20 years of storytelling for business by international trainers and storytellers Speakers' Corner
International trainers and storytellers

Why persuasion matters

Let’s be honest – we’re all in the persuasion business whether we like it or not. Anybody who has tried to persuade a family member to do something they didn’t want to or tried to sell ideas to others will know all about persuasion.

However, the more persuasive you are the more likely you are to get promoted, be looked up to by your peers and be able to build greater trust and respect with colleagues and clients.

We think of “words” as the natural vehicle of persuasion but it’s said a picture is worth a 1,000 words. We think it can be far more powerful than that. Recently a picture was published in the world’s press of a 3 year old Syrian boy, Aylan Kurdi who was drowned as his family tried to reach Europe by sea.

In an instant this picture had a huge impact on governments and public opinion world-wide. It changed attitudes to refugees. We won’t forget it.

Our own personal stories may not be as dramatic but we need to find our own words and our own pictures to influence others.

Don Harper in the Mad Men TV series used his personal family photos to sell the idea to Kodak to rename their wheel, the Kodak Carousel. https://youtu.be/suRDUFpsHus. It’s a moving presentation which shows Don’s vulnerable side but is utterly persuasive.

To persuade people we need to know what their needs are – rationally and emotionally. What argument will have most relevance and force? What is the best way to approach them?

We can all become more persuasive by building credibility and trust with colleagues and clients. As the legendary David Ogilvy said, “The more people trust you the more they buy from you”.

If you would like to know more about Persuasive Presentations click this link to view our latest workshop.


“True persuasion only occurs after you have built up emotional rapport and earned their trust.” Carmine Gallo author of “Talk like TED”



Posted by Barry Graham on Friday, October 16th, 2015 in FeaturesNews