8 The Cicero Principle:How to Avoid Talking to Yourself in Print

THE ESSENCE OF CLIENT-BASED PERSUASION CAN be summarized in the words of the Roman orator and statesman Cicero:

“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”

This is great advice. When we break it down, phrase by phrase, we can see just how profound it is.

If you wish to persuade me …

Why do you wish to persuade anybody of anything? Basically, you’re hoping to influence their behavior, thinking, or attitude. If the context of the persuasion is sales, you’re trying to motivate the audience to purchase your product or service. If the context is training, you’re trying to motivate the audience to use certain techniques or procedures ...

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