Certainty is a tool of persuasion – @HarvardBiz #writing
It is not stated beliefs that drive action, but the certainty with which those beliefs are held.
They find four levers that can be used to improve certainty:
- consensus
- repetition
- ease
- defence
An interesting read for writers and other purveyors of persuasion.
Business Plans, Content Marketing, Marketing, Organisational Humanity, Social Media, Writing
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