Wednesday, April 3, 2013

The Laws of Persuasion: Character Counts

Part 4 of a 5-part series

If you want to change customers' beliefs, remember character counts.

So said the Ancient Greek philosopher Aristotle in his fourth-century BC Treatise on Rhetoric.

We like to think we're moved by good speeches, not good speakers.

But that's not the case, Aristotle says.

"It is not true, as some writers assume in their treatises on rhetoric, that the personal goodness revealed by the speaker contributes nothing to his power of persuasion; on the contrary, his character may almost be called the most effective means of persuasion he possesses."

So stay upright and be strong; it will serve you well.

As the late Zig Ziglar once said, "The most important persuasion tool you have in your entire arsenal is integrity.”
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