Chapter 6: Understanding the Customer: The Cicero Principle

The essence of client-based persuasion can be summarized in the words of the Roman orator and statesman Cicero: "If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words." This is great advice, so excellent that it is the basis for this entire chapter. When we break it down, phrase by phrase, we can see just how profound it is.

If you wish to persuade me ...

Why do you wish to persuade anybody of anything? Basically, you're hoping to influence their behavior, thinking, or attitude. If the context of the persuasion is sales, you're trying to motivate the audience to purchase your product or service.