Ways to Improve Persuasive Communication - Step To Health

Ways to Improve Persuasive Communication

Persuasive communication includes knowing how to argue, convince and achieve a change of attitude in others. It can be useful both in the workplace and in your personal life. Continue reading to find out why it's so important.
Ways to Improve Persuasive Communication

Last update: 23 October, 2021

You might think that persuasive communication is a mere tactic salespeople use to get you to buy something. However, it’s a useful everyday skill.

In fact, you can apply it to different contexts such as when negotiating a vacation destination with your partner or when trying to convince your children to finish their homework, and even during a job interview. The difference is you don’t use these strategies consciously and, because of this, you don’t always get the best results.

The ability to persuade others is essential for team leaders and those who deal with customers and suppliers. However, it can also help you achieve your goals in the private sphere and improve your communication with anyone. Continue reading to find out more about it.

Persuasive communication

Two women talking.
This kind of communication allows you to modify the attitudes of your interlocutor.

Persuasive communication is the ability to convince, involve and guide others in the course of a conversation. In doing so, you provide arguments or display attitudes that lead them to change their opinion in the direction of your objectives.

Note that persuading isn’t the same as manipulating. The first one is for the benefit of both parties and requires honesty while the second is about deceiving, and misusing information in order to gain an advantage. It seeks to override the needs of others.

Five tips to improve persuasive communication

Every person exercises persuasive communication to a different degree. Some people are naturally persuasive and are able to change the thinking or actions of those around them. However, everyone can improve and develop this skill through practice and perseverance. You can follow some guidelines that determine the effectiveness of persuasion to do so.


This is a fundamental element of persuasive communication. Consequently, people are much more open to listening, taking into account, and following the indications of someone they consider competent in the matter.

Thus, having training or experience in the field you’re talking about will earn you points with your interlocutor. Keep in mind that the way you deliver your message will also make a difference. Thus, you’ll be more credible if you deliver it fluently and eloquently, without hesitation or repetition.


There’s no point in appearing competent if the other person doesn’t trust you. This is just what differentiates persuasion from manipulation. As you can imagine, others will distrust you if they suspect you’re trying to take advantage of them.

Obviously, sincerity and honesty are good policies, so be truthful, use verifiable arguments, and show that you’re not just looking after your own interests.

Enthusiasm and conviction

As much as we like to think of ourselves as rational beings, emotions move us. This is why someone who inspires a certain state of mind is much more likely to influence the behavior of others. So, try to present your arguments with energy and conviction. Enthusiasm is contagious and a powerful mobilizer.

A couple of men talking.
Active listening is a fundamental pillar when it comes to persuading another.

Indeed, it may seem contradictory, but listening is fundamental when it comes to persuading. This doesn’t only transmit confidence in the speaker, but also offers the opportunity to listen to their questions and arguments. All to be able to resolve them or devise a counterargument more accurately.

Non-verbal communication

It’s important to have a clear idea in your head of what you’re going to propose and use the right words. However, the effectiveness of communication depends to a greater extent on non-verbal elements.

This is why postures, gestures, tone of voice, and even physical distance are elements you must take into account to communicate a strong message.

Who should implement persuasive communication?

Persuasive communication is present in everyday life. Team leaders of all sorts of organizations use it to involve, motivate and guide the work of others. Moreover, this strategy is much more effective than coercion or authoritarianism.

In turn, advertising is a field that constantly uses persuasion to achieve its objectives. Every campaign or advertisement intends to influence the opinion and actions of consumers.

Similarly, politics aims to persuade voters through convincing messages. However, beyond the workplace, you probably use persuasive communication in your daily life.

In short, you’re constantly communicating, both verbally and with your body signals, so you must try to improve the effectiveness of your messages. Implementing persuasion won’t only help you achieve your goals and objectives but also to improve the quality of your interactions with others.

Finally, persuasive communication isn’t about coercion or conflict, it’s about convincing with your words. We invite you to put the above guidelines into practice and be constant in their application. You’ll progressively benefit from it.

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  • Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635–650. https://doi.org/10.1086/266350
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  • Moya, M. (1999). Persuasión y cambio de actitudes. Psicología social, 153-170.