Persuasion: Convincing Others When Facts Don't Seem to Matter

What do I love? What do I want more of in my life? What am I passionate about?

At its core the story doesn’t have to resonate with us, it has to resonate with our target audience, so until we practice it, test it, get curious about how people react to it, we can never be 100 percent sure if it’s going to work. You can’t skip this step. It’s as important as everything you have done so far to pull all these pieces together. Per

They get very focused on how they want to be seen, what they want to be known as, what position they want to occupy in the marketplace, instead of focusing on what their target audience needs. Politicians do this, too. “I’m the family candidate.” “I’m the values candidate.” The narrative is about them, not the voters. Hillary Clinton’s campaign mes

you’ll be ready to move on to chapter 6, evolving your pillars into your master narrative, and from there we’ll learn how to tell the stories that communicate your narrative and weave in the proof points to support it. Then you’ll be unstoppable.

If you are trying to create an image where there is none: You are launching a product in a totally new category. You are a start-up. Even more challenging still, you are launching a totally new product unlike anything people have used before. What is your symbol? There are a few things that you can draw on here. First, what problem are you trying t

we say that there are two truths: yours and theirs. In persuasion, there is only one truth that matters: theirs. If you aren’t speaking to that truth, you aren’t engaging with them. And without that engagement, persuasion is impossible.

First, you must be specific.

Stories make facts “sticky,” meaning memorable. And memorability is one of the keys to persuasion. Because when your position, brand, or product is memorable, you turn your audience into your PR machine and they start to do the work for you. That’s when you catch fire.

ensure you get the most out of these discussions. Be self-aware.