Two Principles of Communication

To be effective as a persuader, you must become a good communicator. To do that you must apply two often ignored principles of communication. These are worthy of your special attention because they are universal. You can apply them to all your communications, whatever their purpose.

Principle 1: Taking Responsibility

When you are the sender of a communication, you must take 100 percent of the responsibility for the creation, transmission, and delivery of the message.

This means that you, as the sender, relieve your intended receiver of all responsibility. In other words, it is your job to get your message to its destination and get it across, that is, understood. In turn, when your intended receiver responds, ...

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