This is a famous quote by Zig Ziglar. What do some people have that makes us gravitate towards their message and want to listen to them? Why do we feel more comfortable with certain people, and share our most intimate feelings with them? What makes us trust or not trust certain people? 

To be an effective communicator and get the outcome you want, your audience needs to:

Feel stimulated and

to feel the experience

in order to follow your lead

and RESPOND