The Art and Science of Persuasion

Persuasion—the process of trying to change someone's mind through facts and logic—is a critical but often overlooked skill in business. Influencing without authority over the other person is vital to getting work done. Open debates using persuasion without conflict are a sign of good teamwork. Once a decision is made, stakeholders or customers often must be persuaded to support it.

Fortunately, university researchers and advertising experts have been looking into how to influence people to share your point of view since the 1920s. Their results can tell you how to write any kind of persuasive message, be it a memo, letter, speech, or one-on-one conversation. This 75-minute course based on a 350-source master's thesis, perfect for a "Brown Bag Lunch" training series, will help you:

• Define your target audience;
• Determine what motivates them to do what they do;
• Identify and match the benefits of your idea or product to their needs; and
• Craft a message that science says will optimize your chances at persuasion.

In the class, students will plan and begin drafting persuasive messages to address issues in their working or personal lives. Though conducted at your preferred site and customized for your team's real-world issues, the per-person charge is usually less than you would pay for generic off-site training.* Contact TeamTrainers to be persuaded of the many ways this class can give you and your team a business advantage.

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*Trainer travel costs are charged for classes outside of the Raleigh, N.C., area.