One Sentence Persuasion?
Is it possible to capture and communicate anything of value about persuasion in a single
sentence? It is and I.m about to prove it. But first, let me tell you why I.ve gone to this
extreme.

Studying persuasion and influence is one of my deepest passions and has consumed an
embarrassingly large amount of my time and energy for over a decade. I have family and
friends who say my pursuit borders on obsession. They are wrong. It crossed the line
long ago.

I know of no subject more fascinating, more empowering, more profitable, and
unfortunately, more confusing. This confusion is more than unfortunate; it is also
largely unnecessary.

Given the pace of today.s world, it has never been easier to be powerfully persuasive.
Never. It doesn.t require good looks, a silver tongue or infallible logic. It doesn.t
require confidence, charisma or a magnetic personality. It is a simple matter when one
cuts through all the smoke. Cutting through the smoke is the hard part.

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