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Persuasion Equation by Mark Rodgers, Alan Weiss

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CHAPTER   3   

Targets, Technology, and Tactics

Because It’s Not About You, It’s About Them

Jim Morrison had it right: “People are strange.”

Morrison, the late singer for the iconic 1960s band The Doors, wrote a song with that line and that title for the group’s 1967 album, Strange Days. Why are people strange? Because they’re different—in some cases, very different.

The people you’ll be attempting to persuade—your targets—possess personality, gender, and generational differences as well as individual preferences. Understanding and tapping into these differences, will be pivotal to your successful persuasion efforts. They will impact how you behave, what sort of case you make, the language you use, and the references you choose.

Your targets ...

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