Strategic Persuasion

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Persuasion, the art of weaving words into a tapestry of influence, dances at the crossroads of reason and emotion. It beckons us to sway with its rhythm, to sway others toward our vision

When it comes persuasion and social media, today’s CEOs have made a remarkable transition over the past five years. A recent analysis by Weber Shandwick, found that 80% of the chief executive officers of the world’s 50 largest companies are engaged online and on social media. CEO sociability has doubled since they began tracking the social activities of chief executives in 2010, when only 36% of CEOs were social.

Persuasion—the compass that guides teams through tempests. A leader’s words ripple through the ranks, shaping culture, sparking innovation. It’s not just directives; it’s the art of igniting purpose, of kindling flames in weary hearts.

CEOs are considered “social” if he or she does at least one of the following: has a public and verifiable social network account on Facebook, Twitter, LinkedIn or Mixi; engages on the company website through messages, pictures, or video; appears in a video on the company YouTube or YouKu channel; or authors an external blog.

It is also important to be strategic about how and where you apply your persuasion techniques. You may need to create powermaps, which identifies who the relevant decision maker was on an issue, who they listened to for advice, and how close you are to those advisers.

The goal is to create an “echo chamber” effect, in which – even if you couldn’t reach the target directly – you could ensure that they would hear about your proposition favorably and from a variety of sources.

Power-mapping is a highly targeted form of influence that can enable you to bypass objections on any subject.

Finally Creating original content is the single most effective way to develop a strategic persuasive reputation. In just an hour or two a week/month, you can begin to demonstrate how you think about the issues facing your field and sharing your unique point of view. Your content creation sparks a virtuous circle: because independent reporters are likely to reinforcing your expert reputation with third-party validation.

Persuasion is the architect’s blueprint, the blueprint that transforms a hesitant customer into an enthusiastic advocate. It’s the marketer’s brushstroke, the stroke that paints desire across billboards and screens. It’s the CEO’s symphony, the symphony that harmonizes stakeholders’ interests into a crescendo of success.

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