Persuasion is the process that occurs when a communicator influences the values, beliefs, attitudes, or behaviors of another person. The focus of persuasion should be on the sender, the receiver, and the message, because all three share in the persuasive process. It is only when all three combine with each other successfully that effective persuasion occurs.

The key to understanding persuasion is influence, the power of a person or thing to affect others--to produce effects without the presence of physical force. Persuasion involves motivation as well. Motivation is the stimulation or inducement that causes a person to act. We are motivated to do what we do in order to reduce tension, meet needs, or achieve goals or because we want personal growth, mastery of the environment, and self-understanding. These are useful motivators for persuaders to keep in mind.

We are more likely to respond to persuasive messages that tap into our values, beliefs, and attitudes. Values are types of beliefs, centrally located within one's total belief system, about how one ought or ought not to behave or about some end state of existence that is or is not worth attaining. Instrumental values guide people's day-to-day behavior, while terminal values are central to our culture. Beliefs are simple propositions, conscious or unconscious, expressed in what people say or do. People often begin statements of belief with the phrase "I believe that . . ." Attitudes are relatively enduring sets of beliefs about an object or situation that predispose people to respond in some preferential manner. Persuaders who are sensitive and responsive to the values, beliefs, and attitudes of listeners are more likely to be successful.

Effective persuasion, even though it happens on a daily basis, is difficult. Speakers who understand why it is difficult to change values, beliefs, and attitudes can put the process into perspective and work to create a receptive mental attitude. Difficulties include the sheer amount of persuasion that occurs; how slowly persuasion tends to work; how deeply entrenched values, beliefs, and attitudes may be; the truisms that may guide listeners; laziness; and the desire for freedom of action. These difficulties should increase persuaders' willingness to invest time, effort, and care in their preparation for speeches.

There are specific strategies persuaders can use to be effective. In preparing a speech, you must determine your purpose, analyze your audience, appeal to your audience using logic, appeal to your audience using emotion, structure your material effectively, select your language carefully, build your credibility, and be ethical.