The document discusses how to be a persuasive leader. It emphasizes that leaders must understand their target audience by knowing what interests and motivates them. Leaders must also build credibility with their audience by communicating authentically in ways that are appropriate for their target. Finally, the document stresses that leaders can be persuasive by connecting emotionally with their audience and crafting a narrative about their company that appeals to the audience's values and interests. Being persuasive is a key skill for leaders, especially of small businesses, to succeed.

1. How to be
A PERSUASIVE LEADER

2. The best leaders have
technical competence in
their industry along with
emotional intelligence
and a gift for
persuasiveness.

3. We constantly laud
CEO's for their ability to
make tough decisions
under pressure,
especially when it
comes to products and
design.

4. But do we hear much
about a CEO’s ability to
be persuasive? Not much.
Being persuasive is
absolutely critical,
especially for small
businesses.

5. Small businesses are
looking to make
connections early on,
and the failure to do so
can make or break the
business.

6. That is why it is
important for leaders to
learn how to be
persuasive and when to
apply those tools.

7. UNDERSTAND YOUR TARGET
AUDIENCE

8. In order to persuade an
individual or a group,
you have to know
- What makes them tick ?
- What kinds of arguments have
persuaded them in the past ?
- What do they dislike ?
- What are they interested in ?

9. Doing this kind of
research on customer
segments is common
thing, because businesses
need to know how to
reach their target
audience and be
convincing.

10. BUILDING CREDIBILITY

11. It is one thing to
understand your target
audience, but it is
another thing to build
credibility with them.

12. Building credibility looks
different for each
business, but generally, it
is about learning how to
look, feel, and sound
authentic to your target
audience.

13. If your target audience is
seniors, you wouldn’t try
to reach them via social
media & if your target
audience is young people,
you wouldn’t try to reach
them through a
newspaper ad.

14. CONNECTING EMOTIONALLY

15. Creating an emotional
connection is a great
way to become
persuasive.

16. This comes through the
development of a narrative and
a story-line about your
company and your brand like:
- How do you want other people to
view your company?
- Why should your prospective customers
feel emotionally invested in your business
and its success?
- How are you going to get that story
out there to your audience?

17. For an example, a health-
friendly food store that
focuses on good
environmental practices
crafting a narrative that
appeals to vegan and
vegetarian consumers.

18. You can learn to be
persuasive, just like you
can learn any other skill
as it isn’t something that
is innate, you aren’t
born with the ability to
persuade others.

19. A great leader can
persuade talented people
to join their company as
employees and they can
persuade prospective
customers to become
repeat buyers.

20. And they can persuade
the skeptical news media
that their products
actually work and are of
significant value to
the public.

21. Persuasion is a powerful
tool, and leaders that
wield it responsibly
tend to find a greater
level of success.

22. THANK YOU
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