Interests: Appeal to their wants and needs, Address their goals and desires, Authority: Present your position as the only option, First persuade the audience that you are legitimate, Politics: Work through coalitions and alliance, Make use of back channels and lobbying, Rationality: Present your position based on its strengths and merits, Offer strong evidence to support your position, Inspiration & Emotion: Explain how your position matches the values of the audience, Appeal to the audience's sense of purpose, Speak about how your beliefs align with your position, Relationships: Build rapport with your audience, Use your network to gain access to key decision-makers, Engage in give-and-take behaviour,

The Six Channels of Persuasion

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