3FIRST, UNDERSTAND YOUR AUDIENCE

IT USED TO be said of superlawyers Melvin Belli and F. Lee Bailey that they could persuade almost any jury that a guilty person was innocent and an innocent person guilty. Billy Graham took his crusade to the world and claims his ministry has forever changed the lives of millions of people. Now his son Franklin makes the same claim. If you have something to say and say it well, the world will listen.

First, you have to understand the people. When you understand the people, you can identify human needs. When you identify human needs, you can appeal to psychology and thus the mind. I’m actually talking here about two minds: first, the conscious mind, which happily swims like a fish all day long in a pool of intellectual ...

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