#027: How To Be Predictably Persuasive [Podcast]

A lot has been written and said about writing  copy that sells. Today's podcast goes beyond the basics and provides a framework that allows you to be predictably persuasive, whether you're writing sales copy, giving a speech, or writing a blog post.

This Week's Tip

One of the new podcasts I'm listening to is Beyond The To Do List with Erik J Fisher – it's a keeper!

Spiritual Foundations

If you want God to bless you financially, give Him something to work with!
So he who had received five talents came and brought five other talents, saying, “Lord, you delivered to me five talents; look, I have gained five more talents besides them.” His lord said to him, “Well done, good and faithful servant…”
Matthew 25:20–21
Feature Story: How To Be Predictably Persuasive
Persuasion is important to master if you think you might ever need to:
  • Get a date
  • Get a job
  • Make a sale
  • Win an argument
  • Change someone's mind
  • Land a new client
  • Raise a child
  • Raise money for a cause
  • Buy something
  • Sell something
  • Or influence anyone in any way
The key to being persuasive is really not in some magic phrases or tricky manipulation – but in principles that never fail to work. There are basic foundational ideas that will serve to make you more persuasive – with predictable results.
  1. Calibrate your expectations and clarify your outcome
  2. Know the person you're attempting to persuade.
  3. Demonstrate non-manipulative empathy.
  4. Know where they score on the Persuasion Awareness Scale Test (P.A.S.T.)™: Know, Care, Considering, Pain
  5. Appeal to the four learning styles: Why, What, How, What If
  6. Answer any and all questions that stand in the way of transformation.
  7. Create an environment that invites decision.

”The easiest way to persuade someone is using what is already persuading them.” Click To Tweet This Quote



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Question for you: Do you have tips (or opinions) about ethical persuasionComment below, or call in at (509) 713-2679


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Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

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  • danapittman

    Great show! I learned of your podcast through Michael Hyatt’s blog. I’m now subscribed. Thank you and God bless!

    •  @danapittman Thank you Dana, I really appreciate the encouragement. And blessings back to you!

  • Very, very helpful… the “why, what, how, what if” is masterful! I have always felt that we need to understand how to communicate to different types of learners – and this is very helpful along that line. Great ideas, truths, etc. NEED to be communicated well. In my thinking it’s not about manipulation, but about effective impact – spreading a table that invites others to partake of the truth. As a Pastor, I have to walk that careful balance – impacting communication, but not manipulative at all. Thanks for your help with this Ray.