“


persuasive than a good


Nobody is more


listener. DALE CARNEGIE


”


Know your proposal. It may seem obvious, but people can be lazy, unintentionally or otherwise, so do the thinking for them. We all want to make the right decision and make that decision efficiently. Analyzing a decision takes time and energy, so we rely on mental shortcuts. One of these shortcuts is through comparisons. Imagine you are buying a television. You will perceive a $3,000 television very differently based on whether you see it sitting next to a $1,000 television or a $6,000 television in the store.1


1 See Steve Martin, To Persuade Others, Give Them Options.


 (Dec. 2, 2014).


summer 2019 | the Voice 19


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