Be an influencer

Perhaps, we could navigate the maze of persuasive communication with some help from a strategy crafted centuries ago

Recently, I was discussing the persuasive power of advertising with a researcher who is analysing consumer behaviour. He asked me if I had ever purchased a branded product because of an advertisement promoting it. My answer was “no”. Then I asked myself: What would persuade me to take a certain action? Can a certain mode of communication — a thoughtfully composed advertisement, a passionately delivered speech, a power-packed presentation, a piece of writing or even an article — actually produce the desired results? Can communication be persuasive enough to influence human nature? I’m thinking yes. If not, I might as well fold up my writing desk and give up my trade. However, the art of persuasive communication is not just for advertisers, marketing folks or professional writers. It’s for any one aspiring to grow in their careers. The ability to communicate persuasively has also been acknowledged as a must-have leadership quality. Perhaps this explains the vast business literature available on the subject.