Persuasive Investor Communication Techniques

Persuasive Investor Communication Techniques
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This article is part of our IR Storyteller's Handbook - Download the handbook for a practical guide to crafting and delivering investor communications that resonate.

The key to making your company story compelling is to employ persuasive rhetorical techniques. Persuasive speaking is a skill that can be learned and honed like any other. Tiffany Willis, Senior Vice President of Investor Relations at Starbucks, likens storytelling to a muscle that can be trained and strengthened:

“I see storytelling very much like muscles. You have to build it, develop it, and keep working on it to maintain it. It’s a skill I’ve honed over the years, and I still work on it.”

Several messaging and presentation techniques can elevate your company story and improve its reception. A structured and well-thought-out script that addresses your key messages, tailored insights, body language, and effective vocal delivery are necessary components of a persuasive massage.

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Defining your key messages ahead of time

All of your storytelling should be centered around your key messages. These are the main details of your story that you want investors to hear and remember. David Calusdian, President at Sharon Merrill Advisors, warns that one of the biggest mistakes he sees IROs make with their IR storytelling is neglecting to structure their deck with a thesis and key points:

“Most people go into a situation just talking about XYZ without thinking through their persuasive argument and how to support it. The result is a meandering conversation without a clear point. If your IR deck doesn’t have an investment thesis communicated throughout in a structured, prescriptive way, the whole point can get lost.”

To keep your message sharp:

  1. Build your deck around a clear thesis, with each point reinforcing it
  2. Relate answers and talking points back to your core messages — even in Q&A
  3. Avoid “information overload” by sticking to 2–3 well-rehearsed takeaways

David also stresses the importance of preparing for tough questions:

“Think ahead: what are the toughest questions I might get? You don’t need to prepare a hundred answers, but you can rehearse key talking points for major topics you may have trouble with. That way, no matter what question comes up, you can pivot back to your three core messages and stay dynamic, crisp, and effective.”

The more you rehearse your key messages, the easier it will be to incorporate them into your everyday communication, including during unpredictable question periods.

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Tailoring your story to your audience

Whenever possible, you want to tailor your messages to the audience you are addressing. The content of your information is still the same, however, your communication style should adapt to match your audience’s specific needs. Danielle Collins, Senior Investor Relations Director at Shell, describes this adaptability as being an “IR chameleon”:

“Your strategy is your strategy — the core messages don’t change. But your communication style should adapt. For me, being an IR chameleon means tailoring your approach to each investor’s engagement style and specific concerns.

“It might sound daunting, but it’s really about listening — understanding what matters most to your investors and addressing those priorities directly.”

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Danielle Collins notes that investors’ priorities often vary depending on their geography or investment thesis — another reason to be an “IR chameleon.”

“We get ESG questions all the time, but the frequency and depth really vary. North American investors tend to focus on returns when discussing ESG, while European investors dive into specific governance issues, labor practices, local talent investments, and detailed energy transition commitments.
“So we approach each meeting with tailored expectations. Regional nuances mean we need to flex different ‘knowledge muscles’ depending on the audience — making sure we’re prepared to address their specific interests and expectations.”
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Mastering body language

The way your story is presented is just as important as the story itself. Body language, tone of voice, and speaker confidence directly shape how investors perceive your company. Nervous habits — like fidgeting, filler words, or poor posture — can undermine your credibility.

David Calusdian highlights three key areas of body language he focuses on when coaching executives: posture, hands, and eye contact.

Posture

One of the most obvious body language signals is posture. A slouched or closed posture makes you appear timid, tired, and uncertain — and can make investors doubt your message. To show a positive and confident perception, David recommends a more authoritative posture:

“Throw your shoulders back, stand tall. It’s simple but powerful. Walk and talk like you own the room and know your material.”

Hand placement

Many speakers don’t know what to do with their hands — but forced stillness looks just as awkward as flailing. David’s advice:

“One of the most common questions I get is about hand gestures — people never know what to do with their hands. My advice is simple: just keep it natural. Use your hands like you would in a normal conversation. People often think they’re using their hands too much, but honestly, I’ve rarely had to tell someone to dial it back.
“If you do tend to overdo it, imagine a ‘strike zone’ from your chest to your belt — keep your gestures within that space. Otherwise, let them flow naturally, like you’re talking to a friend.”

Eye contact

The last central part of body language David addresses is eye contact. In his view, scanning the audience isn’t enough to make a strong impression:

“Eye contact might seem obvious, but many speakers just scan the room or stare at a single point in the back — and that’s not effective.”

To connect with in-person audiences, David suggests trying to make eye contact with every single person at least once:

“If you’re speaking to 100 people, treat it like 100 one-on-one conversations. Try to make eye contact with as many individuals as possible to create engagement and connection.”

Lastly, David cautions against placing your speakers behind podiums. He warns positioning your speaker behind a podium often leads to speakers looking down at their notes, which compromises your speaker’s ability to connect with the audience and diminishes confidence in their message:

“I don’t like podiums — they create a barrier between you and the audience. When you’re behind one, you tend to grab it and look down at your notes, which breaks eye contact.
“If a podium is unavoidable, don’t stay behind it. Step in front or to the side, speak from memory, and engage directly. In an investor deck presentation, you shouldn’t need to look down much — just glance at the slides when needed, but stay connected with the audience.”

Creating excitement with tone of voice

A key part of oral storytelling is how your executives sound when they deliver it. If you want your story to spark excitement and confidence, your speakers need to sound excited and confident.

David advises IROs to coach executives on using tone and vocal variety to emphasize key points:

“If you say the word ‘excited’ but in the same flat tone as everything else, it doesn’t resonate. Pay attention to vocal variety — it can completely change how a message lands.”

His tips:

  1. On major points, change your pace or tone — speak faster to show enthusiasm, softer for drama, or louder for emphasis.
  2. Review each slide or script section and identify where vocal variety can bring out the key message.
  3. Use variety intentionally to make the most important arguments stand out.
“These small adjustments can quickly take an executive from 0 to 60 — and help your story land much more effectively with investors.”

Key Takeaways

Compelling IR storytelling is a skill you can learn and strengthen — combining structured messaging, audience adaptation, and confident delivery.

Define Key Messages First: Anchor every presentation around your investment thesis, supported by clear key points. Avoid meandering conversations. Prepare 3 key talking points for major topics — especially difficult questions — and rehearse them until they feel natural during Q&A and day-to-day interactions.

Become an "IR Chameleon": Keep your core messages consistent, but adapt your delivery to match your audience. Understand investor priorities, regional differences, and focus areas. North American investors often emphasize returns, while European investors dig deeper into governance and ESG. Tailor your preparation to meet those expectations

Master Executive Presence: Focus on three critical body language elements:

  • Posture: Stand straight, shoulders back—talk and walk like you own the room
  • Hands: Keep gestures natural and conversational, within chest-to-belt "strike zone"
  • Eye Contact: Make individual connections—treat large audiences as multiple one-on-one conversations

Optimize Vocal Delivery: Use vocal variety to make key points stand out. Change your pace, tone, or volume to show excitement, create drama, or underscore importance. Saying “excited” in a monotone won’t resonate.

Executive Coaching Essentials

  • Preparation: Structure decks around your thesis, prepare for tough questions, and avoid podiums that create barriers.
  • Delivery: Step away from notes, speak from the heart, and glance at slides rather than reading.
  • Practice: Rehearse extensively so your key messages are instinctive — even in unpredictable moments.

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