Persuasion As A Discipline

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“Most of us think that the message and the merits of the message are the things that will convince people.  That’s usually not the case. Very often, it’s the relationship we have to the messenger. It’s not always about the argument, but about the delivery.”

          –     Robert Cialdini (b. 1945), author of “Influence: The Psychology of Persuasion” as quoted on The Medium 

“What you’re saying matters less than who you are,” he continues.

Persuasion is an over-rated skill and an under-rated discipline.  Connecting with others and seeking to bring about change to get them closer to what they seek is the key to effective persuasion, the kind that creates long-term, even permanent bonds.

The story matters, don’t get me wrong.  The teller of the story, and their genuine-ness, matters more.

 


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