Being persuasive

In this chapter

  • The process of persuasion
  • A copywriter’s approach
  • The difference your delivery makes
  • Seven essentials of persuasion
  • Meeting expectations
  • AIDA – the classic sequence

There are two kinds of business presentations: good ones and bad ones. The bad ones far outnumber the good ones, for a variety of reasons, but mainly because they are not persuasive. Think back to the last business presentation you attended. Did you remain engaged all the way through? Why not?

Were there times when you lost the will to live? Did you pray for it (or your life) to end? And did you work out why?

Chances are you would struggle to remember a presentation that really turned you on. Now pause and do a role reversal. Picture yourself ...

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