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Content Is King

If you want to learn how to manipulate others into doing things that aren’t in their best interests, or sell a faulty argument, you’ve come to the wrong place.

You may have heard the saying: “Sell the sizzle, not the steak.” It’s not a bad approach, but you’d better make sure the steak is good quality. Any persuasive attempt is like a chef putting together a meal: Flavoring and presentation are important, but your ingredients must be healthy (true), fresh (new information or insight), and nutritious (useful).

I am definitely not against using emotion to help you sell your ideas, but remember that often decisions are made some time after your meeting; while the emotion may wear off, the logic and hard facts remain true. Especially persuasive is deep content, which withstands drill-down questioning.

Five ways to ensure your content remains king:

  • Be absolutely sure of your facts, even the “minor” ones
  • Really learn the material, so you display effortless command of the facts
  • “Get your hands dirty” by going to the scene to see for yourself
  • Don’t get out in front of your facts
  • Separate opinion from fact

Links and resources:

Content Is Still King- Long Live the King

Max Cred Factor #2: Lighthouse Content

Knowledge and Persuasion

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The Talkers’ Club
May 19, 2011

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