You may be tempted to believe that, with the right techniques, you can influence anybody to do or believe anything. Happily, this is not true. Substance matters enormously: the rigour of your ideas, the quality of your products, the value of your proposals, or the implications of your requests.
This chapter is about how to structure your argument to give it the maximum impact. It includes:
- the importance of good evidence;
- how to hook the person or people you want to influence with a compelling opening statement;
- how to order your argument in a persuasive sequence;
- how to complete your message with a powerful close.
Influence through reason ...
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