Chapter 2
The Communication of Persuasion
In This Chapter
• How process, meaning, and messages work together
• Establishing a communication model
• Producing persuasion through a cascade of stages
• Get TACTful
• Why persuasion sometimes fails
Persuasion happens through your ability to communicate well. You can be an outstanding student of human behavior and a clever observer of human nature, but if you don’t know how to communicate effectively, you will do poorly at persuasion. Communication is everything to persuasion!

Messages and Meanings in Process

Communication is the process of creating meaning through verbal and nonverbal messages. Note the three key elements in this definition: process, meaning, and messages.
Process could also be called ...

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