Admit it—ultimately we’re all in the business of persuasion. Whether you’re a salesperson, a teacher, a parent, a manager, a spouse, or significant other, aren’t you always trying to persuade someone else to do something? Persuading people to do something different is what we do—to get them go to the movie we want to see, to get that report in on time, to revise the creative that your team has been working on for three weeks, to go to that restaurant, or to vacation near Pebble Beach rather than Disney World. Or, in the mindset of an advertising or marketing person, to get people to buy your new product, buy more of your current product, or switch from a competing brand to yours.
One tried-and-true pathway to persuasion ...
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