Chapter 20. IT'S ALL IN THE MIND!
In which we learn that people make their decisions in their heads. When we understand how this process works we can influence the outcome
As we come to the end of our persuasion journey, we need to understand where this journey took place – and that is in our head. When we meet our subject the processors of their brain are saying, "No, not convinced". Our actions, words, and planned interactions will waft them gently from that original position to one of, "Yep, I am totally convinced". Therefore, before you rush out and practise your finely-honed persuasive art, perhaps a little understanding of the psychology of persuasion may not go amiss.
We believe what we believe. We are sure the sun is a ball of fiery atomic ...
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