News
Effective persuasion and the role of case studies
By Goke Ilesanmi
It is noteworthy that the ability to communicate persuasively is a skill that can be used in all aspects of our personal or business life. In short, it is said that the difference between an impotent conversationalist and the motivating communicator is the ability to persuade people to participate in win-win relationships. The world would be a very different place without those few individuals who have mastered persuasion skills and used them so effectively throughout generations.
Being able to successfully persuade others to align with your view(s)is a skill that can be developed through training and practice. Experience shows that many people approach persuasion in a way that makes it difficult for them to achieve success.
The good news is that there are many strategies you can adopt to achieve effective persuasion. One of these is to establish your credibility. In the workplace, for instance, credibility comes from expertise and relationships. People are taken as experts if they have a history of sound judgement or have proved themselves well informed about their proposals. They must have demonstrated over time that they work in the best interests of others.
Case studies
Case studies are one of the non-material instruments deploy to achieve effective persuasion. Case studies are histories of business initiatives. They are like articles, but they put readers into the shoes of a person making a difficult decision. Other professions also use case studies. For instance, you must have probably heard of medical case studies, etc. Here, medical students get some facts about a patient and perhaps some background or context, and then must diagnose the patient’s condition or disease.
Research shows that business case studies are popular at many university business schools. In some senses, the case study is the next best thing to being involved in a real case. Now, how is this relevant for you? Well, if you have to persuade others to adopt your point of view, or buy your products, or vote for you, then you might find a case study useful.
Example
In fact, you may be doing something like that already. Whenever you tell a story that is designed to make a certain point, you are using a form of case study. In life insurance sales, for example, it is established that emotion, rather than logic, sells policies. That is why people in the business have a lot of stories about people who did or did not have protection when they died.
The moral, of course, is that you should not only have life insurance, but you should have the right kind, and in the right amount. Now, if you sell life insurance, you will quickly find that no one listens when you explain the logic, but they will listen – and act – if you have your case studies (your anecdotes). So, having gone through all that, is a case study just a fancy name for an anecdote or story? Yes, to a certain extent it is.
More elaborate story
But, when you think of a case study, think of it as a more elaborate and more logically- constructed story. And, it is usually a real-life story. To illustrate the idea further, let us go through the steps involved in creating one. Your case study starts by identifying a person and an organisation, along with relevant information that provides context to the issue addressed in the case.
It also introduces the decision or dilemma. In many cases, the writer sets out two or more possible options. One of those options may be to do nothing, to maintain the status quo. Another option may demand significant changes, and yet a third option would require more modest changes.
Assertions
Experts such as Robert Abbott, author of “A Manager’s Guide to Newsletters: Communicating for Results”, sayhowever you set the options, they should offer distinct choices to the reader and should not allow a muddling-through solution that involves easy compromises. Now that you have set out the choices, provide the basic facts and opinions the reader will need to make a logical choice.
Like the writer of a mystery novel, you need to provide all the critical information without giving away the solution. That is, you employ the literary narrative technique of suspense and denouement or disclosure to arouse and sustain readers’ reading interest. And like a mystery writer, you may introduce a few false trails. As you develop the case study, keep in mind that you are trying to convey that the person or company in the case had to make a difficult decision. And the more the reader feels that difficulty, the more effective the case.
Last words
Finally, provide an outcome if possible. Let the reader know which option the person or company chose, and how that decision worked out. After all, you have been telling a story, and your audience will want to know how it ended. Ideally, you would not give the reader access to the outcome until after he or she makes that decision. You can create your point more powerfully by creating a case study, a specially constructed story that puts the reader or listener in the shoes of a decision maker.
PS: For those making inquiries about our CV/Profile Writing and Speech Writing Services; Political Persuasion and Presentation Course; General Public Speaking and Business Presentation Course; Professional Writing Course, etc., please visit the website indicated on this page for details.
GOKE ILESANMI (FIIM, FIMC, CMC), CEO of Gokmar Communication Consulting, is an International Platinum Columnist, Professional Public Speaker, Career Mgt Coach and Certified Mgt Consultant. He is also a Book Reviewer, Biographer and Editorial Consultant. Tel: 08056030424; 08055068773; 08187499425
Email: [email protected]
Website: www.gokeilesanmi.com.ng
News
Application deadline for management of Nigeria’s $10bn Diaspora Fund extended
The Nigerian federal government has shifted the application deadline for companies interested in managing the $10 billion Diaspora Fund.
Minister of the Federal Ministry of Industry, Trade and Investment, Doris Uzoka-Anite, disclosed this in a circular on Thursday in Abuja.
Accordingly, the deadline for May 6 has been shifted to May 13, 2024.
The minister urged prospective applicants to utilise the extra time to complete their submissions, ensuring they are thorough and competitive.
She stressed that the extension is designed to allow stakeholders additional time to adequately prepare their applications following the guidelines established for the fund.
“The Federal Ministry of Industry, Trade, and Investment wishes to inform all interested parties that the deadline for the submission of Expressions of Interest (EOI) for the Nigeria Diaspora Fund has been extended.
“The new submission deadline is May 13, 2024. This extension is intended to accommodate stakeholders who require more time to prepare their applications by the guidelines provided for the $10 billion Nigeria Diaspora Fund,” she stated.
News
Sanwo-Olu, NESG harp on PPP for economic growth
Gov. Babajide Sanwo-Olu of Lagos State has emphasised the role of public-private sector partnerships in driving accelerated sustainable economic growth in Nigeria.
He made the remark at the Nigerian Economic Summit Group (NESG) Public Lecture and Founders’ Forum held at the Lagos Business School on Thursday.
The event, which marked the official launch of the 30th anniversary of the Nigerian Economic Summit (NES) has the theme: “In the National Interest: Reflecting on the Past, Reimagining the Future.”
Sanwo-Olu said it was imperative that the public sector improved on its synergy with various actors pursuing a collective agenda of service for the citizens.
The governor highlighted the significant role the NESG plays in bringing together public and private sector leaders in the country in an ongoing dialogue to shape, influence and create a thriving competitive and successful economy.
“We’re not where we should be and we must continue to set goals to inspire ourselves to do better as a nation
“We may not always achieve our targets for our vision timelines, but that should not be an excuse for not trying,” he said.
He commended the NESG for its various interventions such as the flagship annual summit, roundtable and sectorial policy commissions, technical support work and policy innovation centre.
He, however, urged NESG to explore ways of deepening linkage between policy work and public consciousness that allows engagement with the citizenry.
Delivering the lecture, Mrs Ifueko Omoigui-Okauru, Managing Partner, Compliance Professionals PLC, said that while there had been significant economic changes, more needed to be done to ensure accelerated economic growth.
Omoigui-Okauru said that there was need to build inclusive policies that reflect the realities of the nation rather than imposing replicas of other countries.
“In 30 years, we may have made some progress, but we can’t say we have radically transformed Nigeria.
“As we reflect on the NESG, there’s still a lot to be done in bridging the rural-urban divide and have an inclusive agenda.
“We see our journey as work in progress. We need to determine the parameters that would drive our success and put policies in place to move us in the direction where we need to be.
“It is important for us to move away from self interest, think of ways to use technology and other frameworks to collectively achieve the Nigeria of our dreams,” she said.
Earlier in his opening remarks, Mr Niyi Yusuf, Chairman, NESG, said the 30th Summit reaffirmed the essentiality of public-private partnerships in tackling complex economic realities.
Yusuf, however, said that the journey to embracing market mechanisms has not been without its challenges.
He reiterated unwavering commitment in driving reforms through rigorous research, economic and social programmes, and inclusive summits, all aimed at shaping the socio-economic development of our nation.
“Thirty years ago, at a critical juncture in our nation’s history, the NES was born out of a necessity when the winds of economic challenges blew fiercely, necessitating a platform for robust public-private dialogue.
“Since our inaugural summit in 1993, the NES has been a progressive economic discourse rooted deeply in collaborative efforts between government leaders and private sector visionaries.
“Each Summit has crafted policies and strategies essential for removing barriers to competitiveness, growth, and inclusive development.
“Therefore, in commemorating this 30th anniversary, it is essential to assess and discuss the role of this public-private dialogue platform in Nigeria’s socio-economic landscape to provide us insights for future engagements,” he said.
The chairman assured collaborative efforts with the three arms of federal and subnational governments and private sector communities to propel Nigeria towards a more resilient, inclusive and prosperous future.
Dr Pascal Dozie, Chairman, NESG Advisory Board, listed political, economic, education and environment sectors as pathways to reimagining Nigeria’s future
Dozie, also pioneer Chairman of NESG Board of Directors, was represented by Mr Frank Aigbogun, Chief Executive Officer of BusinessDay.
He charged NESG to adopt new strategies in providing collaborative leadership in seeking answers to the following crucial questions.
“How do we strengthen democratic institutions and rule of law, foster culture of inclusiveness and representation?
“How do we promote transparency and accountability in governance and inculcate the culture of consequences for bad behaviour in every sphere of life?
“In economic reimagining, how do we diversify Nigeria’s economy, reduce dependence on oil, foster a business friendly environment and develop the much needed infrastructure base in a coordinated nationwide approach?
“How do we repurpose the educational system to focus on science, technology, engineering and mathematics, encourage technology entrepreneurship and innovation and address unemployment?
“For the environment, how can we develop sustainable agriculture and food security, promote sustainable practices, renewable energy and eco tourism?
“It is imperative that the NESG community leads from the front in not only providing actionable answers to these questions but also making sacrifices to ensure they are implemented,” he said.
Similarly, Chief Executive Officer of NESG, Dr Tayo Aduloju, said that strong institutions, political will, accountability by all stakeholders and the willingness for the government to allow private sector to drive growth were factors needed for a successful economic development.
“The challenge for us today is how to drive the country forward over the next 30 years in a way that is not just growth but growth that creates jobs and opportunities for everyone and no one is left behind.
“We are dealing with a country that is going through macro-economic volatility and instability.
“So, the lessons here at the forum are deep reflections of what should change in our approach, a stronger priority on execution, a deeper commitment on accountability of government systems to deliver and how economic barometers impact the ordinary man on the street.
“Our resilience to hold government accountable, to keep insisting that there must be an economy that works for all Nigerians, rule of law, an environment in which free enterprise is practiced, is what we must continue to fight for,” he added.
News
NCS FoU Zone ‘B’ Nabs Fake Customs Officer
-
capital market2 years ago
Rt.briscoe, FBNH, Others halts negative performance of stock market
-
Finance3 months ago
Court orders Sen. Victor Umeh to repay N136m bank debt to AMCON
-
Abuja Update2 months ago
UNDP, FG partnership needed to achieve inclusion, equity- Minister
-
Abuja Update1 month ago
Banks drive stock market performance with N147bn gain
-
Business1 week ago
Tingo Group unveils Tingo Electric, Tingo Cola drink at Lagos launch
-
Health2 weeks ago
Capacity training will reduce migration of health workers- NPHCDA
-
News4 months ago
Oil thieves sponsoring malicious media campaign against Navy – Spokesman
-
Infotech1 month ago
World Backup Day: NITDA urges Nigerians to ensure backup of data