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Why are so many new ideas a tough sell? Is it not true, as the old saying goes, that if you invent a better mousetrap, the world will beat a path to your door? No, it is not. In fact, it has never been less true, and for a variety of reasons.

For starters, people everywhere have become more savvy, more sceptical and even cynical. They have all become more jaded about advertising, more suspicious of political claims, and less trusting of those who bring them a message, any message — even one that may be in their best interests.

Most important, many people just are not skilled at the art of persuading. No matter how brilliant your idea or how technically advanced or economically sound it may be, it will go nowhere unless you get others to go along with it.

And the only way you can do that is by communicating clearly why they should do what you tell them to. Learning to improve your persuasive skills is both easier and harder than it used to be. Easier, because you now have e-mail and voice mail, CD-ROMS and cellular phones, satellites and skywriting, and a vast array of other tools for communicating.

But it is also more difficult because the deluge of messages and ill-equipped messengers cheapens them all. So nowadays, it is more crucial than ever to hone the skills that heighten your powers of persuasion. Here is how you can make yourself more persuasive:

Shift your focus

There is an old story of a young lady who was taken to dinner one evening by William Gladstone and then the following evening by Benjamin Disraeli, both eminent British statesmen in the late 19th century.

“When I left the dining room after sitting next to Mr Gladstone, I thought he was the cleverest man in England,” she said. “But after sitting next to Mr Disraeli, I thought I was the cleverest woman in England.”

If you are attentive to others, you will find it does wonders for both you and your companions. They will enjoy the conversation and so will you. And together you will accomplish much more.

Empower others

Skilful persuaders send out the message, spoken or unspoken, that they appreciate the abilities of others. For example, at Minnesota Mining & Manufacturing (3M), the US$15 billion-a-year firm (S$23 billion) famed for its innovation, its leaders still utter and follow the maxims of Mr William McKnight, the company’s legendary leader for half a century: “Listen to anybody with an idea”, “Encourage experimental doodling” and “If you put fences around people, you get sheep; give people the room they need”.

Hone your sense of humour

While being wheeled into the operating room after being shot by a would-be assassin, the ever-persuasive American president Ronald Reagan got a chuckle when he wisecracked: “I hope the doctor is a Republican.”

You may not be so cool in a crisis, but you can profit by not taking yourself too seriously.

Try building these tips into your strategy for selling your ideas and products, and you may discover how much more persuasive you have become.

Article by Dr Tony Alessandra, a professional keynote speaker and author. He is also the co-founder of MentorU.com, an online e-learning company providing training, coaching, and mentoring. Website: www.mentoru.com.