Three Strategies to Engage and Persuade

Eryn Travis, Empower Communications

Quick! You have less than two minutes to persuade a decision-maker, a wishy-washy client or a new customer that your idea, service or product deserves action. Can you do it? If you tell a story, stick to core messages and know your rights, you are far more likely to engage and persuade.

Tell a Story: Anyone who has survived a speech 101 class can tell you that stories are a surefire way to start a presentation, but few can tell you why. Research into human thinking has demonstrated that our own internal message storage and retrieval process is far more receptive to stories than abstract information. Research has also proved that when the brain hears a story it likes, an enjoyable state of transportation is reached where questioning is dampened and messages are retained. I’ll spare you the rest of the science and will give you the Bible, Grimm’s Fairytales and Aesop’s Fables as examples of how stories have worked throughout human history to not only inform but persuade. However, not just any story will do. To tap this mental power, stories must be succinct and related to the subject at hand. Have you ever been on the receiving end of a rambling, random story? Did you find it persuasive? A good rule of thumb is that stories should be two minutes or less, and there is absolutely no shame in practicing your stories until they are pithy, refined and perfect. In addition, you must know your audience. It’s a simple point, but you’d be surprised by how many people miss it. But what if you don’t have two minutes? Even a sentence story carries the same mental weight. Consider this example. Example A: The recent Septa strike brought commuter traffic to a halt. Example B: For the first time in 20 years, Mary Anne won’t be at church on Sunday since the Septa strike left her without transportation.

Assignment: First, develop a two minute story that explains your product, idea or service. Practice, refine and polish. Think about how this story can be adapted to different audiences such as decision-makers, church groups, school boards, friends or just that casual customer who walks in the door.

Stick to Core Messages: Authors and“messaging gurus” Chip and Dan Heath have coined a fabulous termcalled “the curse of knowledge.” This phenomenon occurs when we are so passionate and knowledgeable about a topic that we overload audiences with everything we know. We believe we are being helpful, but we are only confusing audiences and reducing message retention. I’m just as guilty of it as the next gal. If you’ve ever tried out a new restaurant and have been overwhelmed by a menu with too many choices, you’ve experienced the concept. Persuasion studies have shown that casual (non subject matter experts) audiences need three reasons or fewer to act. Expert audiences enjoy more, but most of the time you are dealing with audiences who are not familiar with your topic. Other studies have demonstrated that human beings tend to retain and remember information delivered in threes. Is your website text heavy? Do you feel like you have been talking and talking but you are not getting the traction you desire? You might be suffering from the curse of knowledge. Do you have a compelling one sentence answer to this question: What do you want audiences to know about your product or service? If not, you need to refocus on your core points.

Assignment: Boil down your messages to three core points focusing on the benefits or answers to the “what’s in it for me” aspect. Do not throw out other information but organize it under these key points for presentations, brochures or other communications.

Know your Rights: Even if you do not have CNN banging on your door, you will benefit greatly from a media relations technique known as bridging. Bridging is the act of answering an unrelated, off-base or even hostile question followed by a “bridge” to on-point, more positive information. Often, people believe interviews, question and answer periods or even casual conversations during a cocktail party are more like depositions where you answer the question as asked. However, remember that you have the right, and the responsibility, to deliver and protect your message. Examples of bridges include: “That’s not my area of expertise, but I can tell you that” or “That’s simply not true. My business offers x,y,z” or “I understand what you are asking, and why you are concerned. Let me offer our point of view.”

Assignment: Think of some of the silliest, asinine and even hostile questions that you might be asked. Develop a succinct answer that bridges to your core messages as defined above. Practice with a friend so you deliver these responses with confidence and authority. It may feel awkward at first, but trust me. Often these questions come out of the blue, and you will thank me when you are prepared.

About the author: Eryn Travis is the owner of Empower Communications, a boutique consulting firm helping a wide range of clients engage and persuade. Services including message development and distribution, speech preparation and delivery, content creation and outreach. Her practice is built on more than 15 years of public, media and government relations in intense, fast-paced organizations including stints on Capitol Hill, large PR companies and trade associations. Eryn is also a freelance writer and a guest lecturer at West Chester University. For more information about Empower Communications, please email eryn.travis@gmail.com.