Over roughly 45 days in 1940, Winston Churchill gave a series of speeches that turned public opinion in his favor, as relayed in Andrew Roberts' biography of the great man, Churchill: Walking with Destiny. One word--victory--became England's rallying cry. Although Churchill was 65 years old when he became England's prime minister, he relied on something he'd studied at age 23. He'd studied rhetoric and identified five aspects of persuasion that would move the human heart:
- Use short, simple words.
- Pay attention to the rhythm and sound of your words.
- Steadily build your argument until the evidence rains down on your listener.
- Use analogies.
- Use words that arouse emotions.
Churchill once said, "He who enjoys it [the gift of public-speaking] wields a power more durable than that of a great king." Wield power by becoming a great communicator, using Churchill's approach.