There are a variety of helpful suggestions for dynamic and persuasive oral and written communication. Attempts at persuasion, including inspirational speaking and writing, begin with the credibility of the message sender. If the speaker is perceived as highly credible, the attempt at persuasive communication is more likely to be successful. An axiom of persuasive communication is that a speaker must adapt the message to the listener’s interests and motivations.

A leader is constrained by the willingness of group members to take action on his or her suggestions and initiatives. As a consequence, the leader must explain to group members how they can benefit from what he or she proposes. Certain words used in the proper context give power and force to your speech. Used comfortably, naturally, and sincerely, these words will project the image of a self-confident person with leadership ability or potential.

Although storytelling is an ancient art, it is more in vogue than ever as a method for leaders to influence and inspire others. A carefully chosen anecdote is useful in persuading group members about the importance of organizational values. You will be more persuasive if you support your spoken and written presentations with solid data. One approach to obtaining data is to collect them yourself—for example, by conducting an online survey of your customers or group members.

Using colorful, powerful words enhances the perception that you are self-confident and have leadership qualities. Business and government executives and professionals make frequent use of jargon. Sometimes, jargon words and phrases are chosen to help establish rapport with the receiver. Business leaders characteristically write easy-to-read, well-organized messages, both in e-mail and in more formal reports. Both writing and speaking are more persuasive when key ideas are placed at the beginning of a message. A major part of being persuasive involves choosing the correct linguistic style, a person’s characteristic speaking pattern.