CHAPTER FOUR

PQ Skill #2

Understanding How Your Audience Thinks

Great persuaders instinctively sense and know what other people are thinking and feeling. Imagine if you could get inside your audience’s mind. How do they really feel about you? Wouldn’t it help immensely if you knew the questions and concerns brewing in their minds? What if you knew their key motivators, their true feelings? Are they telling the truth? Are they lying to you?

This “sixth sense” takes time to develop. Even the most seasoned persuader needs to take a second look at this skill. Why? We’ve found that less than 8 percent of persuaders have mastered, use, or even understand its importance. They tend to guess and assume what everyone needs and wants. They might be right ...

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