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Persuade by Philip Hesketh

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12 The seven things you need to know to improve your communication

Constantly bombarded with messages via a multitude of media, we don't have time to read or listen to an elaborate story that skillfully weaves in a product's features and benefits. Gone are the days of long copy ads in glossy magazines. If you're not on page one on a Google search you're almost certain to be unseen. If your video on YouTube doesn't have appeal, within less than 30 seconds you're toast.

So if you want people to believe what you say in a presentation and ultimately remember what you've said, don't go for flowery introductions or long rambling sentences that just seem to go on endlessly without saying anything very much.

Like that one.

Irony eh?

I spoil you sometimes. ...

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