Understanding persuasive communication

Emeka Williams Etumnu, Fatima Ijeoma Emetumah

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Emeka Williams Etumnu, Fatima Ijeoma Emetumah. Understanding persuasive communication. Business communication: An introduction to business writing and presentation skills., 2025, 978-978-996-300-3. hal-05318762

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<figure><img src="image_2.png" /></figure>
Copyright © July 2025

Prof. Paul Martin Obayi

Alexander Chima Onyebuchi, Ph.D

All rights reserved. No part of this book may be reproduced or copied in any material form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from the author or the publisher who is the copyright owner. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claim for damages.

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08039331384, 08088992226, 09090066600

ISBN: 978-978-996-300-3

ii
DEDICATION

This work is dedicated to all communication students
preparing to contribute invaluably to the corporate world.
ACKNOWLEDGMENTS

All glory goes to God Almighty who gave us the strength and
knowledge needed to make this work a reality.

We also extend our profound gratitude to all contributors
who found time to enrich the quality of this book by
supplying us with their depth of knowledge in written form.
We acknowledge and appreciate all scholars whose works
have been cited in the course of developing this book. Your
contribution to knowledge is the ladder upon which we stand
to move the society forward.
TABLE ON CONTENTS

<table><tr><td>DEDICATION</td><td>iii</td></tr><tr><td>ACKNOWLEDGMENTS</td><td>iv</td></tr><tr><td>INTRODUCTION</td><td>x</td></tr></table>

CHAPTER ONE

<table><tr><td>THE CONCEPT OF BUSINESS WRITING<br>By Onyebuchi, Alexander Chima, Ph.D</td><td>1</td></tr></table>

CHAPTER TWO

<table><tr><td>STEPS IN BUSINESS WRITING PROCESS<br>By Onyebuchi, Cynthia Chiamaka</td><td>18</td></tr></table>

CHAPTER THREE

<table><tr><td>STRATEGIES FOR EFFECTIVE BUSINESS WRITING STYLE<br>By Obayi, Paul Martin, Ph.D</td><td>26</td></tr></table>

CHAPTER FOUR

<table><tr><td>ISSUES IN BUSINESS WRITING<br>By Onyebuchi, Cynthia Chiamaka</td><td>33</td></tr></table>

CHAPTER FIVE

<table><tr><td>TYPES OF BUSINESS DOCUMENT<br>By Onyebuchi, Alexander Chima, Ph.D</td><td>50</td></tr></table>

...... V ......
## CHAPTER SIX

THE 7 C'S OF BUSINESS WRITING AND
COMMUNICATION

By Emmanuel Christian .................................................... 97

## CHAPTER SEVEN

INFORMATION GUIDING PROCESS, PLANNING
AND CORPORATE BUSINESS IDEAS

By Emmanuel Christian .................................................... 106

## CHAPTER EIGHT

UNDERSTANDING PERSUASIVE
COMMUNICATION

By Etumnu, Emeka Williams & Emetumah,

I. Fatima, PhD.................................................................. 121

## CHAPTER NINE

PRESENTATION SKILLS

By Alakwe, Kizito................................................................ 135

## CHAPTER TEN

STAGE FRIGHT

By Ejiogu, Paul Chibueze .................................................. 157
# CHAPTER EIGHT
## UNDERSTANDING PERSUASIVE COMMUNICATION

By
Etumnu Emeka Williams
&
Emetumah I. Fatima, PhD

### Introduction

We live in a world where one is surrounded by persuasive messages crafted with a particular intention(s). The power inherent in persuasive communication is the reason people utilise it especially when they aim to achieve a desire result. For instance, a businessman uses it to sway his customers or clients to take a particular action. For a health practitioner, he uses it to achieve a desired result for his patients. For a teacher, he uses it to charge or influence his students. Hardly, any field of human endeavour that do not employ persuasive communication.

What then is persuasive communication? According Rosenberg et al. (2022), persuasive communication is defined as any message designed to influence people's attitudes or behaviours. Malin et al., (2017) see it as "the process of influencing a target audience through effective messages delivered by a credible source, with attention to factors such as the message content, source credibility, and the channel of communication used." Nweke (2001) as cited in Asemah et al. (2017) noted that "persuasive communication is a systematic and skilful method of creating awareness aimed at changing or strengthening opinions, attitudes, beliefs or values, for a more positive outcome." They further stated that it is as series of messages designed and initiated with the intention of making the recipient to voluntarily accept or internalize new ideas, beliefs, values and attitudes, in order to act in the desired way towards realising the ultimate reward for the communication effort. Persuasion can be seen as a skilful presentation of ideas and messages, with the various publics, with the intention of producing the desired result." Nzekwe (2009) adds that, persuasive communication is the act of influencing others with whatever course you aim at making them accept. It can also be defined as the use of the various resources of discourse to influence the beliefs of an audience in some predetermined way." He further posited that "persuasion is human communication designed by one source to influence other people by modifying their attitudes, or one or more of the components that make up an attitude.

One thing common with all these definitions, is that they are emphasising on "influence" which implies that persuasive communication primary aim is to cause change, most times positive change. In line with the various submissions, we can therefore define persuasive communication as the act of carefully and creatively crafting messages capable of influencing the physical and mental disposition of the recipient of such messages.
## The Art of Mastering Persuasive Communication

According to Alalouf (2023), the following are the ways one can master the art of persuasive communication:

**Know your Audience:** Knowing your audience's needs, wants, and motives is crucial to creating visually compelling stories that will captivate them. Find out more about their ideas, hobbies, and problems. Make sure that your message speaks to their particular issues and highlights the clear advantages of taking action.

**Reduce the Complexity:** People oppose what they do not comprehend. By simplifying complex material using effective visual communication techniques and reducing it to readily assimilated pictures and explanations, you may increase the accessibility and comprehension of your message for a variety of audiences. By removing obstacles to understanding, this reduction helps viewers better understand and assimilate your compelling ideas.

**Build Credibility and Trust:** In persuasive communication, credibility building is essential. Make yourself seem informed and reliable by bolstering your claims with facts, figures, and examples. Give your claims credibility by citing reliable sources and authorities. Your message has a greater chance of persuading your audience if they respect and trust you.

**Create a Compelling Story:** People are naturally inclined to tell stories. You can increase the persuasive impact of your message by incorporating it into a tale, which will make it more memorable, relatable, and emotionally impactful. Create an engaging story that appeals to the emotions of your audience, draws on their past experiences, and inspires them to take action. Create a relatable issue or conflict, start with an attention-grabbing hook, and then provide a solution that fits the goals and values of your audience. To create a clear picture and spark their imagination, use colourful language, imagery, and personal tales.

**Appeal to Logic and Reason:** Emotions are strong, but reason and reasoning are also essential for persuading. In addition to appealing to emotions, a well-chosen visual communication technique is essential for making data and logical arguments easier to understand. Make logical claims that are backed up by data, facts, and sound reasoning. Clearly state the cause-and-effect link between acting and getting the results you want. To strengthen your position, foresee any objections and respond to them in advance.

**Social Proof:** Individuals are frequently impacted by the behaviours and viewpoints of others. Use case studies, success stories, and testimonials to highlight the positive effects of similar activities on others in order to capitalise on the power of social proof. Emphasise any collaborations, certificates, or endorsements to boost your message's perceived worth and establish your credibility.
**Create a Sense of Urgency:** You must instil a sense of urgency in order to inspire action. Stress the urgency of the situation and explain the repercussions of inactivity. To encourage quick action, use terms like “limited time offer,” “act now,” or “don’t miss out.” Clearly state the advantages and rewards of acting quickly.

**Use Persuasive Language and Rhetorical Devices:** The use of rhetorical devices and strategic language are essential elements of successful persuasion techniques that boost the persuasiveness of the communication. Use powerful phrases, positive language, and an engaging voice to evoke passion and motivation. Use rhetorical devices like metaphors, analogies, and repetition to convey ideas through visual analogies and metaphors, which will improve the message's recall and persuasiveness. You can improve comprehension and establish connections in the viewer's mind by using straightforward and recognisable symbols to graphically express abstract or complicated concepts. By bridging the gap between your message and the audience's prior knowledge, these visual aids strengthen the persuasiveness and memorability of your arguments.

**Use Engaging Visuals and Multimedia:** Your communication's persuasive power can be increased by include visual components. Use eye-catching images to support your arguments and make facts easier to understand, such as infographics, charts, and pictures. To provide variation and grab your audience's interest, think about utilising multimedia formats like animations or films. For instance, whiteboard films are visually appealing and draw in viewers. An immersive experience that can maintain the audience's interest throughout the presentation is produced by combining hand-drawn images, movement, and narrative.

**Call Them to Action:** In order to communicate effectively, you must have a thorough awareness of your audience, establish credibility and trust, tell an engaging tale, appeal to logic and emotions, use social proof, create urgency, use persuasive language, and include visuals. Developing your corporate storytelling skills and using visual communication techniques are the first stages in persuading your audience to perform the desired action. Tell your audience what you want them to do, such as giving to a cause, attending an event, or subscribing to your email. Give precise instructions on how to proceed and make the task simple to do. By becoming an expert in these methods, you can inspire and encourage people to act, bringing about significant change and accomplishing your objectives.

## Persuasive Communication Techniques

We cannot be talking about persuasive communication without talking about rhetoric. Rhetoric is the bedrock of persuasive communication. According to Foss (2009), rhetoric is the art or practice of using words effectively to communicate and persuade an audience. Rhetoric involves understanding the audience and tailoring persuasive strategies to engage and influence them, whether through logical appeals, emotional connections, or ethical arguments (Foss, 2009). On the other hand, Lauer (2019) defined it as the study and practice of communication aimed at influencing the beliefs, attitudes and behaviours of others. Rhetoric involves the systematic
examination of communication strategies and techniques used to shape the thoughts, feelings and actions of individuals (Lauer, 2019).

The elements that contribute to a communication's persuasiveness were recognised by the Greek philosophers and rhetoricians of antiquity. These include pathos, which appeals to the recipient's emotions, values, beliefs, and personality; ethos, which refers to the speaker's character; and logos, which refers to the communication's structure and quality (Aristotle, 2015). Let's examine some of the essential components of persuasive communication that Aristotle highlighted.

**Logos:** The use of this strategy is evident when the discourse establishes truth. Speakers use keywords that highlight aspects like facts, proof, expertise, and common sense to structure their messages (Nwaoboli, 2025).

**Ethos:** In terms of ethos, according to Osei-Frimpong et al. (2019), a convincing message is more about the "source" than the message itself. When the speaker establishes credibility by their delivery, they are able to persuade. Typical framing for messages emphasises qualities including credibility, esteem, authority, respect, titles, accolades, achievements, humanitarian efforts, and empathy (Choi et al., 2005 as cited in Dondio, 2021).

**Pathos:** This method is associated with speeches that aim to evoke strong feelings in the listeners. Language relies heavily on stories and metaphors to convey emotions like sorrow, joy, and wrath.

Other rhetoric devices according to Nwaoboli (2025) are:

**Kairos:** Kairos refers to the strategic use of timing and opportunity to make persuasive appeals. It involves taking advantage of specific moments, events, or circumstances to deliver messages that resonate with the audience.

**Metaphor:** The use of two apparently unconnected ideas in a comparison is known as a metaphor. It is used to convey complex ideas or emotions by evoking vivid imagery and creating associations in the audience's mind. Metaphorical appeals can simplify complex issues, make abstract concepts more tangible and create memorable messages.

**Antithesis:** Antithesis involves contrasting opposing ideas or positions to create a persuasive effect. It relies on highlighting the stark differences between the candidate's stance and their opponent's, aiming to emphasise the superiority of their own position. Antithesis appeals often employ rhetorical devices such as juxtaposition and parallelism.

**Repetition:** Repetition involves the deliberate use of repeated words, phrases, or slogans to reinforce key messages and make them memorable. It aims to create familiarity and establish a strong association between the candidate and their core ideas or values. Repetition appeals seek to enhance message retention and recognition (Isanova & Samad, 2020).
**Hyperbole:** Hyperbole involves the use of exaggerated or extravagant language to make a point or emphasis the significance of a situation. It aims to capture attention, create impact and leave a lasting impression on the audience. Hyperbole appeals often rely on vivid metaphors and dramatic statements.

**Anaphora:** Anaphora involves the repetition of the same word or phrase at the beginning of successive clauses or sentences. This rhetorical device creates a rhythmic and persuasive effect, emphasising key ideas and enhancing their impact. Anaphora appeals can help to build anticipation, create a sense of unity and reinforce the central message of the candidate (Isanova & Samad, 2020).

**Syllogism:** Syllogism is a logical reasoning device that involves presenting two premises and drawing a conclusion based on their relationship. It is an effective way to present a logical argument and persuade voters through deductive reasoning.

**Alliteration:** Alliteration is the repetition of consonant sounds at the beginning of closely connected words in a phrase or sentence. It adds rhythm and musicality to the language, making the message more memorable and engaging. Alliteration appeals can be used to draw attention to key concepts, create a catchy slogan, or evoke a particular mood or tone.

## Areas where Persuasive Communication (Rhetoric) is Display

1. Public speaking.

2. Writing (essays, articles, blogs).

3. Advertising.

4. Politics.

5. Social media.

6. Education.

7. Business communication.

## Benefits of Studying Rhetoric

1. **Improved Communication Skills:** Studying rhetoric will give one the opportunity in improving one's communication skills because rhetoric is about language.

2. **Enhanced Persuasive Abilities:** Through the study of rhetoric one will be dispose to materials that will aid in improving persuasive skills.

3. **Critical Thinking and Analysis:** Study rhetoric will give one the room to question; to acknowledge and test previously held assumptions; to recognize ambiguity; to examine,
interpret, evaluate, reason, and reflect; to make informed judgments and decisions; and to clarify, articulate, and justify positions.

**4. Effective Writing and Speaking:** studying rhetoric will give one the opportunity to develop his communication skills of writing and speaking as it is one of the ways through which ideas can be effectively expressed.

**5. Better Understanding of Language and Communication:** The study of rhetoric will give one the opportunity to understand the complexities of language and communication.

## Famous Rhetoricians who are known for Persuasive Speaking

1. Aristotle.

2. Cicero.

3. Quintilian.

4. Martin Luther King Jr.

5. Winston Churchill.

## Why the Need for Persuasive Communication?

Persuasive communication is essential in various aspects of human endeavour. Some of the areas it is important include:

**Personal and Professional Environment:** Under this context, persuasive communication is needed to influence others to adopt your point of view concerning issues. As well as support your goals, initiatives, and projects. It is also used to build relationships with others by building trust and good rapport that can aid in sustaining relationship.

**Business Environment:** Here, persuasive communication is employed to drive sales of products or services by way of persuading customers/clients on why they need a product or service. Aside from that, it is used to champion the promotion of brands and create lasting impressions about the brand.

**Social Cultural Environment:** Under this context, persuasive communication is utilised to enlighten others about social issues in society, why they exist and how they can be managed. Also, through persuasive communication attitudes are influenced to change. Lastly, persuasive communication is needed to handle issues of conflict among parties involved in a given society.

## Conclusion

This paper has been able to look at the meaning of persuasive communication, the art of mastering persuasive communication. Some persuasive communication techniques and how they
can be applied in various areas. From the literature about persuasive communication as discussed
in this chapter. It can therefore be concluded that persuasive communication has come to stay in
various fields of human endeavour, and it is a viable strategy through which one can influence
change or cause positive outcomes.
REFERENCES

Alalouf, C. (2023). Mastering the art of persuasive communication.
https://www.exaltus.ca/blog/persuasive-communication/

Aristotle: (2015). *Rhetoric*. CreateSpace Independent Publishing Platform.

Asemah, E. S., Nwammuo, A. N. &Nkwam-Uwaoma, O. A. (2017). *Theories and models of communication*. Maktol Press.

Dondio, P. (2021). Resource for developing persuasion communication systems: key variables, techniques and theories. Springer Nature. https://doi.org/10.21203/rs.3.rs-1932699/v1

Foss, S. K. (2009). *Rhetorical criticism: Exploration and practice* (5th ed.). Long Grove, IL: Waveland Press.

Isanova, G. & Samad, X. (2020). Implementation of socio-political advertisement in the progress of political system in Uzbekistan: Achievements and setbacks. *European Journal of Molecular & Clinical Medicine*, 7(03), 20-39

Malin, C.H., Gudaitis, T. & Kilger, M. (2017). Deception in the digital age: Exploiting and defending human targets through computer-mediated communications. Elsevier Inc.

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Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. *Journal of marketing theory and practice*, 27(1), 103–121.

How to cite: Etumnu, E.W. & Emetumah, I.F.(2025). Understanding persuasive communication. In P.M. Obayi & A.C. Onyebuchi (Eds.), *Business communication: An introduction to business writing and presentation skills*. (pp.107-121). Madonna Printing & Publishing.