Here are my thoughts on how entrepreneurs can be powerful persuaders and effective communicators.
Understanding your target audience or customer. Who are they? How do you effectively communicate in a way that they can understand?
Persuading and influencing. Appealing to peoples’ practical and emotional needs. How to understand explicit and implicit wants. J.P. Morgan once said that people have two reasons for everything they do: the good reasons and the real reasons.
The importance of an empathetic approach to communications. People need to feel understood. Address their values, needs, wants, desires and fears.
Listen to what’s being said and not said. People will tell you what they want but sometimes it’s important to listen between the lines. Be intuitive. What are this person’s real needs—not just the presenting ones?
Ask good questions. People often reveal more than they realize.
Tell great stories. Stories build an emotional connection between you and your listener. Facts are important, but stories capture the imagination.
Be aspirational. Connect with the listener’s desire for a better life.
Create a feeling. People often don’t remember what you said, but they always remember how you made them feel.
Differentiate. Demonstrate how your product or service is different from anything else in the market place.
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