For every Elizabeth Holmes con there are thousands of Chester F. Carlsons with shelved greatness. Why? They don't know how to persuade.
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Brands love celebrities because they embody a ready combination of authority, friendship, and consistency. But Gus Kenwworthy may be in a class by himself.
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Super smart ad spot application of the Contrast Trigger, Allstate makes some fairly ordinary features sound unusually appealing by contrasting them with low expectations.
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What skills do companies prize in C-level executives ? Harvard Business Review found some surprising answers.
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Account team leaders can motivate momentum with some of the same approaches they use with customers, plus trust built through social capital.
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Ronald Reagan's handling of Mikhail Gorbachev at their first meeting in Geneva is by now the stuff of legend. A look back reveals how brilliantly the president used a key persuasion trigger.
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Marketing and sales people need to be investigative journalists with customers, and do a better job than those who covered the 2016 presidential campaign.
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The slow, plodding, analytical brain is a performance killer when fast decisions count. Want quicker sales and faster agreements? Go emotional.
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Evidence that a doctor's diagnosis is influenced by emotional factors may be bad news for misbehaving patients but it's good news for healthcare sales reps.
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If Tim Cook's 'Message to Customers' was intended to persuasive, he might have taken a cue from the emotional connection achieved so often in his products.
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One of the biggest advantages of a brain-based approach to engaging and influencing customers is the opportunity to dispense with complex behavior-based analysis.
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A veritable master class in trigger packing to produce a powerfully persuasive newsletter from online marketing and Wordpress consultant Kim Castleberry.
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Pixar president Ed Catmull is revered among business and leadership experts for his remarkable success, but more so for his approach to making others successful.
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If your business depends on the interest, cooperation, and facilitation of other people, it's vital to appreciate the value of the social currency we call small talk.
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More people are expressing their opinions about doctors and healthcare services in reviews online. Medical competence is not on the top of their list.
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