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The Complete Idiot's Guide to Persuasion by Steve Booth-Butterfield

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Chapter 11
Inoculation Theory
 
 
In This Chapter
• Strengthening-rather than changing-thoughts, feelings, and actions
• Another application of the central-route conversation
• Weak offenses can build strong defenses-really
• Old hands helping newbies through hard times
Beginners approach persuasion in a simple, direct fashion. They want to charge in, change the other guy, and create a complete turn of direction from “against us” to “for us.” And all of the persuasion plays we’ve studied provide exactly that kind of action. But, persuasion is more sophisticated than simply aiming at a change in direction.
Think about a situation where the other guy is already in your camp but is only a shaky friend. We don’t want to change him or her in a directional ...

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