The 4 C's of persuasion

By Linda Julian

We've all had the experience of watching a TV commercial and wondering "what was that all about?" … or reading a sales promotion letter and thinking "so what? why should I care?"

Or even worse, receiving a proposal and groaning at the thought of reading the whole document …

Persuasive messages can be characterised by the four C's:

Clear
Compelling
Concise
Convincing

Next time you are writing a proposal, preparing a presentation, or pitching for business, test your key messages against these four C's to be certain you will persuade your audience.

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