Persuasive Communication Framework

First, anticipate resistance.

Define your Audience, the Action you want, and their likely Objection. Then make a claim in Step 1 that offers value while directly or subtly preempting that objection.

example

Audience: Our HR director Action: Approve a financial wellness program for staff Objection: She'll think it's a personal benefit, not a business one

Then, make your point.

CURIOSITY — Claim Make a claim that defuses their objection while also pointing toward the value of what you're about to ask.

example

"The fact is, this financial wellness program will pay off for our staff personally — and for us as an organization."

Key Components

Your claim should directly or subtly preempt the likely objection identified above.

brief intriguing appeal to self interest

Start with

"The fact is, …"

TRUST — Evidence Include when / who / result (number or outcome).

example

"For example, last spring, participants at Meridian Manufacturing in Detroit paid down an average of $4,200 in debt within a year, compared to $600 among non-participants. Job retention among participants was 90%, compared to 71% company-wide."

Key Components

time place number w/ context name or character quote or phrase visual detail

Start with

"For example, …"

Tip: If you lack direct evidence, use comparable situations, expert validation, or pilot data—but keep it specific.

CLARITY — Conclusion Say the meaning plainly (no jargon).

example

"The bottom line is, it improves personal finances and job performance."

Key Components

succinct no jargon one clear takeaway

Start with

"The bottom line is …"

ACTION Yes/no answerable. Small action + date/time + outcome.

example

"So, as a next step, I'd love 20 minutes to walk you through the model. Would Thursday or Friday work?"

Key Components

specific ask easy to do

Start with

"So, …"