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Three Variables That Make up for Persuasive Communication

Ryan Ly

Former Creative Artists Agency LLC (CAA) partner and department head Ryan Ly serves as the principal of Curate Entertainment. As such, Ryan Ly applies one of his most critical competencies: persuasive communication.

The fundamental secret to persuasive communication is honesty. Persuasion comes when communication skill is matched with the presentation’s degree of difficulty. Communication becomes persuasive when three variables are considered:
- First is the degree of change that would be required of the audience. Examples potentially necessitating substantial change include requesting a change of direction, altering a budget significantly, or increasing a payroll by adding new personnel. Situations like these are sensitive and may require a more comprehensive presentation that considers possible questions and concerns.
- Second is the degree of involvement the communicator is asking from his or her audience. Are audience members being requested to function as supporters, implementers, or decision-makers? The better one knows his audience, the more believable and persuasive his or her message.
- Third is the communicator’s degree of skill. While the first two variables depend on the audience, this third variable depends entirely on the communicator. The communicator’s skill will fall into one of these three categories: executive, leadership, and professional.

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