Chapter 12
Influence: An introduction
“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.
EDWARD R. MURROW, AMERICAN JOURNALIST1
If you’ve been reading this book in chronological order, you’ll already have a good grasp of the psychological factors that shape your audience’s behaviours, and the strategies you can employ to communicate more persuasively. It’s a great foundation on which to build more meaningful interactions, but if you really want to see results, you have to understand the psychology of direct, automatic influence.
As with any kind of persuasion, the aim here should be to use these principles towards mutual benefit. If you can align the goals of your business with ...
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