CHAPTER FIVE THE FAIR PERSUADER: ONE-SIDED VERSUS BALANCED ARGUMENTS Generally, when trying to persuade people to “do stuff,” most people only present a one-sided argument - they talk only about the benefits of the idea/product. We’re scared that pointing out weaknesses in our ideas/products will reduce our persuasiveness. We believe that if we only talk about the pros of an idea/product and ignore the drawbacks, then perhaps other people won’t realize the drawbacks of what we’re selling. 17. The Fair Persuader: Create the perception that you are a fair persuader by offering what appears to be a fair and balanced argument, but then offer-counterarguments that make your idea/product seem like the best choice. CHAPTER SIX INOCULATION What is inoculation? “Attitude inoculation is a technique used to make people immune to attempts to change their attitude by first exposing them to small arguments against their position. It is so named because it w...
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