These 5 Words Can Make You More Persuasive

At The Latimer Group, we believe that the ability to persuade, influence and build consensus is the most important skill that you can have in the workplace. If you attempt to add one skill to your tool box, verbal persuasion should be at the top of your list.

This begs the obvious follow-up question… How do you make yourself more persuasive?

It’s not easy, and it requires constant attention and preparation. But at the most fundamental level, persuasive communication has a few consistent characteristics:

Clarity. Brevity. Context. Impact. Value.

These are the five characteristics that we see most consistently.

1) If it is not clear, the audience will not be persuaded.

2) If your audience is waiting for you to get to the point, the audience will not be persuaded.

3) If the relevance to the audience is not obvious, the audience will not be persuaded.

4) If there is no impact, and the audience cannot remember what you said, they will not be persuaded.

5) And if there is no value, and the speaker only communicates from his/her own perspective, the audience will not be persuaded.

If you are starting to think about professional self-improvement, add these five words to the list: clarity, brevity, context, impact and value. If you can achieve these things, you’ll be more effective and more persuasive.

Good luck.

At The Latimer Group, we believe that great communication skills can change the world. We transform people and organizations with simple, repeatable techniques and mindsets. We teach persuasive communication skills through an integrated platform of corporate training, coaching, and eLearning. To learn more about how we can transform your organization, e-mail us at

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Dean Brenner

A book about change

The Latimer Corporation’s CEO Dean Brenner is a noted keynote speaker and author on the subject of persuasive communication. He has written three books, including Persuaded, in which he details how communication can transform organizations into highly effective, creative, transparent environments that succeed at every level.