The contrast between what is and what could be is a powerful means of persuasion. Steve Jobs used it. So did Martin Luther King, Jr.
Stuck with your presentation? Talk about what is and what could be
Why you should (almost always) ignore facts and figures
Speakers who use facts and figures risk losing their audience. Aristotle’s third mode of persuasion, logos, should be used sparingly.
Why you need emotion to persuade
You need to use emotion to be persuasive. Nine ways you can create a connection with your audience using the second mode of persuasion: pathos.
Matthew McConaughey’s Oscars speech and the rule of three
Matthew McConaughey’s Oscars acceptance speech is a great example of how to use the rule of three. It makes his speech memorable.
How a CEO can make or break a brand
A CEO can make or break a brand. Qantas is in trouble and the image of its CEO isn’t helping. Four questions that help us understand why.
Three ways to build authority
Of the three modes of persuasion a speaker’s authority is the most important. Three things you can do to build authority and persuade.
Know the three modes of persuasion
Aristotle’s modes of persuasion should be at the heart of almost every speech. They build credibility, stir emotions, and prompt action.
A language case study: ‘inequality’ and ‘opportunity’
President Obama’s “opportunity agenda” is a reminder that to get to the right solutions, you first need the right language. Framing matters.
What communicators can learn from Rick Warren and Saddleback Church
Rick Warren successfully built a following of 40,000 members. We can take lessons from his book and create purpose driven communication.
Why you need to mix up your advertising campaign
Nothing lasts forever. An ad campaign that works today might not work tomorrow. When that day comes it’s time to mix up your advertising.
