Persuasive Communication

Isn't this a profound quote? Came across it in The Storyteller's Secret. 

Persuasive communication style helps in building rapport, overcome resistance and find acceptance.

Old communication models (eg. Shannon-Weaver) assumed that interaction between two or more people only include three elements - message encoding (by sender), message decoding (by receiver) and noise - and hence it is a Passive process.

However, few decades forward researchers noted human mind is exceptionally talented when it comes to judging (a cognitive response). (and makes the interaction Active)

During any communication cycle the audience mind is continuously judging some aspect of the speaker and this eats away the attention a speaker desire for. 

To counter this cognitive response it is important that speaker has ability and skills to influence the audience (aka Elaboration) and keep them engaged. Elaboration is how the part of the delivery that creates positive or negative feelings in audience. It includes choice of words, examples, references, emotions, tone, pause, facial and tonal expressions.

A good way to prepare effective Elaboration is to keep your communication/ presentation 'Audience-centered', which help us anticipate audience reactions and could be done using following queries:

1. Who is my audience?
2. What information they find of value?
3. What is their aspirations and fears?
4. Why should they listen to me?

Persuasion helps shift your audience from "Why" to "How could I" stage. 

A Why stage is where the other person is not convinced or still has doubts on the concept or information presented. How could I is where your idea has a buy-in and are curious to know how to implement/ do it. 

Do I need a Presentation?
If the purpose is only to submit some information then Presentation could be avoided. However, a presentation is advisable if you want to pursue for a buy-in or build consensus on a point. 

So for your next presentation I would suggest you to try an audience-centered approach.