How to really persuade in presentations: Alastair Campbell

An element of persuasion is key to most presentations, ensuring that an audience are on the speaker's side. But how's this done?
Speaker Mentor Alastair Campbell had one of UK's top persuasive remits as Tony Blair's Chief Strategist. "The speaker's got to work out what the main objective is of their speech," Alastair told us. "That's all about the central argument".
Alastair believes that most people will listen to a well structured argument: "If you make a case, founded on factual analysis, values, your own experiences, history, colour... you can usually persuade somebody closer to your case, even if ultimately they're not going to necessarily agree with you".