The 4 Pillars of Persuasion

Your cause deserves to be heard. Here’s how to break through.From national advocacy groups to local charities, we’re all asking the same question: 'How can I make this more persuasive?'  In an era of fractured attention, eroding trust, and information overload, it’s getting harder to answer. The old communications playbook is failing the organizations that need it most.Fortunately, one of the nonprofit world’s leading messaging experts has written a hands-on guide on how to communicate with real power in today’s challenging environment.Frank O’Brien’s skill at crafting persuasive messages has helped organizations like Doctors Without Borders, the ASPCA, Oxfam, Planned Parenthood, the ACLU, and Greenpeace raise billions of dollars and mobilize millions of supporters. And now it can help you find the path to persuasion for your cause or campaign.The 4 Pillars of Persuasion book delivers a practical, psychology-driven system for reaching and motivating your audience in today’s landscape.Inside, you will discover:• How to win and hold Attention in the new 'always on' media landscape, where younger audiences expect the news to find them • How to move past surface data and develop a visceral, emotional understanding of your Audience’s hopes, fears, and motivations • How to lead with Emotion strategically, aligning the feelings you evoke with your narrator, your moment, and your organization’s voice • How to sharpen your Craft by learning from great communicators across fields, not just the nonprofit sectorWhether you lead communications for a national advocacy group or volunteer for a local charity, The 4 Pillars of Persuasion is the guide you need. 6