The key to persuasion is knowing your audience, their perspective and needs, and how your solution will benefit them. Through this course, you will understand that the bulk of the persuasion process is spent learning about your audience. Once this is achieved, you use what you've discovered to persuade them toward your way of thinking. While this goes against a natural tendency to think of persuasion as being about you — your cause, your beliefs, your mission — true persuasion requires you to take your needs out of the equation. By focusing on your audience's needs, you will more solidly persuade them and, ultimately, everyone will benefit.
Applies Toward the Following Certificates: Business Communication