10PERSONAL PERSUASION
The secrets of persuasion described in the previous chapters apply to persuasion in all its forms. The secrets are grounded in the nature of the human mind, so as long as the target of persuasion is one or more humans, all seven secrets are useful.
There are three forms of persuasion:
1. Macro-occupational—attempting to change the behavior of millions of people at the same time (for example, marketing Cheerios or attracting shoppers to Target).
2. Micro-occupational—attempting to change the behavior of many people, one or a few people at a time (for example, selling cars in a showroom or canvassing for votes).
3. Micro-personal—attempting to change the behavior of one individual we already know well (for example, encouraging ...
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