The Mathematics Of Persuasive Communication
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you cannot force people to read what they don’t want to, even if they are being paid to do so.
For example, you produce a report defining opportunities for increased sales and profits. However, if it is not well written, even people who must read it as part of their job are unlikely to give it their full attention. On the other hand, if they immediately see their own self-interest in reading what you have written, they will do so gladly and with full attention. In fact, you probably couldn’t stop them from reading it!
There are various methods to generate such a strong desire to read, depending on the type of readers and the type of information. Whatever the most appropriate device, the crucial thing is to recognise the imperative need to use it. Until this need is met, nothing else is of any importance.
Philip Yaffe is a former writer
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