Storytelling and influencing: Communicate with impact from Coursera

What's inside

Syllabus

The necessary art of persuasion: Understanding what matters to your audience

At the heart of persuasive communications is a solid understanding of your audience and what they find appealing. This week you will learn the basic theory of persuasive communication, including models of information processing, motivational appeals, message acceptance, fast and slow decision making and rules of effective human interactions.

Telling your story: Developing a dramatic narrative

Effective storytelling starts with developing persuasive content, and then structuring a dramatic narrative that will spark the imagination. In week 2, you will learn how to apply storytelling principles like shaping the beginning, building the middle, and making the ending powerful. You will learn how to find the winning idea for your story, colour it with emotions, and use metaphors to quickly connect concepts in people’s minds.

Connecting with people: Developing authenticity and building rapport

Developing rapport and trust is a crucial aspect of persuasion, in fact, it crucial for any form of supportive human interactions. Often times, this means being able to read a situation and adapt the approach accordingly. In week 3, you will learn how to speak authentically, and how to quickly build and maintain rapport. The means by which this can be accomplished include the use of verbal and non-verbal cues and the techniques of matching and mirroring the body language and vocal qualities of the other person.

Talk the talk: Creating impressions and guiding influential conversations

Group meetings can create lasting impressions, which is why it important that they are well run. But, more often than not, such meetings are unproductive. Stress and tension in meetings are also common. In week 4, you will learn how to lead influential group conversation by planning an effective meeting, be aware of the do’s and don’ts in meeting, avoid groupthink, and how to make better decisions. You will also learn the power of impression management.

Painful truth: Dealing with objections and overcoming resistance

Not all conversations are positive. Some are painful but necessary, like handling objections and overcoming resistance. In week 5, you will learn how to prepare for stressful conversations and deal with objections.You will understand the nature of the objections, why people make them, and then how to reduce their resistance, and defend your proposals against these objections.

Winning over hearts and minds: How to pitch a brilliant idea

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Guides learners through concepts of strategic leadership, which is a highly relevant topic in today's competitive business climate

Instructors have a proven track record of developing influential leaders, who are in high demand in various industries

Provides tools and techniques for effectively communicating and persuading others, which are fundamental skills for effective leaders

Provides real-world examples and case studies to illustrate key concepts, making the learning experience more practical

Emphasizes the importance of cultural context in communication, which is crucial for leaders operating in a globalized world

Requires participation in group discussions, which may not be suitable for self-paced learners

Reviews summary

Communicate impactfully

learners say this course is largely positive, well structured, and engaging. It delves into influential factors in communication, like establishing rapport, valuing listening, and understanding an audience's needs and values. The course also covers the art of storytelling as a way to make ideas more memorable and persuasive. Instructors Arabella and Lawrence leverage their expertise and real-world experience to make the learning process fun and practical, with activities, videos, readings, and quizzes to reinforce key concepts.

Students laud the course for its focus on impactful storytelling. The concept of IMPROMPTU (Important-Message-Proof-Repeat-Offer-Now) stands out, helping learners structure messages and deliver them with greater impact.

"I really enjoyed doing it and I got many useful tools for my work."

"This skill is use to life of skill and very use full,and this skill is use full in life of skill"

The course incorporates practical exercises, such as building rapport in business settings and handling questions and objections. These activities allow learners to apply the concepts and receive feedback, enhancing their communication skills.

"I got good grades still you gave me intermediate, Why?"

"I enjoyed very much this course, the lessons and additional comments were very useful to me."

"The next step is to try to embed them into my daily communication."

The course emphasizes understanding an audience's needs and values, a skill applicable to both personal and professional settings. Active listening techniques and audience analysis feature prominently.

"It was very good session and delivery of lecturer was also very good."

"learnt a lot from this short course.thank you"

"Very interesting and full of interesting tips."

The course is well-structured, with clear objectives and a logical progression of topics. It provides a comprehensive overview of the principles and practices of influential communication.

"The course is well-constructed and both the instructors are really good."

"Well structured and well told."

"I have learnt some amazing techniques about verbal and non-verbal communication."

Lawrence and Arabella are widely praised for their engaging teaching style, passion for the subject, and real-life examples. Their enthusiasm and expertise make the learning process enjoyable and effective.

"Thank you to Lawrence and Arabella."

"Lawrence and Arabella are very engaging during the course!"

"Very engaging lecturers and relevant content to this topic."

The course effectively uses examples and case studies to illustrate concepts, making them relatable and easier to understand. These examples cover a variety of industries and contexts, enhancing the applicability of the lessons.

"The examples were amazing"

"Lawrence and Arabella were great and the content is applicable to all kinds of situations."

"I learnt more about effective communication and storytelling.Thanks!"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Storytelling and influencing: Communicate with impact with these activities:

Explore online courses or workshops on negotiation and leadership communication

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Expand your knowledge and skills in communication and persuasion through guided instruction.

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Identify reputable sources for online courses or workshops.
Choose a course or workshop that aligns with your interests and needs.
Set aside dedicated time for learning and practicing.

Contribute to open-source projects or initiatives related to communication or leadership

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Enhance your understanding of best practices and contribute to the community while developing your skills.

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Identify open-source projects or initiatives that align with your interests.
Review the code and documentation.
Make contributions or suggestions.

Review Influence: The Psychology of Persuasion by Robert Cialdini

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Deepen your understanding of the principles of persuasion and how they apply to leadership.

View Influence, New and Expanded: The Psychology of... on Amazon

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Read and summarize the key principles of persuasion.
Identify examples of how these principles are used in real-world situations.
Consider how you can apply these principles to improve your own communication and persuasion skills.

Six other activities

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Develop a persuasive story to present to your colleagues

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Refine your ability to craft and deliver compelling stories to persuade and influence others.

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Identify a specific issue or challenge that you want to address.
Develop a narrative that clearly and concisely communicates your message.
Use storytelling techniques to engage your audience and make your points memorable.
Practice delivering your story to build confidence.

Participate in a peer feedback group to discuss and critique persuasive presentations

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Gain valuable insights and improve your persuasive communication skills through peer feedback.

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Join or form a peer feedback group.
Prepare a persuasive presentation for feedback.
Present your presentation and receive constructive criticism.
Provide feedback to other group members.

Role-play influential conversations with a partner

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Develop your ability to handle objections and build rapport in real-life situations.

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Identify common objections and prepare responses.
Practice active listening and empathy in your responses.
Attend to your non-verbal communication.
Seek feedback from your partner and make adjustments.

Attend a workshop on advanced presentation and public speaking techniques

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Develop your charisma, stage presence, and ability to captivate an audience.

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Research and identify a reputable workshop.
Register and attend the workshop.
Actively participate in exercises and discussions.
Practice and implement the techniques learned.

Create a persuasive proposal for a project or initiative you are passionate about

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Demonstrate your ability to articulate your vision, build a compelling case, and influence decision-makers.

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Define the problem or opportunity you are addressing.
Develop a clear and concise proposal.
Present your proposal and advocate for your ideas.

Mentor junior colleagues or students in developing their communication and persuasion skills

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Reinforce your understanding of the principles and share your knowledge with others.

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Identify opportunities to mentor or coach others.
Share your knowledge and experiences.
Provide constructive feedback and support.

Career center

Learners who complete Storytelling and influencing: Communicate with impact will develop knowledge and skills that may be useful to these careers:

Communications Manager

A Communications Manager is responsible for developing and executing strategic communication plans that promote an organization's mission, values, and goals. This course can help Communications Managers refine their persuasive communication skills, develop compelling narratives, and build strong relationships with stakeholders. By completing this course, Communications Managers can enhance their ability to communicate effectively with diverse audiences and achieve their organizational objectives.

See salaries and explore the career path for Communications Manager

Public Relations Specialist

Public Relations Specialists manage the public image of organizations and individuals. They develop and implement public relations campaigns to promote positive media coverage and build strong relationships with key stakeholders. This course can help Public Relations Specialists develop their persuasive communication skills, learn how to tell compelling stories, and build strong rapport with the media and other audiences. By completing this course, Public Relations Specialists can enhance their ability to manage the public image of their clients and achieve their organizational goals.

See salaries and explore the career path for Public Relations Specialist

Marketing Manager

Marketing Managers develop and execute marketing strategies to promote products and services. They work with a variety of stakeholders to create and implement marketing campaigns that engage target audiences and drive sales. This course can help Marketing Managers develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with customers and other stakeholders. By completing this course, Marketing Managers can enhance their ability to create effective marketing campaigns and achieve their organizational goals.

See salaries and explore the career path for Marketing Manager

Sales Manager

Sales Managers lead and motivate sales teams to achieve sales targets. They develop and implement sales strategies, train and coach sales representatives, and manage customer relationships. This course can help Sales Managers develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with customers and other stakeholders. By completing this course, Sales Managers can enhance their ability to lead their sales teams to success and achieve their organizational goals.

See salaries and explore the career path for Sales Manager

Event Planner

Event Planners organize and manage events such as conferences, weddings, and corporate functions. They work with clients to develop event concepts, secure venues, and manage logistics. This course can help Event Planners develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with clients and other stakeholders. By completing this course, Event Planners can enhance their ability to plan and execute successful events and achieve their organizational goals.

See salaries and explore the career path for Event Planner

Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are satisfied with a company's products and services. They work with customers to resolve issues, provide support, and build relationships. This course can help Customer Success Managers develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with customers. By completing this course, Customer Success Managers can enhance their ability to retain customers and achieve their organizational goals.

See salaries and explore the career path for Customer Success Manager

Business Development Manager

Business Development Managers identify and develop new business opportunities for their organizations. They work with clients to understand their needs and develop solutions that meet those needs. This course can help Business Development Managers develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with clients. By completing this course, Business Development Managers can enhance their ability to generate new business and achieve their organizational goals.

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Fundraising Manager

Fundraising Managers develop and implement fundraising strategies for non-profit organizations. They work with donors to secure financial support for their organizations' missions. This course can help Fundraising Managers develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with donors. By completing this course, Fundraising Managers can enhance their ability to generate donations and achieve their organizational goals.

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Grant Writer

Grant Writers develop and submit grant proposals to secure funding for non-profit organizations. They work with program staff to identify funding opportunities and develop proposals that meet the requirements of grantors. This course can help Grant Writers develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with grantors. By completing this course, Grant Writers can enhance their ability to secure funding and achieve their organizational goals.

See salaries and explore the career path for Grant Writer

Media Relations Specialist

Media Relations Specialists manage the relationship between their organizations and the media. They work with journalists to generate positive media coverage and build strong relationships with key media outlets. This course can help Media Relations Specialists develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with journalists. By completing this course, Media Relations Specialists can enhance their ability to manage the media and achieve their organizational goals.

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Speechwriter

Speechwriters develop and write speeches for political leaders, corporate executives, and other public figures. They work with their clients to understand their messages and develop speeches that are persuasive, engaging, and memorable. This course can help Speechwriters develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with their clients. By completing this course, Speechwriters can enhance their ability to write effective speeches and achieve their organizational goals.

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Technical Writer

Technical Writers develop and write technical documentation such as user manuals, white papers, and training materials. They work with subject matter experts to understand complex technical concepts and develop documentation that is clear, concise, and easy to understand. This course can help Technical Writers develop their persuasive communication skills, learn how to tell compelling stories, and build strong relationships with subject matter experts. By completing this course, Technical Writers can enhance their ability to write effective technical documentation and achieve their organizational goals.

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User Experience Designer

User Experience Designers develop and design user interfaces for websites, apps, and other digital products. They work with users to understand their needs and develop designs that are user-friendly, efficient, and visually appealing. This course may help User Experience Designers develop their persuasive communication skills and learn how to tell compelling stories. By completing this course, User Experience Designers can enhance their ability to design effective user experiences and achieve their organizational goals.

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Copywriter

Copywriters develop and write marketing and advertising copy for a variety of media such as websites, brochures, and social media. They work with clients to understand their marketing goals and develop copy that is persuasive, engaging, and memorable. This course may help Copywriters develop their persuasive communication skills and learn how to tell compelling stories. By completing this course, Copywriters can enhance their ability to write effective copy and achieve their organizational goals.

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Journalist

Journalists research, write, and report on news stories for newspapers, magazines, and other media outlets. They work with sources to gather information and develop stories that are informative, engaging, and accurate. This course may help Journalists develop their persuasive communication skills and learn how to tell compelling stories. By completing this course, Journalists can enhance their ability to write effective stories and achieve their organizational goals.

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