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SECTION I:Laying the Groundwork for Getting Results
Chapter 1: The Most Important Element of All
Know Your Audience: Learning About Decision Makers
Ten Critical Questions to Ask About Your Audience
How to Gather Information About Your Audience
Chapter 2: How to Persuade a Decision Maker
What Do Decision Makers Really Want to Know?
The Four Ps of Persuasion
Decision Makers’ Biggest Complaints About Presenters
Effective Influencing: The Three Cs of High-Impact Conversations
Aristotle’s Three Modes of Persuasion: Ethos, Pathos, and Logos
Chapter 3: Establishing Credibility
Perception Determines Choice
Three Factors of Perception: Visual, Vocal/Verbal, Relational
Connection, Not Perfection!
SECTION II:Developing Persuasive Content ...