What do you think your audience really wants to know?

Simple:
1. Can I trust the messenger?
2. Does the message make sense?
3. Do the message and the values of the messenger align with my values?

Persuasion is an art and a science.Being persuasive requires a compelling argument, communicated with emotion, by a source we trust and want to believe in.

But beware, facts alone are not enough to persuade people to take action.

Gifted communicators know that people need more than convincing arguments and endless detail to help them decide.

They need trustworthy messages and messengers that are aligned with their beliefs.