An attempt to persuade is more likely to be effective if the message is credible and comes from a place of connection.

Credibility is an important quality. Usually, the more credible a source is, the more persuasive it is. The best way to be credible is to tell the truth, even when it hurts. Honesty and accuracy build credibility. What you write must also correspond to your organization’s actions.

Credibility has two major elements: expertise and objectivity. People are more likely to believe you if they think you are knowledgeable, but they must also believe you are telling the truth.

Being liked helps make persuasion more successful, and so does being similar to audience members in some way. If you can find common ground between you and your audience, you are more likely to persuade them to your position.