6. Understanding the Customer: The Cicero Principle
The essence of client-based persuasion can be summarized in the words of the Roman orator and statesman Cicero: “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” This is great advice, so excellent that it is the basis for this entire chapter. When we break it down, phrase by phrase, we can see just how profound it is.
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