Speaking persuasively is one of the most important things we must learn when we are speaking in a business setting. Maybe you need to be persuasive when you have an everyday conversation at work; or maybe you need to be persuasive when you are giving a presentation.

Whatever the reason, it is important that you master Business English. Once you have done this, there are several things you can do to ensure your presentation is powerful and persuasive.

First, ensure you have one idea per paragraph and perhaps highlight this by using a clear and simple graphic. But limit the use of graphics, especially the use of power point.

Also put transitions within and between paragraphs. A transition within a paragraph also serves the purpose of alerting readers of upcoming shifts in perspective or voice, while transitions between paragraphs alert readers of a shift in an argument or idea.

There are literally dozens of transition words to choose from when shifting focus from one idea to another. There are transition words that show cause and effect, contrast, similarity, emphasis, and even sequence. Some of the words that can be used for emphasis are “undoubtedly or unquestionably”, for example. Those words that highlight sequence or order include “following”, “at this time”, and “before”. Words that contrast include “unlike”, “on the other hand”, “in contrast to” and “conversely”. Words that are used to add onto other words in a sentence, include “besides”, “additionally”, “also” and “along with”.

Second, when presenting, or having a conversation, use an active voice and the present tense. Then use your voice well.

Third, ensure your tone of voice and pitch is appropriate to the audience- whether it is six people or 600. Using your voice well can ensure you can engage and persuade the audience.

Remember that your voice and pitch can also be used for emphasising a word or phrase, whether you speak slowly, quickly, loudly or quietly.

Fourth, but not unimportantly, you must know and understand your audience and approach speaking with them from their point of view. In other words, it is important that you are empathetic. If members of the audience want to grow their business you have to convince them- that is, persuade them- to approach their business differently from how they are approaching it now. They must see their business from a different perspective. And it is your job to convince them that they must do this.  

If empathy doesn’t work, you may have to shock them into action or, as some people have suggested, even threaten them. “If they do such and such something might happen”.  Maybe, such action could backfire, however. For this reason, I would suggest that “threatening” a member, or members of the audience, may not be a good idea. To do so, could well dilute your standing in the eyes of the audience. In contrast, maybe you should pay compliments to members of the audience instead.

Fifth, in a presentation, use supporting arguments and concrete examples, as well as facts and figures. The use of statistics always adds strength to an argument. Examples can also give life to potentially dull or impenetrable subjects. In this way, subjects can be made more real and more understandable.

Sixth, sometimes when emphasising a point, the presenter needs to repeat a question or an argument or even ask a rhetorical question. This has the advantage of making members of the audience think about what they are doing (with a business for example) and what they want to do to improve it. Be confident and clear and remember to breathe.

Be confident and enjoy yourself.