June 14, 2008
Magnificent Publications specializes in persuasive publications. We just read a book on the subject from the Harvard Business Press, Persuading People by Harry Mills. The book is meant for oral presentations, but it applies just as well to written persuasion.
What does it take to persuade an audience? Among other things, Mills says, it requires that you find common ground. That takes knowing their frame of mind in advance and structuring your argument accordingly.
Here is a brief summary of Mills’ approach to different audiences, based on their initial frame of mind:
| If your audience is | Do this |
| Supportive | Open with a statistic or anecdote |
| Describe a pressing need | |
| Explain how to meet the need | |
| Paint a bright picture of the future in store if your plan is implemented | |
| Uninterested or uninformed | Describe the problem. |
| Explain why it is pressing | |
| Offer a convincing solution | |
| Unconvinced or hostile | Present the opposing position to show you accept its validity |
| Refute it by challenging the evidence and otherwise discrediting the case | |
| Mixed | Discuss the underlying causes of a problem Emphasize the problem’s undesirable effects |
| Explain how your solution will eradicate the problem’s root causes |
Mills goes on to recommend specific persuasion techniques for each type of audience. But that’s a topic for another day.
Posted in Persuasion