- Words: Express yourself with positive, specific and precise words. Don’t use negative, vague words.
- Rhetoric: Use rhetoric to get your message across, include powerful messaging and use memorable phrasing.
- Emotion: Draw on emotions to get your message across. Create feelings such as pleasure, fear, safety, acceptance, and prestige. Decisions are based on emotions.
- Logic: People need to justify their emotional decisions with reason. Help to interpret the facts, information and ideas that are available. Take a point of view. Lead others to draw conclusions.
- Trustworthiness: Demonstrate your integrity. People need to trust your personal values and genuineness before they’ll believe what you say.
Information floods the airwaves, the internet, and our in-boxes. And with that influx, influence has become rare. Yet channelled toward a goal, influence – not simply information – drives action and results.