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How to Sell Yourself by Arch Lustberg

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CHAPTER 3
Selling Your Likability
 
 
You give your audience four choices:
■ They can like you.
■ They can dislike you.
■ They can be neutral to you and not care one way or the other.
■ They can feel sorry for you.

The Goal

Your one goal as a communicator is to get them to like you. If the uncommitted people in your audience like you, chances are they’ll pay attention and get your message. If they don’t like you, they’ll probably consider you pushy, or incompetent, or misguided, or bombastic, or phony. If they’re neutral to you, they’ll think they’d be better off spending their time somewhere else. The message won’t make it across the distance between you. If they feel sorry for you, that’s the message: “Poor, poor soul!” Nothing else will be ...

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