Communication Skills
Inspiration
There are two types of communication: communicating to inform and communicating to influence. Here we consider communication when the goal is to influence.
An advertisement is a good example of communication that is designed to principally to influence rather than inform. It is not important to be clear as there is little important information being communicated. Instead, it is important to generate emotions in the viewer.
How can we communicate to influence? The techniques we use to influence are almost the opposite of those we use to inform. Language should be deliberately vague and emotional. The human mind will seek to make sense out of vague messages and emotions and this process can be utilized by powerful communicators.
In most business situations you will need to both inform and influence. For example, a good leader must clearly communicate his plan to his followers (informing them) and inspire them to follow the plan (influencing them). Therefore, successful businessmen will be able to communicate both clearly and powerfully.