my guess is that the resonance happened because whoever was making you an offer made you feel understood.

If we keep meeting anger with anger, the world’s divisions will only escalate. Persuasion is a communication-based process. If we’re all just shouting so loudly that we can’t hear the other person, we can’t communicate.

It’s not what you say, it’s what they hear. —MASLANSKY + PARTNERS TAGLINE Now you have your draft Persuasion Plan. This is your foundation, your starting point. But until you know how people are going to react to it and how you will react using it, you can’t go any further. I have seen this happen time and time again. You have the message. You have

The job of visual language is to plant one of your pillars in your audience’s mind in a way that will stick.

What symbolic gesture can you make in order to underscore your point? How do you define what your symbolic gesture is or could be?

According to the 2018 Cone/Porter Novelli Purpose Study, 78 percent of Americans will buy a brand for the first time based solely on the brand’s position on a controversial topic. Half of people make purchases based on companies’ beliefs or values. Fifty-one percent will be more loyal buyers of a brand that speaks up compared with those that remain

The first thing we need to do is figure out how your audience is feeling about you/your proposal/your company/your product right now. This needs to be an honest snapshot of where you’re starting from so you know exactly how far you have to go.

we rapidly and automatically process opinions we agree with as if they are facts.

At its core the story doesn’t have to resonate with us, it has to resonate with our target audience, so until we practice it, test it, get curious about how people react to it, we can never be 100 percent sure if it’s going to work. You can’t skip this step. It’s as important as everything you have done so far to pull all these pieces together. Per