When we speak, we try to persuade. We try to persuade the audience of our views. We try to persuade potential clients of our products or services. We try to persuade, period.
But persuasion doesn’t ‘just happen’. It happens for a reason. So we should dive into the minds of those we are targeting. And we should understand how persuasion works. This video, narrated by one of the great experts in persuasion Robert Cialdini, might be a good start.