2,300 years ago Aristotle wrote the single most important book on what it takes to speak in a way that others take action because they heard your words.
The book is called Rhetoric.
We must connect on 3 levels in order to influence another person:
Logos refers to the arguments – you must learn to structure arguments that connect to the world view of the audience. What do they value? What facts do they accept?
Ethos is credibility. Credibility is about 3 elements: Authority, Energy and Connection.
Pathos is emotion. Human beings will only change their minds if they feel an emotion related to your message. There are 2 ways that a speaker can transmit emotion to their audience.