methods, is unlikely to get an immediate response. Getting acceptance of something that involves a major change often requires patience and perseverance. It allows the idea to be analyzed and can show how other organizations have benefited from it.

Embrace rejection

Today, the focus has shifted from aggressive marketing to assertive marketing. If your customer or prospect notices a deficiency in your product or service, for example, and it catches their attention, you listen to it and promise to correct it (assertive marketing) instead of dismissing their opinion as false or false. baseless defense and advancing unnecessarily. If they reject it, accept the decision and make the necessary amendments.


To be successful in persuading others, we need to learn and apply effective persuasion strategies. If we master the principles of effective persuasion, our marital life, career, etc. will improve.


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