5. The Art of Persuasion – Unlocking the Secrets of Influence

Whether you're in the boardroom or having everyday conversations with your family, the ability to persuade others sets you apart. It's not just about talking; it's about listening well, building strong connections, and being clear and authentic always. 

In this episode, Martin is joined by Ian Mackenzie, a friend, long time colleague and specialist pitch and communication coach.  

Together they delve into the art of persuasion and share their wisdom in understanding the needs of others, building authentic connections and delivering propositions that make it easy for people to say "yes.". 

In this podcast episode Martin and Ian explore:

• The cost of getting it wrong including the pitfalls of failing to understand your audience and their context
• Keeping your ego in check and being aware of emotional states
• Responding to the needs and style of others
• Building authentic, trust based connections through empathy and understanding
• The role of rational and emotional drivers in decision making
• Influencing strategies and how to use them
• How to craft and deliver compelling messages that resonate with others
• Handling unexpected push back! 

"The meaning of communication is the response it gets."

“In what way might you be responsible for the response you are getting?”

“Know your audience and your outcome and work backwards from that”

"Understand your audience to achieve your communication goals – know who you are talking to"

"Influence is about moving someone from one point of view to another"

Useful books and links related to this episode:

• "Influence: The Psychology of Persuasion" by Robert B. Cialdini: Understand the principles of influence and how to apply them in communication.
• "Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath: Learn about the power of crafting memorable ideas.
• "The Art of Woo: Using Strategic Persuasion to Sell Your Ideas" by G. Richard Shell and Mario Moussa: Discover techniques for strategic persuasion

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