Who doesn’t want to persuade? Make a distinct impression, change a mind? Certainly, the essence of branding is just that. Elements of Persuasion is a brilliant book about how to communicate through storytelling; how to influence others; how to make an impression. Dickman and Maxwell meticulously researched their subject and as a result, tell fascinating stories from only the most fascinating of opinion-shapers.
They provide communication insights about heros Warren Buffett, his holiness the Dalai Lama, Rosa Parks and Frank Perdue (an eclectic assortment, to be sure). Dickman and Maxwell, a professional coach and Hollywood writer respectively, tell us how the stories of those we admire make them our heros.
There are five common elements that come together to make a great story: passion (there has to be strong emotions expressed), a hero (someone we identity with), an antagonist (who provides tension or conflict), awareness (the AHA moment), and finally the transformation (what the hero, and we, by extension, learned from the story).
In my work with nonprofits, I emphasize the need to tell authentic stories, with humor and/or pathos – on web sites, in public speaking and in casual encounters. Dickman and Maxwell make the point that stories, when told well, are stored in a different part of our brain – the limbic brain – the primitive brain – which recalls our emotional memories for us. Effective branding is emotional in its appeal simply because our limbic brains retrieve memories faster and with greater intensity.
I highly recommend Elements of Persuasion to anyone who will ever be called to speak in public, to teach, to make an impression on a boss, to write a letter to raise funds. It’s a fun read, full of great stories, and you’ll take away so much that you can put to use. I certainly have.