How to persuade someone with your message?

You need to ask yourself questions like:

• Who has an interest in this issue?
• Which groups are approachable to take action?

The widely used marketing model for the diffusion of innovations is also applicable to political or societal opinions (the model originally comes from sociology).

The model makes a distinction between:

• INNOVATORS (2.5%): These are the first individuals to adopt an idea or message. They are often close to the source, young, and willing to take risks (in this case, defending a position that is not yet popular). They help spread the message and are important for its further diffusion.
• EARLY ADOPTERS (13.5%): The idea spreads to a broader audience, but socially, it still remains close to the innovators. This group itself is crucial in further dissemination and in making the idea more mainstream.
• EARLY MAJORITY (34%): They are cautious but accept the idea faster than average.
• LATE MAJORITY (34%): Skeptical, they will only change their opinion if the majority adopts the idea.
• LAGGARDS (16%): Traditional, critical of new ideas unless they become mainstream or part of tradition.

These categories are not always the same or equally sized. They differ depending on factors such as the topic and the importance people place on it. It is important, when conducting awareness campaigns, to gain a clear understanding of the relevant target audience.

An explanation for this model can be found in communication research. It showed that the effect of mass media was less than expected or feared, meaning that people are not passive recipients of information.

People are social creatures, which in this case leads to the fact that they are only open to information or suggestions to act when the cue to do so comes from opinion leaders with whom they identify or from people within their own group. You can observe this in yourself or in your surroundings.

How did you become involved with the topics you're active in? Was it solely through information from books, pamphlets, or similar sources? Or did the people who provided this information also play a role (friends, significant others, etc.)?

What your audience believes...

Psychological research reveals the following: 

• Verbal/oral information is believed 7% of the time. 

• 38% of what is believed is related to the tone of your voice (vocal information). 

• 55% of what people believe is related to your body language and how you appear while speaking (visual information).

From this, we conclude that delivering your message is more than just knowing your facts and using the right language. Non-verbal communication (both visual and vocal) is actually more important than what you say. So, to increase the effectiveness of your communication, you must reinforce your verbal message with corresponding and persuasive vocal and visual cues.

What your audience remembers...

Regardless of what you communicate: 

• 25% of what you say is forgotten within 24 hours. 

• 50% of what you say is forgotten within 48 hours. 

• 80% of what you say is forgotten within 4 days.

So, to increase your impact, choose and stick to a few (no more than 3) key messages. To get your point across, keep it clear and simple. It’s better to repeat 3 points 3 times than to mention 9 different things. Even if your audience doesn't remember the facts you mention, if you come across as confident, passionate, and intelligent, they’ll remember your argument the same way.