Chapter Seven
The art of persuasion
That is probably the most exciting and scary heading in this whole book. We spend a large chunk of our time and brainpower trying to find ways to persuade people, so that they hire us, enjoy our company, agree with us, do things with us, to us or for us. Most of all, we want them to want to do these things.
Laying facts out as premises and conclusions in a logical order does have its place, but that place is quite small and overcrowded. Besides, facts are terrible motivators. If you want to change what someone thinks, offer them facts. If you want them to act, you must affect how they feel. Use clean questions to find out what they value, and why they value it. Naturally, you’ll be using your voice and your ...
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