TS Eliot said, "Business today consists in persuading crowds." Do you believe your marketing and training message is persuasive? Does your organization show understanding, trust, threat, tension, surprise, substitution, specificity, social proof, similarity, repetition, push, pull, perception, passion, obligation, objectivity, logic, involvement, investment, interest, hurt and rescue, harmony, framing, fragmentation, experience, exchange, evidence, distraction, dependence, deception, daring, contrast, consistency, confusion, confidence, closure, bonding, authority, attention, assumption, association, arousal, appeal, amplification, or alignment? Each are positions in persuasion that, used correctly and with timeliness, will raise the impact of your story. How it works When a person receives a communication from you, they decide if they can trust you and your message. Mixed messages result when beliefs, values, attitudes and prior words and actions do not tell the same story. You know, like when will claim to have the biggest or best of something, only to eat humble pie when someone proves your claim aren't true. Saying one thing and doing another causes a loss of trust, and a falling of confidence, and makes you appear shallow. Remember the prayer? Your will, NOT mine… Alignment.