Do people want to listen to you or maybe they just happen to hear you when your talking? Their is an obvious difference between the two and the answer often lies in what is being said and how it's being said. The trick to make people listen is to respect their time and attention by making personal, relevant and important to there lives.
Persuasive communications is often mistaken as a one way ticket but it's really not that different from everyday communication. If you expect to be listened to (and not just heard), you better have a reputation for delivering information that's deemed worth listening to.