Persuasion.

There. I've said it.

A lot of people really don't like the P word. They worry that persuasion means something underhand and manipulative. Getting people to do things you want them to do rather than what they want to do.

But the reality is that adults spend rather large chunks of their time persuading – whether we want to admit it or not.

If I want the kids to do their homework, I have to persuade them. The alternative is just to hope they'll be inspired to do it themselves which never quite worked with our kids.

If I want to watch the Newcastle game on the big TV tonight I have to persuade Kathy that it's a better option than watching a Christmas movie (again). Newcastle games usually beat Christmas movies by the way. But Christmas movies beat everything else I might want to watch.

If I want you to join Momentum Club I have to persuade you that it's in your interests. Usually by telling you about the benefits you’d get from being a member. Or maybe by showing you what other members have got from it. Or maybe offering some kind of incentive.

Persuasion is something we do hundreds of times a day whether we realise it or not. And it's nothing to shy away from, as long as you do it ethically.

And it's something you need to be able to do in your emails if you want to actually help people.

You've spent all this time getting the attention of your audience. But unless you actually get them to do something different, it won't do you or them any good.

There are a million different models of persuasion and how it works. But I like to simplify it down to three big factors which I'm going to cover in the next emails.

Firstly, people are more likely to do what you ask if they have a relationship with you. If they like you and trust you.

Secondly, people are more likely to do what you ask if they see you as an expert or authority in the area you're trying to get them to do something in.

Or put another way, you're more likely to follow the financial advice of a qualified and experienced professional than someone you just met in the pub. Or at least I hope so. And if you like them and think they have your best interests at heart then that's doubly true.

Both those factors are contextual. You build relationships and establish authority in advance of the act of persuasion. When it comes time to ask someone to do something, all that work you put into building credibility and trust then pays off.

The final factor is more immediate.

I don’t have a great phrase for it, but it's to use persuasive strategies and techniques.

Not tricks. Not deception. But simply making your case in the best way possible to persuade someone.

Telling them about the good things they'll get if they follow your advice. Pointing them to others they respect who followed the same advice and got great results. Showing how following your advice is consistent with their previous actions. Making it easy for them to say yes.

Nothing underhand.

But techniques which can considerably increase your chances of getting a yes.

At least I hope so as I now have to tell Kathy about that match tonight…

See you next time with ideas on how to establish relationships in your emails.