The Ways We Persuade

         As a communicator in a business setting, it's important to know your audience. Many people make the mistake of believing the content of their project or pitch will speak for itself and will be chosen on its own merits apart from your communication of it, but this is not the case. Rather, knowledge of and tailoring to your audience

        In Change the Way You Persuade, Gary B. Miller and Robert B. Miller share the five styles of executives that you will target with your communication and the way to best do this for each style, (charismatics, thinkers, skeptics, followers, and controllers.) The way you present, the information you choose to share, your interactions with the communicant, and the style of presentation all play a significant role in how your pitch is received.

        Although you don't necessarily need to use Miller and Miller's exact method and types of executives, It is crucial to know your target audience as well as you know your own product, pitch, or idea.