Knowledge of what moves audiences can help managers to create a positive ethos, which will make them more persuasive.
Drawing on emotional intelligence as a source of persuasion may work as well as or better than facts and figures in many cases: “Arguments, per se, are only one part of the equation.
Other factors matter just as much, such as the persuader’s credibility and his or her ability to create a proper, mutually beneficial frame for a position, connect on the right emotional level with an audience, and communicate through vivid language that makes arguments come alive” (Conger, 1998).