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Persuasion Equation by Mark Rodgers, Alan Weiss

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CHAPTER   4   

Building Your Business Case

Creating the Logical and Emotional Foundations of Your Argument

We’ve covered the crucial background information: persuasion fundamentals, decision making, and key aspects about your target. The next several chapters will cover what I call your “Persuasion Equation.” This is the combination of factors that will result in a rocket-fueled approach to you getting agreement.

Your Persuasion Equation is:

(A Great Business Case + Your Outstanding Credibility + Compelling Language) × Intelligent Process = Yes Success

In this chapter, we’ll focus on building your business case. This is a great way of performing your due diligence to ensure your persuasion priority makes good sense for you and your target. It’s ...

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